top of page
Search

From Zero to Hero: Mastering Xiaohongshu (RedNote) KOL Marketing

Updated: Apr 8


Xiaohongshu (RedNote) is one of China's leading social commerce platforms that seamlessly integrates user-generated content with e-commerce. It serves as a hybrid between social media and online shopping, where users share posts, photos, and videos, primarily focusing on lifestyle topics such as beauty, fashion, travel, and home decor. This unique ecosystem allows consumers to discover products through peer recommendations and influencer endorsements, making it an essential marketing channel for brands looking to tap into the Chinese market.



What is Xiaohongshu (RedNote): Where Community Meets Commerce


Why is Xiaohongshu a Must-Try Platform for Digital Marketing? Given its deep integration of social engagement and shopping, Xiaohongshu is not just another social media platform—it’s a powerful marketing tool that brands cannot afford to overlook. Xiaohongshu is often regarded as a goldmine for digital marketing due to its highly engaged user base and strong community-driven purchasing behavior. Here’s why:


  • Social Commerce Powerhouse: With over 300 million active users, Xiaohongshu has transformed the way consumers discover and purchase products, blending social interaction with e-commerce. A remarkable 90% of its content is user-generated, reinforcing the platform’s authenticity and trustworthiness.

  • Highly Targeted Demographics: The platform's core audience consists predominantly of women (nearly 80%), with the majority aged between 18-34. Additionally, around 70% of its users reside in first-tier and emerging first-tier cities, where purchasing power is strong, and sharing experiences is an integral part of digital culture.

  • Influencer-Driven Community: Xiaohongshu thrives on recommendations from influencers, celebrities, and everyday users. Product reviews, detailed tutorials, and lifestyle content create an interactive space where trust and credibility play a crucial role in shaping consumer decisions.

  • Backed by Industry Giants: Supported by major investors such as Alibaba, Tencent, and Genesis Capital, Xiaohongshu continues to grow rapidly, making it an essential platform for brands aiming to expand into the Chinese market.


Reasons Xiaohongshu (RedNote) being the Perfect Breeding Ground for Influencer Marketing


Influencer marketing on Xiaohongshu (RedNote) is one of the most effective ways to gain brand visibility and credibility. Unlike traditional advertising, where consumers may be skeptical of direct promotions, influencer-driven content on Xiaohongshu (RedNote) feels organic and native to the platform. That is because Xiaohongshu (RedNote) fosters a culture of authenticity, peer recommendations, and shared experiences. Influencers - whether they are well-known key opinion leaders (KOLs) or everyday consumers known as key opinion consumers (KOCs) - play an essential role in reinforcing the dynamic. 


  • Key opinion leaders (KOLs): These influencers have a large following and strong influence, making them ideal for driving brand awareness and large-scale engagement. They are often experts in their niche, and their endorsements can significantly impact purchasing decisions.

  • Key opinion consumers (KOCs): While they may have smaller audiences, key opinion consumers (KOCs) are perceived as everyday users who share genuine, relatable experiences. Their content feels more organic, fostering higher trust and engagement among potential customers.


Building a brand presence from scratch requires significant time, effort, and a deep understanding of the platform’s ecosystem. Because Xiaohongshu (RedNote)  thrives on authenticity, engagement, and social sharing, influencer marketing is not just an option - it’s a necessity for brands aiming to establish a strong presence on the platform. 


While key opinion leaders (KOLs) partnerships can be highly impactful, they often come at a premium cost.  Key opinion consumers (KOCs) marketing, on the other hand, offers a scalable and budget-friendly alternative, leveraging micro-influencers to generate widespread, authentic word-of-mouth promotion. For brands looking to break into the Chinese market, particularly those unfamiliar with Xiaohongshu (RedNote)’s unique landscape, collaborating with key opinion leaders (KOLs) and  key opinion consumers (KOCs) provides a shortcut to boost content visibility at a more affordable cost and a much shorter learning curve.


Consumers today are increasingly wary of traditional advertisements. Influencer content, especially from key opinion consumers (KOCs), resonates deeply with Xiaohongshu (RedNote) users as it aligns with the platform’s emphasis on community-driven recommendations and real user experiences. As a result, collaborating with key opinion leaders (KOLs) and key opinion consumers (KOCs) enables brands to tap into their existing audience and influence, which can accelerate market entry and promote genuine engagement.


Key Opinion Leaders (KOLs) vs. Key Opinion Consumers (KOCs): Understanding Their Influence and How to Leverage Them


Influencers on Xiaohongshu (RedNote) generally fall into two key categories: key opinion leaders (KOLs) and key opinion consumers (KOCs). While both play a significant role in brand promotion, they have distinct advantages and approaches. Understanding their unique strengths can help brands craft an effective influencer marketing strategy tailored to the platform’s highly engaged audience.


Key Opinion Leaders (KOLs): The Authority Figures


Key opinion leaders (KOLs) are well-known figures, industry experts, or celebrities with a substantial following, often exceeding 10,000+ followers. This level of influencers are recognized for their credibility, expertise, and ability to shape consumer perceptions through high-quality, professional content. Brands looking for maximum exposure and credibility on Xiaohongshu (RedNote) can benefit from collaborating with key opinion leaders (KOLs), as their influence extends beyond just product promotion - helping shape brand perception and market positioning.


  • Wide Reach & High Engagement: Key opinion leaders (KOLs) have large and diverse audiences, making them ideal for increasing brand awareness on a broad scale.

  • Professional & Polished Content: Key opinion leaders (KOLs)’s content is carefully curated, often produced with professional teams to ensure high visual and storytelling quality.

  • Brand Trust & Authority: Consumers perceive key opinion leaders (KOLs) as experts and an authoritative beacon when they are in need for shopping tips. Working with key opinion leaders (KOLs) undoubtedly equips brands with credibility and influential power.

  • Effective for Product Launches: Key opinion leaders (KOLs) excel at introducing new products through in-depth reviews, tutorials, and lifestyle integrations, driving immediate interest and conversions.


Key Opinion Consumers (KOCs): The Power of Everyday Voices


Key opinion consumers (KOCs) are everyday users who share authentic, relatable experiences about products they genuinely use and love. Their follower base is typically smaller (under 10,000), but their engagement levels are often higher due to the trust and personal connections they build with their audience. For brands looking to build trust, foster organic engagement, and drive long-term consumer loyalty, key opinion consumers (KOCs) are an invaluable asset. Their ability to create genuine, peer-driven conversations around products makes them a powerful force in shaping consumer behavior on Xiaohongshu (RedNote).


  • Authenticity & Relatable: Key opinion consumers (KOCs) like your neighbors at the local market, share authentic and honest experiences and reviews in a casual and relatable way. Their posts resonate with consumers because they speak from a genuine and everyday user perspective, making their recommendations feel natural and credible.

  • Cost-Effective & Scalable: Collaborating with multiple key opinion consumers (KOCs) allows brands to create widespread organic engagement at a lower cost compared to high-profile key opinion leaders (KOLs) campaigns.

  • Drives Social Proof & Word-of-Mouth Marketing: Key opinion consumers (KOCs)' recommendations feel like advice from a friend, which strongly influences purchasing decisions. Also their words serve as a soft marketing tool, drastically reducing the needs to judge or question.


Which Serves Better for Your Brand?


Both key opinion leaders (KOLs) and key opinion consumers (KOCs) offer distinct advantages, and the best approach often involves a balanced strategy that integrates both: Use key opinion leaders (KOLs) when launching new products, building brand authority, or seeking large-scale visibility; and aim for key opinion consumers (KOCs) when aiming for organic engagement, authentic word-of-mouth marketing, and community-driven influence. By leveraging the strengths of both Key Opinion Leaders (KOLs) and Key Opinion Consumers (KOCs), brands can maximize their impact and adaptability on Xiaohongshu (RedNote), or generally the highly dynamic Chinese market, building awareness, trust, and long-term consumer relationships. Brands can optimize their presence and flexibility on Xiaohongshu (RedNote), and the broader Chinese market, by utilizing the combined strengths of key opinion leaders (KOLs) and key opinion consumers (KOCs). This partnership strategy has been well proven to foster awareness, trust, and enduring customer connections for all sorts of business. 


Key Questions to Ask Before Starting Influencer Marketing on Xiaohongshu (RedNote)


What Shall I Expect from Working with Influencers on Xiaohongshu (RedNote)?


Building brand awareness is the first crucial step in a customer’s journey. Partnering with influencers allows your brand to be introduced to a broader audience, not just for visibility, but also to leave a lasting impression. Before engaging in influencer collaborations on Xiaohongshu (RedNote), it's essential to define your brand’s objectives. Are you seeking to enhance brand awareness, drive sales, or establish credibility? Each goal requires a tailored strategy, influencing the choice of influencers and the campaign approach. 


To start with, you can briefly identify your product’s lifecycle stage, which serves as good indicators to brand awareness and visibility on market. If you are new to the market and preparing your product launch, focus on educating potential customers and positioning the product within a niche. Collaborating with industry-specific key opinion leaders (KOLs)  who create professional, niche-relevant content can help establish brand recognition and cultivate a positive perception. After the launch and once the product gains traction, your aim could shift to expanding reach and showcasing value in diverse contexts. Here, influencers can highlight real-world use cases, initiate interactive campaigns, and generate discussions that help the product break out of its initial niche and reach a wider audience. Once your product hits the mature phase, the goal is to foster loyalty among existing customers while attracting new buyers. Influencers who provide authentic reviews and user experiences can strengthen the emotional connection with the brand, reinforcing trust and advocacy.


What Criteria Should I Evaluate While Finding Suitable Influencers on Xiaohongshu (RedNote)?


Choosing the right type of influencer is equally important. Key opinion leaders (KOLs) are excellent for maximizing reach and visibility while key opinion consumers (KOCs), known for their relatability and authenticity, are more effective in building trust and credibility. If sales are your priority, structure collaborations with clear calls to action such as discount codes, limited-time offers, or exclusive deals to drive conversions. More on the next section. 


The Needs to Adapt Xiaohongshu (RedNote)’s Unique Ecosystem


Unlike Western platforms like Facebook or Instagram, Xiaohongshu (RedNote) thrives under a distinct algorithm and user behavior pattern. Establishing and managing an official account is a fundamental step for brands entering the Chinese market. With over 200 million monthly active users, 72% of whom are Gen Z, Xiaohongshu (RedNote) provides direct access to young, affluent consumers eager to explore international brands. To maximize engagement, brands should actively interact with users through comments and messages, fostering a sense of community and trust. Hosting interactive campaigns like giveaways can significantly boost engagement and visibility. Encouraging user-generated content (UGC), such as customer reviews, real-life product experiences and enhances credibility and strengthens the brand’s reputation.


Measure Success of Influencer Marketing on Xiaohongshu (RedNote)


Measuring the impact of influencer campaigns on Xiaohongshu (RedNote) requires tracking key performance indicators (KPIs). The four fundamental metrics includes 1) Exposure: The total number of users who have seen the influencer’s content. 2) Views: The number of times the content has been watched or interacted with. 3) Clickthrough Rate (CTR): The percentage of users who engaged with the content by clicking on links or calls to action. A high CTR indicates compelling and persuasive content. 4) Cost-per-View (CPV): The amount spent per view. Lower CPV generally signifies higher efficiency; and more.


Analyzing exposure and views helps gauge the reach of a campaign. Comparing an influencer's post performance with their previous content and industry benchmarks can determine whether the campaign is effective or if adjustments are necessary. CTR offers insights into engagement and conversion potential. A well-performing campaign doesn’t just attract views but also encourages users to take action, whether that’s visiting a website, making a purchase, or following the brand. CPV is crucial for budget optimization and planning, allowing brands to assess if they are getting the best value for their spend.


Xiaohongshu (RedNote) provides in-app analytics tools to track performance metrics such as views, saves, and shares. Real-time monitoring enhances campaign efficiency, enabling brands to optimize strategies in response to performance trends. Brands can utilize both official and external influencer sourcing and tracking platforms; the official platform being Xiaogongshu (RedNote) Pugongying (literally translated as Dandelion); and some of the third party platforms such as Qian Gua. 


To continuously improve influencer marketing efforts, brands should benchmark their current campaigns against past ones. Evaluating what works and what doesn’t, which allows for data-driven refinements that enhance future performance, both short and long run. Moreover, analyzing how different influencers impact engagement and reach can help brands fine-tune their partnerships and respective weighing in the whole marketing mix for maximum effectiveness. Furthermore, by analyzing how various influencers affect engagement and reach, brands can optimize their partnerships and their respective weightings within the overall marketing mix to achieve maximum effectiveness.


Picking the Perfect Influencers on Xiaohongshu (RedNote): A Step-by-Step Guide


Finding the right influencers on Xiaohongshu (RedNote) is crucial for a successful influencer marketing strategy. The process involves more than just selecting popular figures—it requires a strategic approach to ensure alignment with your brand’s identity and goals. Here’s a step-by-step guide to help you pick the perfect influencers for your campaign. 


  1. Preferred Content Type and Influencing Network


When collaborating with influencers, ensure the content they create aligns with your campaign objectives and resonates with your target audience. Different industries require tailored content strategies to effectively engage potential customers. For instance, a beauty brand would benefit more from partnering with a beauty blogger to produce engaging makeup video tutorials and actively responding to comments featuring their products rather than simply sharing static images. Similarly, travel and lifestyle brands can achieve better results by working with influencers who showcase visually compelling content, such as breathtaking travel photos or immersive storytelling and display an energetic and adventurous image.


Beyond traditional industry-specific partnerships, exploring cross-industry collaborations can open up new opportunities for brand exposure and audience engagement. By working with influencers outside their immediate niche, brands can tap into new consumer segments and create fresh, unexpected content that sparks interest. For example, a fitness influencer could collaborate with a skincare brand, showcasing how maintaining healthy skin is an essential part of post-workout self-care. Likewise, a tech company could partner with a fashion influencer, demonstrating how wearable technology seamlessly integrates with modern style. These unconventional partnerships not only help brands expand their reach but also present their products in diverse, real-life contexts, making them more relatable and appealing to a broader audience.


To maximize impact, consider each influencer’s unique strengths, creative style, and expertise, ensuring their content aligns seamlessly with your brand’s messaging. A well-matched collaboration not only enhances authenticity but also improves audience engagement and campaign effectiveness.


  1. Leveraging Xiaogongshu (RedNote) Pugongying / Dandelion


Xiaohongshu (RedNote)’s Pugongying / Dandelion Tool serves as an official platform that connects brands with suitable influencers, streamlining the matchmaking process. This tool allows brands to filter influencers based on precise criteria such as industry, demographics, and content style.


The platform categorizes influencers into various industries, including Beauty, Fashion, Food, Education, Travel, Technology, Business Finance, Health & Wellness, and more. Additionally, advanced filtering options enable brands to refine their search based on KOL characteristics (e.g., pet owners, overseas Chinese, business owners, models) and geographic location, spanning not only China but also countries like the USA, Australia, Japan, Canada, the UK, and Singapore.


Beyond discovery, Xiaohongshu (RedNote)’s Pugongying / Dandelion helps brands evaluate influencers based on performance metrics, ensuring a well-informed selection process. Brands can assess factors such as engagement rates, content quality, and audience interaction levels—key indicators of an influencer’s effectiveness.


  1. Assessing Influencer Performance


An influencer’s past performance is a strong indicator of their impact. To determine effectiveness, brands should analyze engagement rates by looking at likes, comments, and shares, which reflect audience interaction levels. Another important metric is the like+saves ratio, where a ratio of 1.5 or higher is generally considered a sign of a quality account. Additionally, reviewing an influencer’s posts from the past 90 days can help assess consistency in content performance and engagement trends. A high follower count alone does not guarantee success—what truly matters is how actively an influencer’s audience engages with their content.


  1. Aligning Influencer Style with Brand Image


The influencer’s content style should naturally complement your brand’s tone and values. Xiaohongshu (RedNote) is a highly visual platform, making well-produced images and engaging videos essential for capturing audience attention. Beyond aesthetics, the influencer’s narrative style plays a crucial role—whether they communicate in an educational, entertaining, or persuasive manner, their approach should align with your campaign goals. Furthermore, the influencer’s overall brand consistency should match your values to maintain authenticity and credibility. When an influencer’s style seamlessly blends with your brand identity, the collaboration feels more genuine, increasing trust and engagement from their audience.


  1. Understanding Influencer Audience Demographics


To ensure that your campaign resonates with the right consumers, it’s essential to analyze the demographic characteristics of an influencer’s audience. Factors such as gender and age are key—does the influencer’s following consist primarily of young women aged 18-25, or is it more diverse? Additionally, location plays a significant role, as followers concentrated in major cities like Shanghai, Beijing, or Guangzhou generally have higher purchasing power. Understanding audience demographics, including interests and engagement patterns, allows brands to craft more effective messaging and target their ideal consumers more precisely.


  1. Evaluating Content Quality and Engagement


The quality of an influencer’s content directly impacts how well it resonates with the audience. High-quality content should be visually appealing, interactive, and engaging. Professionally edited images and well-produced videos tend to perform best on Xiaohongshu (RedNote). Additionally, engagement levels—such as the number of genuine comments and discussions—indicate how connected an influencer is with their audience. Brands should also assess whether an influencer’s recent content maintains a consistent level of engagement and relevance over time. Balancing collaborations between high-reach influencers and micro-influencers with stronger engagement rates can help brands achieve the best results.


  1. Selecting Influencers Based on Location


For brands targeting specific regions, choosing influencers with a strong following in those areas can enhance campaign effectiveness. Local influencers often have a deeper cultural understanding, enabling them to create content that feels more relatable and authentic. Their connection to the local audience makes their recommendations more impactful, as they can present a brand in a way that resonates naturally with their followers. This is particularly beneficial when targeting high-consumption cities, where brand awareness can quickly translate into sales.


  1. Setting a Budget and Negotiating Costs


Influencer marketing costs on Xiaohongshu (RedNote) vary depending on several factors, including follower count, engagement rate, and content format. Generally, influencers with larger audiences charge higher fees, but those with highly engaged followers may demand premium rates even with a smaller following. Video content often costs more than static images due to the additional effort required for production. Negotiation plays a key role in influencer partnerships—brands should clearly define expectations, including content type, number of posts, and any exclusivity agreements.


For brands with limited budgets, cost-effective alternatives such as partnering with key opinion consumers (KOCs), collaborating with micro-influencers, or leveraging user-generated content can help maintain visibility while keeping expenses manageable. By carefully selecting the right influencers and structuring fair agreements, brands can maximize their reach and impact on Xiaohongshu (RedNote) while staying within budget.


Conclusion


Collaborating with a Xiaohongshu (RedNote) influencer or a Chinese influencer agency can significantly boost your brand's presence on this influential platform. A well-defined strategy is crucial for success, encompassing influencer selection, campaign crafting, and target audience alignment.  Clear goals, authentic content, and thorough analysis are essential for maximizing benefits and achieving sustained engagement, trust, and brand reinforcement.


Regardless of your brand's maturity, strategic Xiaohongshu (RedNote) influencer collaborations can differentiate your brand amidst a competitive landscape.  The right approach ensures that campaigns exceed expectations, effectively positioning your brand in China's digital market.


 
 
 

Yorumlar

Yorumlara kapatıldı.
bottom of page