Engaging Global Audiences through Xiaohongshu: A Guide for American Businesses

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Engaging Global Audiences through Xiaohongshu: A Guide for American Businesses

Sue Paige
Sue Paige
25 min read

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(2024 REDNote (Xiaohongshu) Marketing - A Complete Guide - WalkTheChat) Little Red Book’s monthly active users (MAUs) grew from around 160 million in 2021 to over 300 million in 2023, demonstrating the platform’s rapid expansion (2024 REDNote (Xiaohongshu) Marketing - A Complete Guide - WalkTheChat).

The Significance of Xiaohongshu

Xiaohongshu (小红书), known in English as Little Red Book or RED, has become one of China’s most influential social media and e-commerce platforms. With over 300 million monthly active users as of 2024 (2024 REDNote (Xiaohongshu) Marketing - A Complete Guide - WalkTheChat), it ranks among the top social apps in China. The user base is highly concentrated in Gen Z and young millennials, and the platform reports that about 50% of users are Generation Z (2024 REDNote (Xiaohongshu) Marketing - A Complete Guide - WalkTheChat). Notably, the majority of users are female (estimates range around 80–88% women) and live in major urban centers (What Is XiaoHongShu 小红书 And How To Use It Updated On May 2024 , FirstCom Academy). This demographic profile – young, trend-conscious women in affluent cities – has made Xiaohongshu immensely popular for lifestyle content, especially beauty, fashion, travel, and luxury product recommendations (What Is XiaoHongShu 小红书 And How To Use It Updated On May 2024 , FirstCom Academy). Users flock to the app to discover makeup tutorials, style tips, restaurant reviews, and more, often seeking authentic advice from peers. In fact, Xiaohongshu is frequently compared to a blend of Instagram and Pinterest, with its emphasis on visual posts and aspirational imagery (52 Interesting XiaoHongShu/REDNote Statistics, Facts & Demographics), but it sets itself apart through a strong focus on community and product discovery.

One of Xiaohongshu’s core strengths is its content-driven, community-oriented ecosystem. Posts (called “notes”) typically feature a carousel of photos or short videos accompanied by brief personal captions, creating a diary-like feel. The platform design is similar to Instagram – users often share 3–6 images with concise text – and the tone is personal and emoji-rich rather than formal advertising (2024 REDNote (Xiaohongshu) Marketing - A Complete Guide - WalkTheChat). Approximately 90% of all content is user-generated, reflecting how heavily Xiaohongshu relies on word-of-mouth and peer recommendations (2024 REDNote (Xiaohongshu) Marketing - A Complete Guide - WalkTheChat). This high volume of user-generated content (UGC) makes the app a powerful venue for brand engagement: young consumers trust the reviews, tips, and stories shared by other users, which can significantly influence their purchase decisions. It’s common for users to treat Xiaohongshu as a search engine for lifestyle queries – looking up product reviews or travel guides within the app before making buying decisions (What the TikTok ban and Xiaohongshu’s brief popularity reveal about US-China relations and their tech sectors - DFRLab). According to the company, many users open Xiaohongshu to read peer product reviews at the consideration stage of shopping (2024 REDNote (Xiaohongshu) Marketing - A Complete Guide - WalkTheChat), underscoring its role in the consumer journey.

Another indicator of Xiaohongshu’s significance is the growing presence of brands on the platform. By 2022, over 140,000 brands – ranging from local Chinese startups to global companies – had established a presence on Xiaohongshu to engage with its community (52 Interesting XiaoHongShu/REDNote Statistics, Facts & Demographics). Brands are drawn by the app’s influence on China’s trendsetting youth and its integration of social content with e-commerce. Xiaohongshu seamlessly blends inspiring content with shopping features, allowing users not only to discover products but also to purchase them, either via links to external e-commerce sites or through Xiaohongshu’s own shopping channel. This integration of content and commerce has positioned XHS as a leading platform for “social commerce”, where product discovery, reviews, and buying experiences all happen in one place. For American businesses, the importance of Xiaohongshu lies in its ability to drive awareness and trust: it is a place where a new brand can organically gain traction if users start talking about it, and where an established brand can reinforce its image among China’s young consumers through authentic storytelling. In recent years, Xiaohongshu’s influence has even begun to extend beyond China’s borders, attracting international users (especially overseas Chinese and Asia-focused consumers) who appreciate its unique content. The platform’s global profile is now rising, making it increasingly relevant for companies seeking to connect with both Chinese customers and a broader international audience interested in Chinese trends.

The TikTok Ban and Its Impact

(What the TikTok ban and Xiaohongshu’s brief popularity reveal about US-China relations and their tech sectors - DFRLab) The Xiaohongshu logo (on a phone screen, left) and TikTok logo (right) against a U.S. flag. Western interest in XHS spiked amid discussions of banning TikTok (What the TikTok ban and Xiaohongshu’s brief popularity reveal about US-China relations and their tech sectors - DFRLab).

In light of recent restrictions on TikTok in the West, Xiaohongshu has gained unexpected international attention. Over the past couple of years, governments in the United States and other countries have raised security concerns about TikTok, given its Chinese ownership. These concerns culminated in bans on TikTok from government devices in multiple Western nations, and at one point in early 2025 the U.S. even moved toward a potential nationwide ban (What the TikTok ban and Xiaohongshu’s brief popularity reveal about US-China relations and their tech sectors - DFRLab) (What the TikTok ban and Xiaohongshu’s brief popularity reveal about US-China relations and their tech sectors - DFRLab). As the prospect of a TikTok ban loomed, many content creators and users began searching for alternative platforms to fill the void. Ironically, thousands of TikTok users “migrated” to Xiaohongshu, another Chinese-owned app, seeing it as a refuge to continue their social media habits (What the TikTok ban and Xiaohongshu’s brief popularity reveal about US-China relations and their tech sectors - DFRLab). In mid-January 2025, when TikTok’s future in the U.S. was highly uncertain, Xiaohongshu suddenly became the #1 most-downloaded free app in the U.S. App Store, despite previously being little-known outside China (What the TikTok ban and Xiaohongshu’s brief popularity reveal about US-China relations and their tech sectors - DFRLab). Over a matter of days, it reportedly attracted hundreds of thousands of new American users – gaining nearly 3 million U.S. users in just one day (Jan 13, 2025) during the TikTok turmoil (What the TikTok ban and Xiaohongshu’s brief popularity reveal about US-China relations and their tech sectors - DFRLab).

This surge of Western users on Xiaohongshu (dubbed humorously as “TikTok refugees”) created a unique cross-cultural moment on the platform. American newcomers, curious about this predominantly Chinese community, began interacting with Chinese users in creative ways. Their cross-language exchanges and cultural curiosity quickly went viral in both U.S. and Chinese media, spawning trending topics like Americans asking Chinese users to “roast” their profiles and Chinese netizens introducing Americans to Chinese internet slang (What the TikTok ban and Xiaohongshu’s brief popularity reveal about US-China relations and their tech sectors - DFRLab). The sudden influx even sparked a rise in interest in learning Mandarin and Chinese culture among some Western users, as reported in news stories. For Xiaohongshu’s part, the company scrambled to adapt – the app added an in-app translation feature in January 2025 to help bridge the language gap as English-speaking membership grew (What the TikTok ban and Xiaohongshu’s brief popularity reveal about US-China relations and their tech sectors - DFRLab). It also had to ramp up content moderation internationally, hiring more English-speaking moderators to ensure that the content remained in compliance with China’s strict internet regulations despite the global chatter (What the TikTok ban and Xiaohongshu’s brief popularity reveal about US-China relations and their tech sectors - DFRLab). This balancing act highlighted the challenges of a Chinese platform suddenly going global: Xiaohongshu needed to welcome foreign users, yet still uphold the Chinese government’s content rules, which led to swift censorship of any politically sensitive or rule-breaking posts.

For businesses, this TikTok-to-Xiaohongshu shift is significant. It shows that Xiaohongshu is no longer just a niche app for Chinese users — it’s on the radar of global audiences. If TikTok becomes unavailable or less accessible in certain markets, Xiaohongshu (branded as “RED” on overseas app stores) could emerge as an alternative for reaching young, socially savvy consumers worldwide. In other words, a brand’s content on Xiaohongshu now has the potential to be seen not only by domestic Chinese users but also by an international cohort of users who are exploring the platform. This opens up a new avenue for engagement: a savvy American business might use XHS to run campaigns that resonate with Chinese consumers, while also piquing the interest of Western users curious about Chinese trends. Moreover, the media attention around the so-called TikTok refugees paints Xiaohongshu in a generally positive light — it has been portrayed as a place of cultural exchange and discovery rather than just another isolated Chinese app (As TikTok Ban Solidifies, Interest In Chinese Social Media App “XiaoHongShu” Grows – Mace & Crown). This positive perception can be valuable for brands; being active on XHS signals a kind of forward-thinking international openness. Finally, with TikTok’s advertising future uncertain in some regions, companies looking to connect with Gen Z may want to diversify their social media strategy. Xiaohongshu offers a way to maintain access to a large base of Gen Z users (both in China and abroad) on a platform that encourages longer-form, content-rich posts in addition to short videos. The bottom line: the TikTok saga has inadvertently shined a spotlight on Xiaohongshu, and businesses would do well to take notice of this rising platform as part of a global outreach strategy.

How to Use Xiaohongshu for Business

Entering the Xiaohongshu ecosystem as a foreign business requires understanding how the platform works and leveraging its features effectively. Below is a guide to getting started and building a brand presence on XHS:

1. Set Up a Business Account (RED “Pro” Account): Begin by registering a regular Xiaohongshu account (the app is available on iOS and Android; you can sign up with a phone number, WeChat, or other methods). Once you have a personal account, you can upgrade to an official Business Account, also known as a “Pro” account (How to Open a Xiaohongshu Business Account: A Comprehensive Guide for Brands , ZL MARKETING) (How to Open a Xiaohongshu Business Account: A Comprehensive Guide for Brands , ZL MARKETING). Xiaohongshu offers this specialized account type for brands, which comes with several advantages. For example, a Pro account is marked with a distinctive “Brand” tag that signals to users that your profile is an authentic, verified brand presence (How to Open a Xiaohongshu Business Account: A Comprehensive Guide for Brands , ZL MARKETING). There is a small annual verification fee (around ¥600, roughly $80) for a business account, and you may need to submit business credentials for verification, but the process is straightforward. Once verified, your brand gains access to advanced features like in-depth analytics (follower demographics, post performance stats, etc.) (How to Open a Xiaohongshu Business Account: A Comprehensive Guide for Brands , ZL MARKETING), which help you track engagement. You’ll also unlock the platform’s official KOL (Key Opinion Leader) collaboration tool (How to Open a Xiaohongshu Business Account: A Comprehensive Guide for Brands , ZL MARKETING), which is a marketplace where you can discover and partner with influencers on Xiaohongshu. Additionally, a Business account lets you set up a dedicated Xiaohongshu storefront if relevant to your business – enabling direct e-commerce within the app (How to Open a Xiaohongshu Business Account: A Comprehensive Guide for Brands , ZL MARKETING).

2. Localize and Optimize Your Profile: When creating your brand profile, make sure to localize your account details for the Chinese audience. This means writing your brand name (or a clear description) in Mandarin Chinese, and providing a bio or description in Chinese as well. Use a high-quality logo image that will be instantly recognizable. Xiaohongshu users will appreciate a short, authentic introduction – for instance, if you are a U.S. skincare brand, mention your brand story or slogan in Chinese, and perhaps highlight what makes your products special (e.g. “美国有机护肤品牌, 坚持纯天然成分”, meaning “U.S. organic skincare brand committed to all-natural ingredients”). A localized profile shows that you are serious about engaging and builds trust from the first glance. Once set up, follow other relevant accounts and hashtags to familiarize yourself with the community. It’s wise to observe how local Chinese brands and other foreign brands present themselves on XHS to get a feel for the tone and style.

3. Understand Key Platform Features: Xiaohongshu’s interface revolves around content discovery and social commerce. The app’s main sections include a home feed, an Explore tab, and a Shop section. The Explore feed (标记为“发现”) is where users discover new content algorithmically; it shows posts tailored to their interests and past interactions (What Is XiaoHongShu 小红书 And How To Use It Updated On May 2024 , FirstCom Academy). There are also category tabs (like “Fashion”, “Food”, “Travel”, etc.) and a “For You” feed that personalizes content, similar to TikTok’s For You page but encompassing images and text as well (What Is XiaoHongShu 小红书 And How To Use It Updated On May 2024 , FirstCom Academy). It’s important for brands to get their content into these discovery feeds. To do so, use relevant keywords and hashtags in Chinese so that your posts appear in search results and recommendations. Xiaohongshu’s search function is powerful – users often search for keywords (e.g. “美国巧克力推荐” for “American chocolate recommendations”). By including such keywords in your post title or description, you increase the chances of being discovered organically. Another feature to note is the Shopping integration: with a business account, you can tag products in your posts or even set up an in-app shop. Xiaohongshu supports direct e-commerce, including cross-border sales, meaning an overseas brand can sell products to China within XHS’s platform (the app even supports international payments and shipping logistics) (2024 REDNote (Xiaohongshu) Marketing - A Complete Guide - WalkTheChat). Setting up a Xiaohongshu store may require additional documentation (and a partnership with a local entity to meet regulations), but it allows users to click on your post and directly purchase the featured item without leaving the app. Many brands also take advantage of Xiaohongshu Ads, the platform’s advertising system, to promote posts or run banner ads; this requires going through XHS’s ad platform (often called “Juguang” ads) where you can target audience demographics and interests. As you plan your strategy, familiarize yourself with these tools – a combination of organic content and paid promotion can yield the best results.

4. Craft Content that Fits the Platform: Successful Xiaohongshu content doesn’t feel like a corporate ad; it feels like a genuine story or recommendation from a friend. When creating posts, aim for a visually appealing, story-driven style. High-resolution images, collages, or short video clips (under a minute) work well to catch attention. For example, an American cosmetics brand might post a series of photos showing a skincare routine, with a caption discussing tips for healthy skin and how their product fits into that routine. Keep the tone friendly, informative, and a bit personal – perhaps have a Chinese team member or influencer write the caption so that the language resonates naturally (including emojis and popular slang where appropriate). Length-wise, Xiaohongshu captions tend to be a few sentences to a few short paragraphs; users appreciate some substance (e.g. product usage details, personal experience) rather than a one-line slogan. Lifestyle context is key: instead of just showcasing a product on a plain background, show it in use – a model wearing the fashion item in a real-life setting, or a before-and-after demo of a beauty product. Also consider leveraging trending formats on XHS, such as before/after transformations, unboxing videos, mini-tutorials, and travel vlogs. The platform supports short vertical videos (similar to Instagram Reels), and there’s even a dedicated video tab for users to browse video content (What Is XiaoHongShu 小红书 And How To Use It Updated On May 2024 , FirstCom Academy). Posting a mix of images and short videos can improve your reach. Don’t forget to engage the community in your content: ask questions in your caption (“Have you tried this look?”) or encourage users to share their own experience in comments. Polls, Q&A sessions, or even hosting a live stream event (Xiaohongshu has a live feature for product showcases or tutorials) can further boost interaction. Essentially, to build an effective presence, your content should feel native to the platform, aligning with the aspirational yet authentic vibe that draws users to XHS.

5. Collaborate and Engage: Building a brand presence on XHS is not a solo endeavor – collaboration is a huge part of the ecosystem. Brands commonly work with influencers (KOLs) who have credibility in relevant niches. Through your Business account’s KOL marketing platform (How to Open a Xiaohongshu Business Account: A Comprehensive Guide for Brands , ZL MARKETING), or via third-party agencies, you can identify influencers whose style and followers match your target. For example, if you’re a health food brand, look for a Xiaohongshu fitness vlogger or nutrition enthusiast with a solid follower base and engage them to try or showcase your products. Influencer posts can dramatically amplify your reach and lend authenticity through a trusted voice. Many Chinese consumers rely on KOL recommendations as much as (or more than) official brand messaging. Apart from influencers, make sure you directly engage with users as well. Respond to comments under your posts – answer questions about pricing, say thank you for compliments, and handle any criticisms gracefully. Users notice when a brand is responsive; it humanizes your image and can turn curious scrollers into loyal followers. You can also follow users who frequently post about your brand or industry, and even comment on their posts (for instance, if someone posted a genuine review of your product, drop a friendly comment thanking them). Another way to encourage engagement is to run occasional campaigns or contests. For example, you could start a hashtag challenge encouraging users to post their “Outfit of the Day” with your apparel item, or a photo contest showing creative uses of your product. Xiaohongshu users love to participate in such interactive trends, and this generates valuable user-generated content and word-of-mouth buzz. Finally, consider joining or creating Xiaohongshu Groups if relevant – there are community groups in the app centered on interests (similar to Facebook Groups or subreddits), where like-minded users discuss topics (e.g. a group for sneaker collectors, or for vegan recipes). A brand can subtly participate by sharing expertise or tips in these groups (without overtly advertising), which helps build your reputation as a helpful member of the community. In summary, to use XHS for business, think beyond just publishing posts – fully immerse your brand in the platform’s social fabric through verification, optimized content, e-commerce integration, influencer partnerships, and active community engagement.

Best Practices for Engagement on XHS

Once your brand is active on Xiaohongshu, adhering to best practices will ensure you truly connect with the audience and see sustainable growth. Here are some key tips:

  • Localize Your Content and Voice: All content should be in Mandarin Chinese (or bilingual with Chinese first) to maximize reach. Tailor your messaging to local cultural nuances – references to Chinese holidays, use of popular local idioms or memes, and understanding what topics resonate with young Chinese consumers will make your posts more relatable (Xiaohongshu Marketing , China Trading Desk). Avoid simply copy-pasting material from your Western social media. Instead, invest in translating and transcreating content so it feels natively Chinese. For instance, an American coffee chain might post about how to make a perfect cup for 春节 (Spring Festival) morning, connecting their product to the local context. Localization also means using metric units, Chinese currency (RMB), and relevant Chinese hashtags. A localized approach demonstrates respect for the audience and significantly boosts engagement.

  • Focus on Storytelling over Hard Selling: Xiaohongshu is a platform where authenticity wins. Users tend to ignore posts that feel like blatant advertisements. Rather than aggressive sales pitches, tell stories around your brand or product. Share the inspiration behind a product, the lifestyle it enables, or the people using it. For example, instead of “Buy our new running shoes, 20% off now!”, a better approach is a note from a user’s perspective about training for a first marathon and how the shoes helped, with beautiful pictures of their runs. This narrative-driven content fosters an emotional connection. Maintain an authentic tone – perhaps even let a founder or employee share their personal voice occasionally. Testimonials and user stories are powerful; you might repost a Chinese customer’s story (with permission) about how your skincare line improved their routine. By focusing on value and story, you build trust. As a rule, follow an 80/20 guideline: about 80% of your content should inform, entertain, or inspire, and at most 20% directly promote a product or sale. This keeps your feed engaging rather than purely commercial (Xiaohongshu Marketing , China Trading Desk). Authenticity also means being honest and transparent – if something went wrong, acknowledging it can actually win sympathy. Overall, be a conversation starter, not a commercial.

  • Leverage User-Generated Content (UGC): Given that peer recommendations carry so much weight on XHS, find ways to encourage users to create content about your brand. This could include re-posting fan content, running hashtag challenges as mentioned, or simply providing such a great product experience that users naturally want to share it. When users tag your brand or product in their own “notes,” try to engage with those posts – leave a like and a friendly comment. This not only delights the user who posted, but also signals to others that real people are using and loving your products. You can even showcase select UGC in your official account (for example, share an Instagram-style “story” or a collage of customer posts, giving credit to the originals). Another idea is to create a branded hashtag and encourage customers to use it (e.g. a fashion brand might use #秋季穿搭挑战 – “autumn outfit challenge”). Highlighting UGC builds community and credibility, making your brand feel like a trend that people are organically talking about (Xiaohongshu Marketing , China Trading Desk). New potential customers are more likely to trust content created by fellow consumers, so UGC is essentially free advertising that is far more persuasive than traditional ads.

  • Collaborate with the Right Influencers: We touched on influencer collaboration in the previous section, but it’s worth emphasizing as a best practice. Identify KOLs who align with your brand values and target audience, and build relationships with them. Micro-influencers (those with smaller but highly engaged followings) are often particularly effective – they may have only tens of thousands of followers (instead of millions), but those followers are deeply interested in the niche and trust the KOL’s opinions (Xiaohongshu Marketing , China Trading Desk). Working with several micro-influencers can sometimes yield better results than a single celebrity endorsement, and it’s more cost-effective. When collaborating, give influencers creative freedom to present your product in their own style – their authenticity is what makes their audience listen. Ensure any partnerships are clearly and appropriately disclosed per platform guidelines (e.g. using hashtags like #广告 or #合作 if required for sponsored content, to stay transparent). Also consider long-term ambassador programs rather than one-off posts, so that the influencer’s followers see a consistent association with your brand over time. Track the results of KOL campaigns using the data tools in your business account, and learn which types of influencer content drive the most engagement or conversions.

  • Post Consistently and Align with the Algorithm: Consistency is key to staying visible. Aim for a regular posting schedule – for example, 3-5 times per week – so that you remain active in followers’ feeds and have more chances to appear in the Discover section. Pay attention to optimal posting times: generally, evenings (after work hours in China) and weekends see higher user activity on social apps (Xiaohongshu Marketing , China Trading Desk). Posting during these peak times can help your content get a quicker initial boost of engagement, which in turn signals the algorithm to spread it to more users. Also, engage quickly when your post goes live – respond to early comments, as prompt interaction can encourage more visibility. The Xiaohongshu algorithm values engagement rate and relevancy. This means content that gets more likes, saves (bookmarks), comments, and shares within a short time after posting is more likely to be recommended to others. To improve shareability, create content that is helpful or inspiring (users love to save guides, how-tos, recipes, etc. for later). Use relevant hashtags and keywords so the algorithm correctly categorizes your content. For instance, if you’re posting a vegan recipe, include terms like “素食” (vegetarian) or “健康食谱” (healthy recipe) in Chinese – this helps your post surface when users search or when the system matches content to user interests (What the TikTok ban and Xiaohongshu’s brief popularity reveal about US-China relations and their tech sectors - DFRLab). It’s also wise to stay updated on any algorithm or feature changes; Xiaohongshu occasionally tweaks how content is prioritized or introduces new content formats. By keeping abreast of XHS’s own announcements or industry news, you can adjust your strategy (for example, if XHS starts emphasizing video content more, you can ramp up your video posts accordingly).

  • Utilize Interactive and E-Commerce Features: Boost engagement by taking advantage of interactive tools. Polls, quizzes, and question stickers (if using Story-like features or within comments) can prompt users to participate. Hosting a live stream is another effective way to engage – Xiaohongshu users often join live sessions to watch product demos or just to chat with hosts. Live commerce is quite popular; consider scheduling a live stream where you showcase new products or give a virtual tour of your store, and interact with viewers in real-time. Since Xiaohongshu supports product tagging in posts (Xiaohongshu Marketing , China Trading Desk), ensure that you tag your products whenever you feature them, so interested users can easily find details or purchase links. Make the buying journey seamless: if you have an XHS store set up, keep your product catalog updated and ensure the purchase process (including shipping to China) is smooth. After any campaign or big promotion, use your analytics to measure results – see what led to spikes in followers or sales and refine those tactics in the future.

  • Maintain Compliance with Chinese Regulations: Doing business on a Chinese platform means you must adhere to Chinese laws and content regulations at all times. Xiaohongshu, like all social media in China, has strict guidelines on what can and cannot be posted. Content that would be perfectly ordinary in the West might be disallowed in China due to legal or cultural reasons. As a brand, avoid any politically sensitive topics, criticism of the government, or socially controversial issues in your posts and comments. Also refrain from touching on banned subjects (for example, certain historical events or any content that violates Chinese norms or moral standards). Xiaohongshu’s moderators will remove content or even suspend accounts that violate Chinese censorship rules, and the platform has beefed up its moderation to meet government requirements (What the TikTok ban and Xiaohongshu’s brief popularity reveal about US-China relations and their tech sectors - DFRLab). Stick to your business and lifestyle content, and keep the tone positive. Additionally, ensure your promotions comply with advertising regulations – for instance, China has strict rules against false advertising or using superlative claims like “#1 best” without proof. If you run a contest or giveaway, be clear about the terms and don’t make it a lottery (as random draws/gambling elements can be tricky legally). For e-commerce, make sure your products are allowed to be sold in China (certain items like fresh foods, CBD products, etc., may face import restrictions). It’s often helpful to consult with a local partner or legal advisor to navigate any compliance questions. By playing by the rules, you not only avoid penalties but also show respect for the host country’s laws, which can enhance your brand’s reputation. Remember that trust is crucial on Xiaohongshu – users and the platform itself need to see that your brand is reliable and law-abiding.

By following these best practices – localizing content, being authentic, harnessing UGC and influencers, staying consistent and data-driven, and operating within regulations – American businesses can truly thrive on Xiaohongshu. The platform rewards those who contribute genuine value to its community, so focus on building relationships and brand love, not just on making immediate sales.

Conclusion

Engaging with Chinese and international audiences on Xiaohongshu is a rewarding endeavor for businesses willing to adapt and learn. XHS offers a window into the tastes and conversations of China’s younger generation, and it increasingly bridges cultures as global users take note. For American organizations, establishing a presence on Xiaohongshu means embracing a slightly different social media culture – one that prizes community, candor, and creativity. By understanding the platform’s significance, responding to shifts like the TikTok ban, utilizing business tools effectively, and following best practices for content and compliance, brands can craft a compelling voice on “Little Red Book.” In doing so, they not only connect with Chinese consumers on their home turf but also join a growing international dialogue. With a thoughtful strategy, Xiaohongshu can become a powerful channel in a brand’s global social media mix – driving engagement, building trust, and opening the door to new markets in China and beyond.

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