Last Updated on December 9, 2024 
Jeffrey Hau
To keep things short, we are taking a look at some of the hottest trends currently taking over XiaoHongShu/Little Red Book.
Whether you’re a brand looking to connect with your audience or a content creator aiming to make an impact; keep reading to discover how you can leverage these trends to stand out on XiaoHongShu!
11 Interesting XiaoHongShu Content & Marketing Trends to Copy
Rise of KOS (Key-Opinion Sales)
Aside from the usual Key Opinion Leaders (KOLs) and Key Opinion Consumers (KOCs), a new player has recently entered the XiaohongShu influencer game— Key Opinion Sales (KOSs).
Unlike KOLs and KOCs, who buy products themselves and share their personal experiences, KOSs are directly assigned and managed by brands to promote their products.
As official representatives of the brand, KOSs have the advantage of providing the most relevant and authentic product details, over other types of influencers.
This makes KOSs a part of the brand’s internal team, while KOLs and KOCs operate more independently as external ‘partners’ to the brand.
KOSs are usually the salespeople from the brand’s physical stores, who are looking to expand their customer reach through XiaoHongShu.
Some might wonder how KOSs work on the platform since XiaoHongShu has strict rules on promotional content.
Since brands officially verify KOSs, they are exempt from concerns of false advertising, giving them the green light to post promotional content on the platform!
Quiet Livestreaming
Livestreaming is a staple feature on Chinese social media platforms like Weibo, Douyin, and Xiaohongshu, often used by businesses to promote products. However, Xiaohongshu stands out with a unique trend called “quiet livestreaming.”
Unlike the high-energy hosts on other platforms who shout out discounts and deals, Xiaohongshu’s hosts take a calmer, more intimate approach.
They introduce products in a relaxed yet engaging manner, often sharing personal experiences and taking time to answer viewers’ questions. This style transforms live streaming from a loud sales pitch into an opportunity for brands to build genuine connections with their audience.
The immersive, conversational nature of these live streams creates an enjoyable experience for viewers, free from overwhelming sound effects and pressure to buy.
Besides, brands on XiaoHongShu often hire celebrities as hosts for this trend, with the most mentionable example of Chinese socialite Zhang Xiaohui, who made over 100 million RMB in sales in a single livestream!
High Engagement in Pet-Related Content
Did you know that by 2030, the number of pets in China is expected to outnumber children? This shift shows how XiaoHongShu’s main users—young people—are increasingly choosing furbabies over real babies.
This trend is gradually reshaping the platform’s atmosphere, with XiaoHongShu even having its own official account for pet-related content!
Over 53% of Chinese pet owners turn to Xiaohongshu for pet-related information, including caregiving tips and pet food recommendations. The platform is particularly popular among first-time pet owners, who seek advice and inspiration from fellow users’ experiences.
This surge in pet-related content’s popularity also led to the growing demand for pet-related products on XiaoHongShu, which creates an opportunity for brands in the pet industry!
This growing trend has led to the rise of pet influencers on XiaoHongShu. But here’s the twist—the usual KOLs and KOCs you see aren’t humans anymore; they’re adorable cats and dogs!
These furry influencers ‘recommend’ their favorite pet food brands or show off their stylish pet outfits. This new category of influencers is also the result of pets becoming viral on XiaoHongShu.
Growing Demand for Video-Based Content
Image-based notes have dominated XiaoHongShu’s platforms among other types of content for a long time. However, in 2024, video-based notes are becoming a new favorite among users.
Video-based content creators on XiaoHongShu increased by 43%, contributing dynamic video content that stands out from the majority of static content on XiaoHongShu. A content creator even gained 410,000 new followers through a single video-based note!
In fact, the view frequency of video-based notes far exceeds the publishing frequency of these notes by 22%, meaning that the demand for this content is way higher than the supply; there is a huge gap waiting to be filled!
This trend is not to be missed if you are a content creator or a brand looking for success on XiaoHongShu!
Content on Psychology
Another trending topic on Xiaohongshu is psychology and personality tests. Tools like the Myers-Briggs Type Indicator (MBTI) have recently gained significant traction on social media platforms, and Xiaohongshu is no exception!
XiaoHongShu users are taking the test and sharing their results, making the test viral on the platform.
We believe the reason behind this virality is that these personality tests are very personal and intimate, which resonates with users well, while it also acts as a bridge for users to connect with like-minded peers.
The MBTI test also introduced new marketing opportunities for brands. Brands on XiaoHongShu are actively trying to relate their products with the personality test, hoping to reach users who are participating in this discussion.
The most common approach is to recommend users with products based on their personality, from fashion to even coffee! This creates a personalized approach to users, which can attract them to visit the brand!
Content for Health-Conscious Users
XiaoHongShu users are also looking for content to help make them healthier now, with 140 million monthly active users searching for health and wellness-related topics. Notes categorized under health and wellness are ranked first in their interaction rates.
Results also showed that the amount of health-related notes also doubled compared to the previous year!
With more young Chinese users facing health concerns such as work stress and hair fall, they are turning to XiaoHongShu for solutions.
According to our general observation, XiaoHongShu today is not mainly dominated by fashion and beauty content anymore; users are exploring broader topics and content to improve their lifestyles.
For example, the most followed account on XiaoHongShu under the health and wellness category is German influencer Pamela Reif, whose content is focused on healthy recipes and workout tutorials.
This content has earned her 12 million followers on the platform, showing the users’ craze over the topic of health and wellness.
Makeovers & Fashion Advice
Another emerging trend on the platform is the trending topic of makeovers and fashion advice. As XiaoHongShu is well-known for its beauty and fashion content, new users are turning to the platform for fashion advice from other experienced users.
This has sparked the rise of trends like #LookingForAdvice (听劝) and #ExtremeMakeover (爆改) on Xiaohongshu. Users post image-based notes of themselves with the #LookingForAdvice hashtag, inviting others to share makeup and styling tips in the comments.
These trends have taken off, with posts using these hashtags increasing by over 370% between 2023 and 2024! Besides, the #LookingForAdvice hashtag also garnered over 900 million views since 2023!
This trend highlights XiaoHongShu’s strength in community building as a social media platform. Through this trend, users are engaging with each other with friendly exchanges of advice, reinforcing XiaoHongShu’s mission as a ‘lifestyle guide’ platform.
Diversification of User Demographics
The majority of XiaohongShu’s users have been young females, but the platform’s user demographics have been expanding lately. Although male users only make up 30% of its 300 million monthly active users, the platform revealed that the growth rate of male users is outpacing the rate of female users.
This shift has sparked more male-oriented content on Xiaohongshu. In the platform’s popular fashion and beauty space, male influencers are stepping in with tips on skincare routines and style advice tailored for men.
According to the platform, most of its male users are there for the same reason as the female users: looking for tips to improve their appearance!
At the same time, gender-neutral content is on the rise. Topics like gaming, fishing, and outdoor activities are gaining attention, proving that Xiaohongshu is evolving into a platform for everyone—not just its traditional female user base.
Increase in Entertainment Content
Aside from product information and recommendations, content on XiaoHongShu today is also providing entertainment catering to a wider audience.
This trend is best highlighted by Xiaohongshu’s 2024 ‘Keyword of the Year‘—#Abstract (抽象). The concept encourages users to adopt a playful, lighthearted approach to life, even in the face of challenging or frustrating moments.
Instead of taking things too seriously, it promotes humor and creativity as a way to deal with life’s ups and downs. Content under this hashtag often features trending memes, comedy skits, and jokes.
Don’t think that this content will not work with XiaoHongShu’s sophisticated users! In 2024, over 10 million notes were posted with the ‘#abstract’ hashtag, which gained over 1.6 million comments.
This trend has evolved XiaoHongShu as a platform. This means that its users are not just there for specific product information. Instead, more users are on the platform looking for a good laugh, viewing the platform as a daily source of entertainment to pass the time!
Gen-Z Domination
As we’ve mentioned, Xiaohongshu’s user demographics are expanding, and it’s not just about gender—age is also a key factor!
When XiaoHongShu was first launched, its main user group was millennials. Today, Gen-Z users born between 1997 and 2012 have outgrown the millennial user group, making up 70% of XiaoHongShu’s total users.
Gen-Z users are not just consuming content, they are defining what should be trending on the platform.
As a matter of fact, the #abstract hashtag and MBTI content trends on XiaoHongShu mentioned earlier are all examples of Gen-Z users’ influence on the platform! Besides, fashion trends like #Y2K and #Gorpcore is also made popular by Gen-Z users on the platform.
Gen-Z users have also become the primary shoppers on Xiaohongshu. The platform’s unique focus on user-generated content (UGC) aligns perfectly with Gen-Z’s shopping preferences.
This generation values authentic, shared experiences over polished advertisements, and Xiaohongshu’s ecosystem of real-life reviews, tips, and stories meets these needs seamlessly!
Travel-Related Content
Travel-related content on Xiaohongshu has surged in popularity with more users looking to step out of their homes. According to the platform, the number of travel-related notes skyrocketed by 273% since 2023!
From detailed travel guides to aesthetically pleasing travel vlogs, XiaoHongShu users are looking for ideas and recommendations for their next outdoor adventure.
The top three hashtags in Xiaohongshu’s travel category showcase a diverse range of travel styles: #CityWalk highlights casual and relaxing city exploration, #CulturalTravel (#文化旅游) focuses on educational experiences like museum visits; and #HighIntensityTravel (#特种兵旅游) is all about packing in as many destinations as possible in a single trip.
This trend has led to many of China’s cities’ official councils using the platform to grab tourists’ attention.
For example, the state of Shanxi has gained mass success by riding on the virality of the Chinese video game, “Black Myth: Wukong”.
The state council’s official account has created notes introducing local destinations that were featured in the game, attracting thousands of likes and bookmarks from XiaoHongShu users looking for travel recommendations.
Need Help in Catching Up With XiaoHongShu Trends?
Trends can come and go really fast on XiaoHongShu – we understand that way too well. However, it’s just a fact of life, and brands need to keep up-to-date to be able to compete on this platform.
So, why not let PRIZM Group handle it for you? We have a dedicated team in Guangzhou, China that specializes in detecting trends before they even catch on!
Check out our XiaoHongShu service page or click the button below to contact us to learn more!
