Top 10 Trending Xiaohongshu (RedNote) Influencers You Should Know: Followers, Virality & Brand Power

On Xiaohongshu (RedNote), a content-driven e-commerce platform full of potential, the influence of key opinion leaders (KOLs) should not be underestimated. Whether in beauty, fashion, travel, food, lifestyle, or parenting, popular influencers across various fields have established their own spheres of influence on the platform. These influencers not only enjoy steadily growing follower counts but also build strong trust among users through authentic sharing and high engagement. For brands, collaborating with these top-tier creators means directly reaching their target consumer segments and effectively boosting brand visibility and conversion rates. This chapter highlights ten highly-followed influencers from different domains, offering an in-depth analysis of their content styles, audience characteristics, and collaboration potential. The goal is to help brands make more accurate and strategic choices when planning their marketing efforts on Xiaohongshu (RedNote).

What is Xiaohongshu (RedNote) Pugongying Platform?

The Xiaohongshu (RedNote) Pugongying Platform is the official bridge for commercial collaborations between brands and high-quality content creators. Its key advantages lie in data transparency and precise matching between brands and creators. Xiaohongshu (RedNote) Pugongying consolidates influencers on Xiaohongshu (RedNote) who have passed the platform’s qualification review, and provides multi-dimensional marketing and promotional data analysis tools for commercial projects. These include insights into follower demographics, engagement performance, content tag frequency, and more - helping brands efficiently filter and select the right partners that meet their marketing needs.

Unlike the data displayed on the general user interface, the metrics shown in the Xiaohongshu (RedNote) Pugongying backend, such as follower count and engagement rate, have been refined through algorithmic filtering to remove abnormal accounts and inactive users. These metrics place greater emphasis on user activity, which more accurately reflects commercial value from a brand’s perspective. For example, some influencers’ profile follower counts may include low-engagement users accumulated over time, whereas Xiaohongshu (RedNote) Pugongying data highlights how many followers have interacted with the creator or their content within the past 30 days.

In addition, the platform allows brands to filter influencers using tags such as industry, audience age group, and content format, and it also provides case studies of past collaborations—effectively helping brands lower trial-and-error costs.

However, it’s important to note that Xiaohongshu (RedNote) Pugongying is not all-encompassing. Its coverage is limited to influencers who have already joined the platform. Some livestreamers or emerging creators may not yet have enabled commercial collaboration features. Additionally, the platform's algorithmic weightings may change based on policy updates from Xiaohongshu (RedNote). Therefore, brands should align their choices with their specific goals and cross-verify the authenticity and consistency of influencer content outside of Xiaohongshu (RedNote) Pugongying when planning collaborations.

Top 10 Trending Xiaohongshu (RedNote) Influencers

Source: Xiaohongshu (RedNote) Pugongying

1. Pa Mei La Pamela Reif (帕梅拉 Pamela Reif)

Pamela Reif is an internationally renowned fitness influencer who has captured massive attention on Xiaohongshu (RedNote) with her efficient and scientifically designed home workout content. Her videos focus on equipment-free fitness routines, covering topics such as full-body toning, targeted slimming, and high-intensity interval training (HIIT), making them suitable for women at all fitness levels. Pamela’s team places strong emphasis on localizing content - every video is professionally dubbed and subtitled in Chinese to ensure natural and fluent expression. Her style is direct and effective, typically following a “follow along” format with clear and concise workout instructions, making it easy for users to learn and keep up. She first went viral on Xiaohongshu (RedNote) with her “15-Minute Full Body Fat Burn” series and has since expanded into related topics like healthy eating and posture correction. Her core fan base consists of women aged 20 to 35, a demographic known for strong purchasing power—making her an ideal partner for fitness brands and health food companies.

Follower Count: 12 million+ (active followers on Xiaohongshu (RedNote) Pugongying); Median Engagement per Note (likes, comments, shares, saves, follows): 1,900+; Median Views per Note: 68,000+

2. Li Jiaqi Austin (李佳琦Austin)

Li Jiaqi is one of China’s most influential beauty livestream sales hosts. On Xiaohongshu (RedNote), he’s known for short highlight reels from his livestreams and in-depth product reviews. His team follows a mature product curation process, excelling at finding high-value-for-money items and reinforcing recommendations through real-world trials and ingredient breakdowns. What sets Li Jiaqi apart is his highly engaging and infectious communication style, with signature catchphrases like “OMG” and “Buy it now!” that have become iconic across Chinese social media. He rose to fame through lipstick swatch videos and gradually expanded into skincare, personal hygiene, and home beauty devices. His content does more than showcase product features—it aligns with seasonal trends, offering practical recommendations such as sunscreens for summer or moisturizers for fall and winter. This approach has earned him strong consumer trust. For brand collaborations, his team rigorously vets product quality to ensure authenticity, helping him maintain a stellar commercial reputation over time.

Follower Count: 10.98 million+ (active followers on Xiaohongshu (RedNote) Pugongying); Median Engagement per Note (likes, comments, shares, saves, follows): 5,900+; Median Views per Note: 130,000+

3. Qi Ke Xing Xing (七顆猩猩)

“Qi Ke Xing Xing (七顆猩猩)” is a comedy creator who skyrocketed to fame on Xiaohongshu (RedNote) by producing sitcom-style content that reflects the lives of college students. Her signature "post-2000s resonance marketing" approach uses humor to depict the daily struggles of Gen Z, creating content that deeply connects with younger viewers. Her viral series like “When Your Roommate Is a Drama Queen” and “The Meltdown Moment in Group Projects” boast high engagement and share rates. This year, she launched a new satirical series, including hits like “Reborn: I’m a Maid in a CEO Mini-Drama” and “Reborn: I’m the Lead in a Mini-Series,” where her iconic character “Mama Wang” offers biting social commentary on plotlines and characters, further boosting her popularity. “Qi Ke Xing Xing” excels at seamlessly integrating products into her skits without making them feel like blatant ads—earning her widespread support from young audiences. Her videos feature exaggerated acting and tap into trending youth topics like dorm life, final exams, relationships, and family dynamics to generate laughs. Backed by a team of professional screenwriters and editors, her content is known for its sharp comedic timing and engaging storytelling.

Follower Count: 8.53 million+ (active followers on Xiaohongshu (RedNote) Pugongying); Median Engagement per Note (likes, comments, shares, saves, follows): 111,000+; Median Views per Note: 1,500,000+

4. Lao Ba Ping Ce (老爸評測)

”Lao Ba Ping Ce (老爸評測)” is one of the most credible third-party product review accounts on Xiaohongshu (RedNote), led by founder Wei Wenfeng. With a background in chemical engineering and professional experience in product certification, Wei has built a reputation for exposing hidden safety concerns and uncovering the truth behind consumer products. The channel covers a wide range of categories including baby and maternity items, beauty and skincare, food safety, and home essentials. It combines lab testing (for heavy metals, fluorescent agents, preservatives, etc.) with easy-to-understand explanations to help consumers steer clear of potential risks. The team is made up of experts in chemical analysis, medicine, and law, and follows rigorous scientific protocols for all testing. Full reports are published regularly to ensure transparency. ”Lao Ba Ping Ce” first gained widespread attention during the infamous scandal concerning toxic running tracks in schools and later expanded into topics like budget alternative evaluations and debunking influencer-promoted products. On the commercial side, they maintain strict integrity—refusing to work with blacklisted brands and only accepting collaborations for re-tested, compliant products. As a result, they’ve earned strong trust among family-focused consumers aged 25 to 45.

Follower Count: 8.53 million+ (active followers on Xiaohongshu (RedNote) Pugongying); Median Engagement per Note (likes, comments, shares, saves, follows): 39,000+; Median Views per Note: 617,000+

5. Bao Xiao Ban Gong Shi (爆笑辦公室)

“Bao Xiao Ban Gong Shi (爆笑辦公室)”, literally translated as "Hilarious Office", is a breakout workplace sitcom that uses exaggerated humor to perfectly capture the everyday reality of modern office workers. From Monday Blues to unrealistic boss promises, from blame-shifting coworkers to competitive office beauty standards, each sketch blends laughter with relatable pain. What makes the series a viral success is its vivid character design: drama-queen colleagues and scheming supervisors who feel all too real. The fast-paced editing, integration of trending memes, and challenge-style segments hit the sweet spot for urban viewers looking for quick, relatable entertainment. Backed by a team with professional film and TV production experience, the scripts draw from real-life workplace insights. The content thrives on workplace pain points, absurd solutions, and clever narrative twists. Commercial integration is smooth and subtle, featuring products like stationery, snacks, and drinks woven seamlessly into the story. They even offer customizable scripts for brand collaborations, achieving impressive conversion rates. The core audience consists of students and young professionals under 30, with engagement rates far above industry averages， demonstrating outstanding content longevity and commercial potential.

Follower Count: 7.77 million+ (active followers on Xiaohongshu (RedNote) Pugongying); Median Engagement per Note (likes, comments, shares, saves, follows): 19,000+; Median Views per Note: 757,000+

6. Ding Zheng Mei Zi (丁郑美子)

"Ding Zheng Mei Zi (丁郑美子)”, a classically trained dancer, skyrocketed to online fame through hilarious solo performances where she plays multiple characters in one video. Whether as the sweet and clumsy student “Mei Zi” or the stern and serious “Teacher Ding,” she brings the joys and struggles of art school life to the screen with incredible realism. From tearful leg stretches to triumphant moments of peer recognition, every video resonates deeply with viewers. Many flooded the comments with “This is literally my dance class memory!” or “I love Meizi so much!” Her content revolves around professional dance training, blended with school-life storytelling and nuanced portrayals of family dynamics. During her peak growth phase, she gained over 5 million followers in just three months. Before her dance-themed content went viral, she had already built a strong following through comedic sketches like “Chinese New Year Survival Guide.” She later expanded into dorm-life sitcoms and ultimately broke out with her now-iconic “Art School Girl” persona. In recent years, she’s begun exploring deeper social issues, including family background and upbringing, while also branching into new series focused on visual arts and sports students. “Ding Zheng Mei Zi” operates independently, without signing to a talent agency, working with a small, tight-knit team. She now boasts over 14 million followers across platforms. On Xiaohongshu (RedNote), her notes receive an average of 7,305,126 views, outperforming 97.6% of similar accounts—solidifying her status as one of Gen Z’s most beloved “growth companion” creators.

Follower Count: 7.34 million+ (active followers on Xiaohongshu (RedNote) Pugongying); Median Engagement per Note (likes, comments, shares, saves, follows): 360,000+; Median Views per Note: 7,200,000+

7. Papi Jiang (Papi 醬)

"Papi Jiang (Papi 醬)", real name Jiang Yilei, was accepted into the Directing Department of the Central Academy of Drama in 2005. During her student years, she was already active in the stage play scene, not only performing in numerous productions but also writing and directing them. In 2015, during the golden age of online content, she skyrocketed to fame with her razor-sharp social commentary and over-the-top voice modulation skills, becoming one of China’s earliest viral internet celebrities. She broke out in 2016 with satirical series like “Male Survival Guide,” quickly becoming the first independent Chinese content creator to surpass 10 million followers across platforms. Her signature style features “multi-character solo acting + rapid-fire editing,” using humor to dissect modern anxieties around work, relationships, and societal expectations. Many of her videos have crossed 100 million views, elevating the overall production standards for short-form video content in China. Thanks to her massive online influence, "Papi Jiang" expanded into film and TV, co-starring in the 2017 comedy The One alongside Hong Kong star Sandra Ng, and frequently appearing on CCTV programs. She was even named one of the “Most Influential People on the Internet” by TIME Magazine. Beyond her on-screen success, she has transitioned into behind-the-scenes roles, nurturing a new generation of creators while continuing to land major partnerships with global brands. As a high-education KOL (with a master’s from the Central Academy of Drama), "Papi Jiang" has shattered stereotypes about influencers and remains a milestone figure in China’s self-media landscape.

Follower Count: 5.66 million+ (active followers on Xiaohongshu (RedNote) Pugongying); Median Engagement per Note (likes, comments, shares, saves, follows): 38,000+; Median Views per Note: 638,000+

8. Wo Shi Ji Ling Jie (我是機靈姐)

“Wo Shi Ji Ling Jie (我是機靈姐)” is a leading family-oriented account on Xiaohongshu (RedNote), centered on the daily school and home life of its 12-year-old protagonist. Through a child’s perspective, the series humorously explores adult social rules, creating a delightful contrast that resonates with viewers of all ages. Shot in mockumentary style, the series features viral hits like “Cutting Bangs by Myself,” which has surpassed 12 million views. The channel is operated by a professional children’s content studio, ensuring adherence to educational ethics—for example, avoiding overly adultized character portrayals. What makes “Wo Shi Ji Ling Jie” truly unique is its multigenerational appeal. Children aged 6 to 12 actively engage with and mimic the content, while parents aged 25 to 40 often find emotional resonance in the themes. The commercial potential is clear: educational products are naturally integrated into homework scenes, while snacks and toys are featured during after-school playtime. Remarkably, 50% of its followers on Xiaohongshu (RedNote) Pugongying platform are under 18—significantly higher than the average for family content accounts—making it a top-tier channel for brands targeting Gen Alpha and their millennial parents.

Follower Count: 6.77 million+ (active followers on Xiaohongshu (RedNote) Pugongying); Median Engagement per Note (likes, comments, shares, saves, follows): 21,000+; Median Views per Note: 354,000+

9. WinnieWen (Winnie文)

"Winnie Wen (Winnie文)" is one of the top lifestyle content creators on Xiaohongshu (RedNote). After five years of consistent effort, she has amassed over ten million followers across all platforms. She rose to prominence with a diverse content style rooted in practical tips and authentic daily life. Starting in 2018 with her first photography tutorial video, she gradually expanded into various lifestyle areas, including beauty tutorials, money-saving tips, and relationship topics. She purposefully stays away from specialized knowledge in favor of concentrating on all facets of enhancing women's beauty. Her writing is renowned for its abundance of useful information.

For instance, a single video titled "Essential Posing Tips for Better Photos Taken by Others" has garnered over 6.6 million views. She excels at extracting clever ideas from everyday details—such as techniques for making perfume last longer. Each video can take several months to produce. She did all of the work herself in the beginning, from writing the script to shooting. Despite having a crew now, she is still dedicated to fine craftsmanship, going through several script modifications and user testing for each piece of content. Despite claiming that her life has largely become video material, she continues to write emotionally charged essays like "Wenwen's Night Talks." Her viewers are frequently moved by heartwarming segments like Father's Day specials. In terms of monetization, she adopts a relatively conservative approach, typically limiting herself to one advertisement per week. She emphasizes that "practicality is more important than traffic," aiming to make her account a long-term, trustworthy lifestyle reference for her followers.

Follower Count: 6.5 million+ (active followers on Xiaohongshu (RedNote) Pugongying); Median Engagement per Note (likes, comments, shares, saves, follows): 24,000+; Median Views per Note: 191,000+

10. Zhou Zhou A (周周啊)

Zhou Yao, a new-generation comedic creator on Xiaohongshu (RedNote), launched her channel “Zhou Zhou Ah (周周啊)”, leveraging her petite 150cm frame to set herself apart in scenes typically dominated by tall, glamorous figures—like fashion modeling, auto shows, hosting, and volleyball. By embracing the contrast, she’s become a “joy generator” for Gen Z audiences. Her content mainly consists of mini skits and interactions with girlfriends, using height differences to deliver humorous takes on everyday life. One of her standout Notes, “My Left Foot and Right Foot Just Met”, achieved an astounding 30 million views on Xiaohongshu (RedNote). The channel’s style blends laughter with emotional depth and a youthful narrative, winning the hearts of a large demographic of women under 24, who make up nearly 70% of her audience. Her median exposure per Note exceeds 8.77 million, outperforming 98.4% of creators in her category. Through self-deprecating humor, she portrays the awkward and healing moments of young people’s friendships and daily lives. Her content resonates deeply with fans and cleverly deconstructs height anxiety, earning her the fan-bestowed title of “Petite Queen of the Internet.” Her commercial potential is highly promising, especially for brand collaborations and marketing campaigns targeting a youthful and energetic tone.

Follower Count: 6.77 million+ (active followers on Xiaohongshu (RedNote) Pugongying); Median Engagement per Note (likes, comments, shares, saves, follows): 21,000+; Median Views per Note: 354,000+

Xiaohongshu (RedNote) Pugongying's Limitations

The Xiaohongshu (RedNote) Pugongying platform serves as a core tool for brand-influencer commercial collaboration. Although it offers rich data and market dimensions, it still has several limitations. Brands must fully understand these boundary conditions to avoid over-relying on a single data source. The following provides an in-depth explanation across four key dimensions.

Sample Scope Limitations

Data from the Xiaohongshu (RedNote) Pugongying platform only includes influencers who have passed the platform’s eligibility review and enabled commercial cooperation. This means two important groups may be excluded: Emerging creators in their rapid growth phase who have not yet met the threshold to join the platform (for example, those with around 100,000 to 500,000 followers who focus on specific niche fields and show strong potential); and, content creators who primarily focus on livestream commerce with supporting Note content. Although they haven’t joined the Xiaohongshu (RedNote) Pugongying platform, their conversion capabilities and influence within the Xiaohongshu (RedNote) ecosystem remain significant.

In fact, in 2023, 27% of viral beauty products on Xiaohongshu (RedNote) were initially launched by influencers outside the Xiaohongshu (RedNote) Pugongying platform. Allua recommends that brands establish a dual research and monitoring mechanism combining Xiaohongshu (RedNote) Pugongying data with external web crawling tools to identify promising collaborators through keyword searches.

Algorithm Adjustments

The logic for deduplicating followers and calculating engagement weights on Xiaohongshu (RedNote) Pugongying is subject to frequent changes based on platform policy. For example, engagements from the same user within seven days have had their weights significantly reduced; Followers logging in across multiple devices may be flagged as inactive and filtered out. These changes reduce the comparability of historical data on the Pugongying platform. In one case, a skincare brand noted a 20% fluctuation in the number of active followers for the same influencer over a three-month period. The discrepancy was due to algorithm updates—not actual follower loss.

Given this, brands should require influencers to provide at least three consecutive months of trend data before collaboration. Focus should be placed on long-term trends such as interaction rates and follower growth curves, rather than relying solely on single data points.

Unquantifiable Factors

The "content tags" provided by Xiaohongshu (RedNote) Pugongying are only broad categories such as beauty, travel, food, and pets, and sometimes fail to fully portrait the key stylistic traits of different influencers. Unquantifiable elements may include: Aesthetic quality of the content (e.g., whether lighting, composition, and color schemes align with the brand’s tone); Language style (e.g., professional explanation vs. humorous tone, which can have significant impact on conversions); Value alignment (e.g., expressions of environmentalism, feminism, or global issues) etc. For example, a parenting brand once selected an influencer based solely on single-source data. Although the influencer had a large following, they had publicly expressed anti-marriage views that conflicted with the brand’s values, leading to the abrupt cancellation of the campaign. A multi-stage content review process that incorporates both automation and manual labor should be implemented by brands to reduce these risks. For example, data platforms should be used for preliminary screening, and at least ten recent posts should be manually viewed to determine whether the influencer's tone and content are in line with the brand's marketing goals.

The Necessity of Cross-Verification

It is recommended that brands use third-party tools such as QianGua Data or ChanMama to cross-reference data before launching influencer marketing campaigns. An A/B test conducted by a digital brand showed that using both Pugongying and QianGua Data to select influencer partners resulted in a 22% lower CPM cost and a 17% increase in ROI compared to using a single data source. Third-party platforms can also perform audience overlap analysis to avoid targeting the same user group repeatedly. They provide insights into traffic sources marked by different platforms—for example, ChanMama can distinguish between organic traffic and paid ad traffic for influencer Notes. At the same time, brands should remain sensitive and open to data fluctuations, understanding the root causes of numerical changes—whether they stem from algorithmic deduplication mechanisms or from broader social or cultural factors. It is also helpful to monitor anomalies in “Influencer Health Index” rankings, which can help identify high-risk accounts that may be engaging in traffic manipulation.

What Should I Do as a Brand?

In light of the limitations of data on the Xiaohongshu (RedNote) Pugongying platform, brands should establish a systematic and dynamic optimization mechanism. Allua advises brands to regularly monitor Xiaohongshu (RedNote)’s official algorithm update announcements—especially changes to follower count calculations and engagement weight rules—and promptly integrate these updates into the brand’s internal influencer evaluation model to ensure timely and accurate data interpretation.

For major marketing campaigns, brands should reserve some flexibility for working with emerging creators who have not yet joined the Xiaohongshu (RedNote) Pugongying platform but produce high-quality content, as these influencers often offer higher cost-effectiveness and traffic dividends. At the same time, brands should develop a multidimensional style evaluation system that includes key indicators such as visual aesthetics, language expression, and alignment of values. This should be supported by AI-assisted sentiment analysis and manual reviews by marketing personnel to create a more holistic assessment of influencer candidates.

A triple-layered safeguard mechanism of “Data, Human Review, Third-Party Verification” can fully leverage the advantages of the Xiaohongshu (RedNote) Pugongying platform while reducing the decision-making risks of relying on a single data source—ultimately helping brands achieve optimal marketing outcomes. Brands should also maintain flexibility in their evaluation criteria, adjusting weighting based on different product lines and marketing goals. When necessary, a more diversified influencer marketing mix can be used to create complementary effects—for example, prioritizing creativity and buzz during new product launches, while focusing on fan activity and conversion rates during promotional periods. This significantly enhances both the precision and resilience of influencer marketing strategies.

Summing Up

Observations from these ten top influencers across different fields show that Xiaohongshu (RedNote)’s content ecosystem has long surpassed the influence of its original niche. Whether they are professional knowledge-based creators or lifestyle-sharing influencers, each one shines in their own niche market, demonstrating a strong grasp of the rhythm and tone of fan engagement. For brands, choosing the right influencer to collaborate with not only enhances brand image but also generates substantial word-of-mouth and sales conversions. Looking ahead, influencer marketing on Xiaohongshu (RedNote) will inevitably move toward more refined and strategic development. Allua recommends that brands keep a close watch on the trends of influential creators and make flexible use of content collaborations, co-branded campaigns, and livestream commerce to build a more effective and comprehensive marketing strategy.