The main types of content covered by Xiaohongshu KOLs include beauty, travel, fashion, culture and entertainment, food, mother and baby, pets and weight loss.

At the moment, tobacco and alcohol products cannot be promoted by Xiaohongshu KOLs, due to laws that explicitly prohibit their promotion. Nationally banned drugs related to cosmetic surgery are also banned from being promoted on Xiaohongshu.

According to data from iResearch, the ratio of female to male users is almost 9:1. This means there are very few male Xiaohongshu users, so products targeted at men are also relatively unsuitable for promotions on the platform.

Generally, the process takes two weeks to two months depending on how quickly the required materials are obtained from the brand.

If it is too late to apply for a brand account, we will contact a Xiaohongshu representative to discuss the options available.

When it comes to XiaoHongShu marketing, many brands will ask this question. Currently business promotions need to be carried out through the “Xiaohongshu Brand Partner Platform”. It’s best not to use advertorials. The Xiaohongshu’s system can identify promotional content, and also has a team tasked with manually spotting advertising disguised as content. If it is determined that advertising content has been published in violation of regulations, all the brand’s posts will be censored for a certain period of time.

Generally, when it comes to Xiaohongshu marketing, we use these two strategies: – One is for promoting new products, combining large-scale, mid-level and small-scale KOLs to make new product announcements. – The other is aimed at creating word of mouth content for the brand. Brands usually choose small-scale bloggers to carry this out.

Take a perfume brand’s new product promotion on Xiaohongshu as an example. First, the brand selected one or two large-scale KOLs to endorse the product via text-and-photo posts or video recommendations. Next, 10 to 15 mid-tier influencers will publish product reviews to guide consumers. Finally, 15 to 20 small-scale influencers will do experience sharing posts about buying and using the product, which can add to the post volume and increase the topic participation rate.

• Understand the rules of the platform and understand that sponsored posts cannot exceed 20 per-cent of an influencer partner’s total monthly post volume on Xiaohongshu.
• When a brand is selecting a blogger, the brand can log in to the platform’s back end to view data about the blogger’s past collaborations in order to forecast future performance.
• Brands need to be familiar with platform rules and the latest advertising laws in order to avoid using offensive words in published content, especially words related to skincare. Otherwise, bloggers’ posts could be censored.
• Always strive to achieve high content quality and optimise SEO.

Xiaohongshu is based on building word of mouth, and it can’t directly link to other platforms such as Taobao and JD.com. However, if a brand has opened a store on Xiaohongshu’s brand marketplace, a product link inserted within the text of a post can allow the user to jump to the brand’s marketplace store.

Users frequently visit other e-commerce platforms such as TMALL, Taobao, Pinduoduo, JD.com, VIP.com and others directly after closing Xiaohongshu. In other words, users are more likely to see product endorsements in Xiaohongshu, then jump to other e-commerce platforms to make purchases because the larger e-commerce platforms are still dominant.