Xiaohongshu
Xiaohongshu, also known as Little Red Book (RED), is a widely popular Chinese social media platform that began as a shopping guide for consumers in tier-1 and tier-2 Chinese cities to research overseas brands and products before purchasing. Now, it has evolved into a hub for users to share lifestyle content, shop, and post reviews and recommendations through photos and videos.
While Mandarin is the primary language on RED, this hasn't deterred users in other markets from embracing the app. It is gaining popularity outside of China, with Malaysia ranking second and Singapore fourth in terms of monthly active users and audience reach. Popular content topics include beauty, fashion, food, travel, entertainment, childcare, and more, with 90% of the content being user-generated. Users of the app appreciate authentic content, as they value personal relevance and encourage mutual support within the community.
Advertisers can significantly boost brand exposure and reputation by engaging Key Opinion Leaders (KOLs) and Key Opinion Consumers (KOCs) to publish product reviews and comparative analyses.
This content seeding strategy showcases products and services in engaging ways, fostering a positive word-of-mouth reputation both online and offline.
By integrating Unique Selling Propositions (USPs), visual and written materials, comprehensive evaluations and multi-angle presentations, platforms like Xiaohongshu can effectively demonstrate the unique value of products, building trust with customers. KOLs and KOCs, known for their ability to create original content and share their authentic experiences, are valuable partners in content marketing and advertising. They help reach new audiences and cultivate brand loyalty by capturing compelling stories and visuals, even from international settings.
Engage with KOLs and KOCs
to take your brand to the next level,
reaching broader audiences and achieving promotional objectives with persuasive and authentic content.
OML has crafted a comprehensive suite of solutions for content seeding and traffic acquisition on Xiaohongshu, drawing from years of deep expertise and hands-on experience in the platform's marketing and content ecosystem.
Our one-stop content marketing solution empowers brands on Xiaohongshu to attract clients accurately and efficiently, while consistently boosting brand awareness.
Join us to elevate your brand’s presence and reach on Xiaohongshu!