Last Updated on June 17, 2025 
Jeffrey Hau
Is Xiaohongshu Marketing Easy? What Foreign Brands Should Know Before Getting Started
If you’re a business owner or marketer exploring ways to grow your brand in China, chances are you’ve heard of Xiaohongshu (also known as RED). It’s one of the most talked-about platforms for brands trying to connect with China’s modern, urban consumers.
But here’s the big question:
Is Xiaohongshu marketing easy?
At a glance, it looks like just another social media app. But once you dive in, you’ll find that marketing on Xiaohongshu comes with its own rules, culture, and expectations.
This article will walk you through what you really need to know, before you spend a single dollar.
What Is Xiaohongshu, and Why Are Brands So Interested?
Xiaohongshu is often described as a mix between Instagram and Pinterest, but with one key difference: it’s built around real user experiences. People go there not just to browse, but to research products, discover new brands, and read authentic reviews, especially from influencers and everyday users.
Here’s why it matters:
- Over 300 million monthly active users
- More than 70% are women, mostly in their 20s and 30s
- Around 85% live in major cities (Tier 1 & 2)
- Most users are actively searching for lifestyle tips, product advice, and brand stories
Think of it as China’s version of Google meets Instagram meets Amazon reviews, all in one app.
If your brand wants to win over young, trend-aware Chinese consumers, Xiaohongshu is where their journey often begins.
Is Xiaohongshu Marketing Easy?
Let’s unpack this honestly.
From the outside, Xiaohongshu looks like just another social platform. You might think: “If we can manage Instagram, we can manage this too.” And yes, getting started is relatively straightforward. You can set up an official account, upload your brand logo, post a few product visuals, and even run ads. But many brands stop there, and that’s exactly where things go wrong.
Because while it’s easy to start, it’s not easy to succeed.
Xiaohongshu is built differently. Unlike Western platforms that focus heavily on aesthetics or viral trends, this platform is driven by community trust, long-form storytelling, and user-generated content. Your success depends not just on what you post, but how relatable, useful, and local it feels.
Let’s talk about what brands expect versus what actually happens:
Many businesses go into Xiaohongshu marketing thinking it will be straightforward, just post great photos, work with influencers, and let the platform do the rest. But here’s the reality behind those assumptions:
- Expectation: “We’ll grow followers fast by sharing our best product photos.”
Reality: Xiaohongshu users are drawn to real-life stories and use cases, not polished brand imagery. A studio-shot product photo won’t perform nearly as well as a relatable post showing how someone uses the product in their daily routine. - Expectation: “We’ll partner with influencers and instantly go viral.”
Reality: You need to carefully choose the right influencers, those who genuinely align with your audience. You also need to manage deliverables, ensure transparency, and track content performance. It’s not a one-post miracle. - Expectation: “As long as we post regularly, the algorithm will push our content.”
Reality: The Xiaohongshu algorithm prioritizes saves, comments, and shares over posting frequency. Even daily posting won’t help if users aren’t engaging deeply with your content. - Expectation: “It’s cheaper than running ads on WeChat or Douyin.”
Reality: While Xiaohongshu may have a lower barrier to entry, quality content production, influencer seeding, and community management are ongoing costs. It’s cost-effective, but not cost-free.
Why does it feel difficult for foreign brands?
- It’s not designed for you, it’s designed for Chinese users.
The platform favors native language, culturally relevant content, and community dynamics that only make sense if you’ve lived in the local context. Even the UI and user behavior patterns feel different from Western platforms. - Content style matters more than brand status.
You could be a globally recognized name and still go unnoticed on Xiaohongshu if your content doesn’t feel relatable. Users follow people, not logos. And they trust experiences, not ads. - It’s built for trust, not transactions.
This isn’t an impulse-buy platform. It’s where users research before buying. So the goal of your marketing here isn’t just “sell” , it’s to build reputation. That takes time, reviews, and user-generated credibility.
You can’t “fake it.”
Some platforms allow you to buy likes or boost your visibility easily. Xiaohongshu is stricter. Fake reviews, buy followers, unnatural posting, or spammy behavior can get your account flagged, or banned entirely.
So how should B2B decision-makers look at this?
If you’re leading a business expansion into China, here’s a better mindset:
- Don’t treat Xiaohongshu as an ad platform. Treat it as a brand reputation tool.
Like PR meets SEO, where content is discoverable and influences buyer trust. - View it as a long-term investment.
Expect 6–12 months of consistent activity before seeing stable traction. It’s about layers of trust, not quick traffic spikes. - Consider it part of your pre-purchase funnel.
Even if sales happen on Tmall, your buyer likely checked Xiaohongshu first to see how your product actually performs in daily life.
What Kind of Brands Succeed on Xiaohongshu?
Let’s take a look at two real-life examples.
Swisse (Australia)
Swisse, a health supplement brand, built its Xiaohongshu presence through informative content and local influencer partnerships. Instead of hard-selling products, their posts focused on wellness tips, daily routines, and health advice, featuring Swisse casually in the story. Chinese consumers saw it as helpful, not pushy. (source from Prizm Group NZ & AU case study)
Result?
A growing, loyal fanbase and strong word-of-mouth across the platform.
Blackmores (Australia)
Blackmores launched a branded store directly on Xiaohongshu. They offered limited-time deals, hosted livestreams with Q&A sessions, and shared practical advice about health supplements.
By blending education with exclusive offers, they not only built awareness but also drove in-app sales.
Common Mistakes Foreign Brands Make
Many foreign companies go in with high hopes but low preparation. Here’s what typically goes wrong:
Treating It Like Instagram
Posting polished visuals without context or explanation doesn’t work here. Xiaohongshu users want stories, guides, tutorials, content that feels helpful, not flashy.
No Localization
Using global assets with poor Chinese translation is a quick way to lose trust. Local users can instantly tell when a post wasn’t made with them in mind.
Hard Selling
Chinese users are savvy and skeptical. “Buy now” or “Best in the world” doesn’t work. They want to see how the product fits into real life, ideally through user or influencer experiences.
No Engagement
Posting content but ignoring comments? Big mistake. Xiaohongshu is a community, not a billboard. Brands that respond, interact, and engage win over fans faster.
No Verification
Not verifying your brand account looks unprofessional and limits access to key features like analytics, paid ads, and in-app linking.
What Does It Cost to Do Xiaohongshu Marketing?
Let’s break it down:
Influencer Fees
Working with KOLs (Key Opinion Leaders) and KOCs (Key Opinion Consumers) is a must.
- Micro-influencers: ¥300–¥800 (~USD 50–120) per post
- Mid-tier influencers: ¥5,000–¥20,000
- Top-tier KOLs: ¥50,000–¥100,000+ (USD 7k–15k)
Tip: Start with micro-influencers. They’re more affordable, and often have higher engagement rates.
Paid Ads
Xiaohongshu offers:
- Cost-per-click (CPC) from ¥0.3 (~USD 0.05)
- Minimum ad budget of around ¥5,000 (~USD 700)
- CPM (cost per 1000 impressions) typically USD 2–3
Good for boosting awareness, but not mandatory in the early stages.
Content Creation
Photos, videos, copywriting, Chinese translations, it adds up. Many brands hire agencies or local freelancers to keep content fresh, localized, and consistent.
Budget: USD 1,000–3,000/month for content + community management.
How to Get Started: Step-by-Step
Here’s a simple launch roadmap:
- Do Market Research
Search for your product type on Xiaohongshu. What are people posting about? What do users love, or hate? - Get Verified
You’ll need a Chinese business license and local contact info. If you don’t have one, partner with a local agency (like us!). - Localize Your Profile
Use Chinese-language bios, local keywords, and tone that feels familiar to users. - Create Useful Content
Focus on tutorials, tips, reviews, and lifestyle storytelling. For example:
“3 Ways I Use This Moisturizer During Winter” works way better than
“Our Moisturizer Is the Best!” - Work With Influencers
Start with small seeding campaigns. Send products to 10–20 micro-influencers. Build momentum. - Engage, Track, Improve
Reply to comments, track which content performs well, and adjust your content plan monthly.
What Tools and Support Can Help?
- Xiaohongshu Business Dashboard: Analytics and ad management
- Pugongying: Official influencer collaboration tool
- XinHong Data: For influencer and competitor analysis
- Agencies like Prizm Group: For full-service strategy, content, and influencer management
Trying to do it all yourself (without speaking Chinese) can be overwhelming. That’s why working with a local partner is often the smarter route, they already know the landscape.
Important Compliance & Cultural Notes
- A Chinese business license and trademark is required for a verified account
- Avoid making exaggerated claims (e.g., “100% effective”)
- Disclose sponsored posts with the #广告 tag
- Be mindful of local sensitivities (language, colors, cultural references)
So... Is Xiaohongshu Marketing Easy?
No, not really.
But it’s one of the most impactful platforms you can use to build brand awareness and trust in China.
The brands that succeed don’t rush. They:
- Localize their message
- Invest in useful, honest content
- Engage with users like they’re building a relationship, not closing a sale
If you’re serious about growing in China, Xiaohongshu isn’t optional, it’s essential.
Want Some Guidance Before You Dive In?
Navigating Xiaohongshu can feel overwhelming, especially if you’re just starting to explore the China market.
If you’re unsure how to begin or need local insights tailored to your industry, the team at Prizm Group NZ & AU can help. They’ve supported many businesses in building a strong digital presence on platforms like Xiaohongshu, WeChat, and Douyin.
No pressure, just practical advice to help you get started on the right foot.
Reach out to Prizm Group for a quick chat or consultation.
