XiaoHongShu IP: Revolutionizing Social Content Marketing
The intriguing aspect that sets XiaoHongShu apart from other popular social media sites is XiaoHongShu IP. These projects are centered around themes, stories, and images that deeply resonate with users’ lifestyle trends and emotional experiences. They are organized using specific search keywords and hashtags, which enhance content discoverability and categorization.
Each IP project on XiaoHongShu can include various elements, such as official account posts, brand advertisements, participation from Key Opinion Leaders (KOLs), in-app interactive elements like stickers, user-generated content (UGC) and offline marketing resources. These components come together to create a rich and engaging experience for the platform’s users.
For example, “Go Wild Festival” collaborates with outdoor media entities and brands, promoting outdoor activities through online and offline events, with notable celebrities sharing personal experiences to enhance engagement. Likewise, “Treasure Trove,” a product marketing IP, invited 100 experts to curate and rigorously review new products, offering authentic, trusted word-of-mouth recommendations, and aiding brands in launching new products.
By transforming everyday experiences into engaging content, IP projects invite users to participate and share their own stories, fostering a strong sense of community. Brands can tap into the platform’s extensive user base by creating their own IP projects or collaborating with XiaoHongShu’s existing IP initiatives. This alignment with current community trends and genuine user needs boosts brand visibility, enhances user engagement, and builds lasting emotional connections. This evolving XiaoHongShu IP model will continue to shape the content marketing landscape.
90%
medium to high consumption
50%
Tier 1&2 cities penstration rate
71%
above bachelor degree
User Demographics: A Diverse and Trend-Seeking Community
XiaoHongShu (rednote) users are predominantly young, with a male-female ratio of 3:7. Fifty percent of users are born after 1995, 35% after 2000, and 5 reside in first- and second-tier cities. These users are characterized by their pursuit of trends and a high quality of life, with a willingness to pay extra for consumption that meets these desires.
Apart from the user profiles in the above chart, popular user include makeup lovers, foodies, mothers, home lovers, working-class, health lovers, artistic youth , etc. As the user base grows and social life evolves, diverse groups are increasingly joining XiaoHongShu, creating a rich variety of labels. By gaining insights into different industries, brands can identify potential audiences, explore core needs and variations, provide value guidance, and offer product perceptions, interest experiences, and emotional propositions, etc. This approach helps achieve sustainable growth and customer expansion.
Apart from the user profiles in the above chart, popular user include makeup lovers, foodies, mothers, home lovers, working-class, health lovers, artistic youth , etc. As the user base grows and social life evolves, diverse groups are increasingly joining XiaoHongShu, creating a rich variety of labels. By gaining insights into different industries, brands can identify potential audiences, explore core needs and variations, provide value guidance, and offer product perceptions, interest experiences, and emotional propositions, etc. This approach helps achieve sustainable growth and customer expansion.
Marketing on XiaoHongShu is highly advantageous due to its exceptional user engagement, significant influence on consumer purchasing decisions, and its capacity to aggregate user-generated content as social proof. Brands can leverage these features to enhance exposure, build trust, and drive conversions. The platform’s diverse content and active community make it an ideal environment for brands to connect with their target audience.
• Product seeding: Utilize authentic and genuine product or experience reviews from users to generate buzz, create a positive brand image, and encourage organic word-of-mouth marketing.
• Brand Awareness: Increase brand visibility in a subtle and organic way, building a reputation among XiaoHongShu’s influential user base.
• Visual Storytelling: Take advantage of XiaoHongShu’s rich visual content format, including images, videos, and long-form notes, to tell compelling stories and create immersive brand experiences.
• High Engagement: Connect with a highly engaged user base that actively participates in community interactions, ideal for building a loyal following.
• SEO Benefits: Well-optimized content can rank higher in search results as users search for latest trends and products on XiaoHongShu, increasing your visibility.
• Global Reach: Tap into XiaoHongShu’s growing international user base to expand your reach to Chinese-speaking audiences worldwide.
• Cost-Effectiveness: Leverage product seeding as a more cost-effective alternative to traditional advertising, especially with high-engagement micro-influencers.
• Long-Term Relationships: Foster long-term relationships with influencers and users through XiaoHongShu, leading to future collaborations and brand advocacy.
• Lifestyle and E-commerce Integration: Seamlessly blend lifestyle sharing with e-commerce to showcase products within relatable contexts, making marketing efforts more engaging and impactful on sales.
There are 280,000 Chinese in New Zealand, 80% of whom have their own Xiaohongshu account, and more than 50% of the Chinese use Xiaohongshu for more than 30 minutes a day. Currently, Chinese in New Zealand almost all rely on Xiaohongshu to understand local information in New Zealand.
Why Should Brands Market on XiaoHongShu?
Marketing on XiaoHongShu is highly advantageous due to its exceptional user engagement, significant influence on consumer purchasing decisions, and its capacity to aggregate user-generated content as social proof. Brands can leverage these features to enhance exposure, build trust, and drive conversions. The platform’s diverse content and active community make it an ideal environment for brands to connect with their target audience.
• Product seeding: Utilize authentic and genuine product or experience reviews from users to generate buzz, create a positive brand image, and encourage organic word-of-mouth marketing.
• Brand Awareness: Increase brand visibility in a subtle and organic way, building a reputation among XiaoHongShu’s influential user base.
• Visual Storytelling: Take advantage of XiaoHongShu’s rich visual content format, including images, videos, and long-form notes, to tell compelling stories and create immersive brand experiences.
• High Engagement: Connect with a highly engaged user base that actively participates in community interactions, ideal for building a loyal following.
• SEO Benefits: Well-optimized content can rank higher in search results as users search for latest trends and products on XiaoHongShu, increasing your visibility.
• Global Reach: Tap into XiaoHongShu’s growing international user base to expand your reach to Chinese-speaking audiences worldwide.
• Cost-Effectiveness: Leverage product seeding as a more cost-effective alternative to traditional advertising, especially with high-engagement micro-influencers.
• Long-Term Relationships: Foster long-term relationships with influencers and users through XiaoHongShu, leading to future collaborations and brand advocacy.
• Lifestyle and E-commerce Integration: Seamlessly blend lifestyle sharing with e-commerce to showcase products within relatable contexts, making marketing efforts more engaging and impactful on sales.
There are 280,000 Chinese in New Zealand, 80% of whom have their own Xiaohongshu account, and more than 50% of the Chinese use Xiaohongshu for more than 30 minutes a day. Currently, Chinese in New Zealand almost all rely on Xiaohongshu to understand local information in New Zealand.
There are 280,000 Chinese in New Zealand, 80% of whom have their own Xiaohongshu account, and more than 50% of the Chinese use Xiaohongshu for more than 30 minutes a day. Currently, Chinese in New Zealand almost all rely on Xiaohongshu to understand local information in New Zealand.