Last Updated on June 27, 2025 
Jeffrey Hau
Cost of Xiaohongshu influencer marketing 2025
For brands eyeing China’s booming digital landscape, Xiaohongshu marketing has become more than just a trend, it’s a must-have piece of the influencer marketing puzzle. Whether you’re a startup testing the waters or an established label wanting to deepen your presence, understanding how much Xiaohongshu influencer marketing really costs in 2025 can save you from costly surprises down the track.
This guide breaks down what brands can realistically expect to spend, why prices vary so much, and how to plan a budget that fits your goals. We’ll share real numbers, practical scenarios, and tips we’ve learned helping Western brands navigate Xiaohongshu marketing from New Zealand and Australia all the way to China’s Gen Z shoppers.
Let’s get clear on the numbers, so you can get the ROI you expect.
How Xiaohongshu Influencer Marketing Works in 2025
Before we talk numbers, it helps to understand how Xiaohongshu marketing fits into your overall influencer marketing strategy. Xiaohongshu (or Little Red Book) isn’t just another social app, it’s a trusted search engine, review hub, and shopping guide rolled into one, especially for young Chinese consumers looking for authentic recommendations.
In 2025, brands use Xiaohongshu influencer marketing to tap into this trust. Instead of traditional ads, you partner with KOLs (Key Opinion Leaders) or KOCs (Key Opinion Consumers) who create posts, short videos, or even livestreams about your product. These posts often appear as genuine user stories, a format that performs well because Xiaohongshu’s algorithm favours real, relatable content.
What’s changed in 2025? Firstly, there’s more demand than ever for high-quality content. Secondly, regulations have tightened, so more influencers work through official platforms, which affects costs. Finally, short videos and livestreams are now key drivers of conversion, so budgets have to cover these richer formats too.
Knowing how Xiaohongshu influencer marketing actually works will help you see why prices vary so much, and where your budget goes.
Main Cost Components of Xiaohongshu Marketing
When planning your Xiaohongshu marketing budget, it’s important to understand what you’re really paying for. In 2025, influencer marketing costs on Xiaohongshu come from four main areas: influencer fees, content production, platform or boosting costs, and agency or campaign management fees.
Influencer Fees
This is usually the biggest piece of the budget. Influencer fees vary depending on follower size and niche:
- Micro-influencers (KOCs): Usually under 10,000 followers. Many accept free products plus a small fee, think $50–$150 per post.
- Mid-tier KOLs: 10,000–100,000 followers. These creators often charge $1,000–$5,000 per post, depending on engagement and niche.
- Top-tier KOLs / Celebrities: 100,000+ followers or well-known public figures can easily command $10,000–$50,000 or more for a single post or livestream.
Different niches have different rates, for example, beauty and luxury KOLs usually charge higher fees than travel or food bloggers.
Content Production Costs
While many influencers create their own content, brands often cover extra production costs for high-end shoots, professional editing, or usage rights if you plan to reuse their photos or videos in ads. Video and livestream content typically cost more than static photo posts.
Platform and Promotion Costs
Xiaohongshu doesn’t rely on ads as heavily as other platforms, but brands often boost top-performing influencer posts with paid ads to reach a wider audience. Also, if you hire influencers through Xiaohongshu’s official KOL platform, expect a 10% service fee on top of the influencer fee.
Agency or Campaign Management Fees
Most brands, especially those outside China, work with local agencies to handle KOL vetting, negotiation, contracts, and reporting. Agency service fees usually run 10–20% of your total campaign budget, but save a lot of time and risk.
Understanding these cost buckets makes it easier to plan realistic budgets for your xiaohongshu marketing, without underestimating the true spend.
Factors That Influence the Cost in 2025
Not every Xiaohongshu marketing campaign costs the same, and it’s not just about how many followers an influencer has. In 2025, brands should keep these key factors in mind when budgeting for influencer marketing on Xiaohongshu:
Niche and Product Category
Some niches are more competitive than others. Beauty and skincare KOLs usually charge more because followers expect in-depth reviews and trust their recommendations when deciding what to buy. Fashion, luxury, and tech influencers can also command premium rates. By contrast, lifestyle or travel creators might have more flexible rates, especially if perks like free trips are included.
Campaign Objectives
If you’re after brand awareness, you may only need a few posts and Stories. But if your goal is direct sales, you might want richer content like short videos, demos, or livestreams, all of which cost more. Plus, some influencers charge extra if you ask for exclusive use of their content in your ads.
Content Format
Static photo posts remain popular, but in 2025 short videos and livestreams are the big performers. Expect to pay 20–50% more for videos compared to images. Livestreams require real-time hosting and more effort, so fees can easily double or triple compared to a single photo post.
Seasonality
Timing matters. Costs often spike during big sales seasons in China, like Singles’ Day (11.11), Chinese New Year, or mid-year shopping festivals (6.18). Influencers get booked months ahead, and fees can jump by 10–30% due to demand. Planning early or running off-season campaigns can help control costs.
Understanding these factors helps you stay realistic and flexible. It also lets you mix different influencer levels and content formats to balance cost and results in your Xiaohongshu marketing strategy.
Example Cost Scenarios for Different Brand Sizes
So, how much should you actually set aside for Xiaohongshu marketing? Let’s break it down with practical scenarios for different types of brands. This will help you see what’s realistic and where your influencer marketing dollars really go.
Startup or New Brand
If you’re just entering the China market, start lean. Many startups spend around $1,000–$5,000 USD per small campaign. This budget covers:
- Sending free samples to 20–50 micro-influencers (many post in exchange for the product).
- Paying a handful of KOCs a small fee (around $50–$150 each) for guaranteed posts.
- Running a small boost on one or two high-performing posts.
This “grassroots” approach keeps risk low while building organic buzz.
Mid-Sized Brand
A mid-tier brand, maybe already selling in China, but wanting more reach, typically spends $10,000–$50,000 USD per campaign. This usually includes:
- Hiring a few mid-tier KOLs ($1,000–$5,000 per post).
- Seeding free product to 50–100 micro-influencers.
- Investing a portion of the budget in short videos or a small livestream.
- Setting aside 10–15% for boosting posts as paid ads.
- Agency fees to handle vetting and reporting.
This balanced mix gives you both broad reach and trustworthy content.
Big or Global Brand
Large brands and luxury labels can easily spend $50,000–$500,000 USD (or more) on a single large-scale Xiaohongshu influencer marketing campaign. For example:
- Top-tier KOLs or celebrities charging $10,000–$50,000+ each.
- Multiple mid-tier influencers.
- High-end video production and studio shoots.
- Livestream events with guaranteed exposure and sales commission.
- Heavy ad spend to amplify the best content.
These big campaigns are usually tied to major launches or big shopping festivals, and the payoff can be huge if done well.
How to Budget Wisely for Xiaohongshu Marketing
Smart spending makes or breaks your Xiaohongshu marketing ROI. Here’s how brands, from small businesses to global names, keep their influencer marketing budget realistic and effective in 2025:
Start with a Test Campaign
Don’t throw all your budget into one big push. Test a mix of micro-influencers and one or two mid-tier KOLs first. See which content and creators deliver real engagement, then scale up what works.
Mix Influencer Levels
A healthy balance works best: a few bigger names for credibility, plus a larger group of micro-influencers for genuine word-of-mouth. This mix stretches your budget while building trust at scale.
Prioritise Quality Over Quantity
Many brands overspend by hiring influencers with big follower numbers but low interaction. Focus instead on true engagement rates, relevance to your product, and past performance.
Plan Ahead for Peak Seasons
Booking early helps lock in lower rates before shopping festivals like Singles’ Day. Last-minute deals during peak season often cost more or mean settling for lower-quality creators.
Track ROI, Not Vanity Metrics
Views and likes look good, but watch how influencer content drives real clicks, follows, and sales. Use these results to negotiate better rates or switch up your KOL mix next time.
Final Thoughts: Is Xiaohongshu Marketing Worth the Cost in 2025?
The truth is, Xiaohongshu marketing in 2025 isn’t cheap, but when done right, it’s worth every dollar. Brands that treat influencer marketing as a long-term trust-building tool, rather than a quick sales fix, usually see the best results.
By understanding typical costs, planning for hidden fees, and working with credible creators, you can build authentic connections with Chinese consumers who rely on Xiaohongshu for honest advice before they buy.
At Prizm NZ & AU, we help Western brands navigate this landscape every day, from first campaign testing to full-scale influencer partnerships. If you’d like to discuss how to make your Xiaohongshu marketing budget work harder in 2025, we’re always here to share insights, not just sales pitches.
