" />
Contents
What is XiaoHongShu?
XiaoHongShu (XHS), also known as “Rednote,” has become a staple in the Chinese-speaking community, earning its reputation as the ‘Chinese Instagram.’ If you’re of Chinese ethnicity and speak Mandarin in your daily life, chances are you’re already familiar with this platform.
Developed in China, XHS is a visually-driven social media platform featuring diverse content formats, including text posts, static images, live photos and short to long-form videos. The platform thrives on user-generated content, where individuals share personal experiences, lifestyle tips and shopping recommendations.
According to Hauser, XHS’s user-friendly design enables effortless sharing of photos and videos, enhanced by captions and hashtags for easy discovery. Beyond being a social network, XHS is a unique fusion of social media and cross-border e-commerce, particularly in the luxury, beauty and fashion sectors. Its community-driven approach encourages users to exchange ideas, discover bargains and explore product recommendations, making it a trusted source for savvy shoppers.
Whether you’re seeking inspiration, sharing experiences or hunting for the best deals, XHS continues redefining how people connect and shop online.
Background of XiaoHongShu
Xiaohongshu, or “Rednote” in Chinese, is a social ecommerce retail app founded in Shanghai, China in 2013 by Miranda QU and Charlwin Mao. It serves as a platform for sharing user-generated content (UGC). In 2014, the shopping approach was transformed into a shopping sharing community and an Android version was released after a few iterations.
Instagram vs. XHS: Which One is Right for Your Brand?
When deciding between Instagram and XHS for your brand, it’s essential to understand the key differences between the two platforms. While both are visually driven and share similar features like explore pages, reels and curated feeds, their core purposes and user behaviours set them apart.
The Core Difference
-
XiaoHongShu (Rednote):
- XHS leans heavily into user-generated content (UGC) and functions as an alternative to Google Search for many users. It’s a go-to platform for seeking practical advice and personal experiences, making it ideal for travel guides, cafe recommendations, product reviews, photography tips and fashion inspiration.
-
Instagram:
- Instagram is more centred on personal and product branding. It’s a space where brands focus on delivering their concepts, values and visuals in an aspirational way. Instagram thrives on storytelling and building connections through polished, engaging content.
How Do Users Engage?
- On XHS, users often search for information and solutions using keywords. The platform is more about educating, sharing and inspiring through authentic experiences, making it perfect for brands aiming to build trust through relatability.
- On Instagram, users are drawn to persuasive, curated content designed to entertain, evoke emotions or spark desire. It’s where brands can showcase their creativity and aesthetics to captivate their audience.
If your brand focuses on practical insights like reviews or how-to guides, XHS might be more suitable for your brand. If your brand is more towards visual identity and aspirational storytelling, Instagram might be a better choice for your brand. Better yet, use both to reach a broader audience and maximise impact!
6 Zero-Cost Ways to Boost Your XHS Content for Better Engagement
-
-
-
Tag the XHS official pages:
Credit: @钱钱学姐🦋
One popular way to gain visibility on XHS is by tagging the platform’s official account in your content. This strategy works particularly well if your content is engaging and aligns with their style or themes. Think of it as mentioning a friend in a comment—it’s a way of asking them to notice the content you shared amidst the hundreds of posts they watch daily.
These official accounts are the key to high engagement. When posting related content, tag the corresponding official account. High-quality posts have a chance to be featured by the platform, boosting your exposure.However, getting featured or going viral isn’t purely algorithm-based. Behind the explore page and viral system, there are actual “content auditors” who review posts. These auditors ensure your content complies with community guidelines. If your post violates any rules, the system flags it as a breach, which can significantly impact your traffic and visibility.
To increase your chances of success, create high-quality, original content that resonates with your audience while strictly adhering to XHS’s community standards.
-
Choose the prime time to post:
Another zero-cost method to increase engagement on XHS is posting during prime times. Timing plays a crucial role in maximising the reach and interaction of your content. Posting during peak activity hours such as lunchtime, after work or on weekends can significantly increase your chances of connecting with an active audience.
Many users prefer to post at night or on weekends when traffic is at its highest. While this offers the potential for greater visibility, it also comes with higher competition. Only high-quality posts that stand out can dominate and secure the coveted “C position” (centre position) on the explore page. Conversely, posts with lower-quality content may struggle to gain traction and achieve a poor click-through rate.
For users experiencing low engagement, a strategy worth exploring is to post during less competitive times. By experimenting with different time slots, you may discover a better period for your content and audience.
Ultimately, understanding your account’s unique “prime time” is key. Continuously test and analyse to find the best posting schedule that aligns with your audience’s activity patterns.
-
Stand Out on XHS with the Malaysian Flag:
One simple yet effective way to make your content stand out on XHS is by adding the Malaysian flag to your post or headline. This small touch can help differentiate your content from the vast sea of posts originating from China, effectively narrowing down your competition.
With over 300 million active users globally and 2.5 million in Malaysia, incorporating the flag serves as a visual cue for Malaysian audiences. It allows them to quickly identify your content as local, making it more relatable and relevant. Additionally, it acts as an attention-grabbing element that can draw in more local viewers and increase engagement.
If you’re targeting a Malaysian audience, this is a simple yet strategic way to boost visibility and connect with your community on XHS.
-
Create engaging headline:
An engaging and eye-catching headline is essential for boosting content engagement. By applying Aristotle’s model of persuasion – particularly pathos, you can create headlines that evoke emotions and resonate deeply with your audience.
Pathos, the emotional appeal, helps establish a connection by making your audience feel understood or inspired. For example:
“Finally, it’s my turn to use this BGM.”
“Someone finally explained xxx clearly.”
“The most successful trend-following post I’ve ever made.”
These examples create a sense of excitement, relief or shared accomplishment, drawing the reader in. Use this technique to make your audience feel relatable emotions and watch your engagement soar.
-
Create Eye-Catching Thumbnails:
With millions of visual posts shared daily, grabbing attention on XHS requires a standout thumbnail. A well-designed thumbnail is crucial for capturing the audience’s interest. Here are some tips to create better thumbnails:
Shooting Phase
- Equipment: Any device with decent quality will work.
- Tips for Better Shots:
- Avoid using 1x zoom; instead, zoom to 1.5–3x for improved results.
- Enable gridlines on your phone or camera to make composition easier and more precise.
Lighting Choices
- Shoot during the day with plenty of natural light for vibrant colours and textures.
- If natural light is limited (e.g., on cloudy days), use additional lighting to enhance brightness and clarity.
Photo Editing
- Standardise Colors and Style:
- Keep the tone and style consistent across all photos to maintain a cohesive look.
Collage Tips:
- Use a collage app and start with four photos for the layout.
- Swap out any photo that feels out of place until the collage looks balanced.
- Adjust the brightness, warmth and saturation of individual photos to achieve a unified tone. (Consistency is key‼️)
Designing the Cover
- Use in-app editing features to add flair with different fonts, stickers or emojis.
- Personalise the design to make the thumbnail visually striking and stand out among the crowd.
- By combining good lighting, thoughtful composition, consistent editing and creative cover design, you can craft thumbnails that stop your audience mid-scroll!
-
Don’t post your content immediately:
Credit: @飞向云端的鱼🐟
If you want to stand out in the sea of content on XHS, posting directly may not be enough to catch your audience’s attention. Instead, using smart strategies can help you increase engagement and visibility. Here’s how you can do it:
Posts Based on Note Inspirations and Trending Topics
Instead of just clicking the “+” button and sharing your content, take a few extra steps to ensure you’re posting something that’s aligned with current trends. Every Friday, XHS updates its list of trending topics. By selecting a relevant topic to post about, you tap into an existing conversation and give your content a better chance of reaching a larger audience.
Here’s how you can get started:
- Go to the “Me” tab
- Head to the “Creation Center”
- Select “Note Inspirations“
Not only will you find inspiration for your content, but by participating in these activities, you’ll also receive extra traffic support. This can greatly boost your engagement and visibility on the platform!
Participate in Official Topic Events
One of the easiest ways to boost your visibility is by joining official topic events hosted by the platform. Keep an eye on the official accounts in your niche, such as Shu Captain (薯队长), Beauty Shu (美妆薯), and Digital Shu (数码薯). These accounts regularly post about upcoming topic events and collaboration opportunities.
By engaging with these accounts and participating in the events they promote, you keep your content relevant and gain access to more exposure. Official accounts curate trending topics, and if your content gets selected, you’ll receive a boost in visibility. It’s an excellent way to get noticed by a wider audience and gain more traction.
-
-
Things to be aware
When it comes to content creation, XHS (Rednote) is known for being much stricter than many other social media platforms. Before hitting that publish button, it’s important to take a few extra steps to ensure your content complies with the platform’s rules.
Double-Check for Sensitive Words
One of the key factors to watch out for is the use of sensitive or prohibited words. XHS has a zero-tolerance policy for certain terms that could trigger violations. Common examples include:
-
-
- “Zui” (最) – meaning “the most.”
- “Di Yi” (第一) – meaning “first.”
- “马上见效” – meaning “effective immediately.”
- “永bu反tan” – meaning “never rebound.”
-
These phrases, while seemingly harmless, can raise red flags and lead to content removal or limited exposure.
Conclusion
XHS is an excellent platform for growing your brand or content at lower costs than other platforms. Like any social media, consistency is the key to building a successful presence. Keep experimenting, learning and adapting.
As a creative digital marketing agency, Kode Digital is constantly branching out its services into new avenues to better serve our clients in the ever-changing digital marketing landscape. Learn more about what Kode can do on XHS by checking out our services here.
Singapore
Australia