How Does Xiaohongshu Advertising Work? [Full Guide]

Did you know that more than 90% of posts in Xiaohongshu are user-generated content?

Looking at this data, it’s apparent that the platform’s massive consumer base of 300 million monthly active users highly prefers word-of-mouth marketing over traditional promotions. Because of this, foreign brands must strive to be more authentic and raw if they want their ad campaigns to appeal to Chinese consumers.

In this post, we’ll discuss how Xiaohongshu advertising works and the different ad formats you can utilize to increase brand awareness in the app.

 

Understanding Xiaohongshu Advertising Platform

One reason paid advertising is so well-received by Chinese users on Xiaohongshu is the audience’s willingness to consume new brands. In fact, more than 50% of the platform’s user base is open to discovering new products from non-mainstream businesses.

The app thrives on user-generated content, but 80% of Xiaohongshu’s 30 billion RMB annual revenue comes from ad formats. The other 20% of its revenue is derived from its e-commerce features, primarily the app’s brand store segment. 

 

Key Figures of Little Red Book Advertising Landscape:

• Advertisements account for 80% of Xiaohongshu’s total revenue
• Key Opinion Leaders remain the primary reason why Xiaohongshu users visit the app
• 25% of the platform’s ad revenue comes from promoted and sponsored posts
• 21% of all posts in Little Red Book are sponsored content

 

 

It’s still worth noting that Xiaohongshu is a bit more cautious about paid advertising than on some social media platforms popular in China. According to the company’s sources, the app’s content team is hesitant to push commercialization as it could result in excessive ad placements that could hinder community growth and affect user experience.

Influencer marketing also remains among the most common paid promotional campaign strategies you’ll see on Xiaohongshu.

With the app hosting over 6,000 highly engaged KOLs and KOCs, many international brands like Innisfree and Fenty Beauty took this opportunity to collaborate with these influencers to expand their reach in the Chinese market.

 

What is Xiaohongshu (Little Red Book)?

Xiaohongshu (Little Red Book or “小紅書”) is a super app that blends social media, influencer marketing, and e-commerce in a single app. Its platform tagline reads, “Your Lifestyle Interest Community,” making it particularly popular with Gen Z and millennial consumers who seek trend-driven, community-oriented content.

What makes Xiaohongshu unique is its focus on authenticity and user-generated content. Unlike traditional e-commerce platforms that rely on direct product listing ads, this app thrives on:

• Word-of-mouth recommendations – Users trust peer reviews more than brand-led marketing.
• In-depth product discussions – From sharing shopping tips to in-depth product guides, detailed user insights can shape purchasing decisions on viral Xiaohongshu trends.
• Niche-driven communities – Some popular categories include beauty, lifestyle, travel, health & wellness, and fashion.

Because of this, the platform’s algorithm favors real user experiences over overly promotional content. Even regular users can gain influence by sharing valuable insights on this app, making Xiaohongshu an excellent place for brands to collaborate with KOLs (Key Opinion Leaders) and KOCs (Key Opinion Consumers).

 

 

Little Red Book (Xiaohongshu) is also highly visual-driven, with content creation tools primarily focused on image carousels, short-form videos, live streams, and multimedia-rich posts known as “Notes” (笔记).

It features a dynamic online shopping interface, enabling product listings to be embedded within various content types and landing pages within the app. This creates a more dynamic content-to-commerce user experience.

 

Who is the Target Audience of Xiaohongshu Ads

Before you decide to advertise on Little Red Book, you must get to know the demographic you intend to target. With its social commerce features and broad niche focus, you can expect the platform to attract a varied audience.

This social e-commerce platform has a massive consumer base of female users, covering over 67.8% of the app’s total population. Thanks to the app’s active campaign to expand its product range, the number of male Xiaohongshu users has gradually increased over the past few years.

 

 

The reach of your ads on Little Red Book (Xiaohongshu) may also vary by region, especially since the Chinese market is highly segmented. When weighing your advertising options, don’t forget that half of the app’s consumers reside in the first-tier and second-tier cities.

Among these demographics, around 72% are young Chinese consumers born in the 1990s and 2000s.

 

How To Get Started With Xiaohongshu Advertising?

Step #1: Open an Official Account on the Xiaohongshu App

Xiaohongshu supports enterprise verification for both Mainland China companies and overseas/HK/Macau/Taiwan business entities. Verification is handled on the Enterprise Account platform and is valid for one year, with a review fee currently listed as RMB 300.

A verified enterprise account (“企业号”) unlocks brand credibility and is the prerequisite route to Xiaohongshu’s advertising stack (the Juguang ads platform at ad.xiaohongshu.com). The apps’ own help center provides dedicated onboarding for overseas advertisers and professional accounts.

 

 

How to register and verify your brand account (official route):

1. Create a regular Xiaohongshu account.

2. Go to the Enterprise Account portal at e.xiaohongshu.com and start Enterprise Account Certification.
3. Prepare required materials. For Mainland entities, submit a current business license. For overseas/HK/Macau/Taiwan entities, submit valid business registration documents. Non-Chinese/English certificates may need a stamped translation. You’ll also provide an authorization letter and, where applicable, supporting IP documents such as trademark certificates.
4. Pay the RMB 300 review fee. Certification is valid for 1 year and requires annual renewal; fees are non-refundable if the application fails.

After your enterprise account is approved, log in to the Juguang platform to complete promotional qualification and activate ad buying. If you plan to bind a RED store later, keep your enterprise account name consistent with the store name.

Remember: Certain industries are restricted or prohibited. Review Xiaohongshu’s industry admission rules before applying.

 

Step #2: Explore Different Platform Options for Xiaohongshu Ad Campaigns

 

 

1.  Pugongying (蒲公英)

The great thing about Pugongying is how it simplifies the process of finding influencers who are not only popular but also aligned with your brand’s values and audience.

The platform brings together a network of over 100,000 influencers across 30 categories. So, whether your brand is in fashion, beauty, or tech, there’s a perfect match for you.

 

 

Why Foreign Brands Should Use Pugongying (蒲公英) for Xiaohongshu Ads?

Beyond matchmaking, Pugongying adds guardrails that make collaborations more predictable and reliable. Xiaohongshu has rolled out creator credit scoring and in-platform transaction safeguards to promote quality and reduce disputes.

You also get newer cooperation modes that tie part of the delivery to defined results, which helps performance-minded teams.

 

When to use Pugongying (蒲公英) for Xiaohongshu Ad Campaigns?

• Launches that need credible social proof from reviewers and category voices

• Always-on content seeding programs where you want repeatable creator sourcing

• Campaigns that must keep contracting and payment inside RED for auditability

 

2.  Shutiao (薯条投放)

If you’re looking for a quick, hands-on way to promote your content on Xiaohongshu, Shutiao is a great option to consider. Think of it as a self-service ad platform where you control how you want to promote your posts, whether to gain more followers, increase note views, or drive traffic to a product page.

You can promote your original notes, which most Xiaohongshu users love, by boosting their visibility in users’ feeds. This is a fantastic way to get more eyes on your content without needing a big budget or a complicated ad strategy. It’s also helpful if you’ve already partnered with influencers through Pugongying. 

 

 

Why Foreign Brands Should Use Shutiao (薯条投放) for Xiaohongshu Ads?

Shutiao (薯条投放) is an excellent tool for brands in the early stages of their Xiaohongshu journey. As you gain more followers and your content starts to resonate, Shutiao allows you to scale up gradually, using data to optimize performance and refine your messaging.

We often recommend to clients who want to use Shutiao to start with a small test budget. Running a short, three-day campaign can help you evaluate your content’s performance. 

From there, you can decide where to allocate more budget, whether to increase engagement through likes and favorites or promote high-quality notes even further.

 

When to Use Shutiao (薯条投放) for Xiaohongshu Ad Campaigns?

• Early-stage brand accounts that need steady reach while they find their content voice

• Content reator posts that performed well organically and deserve a second wave

• Lightweight tests that compare two hooks or cover images before a larger push

 

3. Juguang (聚光平台)

Now, if your brand is ready to go big and you’ve got a serious advertising budget, Juguang is the platform for you. This is Xiaohongshu’s enterprise-level ad solution, designed to help brands run large-scale campaigns with precision.

Juguang integrates search and browsing behaviors to target users with pinpoint accuracy, which is a huge advantage when your goal is not just awareness but tangible, measurable conversions.

 

 

Juguang’s private messaging feature also connects users directly with your brand through Xiaohongshu’s messaging system, making it easier to nurture leads and drive conversions.

 

Why Foreign Brands Should Use Juguang (聚光平台) for Xiaohongshu Ads?

You can plan across consumer intent and journeys. Search ad units reach users who are actively looking for a solution. These ads scale discovery with native creative assets. Additionally, the lead labeling and follow-up workflows enable sales and service teams to work within the same ecosystem, eliminating the need to juggle spreadsheets.

 

When to Use Shutiao (薯条投放) for Xiaohongshu Ad Campaigns?

• Performance campaigns with defined outcomes, such as Xiaohongshu store visits, trial sign-ups, or live stream traffic

• Category analytics, where you must determine your share of voice on important industry keywords

• Always-on programs that mix brand building and audience retargeting

 

Step #3: Choose the Right Xiaohongshu Advertising Formats

As a new brand account in the Xiaohongshu app, generating substantial traffic with word-of-mouth recommendations can be challenging. One of the best ways to expand your reach on this social e-commerce platform is through paid advertising.

These ad formats are meant to drive traffic to a specific landing page. It can be your official account, store, or product page. Regardless of your choice, it can help the business gain more recognition among local users.

 

 

1.    News Feed Ads

Many advertisers also call this format “Native Ads.” They blend well with the platform’s feeds, and Xiaohongshu users typically spot them on the platform’s Explore page.

These posts have accurate ad targeting options that allow brands to reach only relevant users. You can advertise using this format in two ways: through post feeds or a big video card similar to a banner. Either way, both ad types have a CPM buying model and a frequency of three times daily.

 

 

2.    Pop-up Ads

If you want to promote your brand more creatively, you can also use pop-up ads. This format suits brands that want to post content about event promotions, partnerships, product launches, or fancy brand messaging.

True to its name, these advertising campaigns pop up upon opening the app or switching to another page. Advertisers can choose to display their promotions in full or partial-screen format and designate which landing page will be selected when the user clicks on the content.

The cost of launching a pop-up ad depends on every 1000 impressions the content gains. It can also vary according to the format you choose for the advertisements. Your options are a static picture, an interactive image, or a five-second video.

 

 

3.    Brand Zone

Xiaohongshu users are bound to look for word-of-mouth recommendations when looking up information about your products. By using brand zone or search ads, you can take advantage of this potential traffic and make your desired landing page appear at the top of the platform search results.

This format aims to enhance your brand’s visibility on the search results page when a user enters a query related to your brand keywords.

You can configure these ads with the proper keywords and switch the landing page between accounts, post content, the official store page, or the product section. They also come in different formats, like display, banner, and multi-page tabs.

 

Xiaohongshu brand zone ad redirecting to a post and WeChat mini program

 

4.    Topic Ads

Another Xiaohongshu advertising option you can try is the topic ad. It’s a format designed to build a community around your brand account.

It allows advertisers to create an exclusive topic that helps potential audiences understand their offerings or convinces them to buy a product. For this ad type, you can select between custom and hot topics.

The custom topics are often shown on the regular topics page through banners, videos, or lists. Meanwhile, the latter appears on the search results or the brand zone, where the impression is the highest.

 

 

5.    Sticker Ads

Chinese social media and e-commerce platforms are catering to the needs of Gen-Z and Millennial shoppers. You must get on with the trend if you want to amplify your Xiaohongshu advertising results. The best example of that is the Sticker ad format.

Brands can create virtual sticker packs with their branding that users can use when posting reviews and comments about their products and services.

It’s among the most cost-effective options when you advertise on Xiaohongshu because the price will depend on the in-app search volume. And since it’s a trendy marketing strategy, you can expect it to build positive attention around your brand.

 

 

Step #4: Collaborate with the Right Influencers

Among Little Red Book’s large user base are many influencers and industry professionals who can sway the purchasing decisions of their followers. These internet personalities are more influential than celebrities, mainly because they offer a consumer perspective.

When it comes to Xiaohongshu advertising, finding the right Key Opinion Leader to work with often translates not only to high-quality content but also to possible sales conversions.

However, you can only achieve this if the influencer you choose matches your niche and the message the brand is trying to convey to the audience. Otherwise, you could risk your business reputation.

 

 

Key opinion leaders on other platforms are not necessarily the same as the ones you may have encountered on other platforms in the West. These KOLs are often categorized differently based on their niche influence and audience reach.

 

Top KOLs

These top KOLs have a diverse and broad following. The engagement rate on their posts varies greatly because their influence can reach different industries.

You can utilize them in an influencer marketing campaign that focuses on highlighting the product’s selling points and posting brand-related content to maximize their audience reach.

 

Vertical KOLs

These influencers may have a smaller following than top KOLs but have a massive influence in a specific niche. Their content mainly focuses on a single area of expertise, so most of their audiences are highly engaged.

Many brands prefer to work with vertical KOLs due to their professionalism and the high-quality traffic they attract. Collaborations under this category often focus on spreading influence on target groups and driving sales conversions.

 

Key Opinion Consumers (KOCs)

KOCs are not your traditional influencers. One reason they’re popular among other users is that they’re also first-hand consumers. They are valuable in word-of-mouth marketing strategies because they hold a strong influence in many social groups.

Users view their opinions about brands as authentic and raw. Because of this, they generate excellent traffic and sales conversions when utilized accordingly.

 

How to make sure the KOL collaboration runs smoothly on Little Red Book

First, allow enough time. Great campaigns take planning. Give yourself time to find the right KOL, align on content, and go through the approval process. Rushing can lead to mistakes or content that doesn’t fully represent your brand.

Second, be clear about your goals. Know what type of advertising you’re aiming for—whether it’s boosting brand awareness or driving conversions. 

For brand awareness, the focus is on creating engaging content that gets attention. For conversions, like sales or lead generation, you’ll need clear calls to action and measurable outcomes.

 

Step #5: Execute KFS (KOL + Feeds + Search) Strategy

The KFS model stands for KOL (Key Opinion Leader), Feeds, and Search, which combines the strengths of influencer content, targeted ads, and search marketing. Xiaohongshu’s Inspiration Marketing team developed this strategy to drive engagement, influence purchasing decisions, and, ultimately, boost conversions.

 

 

The K in KFS stands for KOLs who produce high-quality, engaging content. The key is to think of influencers as product translators. They not only showcase your product but also contextualize it within the lifestyles of their followers. This stage creates deeper emotional connections and makes the product more memorable. It is about generating awareness and fostering trust.

Next is the F, which refers to feed advertising. These promotions scale the reach of your brand’s message by ensuring that your content is seen by a broader audience, including those who might not have directly followed a KOL or searched for your product.

These ads amplify your content’s exposure, ensuring it reaches users most likely to engage. The goal is not just to increase impressions, but to ensure it leads to meaningful engagement while improving operational efficiency and optimizing ad spend.

Finally, the S stands for Search. This part of the strategy focuses on capturing users actively looking for products or solutions like yours. Xiaohongshu users frequently utilize the search function to find reviews, product details, and recommendations, making search ads a crucial tool for influencing purchasing decisions.

 

Step #6: Measure Xiaohongshu Ad Campaign Performance

The great thing about Xiaohongshu is that it provides a data dashboard where you can quickly analyze the performance of your ads. Whether you’re aiming for more visibility, engagement, or sales, the dashboard gives you clear insights into what strategy is working.

You’ll also get daily data reports to spot trends and make adjustments. If one ad is doing better than another, you can shift your budget or fine-tune your targeting to improve results.

Xiaohongshu’s real-time feedback makes it easy to monitor your campaigns and refine your strategy to achieve the best possible outcomes. It’s all about making smart, data-driven changes as you go.

 

Example of Data Dashboard for Xiaohongshu Notes

 

Advertising Regulations On The XiaoHongshu App

Remember that XiaoHongshu is still part of the Chinese digital ecosystem, which has strict regulations on honest promotional methods. As an official brand account holder, you must abide by the country’s stringent advertising laws.

Local brands or not, your promotional content can’t include restricted absolute terms like “the best” or “the most.” Exaggerating what your products and services can offer is not encouraged nor allowed as part of the effort to prevent misleading consumers.

 

Reasons Why Your Xiaohongshu Ad May Be Rejected

Advertising on Xiaohongshu (Little Red Book) can be advantageous, but the platform enforces strict rules to maintain trust with its community. Many foreign brands face ad rejections not because of poor products but due to non-compliance with Xiaohongshu’s advertising standards.

Some of the most common reasons include:

• Non-compliant visuals or wording: Ads that exaggerate results, promise unrealistic benefits, or use misleading before-and-after imagery are often flagged. Xiaohongshu is especially strict with industries like skincare and wellness, where claims can easily be overstated.
• Low-quality creatives: Ads with blurred images, poor formatting, or content that looks like spam tend to be disapproved. The platform values authentic, community-driven engagement, so polished visuals and organic storytelling matter.
• Violation of cultural norms: Content that appears disrespectful to Chinese culture, values, or regulations can face instant rejection. Brands must localize their messaging carefully and avoid tone-deaf references.
• Missing disclosures, brand or sponsorship transparency issues: When you’re partnering with Key Opinion Leaders (KOLs) or influencers, failing to clearly disclose that content is sponsored, gifted, or paid can lead to rejection. Posts must adhere to the required labels.
• Prohibited products or illegal/licensed items: If the item or service you’re advertising is in a banned category, your ad will be turned down. Examples include counterfeit goods, illegal substances, prescription drugs not approved for public promotion, or anything violating IP rights.

 

How much does it cost to advertise on Xiaohongshu?

Advertising on Xiaohongshu comes with various costs tailored to specific business needs. The starting price for pay-per-click (PPC) advertisements is 0.3 RMB per click, alongside a baseline advertising spend of 5,000 RMB. The platform also charges a commission fee, typically ranging from 15% to 20%.

 

 

Prospective advertisers should also be prepared for an initial deposit requirement of 20,000 Yuan and other account maintenance fees. Besides these expenses, brands might encounter additional costs related to ad campaigns and collaborations with key opinion leaders.

While the investment to engage with Xiaohongshu’s advertising market may be substantial, brands must consider these costs as an integral part of tapping into this promising audience.

 

How To Choose a Distribution Plan for Xiaohongshu Ads?

If your brand is relatively unknown, the priority should be building awareness first. In this phase, you want to focus on getting your name out there and making sure people know who you are. 

A great way to do this is by collaborating with KOCs (Key Opinion Consumers), who are everyday users with a strong voice in the Xiaohongshu community. They can help establish your brand’s presence on social media by sharing authentic reviews and experiences with your product.

Once your brand has built awareness and you’ve made a name for yourself, it’s time to shift gears and focus on conversions. This phase is about turning interest into action, whether increasing sales or collecting leads. 

You can adjust your ad strategy to focus more on driving results, such as product purchases or sign-ups, rather than just building visibility.

 

Quick Q&A

How does the Xiaohongshu (Little Red Book) algorithm work?

Little Red Book (Xiaohongshu) employs a sophisticated recommendation system that tailors users’ homepages to their unique preferences. This customization is achieved by analyzing and leveraging their browsing and search histories.

Additionally, the platform features an “Explore” page designed with the same data-driven approach. This feature enables users to delve into topics they find intriguing while filtering out content that doesn’t capture their interest.

 

How do you get followers on Xiaohongshu?

To grow your follower base on Little Red Book, start by consistently posting high-quality, authentic content that resonates with your audience. You can also engage in weekly challenges using specific hashtags.

Fostering a community through active engagement and collaborating with influencers can extend your reach further, especially since the platform favors KOLs with fewer than 5,000 followers.

 

What are common mistakes foreign brands make when advertising on Xiaohongshu?

Common mistakes when advertising on Xiaohongshu include treating it like a traditional ad channel instead of a UGC-dominated platform. It often leads to hard-sell content that ignores the apps’ community-centric landscape and keyword-driven discovery mechanics.

Overreliance on big KOL buys via Pugongying without localized content, community seeding, and product–audience fit testing also often wastes budget.

 

Can foreign companies advertise on Xiaohongshu?

Yes, foreign companies can advertise on Xiaohongshu, but there are specific requirements. They must verify a business (Enterprise/Professional) account using valid business/licensing documents (foreign licenses are accepted), trademark proof, and follow the content and ad legal guidelines. Once verified, they gain access to ad formats (feed/search/native), shops, influencer partnerships, and key platform tools.

 

Your Trusted Xiaohongshu Advertising Partner In China!

Little Red Book is a mix of social media and e-commerce driven by user-generated content, so it’s natural for new brands to doubt the effectiveness of their advertising strategies on this app. And with the growing user base and brand competitors in this landscape, it’s easy for your content to get lost in the crowd.

 

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Don’t let these complexities hinder your brand’s success in XiaoHongShu! At Sekkei Digital Group, we understand the subtleties inherent to the Chinese market – including consumer behaviors and the ever-evolving trends that shape it.

 

 

With our extensive expertise in this niche, we offer you the avenue to unlock your brand’s potential and secure a formidable position as a leading entity in the industry.

Whether it’s crafting compelling advertising campaigns, utilizing social platforms, or collaborating with relevant KOLs, we have all the digital solutions you need. Contact us today, and let us help you navigate the challenges of Little Red Book’s business scene.

 

 

References:

Xiaohongshu’s push to make users spend on its platform
Xiaohongshu (Little Red Book) 2023
Advertising on RED/XiaoHongshu