Xiaohongshu may be the best Chinese marketing tool to build brand awareness and generate more sales in 2023. You must want to know how to advertise on Xiaohongshu to promote your products or services.
Table of contents
- What is Xiaohongshu (RED Book)
- Why you should choose Xiaohongshu advertising
- Key features of Xiaohongshu
- Benefits of Xiaohongshu Advertising
- Ads Type of Xiaohongshu advertising
- How create Xiaohongshu Advertising account
- Set Up Xiaohongshu Ads campaign
What is Xiaohongshu (RED Book)
Xiaohongshu (RED Book) is a popular Chinese social media and e-commerce platform between young generations and targeted audiences in China. It primarily focuses on fashion, beauty, and lifestyle content, and allows users to share and discover products by posting video, image and text. Beyond that it also offers livestream shopping.
Quick Snapshot
Company name: 行吟信息科技（上海）有限公司
Founder: Miranda Qu Fang & Charlwin Mao Wenchao
Founded: 2013
Headquarters: Shanghai, China
Monthly active users (MAU): 20 million (end of 2021)
Users generation: Gen Y / Z (70%)
Users city: Tier-1 and Tier-2 city (50%)
It was launched as a community in 2013, a community for sharing foreign-band products at the very beginning. The real purchase and use experience gained a lot of targeted and loyalty audiences.
小红书 (Xiaohongshu) Ranked number one in the social media category for quite a long period.
Why you should choose Xiaohongshu advertising
The internet updates and evolves rapidly. So you need to change your marketing strategies properly. All you need to know is Xiaohongshu and Douyin are the most popular tools for marketing in 2023.
Does that means you can ignore other Chinese social medias for marketing? Of course not. They are all important to your online business. Xiaohongshu and Douyin is the new trending marketing tool. They are all important depends on your products category and what’s the goal of your business.
Now let get back to Xiaohongshu.
Key features of Xiaohongshu:
• Xiaohongshu Notes:
小红书笔记 can be translated to “Xiaohongshu Notes” in English. It’s the core feature of Xiaohongshu. It’s the User Generated Content content with image and text lists. Listing the benefits of product, why it is recommended, writing the review below sort of things like that.
• Recommendation with Ai algorithm:
Targeted audiences and potential buyer are the group you want your advertisings shows to. the impressions of Xiaohongshu content are use AI algorithm. That’s why I said Xiaohongshu is also a interest e-commerce.
• Targeted And Loyalty Users
Targeted and loyalty users are the main difference between Xiaohongshu and other Chinese social media platforms. Among the main users, 72% are from the post-90s generation and 50% come from first and second tier cities. That group are the most loyalty and active on the internet.
• Engaging – Interactive Comments
Xiaohongshu has engaging and iterative comments environment. It’s very common to see engaging and interactive comments on social media. But the comments from Xiaohongshu are always like this.
“hey, how can I buy this?”, “I love this item, where can I buy it?”, “I got this one, feels really great, highly recommended”
The comment is like where an auto-promote and auto-advertising product place. Because Xiaohongshu was born for products sharing.
• Affiliate – Products-Sharing Get Paid
How to encourage users to produce high-quality content? Well, you need to let users get benefits from posting. That’s why people like Xiaohongshu. You need to find a niche and to be a blogger, an expert. Users cam link Buy button to their post and get commission fee once sales finished.
Besides, there are many other affiliate activities and programs waiting them to join. You bought a nice product from theirs recommendations. The content creator get paid by sharing the product. And Advertiser increase sales, generate more sales. That’s triple-win game, everyone be happy on it.
Benefits of Xiaohongshu Advertising
Now, let’s take a quick look at what the benefits of Xiaohongshu advertising.
Increase brand awareness:
No matter you set a Xiaohongshu paid Ads campaign or not. The high-quality content you post will help you increase brand awareness anyway. But it requires content skills and marketing skills. That’s not an easy task for foreigners.
That said, Xiaohongshu Advertising will save your day to help increase brand awareness and get trusted from users.
Improved customer loyalty:
Xiaohongshu Advertising can help build and strengthen relationships with customers, which can lead to increased customer loyalty and repeat business. This can be achieved through effective branding and messaging, as well as by providing valuable content and offers to customers.
Targeted audience reach:
Xiaohongshu content-recommendation is based on AI algorithm, so is Xiaohongshu Advertising. The Ai algorithm will help you to reach specific target audiences with greater precision and efficiency. It will help you to target specific demographics, such as age, gender, location, interests, and more, which can lead to higher engagement and conversions.
Lead and increase sales:
If you have an Xiaohongshu online store, then the Advertising will lead audience to your store and generate sales. If you don’t have store on Xiaohongshu, the ads increase brand awareness will lead them to your Tmall store or JD store. Even lead audience to your official website shop.
Depending on your budget, generally speaking, you either need to open a Tmall store or open a JD store
As for official website shop, not launch on any Chinese e-commerce platforms. That’s the last choice. Only if you already have a big brand and large audience. Because Chinese won’t buy products on a website they don’t trust. Like a Shopify store, that is the last choice for Chinese consumers.
Cost-effectiveness:
By using Xiaohongshu advertising, it’ll help your advertising more cost-effective and accessible to businesses of all sizes. Advertising on Xiaohongshu can provide a high return on investment (ROI) for your businesses.
Ads Type of Xiaohongshu advertising
Xiaohongshu provides you one-stop online business services from advertising to your online shop and generate sales.
It provides multiple Ads types for you business. But Xiaohongshu is not like other social media pop-up annoying ads everywhere and insert many ads to the video feeds. Even Xiaohongshu ads won’t make you feel uncomfortable and annoyed. that’s pretty cool.
- Feed Ads:
Feed ads is the most common Ads on Xiaohongshu advertising. The ads is inserted to the content feed when users scroll the screen.
- Paid search Ads:
Paid search Ads is the ads show up when you search for products on Xiaohongshu search or Xiaohongshu store.
- Banner Ads: on Xiaohongshu advertising, Banner ads is the ads that full-screen pop up for 3 to 5 seconds. when open the App.
- Sponsor Ads: sponsor ads can only lead users to keep stayed in Xiaohongshu platform, can’t lead to other third party websites or apps. That’s the difference between sponsor Ads and Advertising ads on Xiaohongshu.
- Auto Ads: it also call Nobid ads on Xiaohongshu. You just need to set the budget for campaign.
- CPC Ads: it is called oCPC Ads (optimized Cost Per Click) on Xiaohongshu.
How create Xiaohongshu Advertising account
Before publish your Ads, your ads has to meet the requirements and pass the review. In other words, you must follow the Advertising Law in China.
So, it requires you to create an Advertising account to set up ads campaign. And Advertising account is not your business Pro account. Each account on Xiaohongshu has a unique ID, so business account and advertising account are different thing. Keep that in mind.
But to advertise on Xiaohongshu requires your company has been verified as business account. To make it clear, you have business account, but you may don’t need advertising. but if you want to advertise, you have to be a company that verified on Xiaohongshu (that is business account).
So, here is the process of creating Xiaohongshu advertising account.
- Register Xiaohongshu account (individual account).
- Upgrade Xiaohongshu individual account to business Pro account.
- Go to Xiaohongshu advertising webpage and log in
- Click on Ads “广告” and then click on Account management “账号管理”
- Click Advertising qualifications verification “推广资质认证”
- And then fill out the forms and upload the document needed.
You may also need these:
Set Up Xiaohongshu Ads campaign
You can set up your Ad campaign now. Due to its used for Chinese mainly, so you had better know Chinese language and China Advertising Law.
Once your account penalized, it will affect your content’s rank and impressions. So it’s very important to operate your account and content following the rules of Xiaohongshu and China Advertising Law.
Need help? We are the Chinese Social Marketing and E-commerce agency located in Guangdong, Shenzhen China. Feel free to email me to get quick setup.
In conclusion
Xiaohongshu is a popular social media marketing tool in 2023. Advertising on Xiaohongshu will help you to increase brand awareness, lead audiences to your online store and generate sales. To get an Red Advertising account you need to upgrade your individual account to business account and then create an advertising account. Setting up properly ads campaign to be success in China market.
