Is 小红书 (Little Red Book, aka RED) all it’s cracked up to be? Or is it just a flash in the pan, a one-hit wonder, an over-hyped fad, bound to go the way of Vine and MySpace? It’s hard to tell. One thing’s for sure – in the last few years, it’s gone from being a relatively niche platform, used almost exclusively to share cosmetics tips, to a full-blown social commerce powerhouse. We’re going to give an overview of what RED is, the kinds of users it attracts, user behaviour, KOLs vs KOCs, RED ads and best practices.
As with all marketing, social media trends can change drastically from year to year and this is especially true when it comes to social media platforms in China. As social platforms continue to develop their own niche, brands need to stay up-to-date on the latest platforms to market their business. Whether you are an experienced marketer or a marketer looking to venture into Chinese social media marketing, it’s helpful to know the most popular social media platforms around.
Whether it’s Facebook and Twitter in the West or the unparalleled growth of WeChat and Little Red Book App in the East, social platforms have essentially become a catalyst to …