23/04/2025
[Mastering Xiaohongshu for Your Next Campaign]
With over 2 million active users in Hong Kong—about half of Instagram’s local user base—Xiaohongshu (Little Red Book) has become the go-to platform for discovery-driven commerce. Its unique blend of authentic peer reviews and seamless shopping makes it indispensable for brands in beauty, fashion, dining, and luxury retail.
Our 2024 campaigns delivered exceptional results—here’s what works:
1. The Collection Effect: Why Listicles Win
Data shows that listicles receive 8x more saves than single-brand posts. When our F&B client was featured in a "Top Western Restaurants" roundup, it gained over a thousand saves compared to fewer than 100 for a solo feature. Why? Xiaohongshu users bookmark curated lists as personal guides, while standalone posts are often dismissed as ads. This leads to an algorithm boost for frequently saved content, creating a visibility snowball effect.
2. Pick only the right advocates to reach the targeted audience
From our recent event for L'ATTITUDE at at , The Sky’s The Limit, we strategically partnered with 12 lifestyle or fashion influencers from Beijing, Shanghai, and the Greater Bay Area, who are high-consumption individuals and socially active. By aligning with the right advocates, brands can tap into new demographics and drive meaningful engagement, ultimately transforming followers into loyal customers. The campaign has generated robust engagement and saves on Xiaohongshu.
If you’d like to discuss these insights further and implement a strategic KOL collaboration plan on Xiaohongshu, connect with us to elevate your next marketing campaign!
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