Xiaohongshu: The Ultimate Guide

Xiaohongshu (Little Red Book), also known as RedNote, is emerging as an unexpected alternative—blending the best of Instagram, Pinterest, and Amazon into one social commerce hub.

But Xiaohongshu isn’t just another social media app. It’s a trend-driven platform for recommendations, lifestyle content, and e-commerce, where brands connect with Chinese consumers and creators build authentic communities.

If you’re thinking about making the switch, here’s everything you need to know about how to use Xiaohongshu and maximize its potential.

What Makes Xiaohongshu Unique?

Xiaohongshu is more than a TikTok replacement. It thrives on authenticity, community, and product discovery—creating a space where real experiences shape trends.

A Visual Platform with Purpose

Unlike Instagram’s aspirational aesthetic, Xiaohongshu focuses on genuine recommendations and personal experiences rather than polished, influencer-style posts.

Built-in E-Commerce

Shopping is at the core of the platform. Users search for products, read reviews, and buy directly within the app, making it a seamless social shopping experience.

Luxury-Driven Livestreaming

While TikTok’s livestreaming thrives on flash sales and fast discounts, Xiaohongshu caters to an audience that values in-depth reviews, storytelling, and premium content.

Getting Started on Xiaohongshu

1. Download the App and Create an Account

Xiaohongshu is available on iOS and Android. Some international users may need a VPN to access certain features. You can sign up with WeChat, Apple ID, or a phone number.

2. Explore and Engage

• Scroll through the feed to discover trending content.
• Like, comment, and save posts to fine-tune your recommendations.
• Follow key opinion leaders (KOLs) in fashion, beauty, travel, and tech.

3. Create Engaging Content

• Share high-quality photos or videos with detailed, informative captions.
• Prioritize authenticity over traditional influencer-style promotions.
• Use relevant keywords and hashtags to boost visibility.

4. Shop and Discover Trends

• Search for product reviews before making purchases.
• Join livestreams to watch product demos and access exclusive deals.

Why Brands and Creators Are Paying Attention

Xiaohongshu has become a trendsetter in China, making it a key platform for brands looking to tap into the Chinese market.

Luxury Brands and Indie Designers

High-end brands like Dior, Gucci, and Loewe have successfully engaged Chinese consumers on Xiaohongshu through localized campaigns and influencer collaborations.

How to Succeed on the Platform

• Leverage local trends like “feiyi” (traditional Chinese craftsmanship) to drive engagement.
• Partner with micro-influencers (KOCs), who hold more credibility than mainstream influencers.
• Craft content that resonates with both Chinese and Western audiences without diluting brand identity.

Xiaohongshu: The Future of Social Media?

While Xiaohongshu is gaining popularity outside China, its core user base remains Chinese consumers. Success on the platform requires understanding its culture, content style, and engagement strategies.

As TikTok faces uncertainty and social commerce continues to rise, Xiaohongshu is well-positioned to become a key platform for the next generation of creators and brands.

For those looking to explore new digital opportunities, now is the perfect time to dive into Xiaohongshu and embrace its growing global influence.