A Quick Start Guide On Xiaohongshu Marketing In Singapore

For international brands, breaking into China’s extremely competitive consumer market is a difficult task. But Xiaohongshu (小红书), also referred to as the “Little Red Book” or “RedNote,” has become a revolutionary approach for international businesses to interact with more than 300 million Chinese consumers. Combining social media marketing and e-commerce, this platform has revolutionised digital commerce by fusing seamless buying experiences with real user-generated content (UGC). Although Xiaohongshu originated in China, recent geopolitical shifts, including the recently unsuccessful U.S. TikTok ban, have brought it into the public eye worldwide, drawing in global brands looking to reach trend-driven consumers and Chinese-speaking audiences.

Brands can use many different types of digital marketing strategies, but Xiaohongshu offers a special fusion of social commerce, influencer marketing, and content-driven engagement. It provides an effective framework for reaching audiences who prefer community and authenticity over traditional advertising.

Below, we explore the platform’s development and practical business techniques to maximise its potential. By the end, you’ll know how to make the most of RedNote and why it has become such a cultural phenomenon in Singapore.

The evolution of Xiaohongshu

Xiaohongshu was first established in 2013 by Miranda Qu and Charlwin Mao as a digital diary allowing Chinese travellers to share their overseas shopping hauls and product reviews. Early adopters looked for reliable information about foreign brands, which were either unavailable or poorly promoted in China. The platform quickly grew when users started posting lifestyle content.

By 2023, Xiaohongshu grew to over 300 million active users monthly. Its expansion reflects Chinese consumers’ ability to move away from traditional advertising and towards peer-driven trust. Millennials and Gen Z, especially, tend to spend hours every day browsing through its “For You” feed, what with the platform’s dual identity as an e-commerce engine and social network.

Global reach and Singapore’s strategic advantage

Though Xiaohongshu is primarily used in mainland China, its influence has now extended to overseas Chinese communities. With about 74% of the population being of Chinese descent in Singapore, the platform has since gained local traction, where users share reviews of regional products and bilingual content that resonates with both Mandarin-speaking millennials and Western-educated professionals, among others. Even our neighbouring country, Malaysia, uses the app to discuss heritage brands and global trends.

So, what does this mean for Singaporean businesses? In short, local businesses have the unique opportunity to simultaneously target mainland Chinese consumers as well as overseas communities, all while building culturally nuanced narratives.

Interpreting Xiaohongshu’s success

1. The power of hyper-personalised content

The intelligent algorithm that comes with Xiaohongshu is the reason it’s successful. Similar to TikTok’s “For You” page, Xiaohongshu has an “Explore” feed curated based on user behaviour, preferences, and interactions. What this does is that it ensures users are continually exposed to content that aligns with their interests.

The algorithm can curate a highly personalised experience to keep users engaged through the engagement history. As the platform learns from a user’s likes or even time spent on posts, it then builds a highly personalised feed. In turn, this enhances user satisfaction and increases time spent on the app, which then drives better exposure for brands.

2. KOLs vs KOCs: The trust spectrum

Xiaohongshu lives on authenticity. The vast bulk of content is often created by normal people or micro-influencers who share authentic reviews and experiences. This generates a sense of belonging and trust, something larger social platforms frequently lack. Key opinion leaders (KOLs) and key opinion consumers (KOCs) make up the influencer backbone of the platform. KOLs, or well-known people with large followings, provide visibility and influence, whereas KOCs, or regular consumers who provide honest product reviews, frequently share more relatable, persuasive insights.

For marketers, the dual-influencer approach is effective. It enables marketers to work with both high-profile KOLs and grassroots KOCs to balance reach with credibility.

3. Efficient social commerce integration

Unlike typical social media platforms, Xiaohongshu’s REDMall feature allows users to complete purchases without leaving the app. Direct links included in user-generated content enable users to purchase the things they read about or watch in a video. This frictionless experience increases conversion rates and provides companies with a measurable return on their content investment. Features include:

• Clickable product tags in user notes
• Time-sensitive promotions and discount codes
• Complete purchase and checkout capability within the app

For businesses, this makes Xiaohongshu an all-in-one platform where content marketing, community engagement, and sales integrate.

The Xiaohongshu marketing model: Seeding and reaping

Xiaohongshu’s unique marketing structure is based on a “closed-loop” content-to-commerce model. This model consists of two interconnected phases: “seeding” (种草) and “reaping” (拔草).

Seeding: Planting the desire to purchase

Seeding is the process of raising awareness and interest. This is accomplished through authentic content that features products in real-world settings. Seeding content includes:

• Lifestyle vlogs
• Product review posts
• Side-by-side comparisons
• Before-and-after photos
• Tutorial-style content

Xiaohongshu users pritoritise authenticity. Thus, soft-sell content that appears organic outperforms overt advertising. The idea is to subtly generate purchase intent rather than to force immediate sales.

Reaping: Converting interest into revenue

Once interest has been “planted,” reaping occurs when a user completes a transaction. Xiaohongshu facilitates this by incorporating shoppable features straight within the content. Brands can:

• Use Professional Accounts to analyse engagement
• Tag products in influencer posts
• Host livestreams for live product demos
• Provide limited-time deals to urge immediate action

This results in a self-contained marketing funnel in which users progress from discovery to decision-making to purchase, all without leaving the app.

The new age of seeding: Beyond traditional marketing

Traditional marketing strategies, like displaying ads or offering price reductions, are losing their appeal in the digital age. Today’s consumers want what’s beyond just products; they want stories, purpose, and interaction. Modern seeding tactics have an emphasis on emotional resonance. This involves:

• Aligning your brand story with user values
• Identifying micro-niches using AI-driven analytics
• Using KOLs to build long-term brand trust
• Encouraging users to create and share content organically

Brands can form long-term emotional relationships with customers by viewing their products as part of a lifestyle narrative rather than transactional items. This fosters loyalty, encourages repeat purchases, and improves word-of-mouth reach.

Best marketing practices for Xiaohongshu

To succeed with Xiaohongshu marketing in Singapore, businesses must adapt their tactics to the platform’s technical structure as well as its cultural expectations. Here are the key best practices:

1. Emphasise value and authenticity over hard-selling

Xiaohongshu users are astute and sensitive to overly promotional content. They use the app to learn, explore, and seek advice from others, not to be sold to. Brands should prioritise generating informative and entertaining content that provides actual value. Think of your posts as product storytelling or consumer advocacy rather than ads.

2. Optimise for search: Text, images, and keywords

Unlike platforms that focus solely on visual storytelling, Xiaohongshu acts as a hybrid search engine. Users use keywords to find product reviews, comparisons, and tutorials. To increase visibility:

• Conduct thorough keyword research and incorporate targeted keywords into your titles and captions
• Include clear and high-resolution photos
• Add relevant tags such as product names, brands, and pricing
• Keep your text informative and keyword-rich without looking spammy

3. Keep your tone conversational and balanced

Even when posting through a brand account, avoid using corporate jargon or overly formal language. Posts should feel like personal advice from a friend. When discussing a product, include both pros and cons. This demonstrates objectivity and enhances trustworthiness. Ideally, have native Chinese speakers write or review your content to verify its linguistic accuracy and cultural relevance.

4. Prioritise localisation and cultural relevance

Translation is not the same as localisation. To connect with Chinese-speaking audiences, brands must show an understanding of local customs, preferences, and values. This includes:

• Using culturally appropriate visuals (e.g., colours, symbols)
• Highlighting relevant festivals and traditions (e.g., Chinese New Year, Mid-Autumn Festival)
• Changing tone and message to accommodate regional nuances

Thoughtful localisation fosters trust and respect, which is essential for successful market entry.

5. Focus on long-term relationship building

One-off campaigns may result in temporary spikes in engagement, but long-term success in Xiaohongshu is achieved through relationship-driven marketing. Strategies include:

• Engaging with user comments
• Running recurring KOL collaborations
• Regularly posting value-rich content
• Encouraging user participation through challenges or testimonials

Storytelling is very important here. Sharing your brand journey, founder stories, and behind-the-scenes content can help to humanise your brand and build emotional loyalty.

Conclusion

As digital ecosystems become more fragmented and competitive, Xiaohongshu presents a uniquely focused and authentic platform for addressing Chinese-speaking audiences both in China and around the world. For businesses in Singapore, the platform offers the perfect chance to establish brand equity in an environment that places value on storytelling, transparency, and community.

By mastering the art of seeding and reaping, optimising for platform search, and cultivating long-term connections through valuable content, brands can position themselves as trusted partners in the consumer journey.