Xiaohongshu Marketing : A New Unique Opportunity for Brands
Xiaohongshu, also known as REDNOTE, is a platform that uniquely combines social media features with e-commerce. Recently, the “TikTok Refugees” phenomenon emerged, and in this article, we will explore how to adapt your marketing strategy to Xiaohongshu.
What is Xiaohongshu?
Xiaohongshu is a Chinese social media platform known for its content based on authentic and community-driven recommendations. It has become a cornerstone for young Chinese consumers, as well as for expatriates living in China.
However, recent events have completely shifted the perspective on this social network.
Indeed, following the temporary ban of TikTok in the United States, we are witnessing a migration of American users to the platform.
In addition to seeing strong growth on the platform, there is a global surge of American users.
This phenomenon marks a turning point for Xiaohongshu, but also a strategic opportunity for brands, which can capitalize on this unexpected diversification of the user base.
It’s a real business opportunity to reach a qualified audience, with less competition, as few have taken advantage of this opportunity so far.
In this article, discover how you can adapt to this new platform, Xiaohongshu, to reach new people.
Xiaohongshu as a Marketing Opportunity for Brands
How does the platform work?
The arrival of American users on Xiaohongshu has broadened the platform’s demographic scope, which until now primarily targeted Asian consumers, specifically Chinese ones.
This diversification offers brands a unique opportunity to reach an international audience without leaving the platform’s ecosystem. Unlike networks like Instagram or TikTok, Xiaohongshu stands out for its community-driven approach and its strong emphasis on authenticity in interaction
Many of these users, often disappointed by the advertising saturation or algorithms of their usual platforms, are seeking a more organic and authentic experience. In this regard, Xiaohongshu perfectly meets their expectations with its content focused on personal recommendations and the sharing of real-life experiences. Additionally, certain market segments that are particularly popular in the U.S., such as wellness, sustainable fashion, and clean beauty, find fertile ground for growth on Xiaohongshu. These niches align the interests of both Chinese and American consumers, creating interesting synergies for global brands.
How can we capitalize on this reform?
Although Donald Trump has now reached an agreement with TikTok, it’s still possible that TikTok could be permanently banned in the United States sometime in the future.
To take advantage of this new international audience, brands must adapt their content strategy and approach to Xiaohongshu marketing.
First, it’s essential to produce content that is accessible to these new users, particularly in English. Offering bilingual or even multicultural posts not only allows brands to directly reach Americans but also reflects an inclusive and international brand image.
Another strategy is to collaborate with emerging micro and nano-influencers from the U.S. on the platform.
These creators, often expatriates or active American users on Xiaohongshu, possess a valuable dual skill set: a deep understanding of their home audience and mastery of the platform’s unique codes. These collaborations can be powerful for brands looking to build an authentic connection with this new audience.
Finally, content optimization is crucial to capture users’ attention. This means using English keywords that are tailored to the search habits and needs of American consumers, while aligning products or services with their interests. This localized SEO strategy can significantly increase brand visibility on the platform.
The Challenge of Localization
Despite these opportunities, localization remains a major challenge. Brands have to juggle marked cultural and linguistic differences to avoid missteps. For example, what works to appeal to a Chinese audience may not have the same impact with American consumers. Values, aesthetics and even social norms vary greatly between these two markets. Brands therefore need to conduct in-depth research into their target audience to ensure the relevance of their campaigns.
Another adaptation concerns the product offering itself. American consumers place great importance on values such as sustainability, inclusivity, and transparency. Brands aiming to succeed on Xiaohongshu must incorporate these aspects into their storytelling, products, and communication in order to resonate with this discerning and engaged audience.
The future of the platform by applying Xiaohongshu marketing
The growing influx of international users, particularly Americans, could transform Xiaohongshu into a truly global platform. Similar to TikTok or WeChat, Xiaohongshu could evolve to integrate features that cater to the needs of different markets, while preserving its DNA based on authenticity and community sharing.
For international brands, Xiaohongshu is also becoming a strategic gateway to the Chinese market. The platform offers a rare opportunity to test products and campaigns in an environment where both Chinese and international consumers coexist. This convergence could serve as a springboard for brands looking to launch global campaigns, while gaining valuable insights into the expectations and behaviors of these two audiences.
The Key Role of American and Chinese KOLs
Key Opinion Leaders (KOLs) play a central role in the Xiaohongshu marketing ecosystem, and the migration of American users opens new possibilities for brands in terms of strategic collaborations. Chinese KOLs remain essential for reaching the local user base, thanks to their ability to decipher trends and influence the purchasing decisions of Chinese consumers. However, with the arrival of American users, a new type of KOL is emerging: American influencers active on Xiaohongshu. These creators, often expatriates or advocates of bilingual content, offer a unique cultural bridge capable of connecting the expectations of Western consumers with the platform’s specific codes.
For brands, the challenge is to build balanced partnerships with these two types of KOLs. By combining the local expertise of Chinese influencers with the international perspective of American KOLs, they can create innovative campaigns that speak to global audiences while staying rooted in Xiaohongshu’s values: authenticity, sharing, and community. This enables them to maximize their visibility and impact with both user segments.
To conclude
The migration of Americans to Xiaohongshu, while unexpected, offers unprecedented opportunities for brands. By adapting their marketing strategies and investing in authentic collaborations, companies can not only reach a diverse audience, but also explore new ways of connecting with their consumers. In a context where cultural and digital boundaries are becoming increasingly blurred, Xiaohongshu could become a key player in connecting brands with global audiences, while reinforcing its role as a pioneer in social commerce.