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Xiaohongshu Advertising in China: A Comprehensive Guide to Effective Digital Marketing (2025 Update)

1. Overview of Xiaohongshu

Xiaohongshu, or "Litte Red Book", as it's known in English, is one of China's leading social commerce platforms, blending user-generated content (UGC), e-commerce, and social networking. It primarily appeals to urban women aged 18-35, known for their aspirational lifestyle and willingness to spend on quality products. This platform is pivotal for building brand trust, particularly in the fashion, beauty, travel, and lifestyle sectors.

 

This guide will provide an in-depth look at Xiaohongshu marketing, and why it should be a part of your digital marketing strategy in China.

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2. Background of Xiaohongshu

  • Launch: In 2013, Xiaohongshu initially focused on overseas product reviews but evolved into a comprehensive lifestyle-sharing platform with integrated shopping features.

  • Users: As of April 2024, over 300 million monthly active users, with a strong focus on younger, tech-savvy, and affluent demographics.

  • Unique Selling Point: Combines aspirational content with the convenience of direct e-commerce, enabling users to discover, research, and purchase products within the app. 

Key Statistics:

  • The platform has a diverse user base, with over 70% of users born after 1990 and 90% of users under 35.

  • 50% were born after 1995, and 35% of users were born after 2000. 

  • Most users are female, accounting for 70% of the total user base, with men taking up the remaining 30%.

 

  • Xiaohongshu commits to maintaining its content's authenticity; in the past, it has removed over 1.38 million paid posters and 1.21 million biased reviews.

  • By January 2023, the platform hosted 140,000 brands, with 56% of them being domestic brands.

  • By April 2024, the platform has exceeded 80 million community shares, with average daily user search penetration reaching 60%, and UGC content reaching 90%. 

Xiaohongshu Brand Profile

3. Xiaohongshu's Capabilities

Xiaohongshu is a social media platform that features images, texts, videos, and live-streaming content to cater to users' interests. With the mission to "inspire lives," the innovative platform showcases a diverse range of lifestyles from beauty, fashion, entertainment, childcare, etc. to connect its community.

The platform publishes over 450,000 pieces of content daily, and its unique scoring system considers factors such as follows, comments, collects (bookmark as favourite), and likes for content rankings. This system encourages greater interaction and engagement with content, improving its visibility and reach.

  • User-Generated Content (UGC) Platform: Primarily known for its UGC, users can create posts, reviews, and recommendations about various lifestyle topics such as fashion, beauty, travel, food, and more. This UGC creates an engaging community where users can share their experiences and discover new products or services.

  • Social Commerce: Integrates content-driven discovery with seamless shopping experiences. Brands can set up online stores and sell their products to Xiaohongshu's user base.

  • Authenticity: Thrives on genuine, user-generated content, ensuring high levels of trust among its community.

  • Data-Driven Targeting: Uses advanced algorithms for precise ad targeting based on user behaviour, preferences, and demographics. 

 

  • Personalized Recommendations: Xiaohongshu algorithms analyze user behaviour, preferences, and interactions to suggest personalized content (posts, products, and KOL) recommendations to its users 

  • KOL/KOC Ecosystem: Extensive networks of Key Opinion Leaders (KOLs) and Key Opinion Consumers (KOCs) for influencer marketing campaigns​

  • Multi-Format Support: Supports various content formats, including text, images, short videos, and live streams

Xiaohongshu App Features

4. Xiaohongshu Advertising Formats

Xiaohongshu offers a variety of ad formats, including:

  • Native Feed Ads: 

    • Appear seamlessly in the user's feed featuring an image or video and accompanying text.​

    • Focus on storytelling to integrate with organic content.

  • KOL/KOC Campaigns:

    • Collaborations with influencers to create authentic, relatable content. ​

    • Micro-influencers (KOCs) are particularly effective for niche markets.

  • Livestreaming Ads:
    • Interactive format for real-time engagement and product showcasing. 

    • High conversion potential during live sessions.

  • Short Videos:

    • Highly engaging with content optimized for mobile viewing. 

    • Focus on visual storytelling and call-to-action (CTA) integration.

  • Sponsored Content:

    • Brand-sponsored posts that blend seamlessly into users' feeds marked as "promoted" for transparency. 

  • Brand Official Accounts:

    • Brands official accounts on Xiaohongshu to engage with users, share content, and promote their products or services.

    • Include text, images, videos, and links to external websites.

  • E-commerce Integration:

    • Direct linking to product pages for streamlined purchases.

    • Supports cross-border e-commerce for international brands. 

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5. Xiaohongshu Platform Features

  • ​Discovery Feed:  Personalized feed for users based on interests, enabling brands to target specific niches. 

  • Search Functionality: Advanced search tools for finding products, brands, or reviews, making it an excellent platform for SEO-focused campaigns. 

  • Community-Driven Engagement: Encourages users to interact, review, and share experiences, amplifying brand reach organically. 

6. Xiaohongshu Advertising Platform Bidding Strategies

Xiaohongshu's advertising platform is known as "Xiaohongshu Ad Platform" or "Xiaohongshu Ads". It is the dedicated platform where brands and advertisers can create, manage, and optimize their ad campaigns on Xiaohongshu. The Xiaohongshu Ad Platform provides tools and features to target specific audiences, track campaign performance, and access data and insights. Advertisers can leverage this platform to run various ad formats, collaborate with influencers, and reach Xiaohongshu's user base effectively. 

 

When it comes to Xiaohongshu advertising, employing effective bidding strategies is crucial to optimize campaign performance and achieve desired outcomes. Here are some bidding strategies to consider:

  • CPC (Cost-Per-Click): Ideal for driving traffic to brand or product pages. 

  • CPM (Cost-Per-Impression): Useful for building brand awareness through high-impression campaigns. 

  • CPA (Cost-Per-Action): Focuses on direct conversions, such as product purchases or app installs. 

  • Performance-Based Bidding: Optimized algorithms for maximizing ROI by targeting high-intent users. 

Optimizing Bidding Strategies:

  1. Define Clear Campaign Goals: Clearly define your campaign goals and key performance indicators (KPIs) upfront. Whether you're aiming for brand awareness, engagement, conversions, or other specific outcomes, align your bidding strategy with these objectives.

  2. Test Different Bidding Strategies: Experiment with different bidding strategies to identify the most effective one for your campaign. Test CPC, CPM, and CPA bidding to understand which approach yields the best results in terms of your campaign goals and budget allocation.

  3. Monitor Performance Metrics: Continuously monitor the performance metrics of your ad campaigns. Xiaohongshu Ad Platform provides data and analytics to track key metrics like impressions, clicks, conversions, engagement rates, and more. Analyze these metrics to identify areas for improvement and optimization.

  4. Refine Targeting: Regularly review and refine your target audience based on the performance data. Adjust your targeting parameters, such as demographics, interests, and behaviours, to focus on the most relevant audience segments that drive better results.

  5. A/B Testing: Conduct A/B testing by creating multiple ad variations with different elements, such as ad copy, images, or calls-to-action. This helps you identify the most effective combination and optimize your bidding strategy accordingly.

  6. Budget Allocation: Review and adjust your budget allocation based on the performance of different ad campaigns and ad formats. Allocate more budget to the campaigns that deliver better results and consider reducing or reallocating budgets from underperforming campaigns.

  7. Ad Creative Optimization: Continuously optimize your ad creative to improve its performance. Test different visuals, messaging, and formats to determine what resonates best with your target audience. Compelling and engaging ad creative can positively impact your campaign's performance and bid optimization.

  8. Seasonal Adjustments: Consider making bid adjustments during specific seasons or promotional periods when demand or competition may be higher. This can help you stay competitive and optimize your bids based on market dynamics.

  9. Audience Insights: Leverage the audience insights available on the Xiaohongshu Ad Platform. Understand the demographics, behaviours, and preferences of your target audience and use this information to optimize your bidding strategy and tailor your campaigns accordingly.

Remember that bidding strategies should be aligned with your campaign objectives and may require ongoing adjustments based on performance data and market conditions. Regular monitoring, testing, and optimization are key to maximizing the effectiveness of your Xiaohongshu advertising campaigns.

Xiaohongshu Advertising Platform

7. Best Practices for Xiaohongshu Marketing

Xiaohongshu marketing offers immense potential for brands to connect with the vast user base in China. By following these best practices, you can create impactful and engaging content, foster audience connections, and optimize your campaigns for success. Remember to stay authentic, embrace trends, collaborate with influencers, and continually analyze and iterate your approach. With dedication and a well-executed Xiahohongshu marketing strategy, you can achieve meaningful results and drive brand awareness, engagement, and conversions on this dynamic platform.

  • Content Localization:

    • Tailor messaging to resonate with local cultural and linguistic nuances. ​

    • Use Mandarin for ad copy and avoid purely English-based content. 

  • Authenticity Over Promotion:

    • Focus on storytelling and user engagement rather than hard selling.

    • Leverage user-generated content to enhance credibility. 

  • Leverage Short Video:

    • Create concise, visually compelling videos that capture attention in the first 3 seconds.

    • Include CTAs within the first 10 seconds to maximize conversions.

  • Collaborate with Influencers:

    • Partner with influencers who align with the brand's values and target audience.​

    • Micro-influencers often yield higher engagement rates.

  • Optimize Ad Placement:

    • Target peak user activity times, such as evenings and weekends.

    • Use Xiaohongshu's analytics to refine targeting and content strategies.

  • Interactive Campaigns:

    • Continuously test and iterate on ad creatives, formats, and messaging for optimal performance.

 

  • Leverage User-Generated Content (UGC):

    • Encourage users to create and share content related to the brand or products, it would build trust and authenticity, increasing changes in engagement and conversions. 

  • Incorporate Product Tagging:

    • Utilize Xiaohongshu's product tagging feature to directly link products to ads, make it easier for users to access product information and purchase directly within the app. ​

  • Stay Updated with Platform Changes:

    • Keep abreast of any update or new features by Xiaohongshu​

    • Stay informed about changes in algorithms, ad formats and best practices to ensure campaigns are up-to-date and effective. 

8. Conclusion

There you have it! A detailed guide to Xiaohongshu marketing in China. With this guide, you'll be equipped to navigate the unique landscape of China's digital marketing space and build effective campaigns on Xiaohongshu. As always, remember that continuous learning, testing, and optimization are crucial to your success in this dynamic market.

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