Xiaohongshu , also known as Little Red Book , is one of the most popular social media and e-commerce platforms among China's youth. There are more than 200 million monthly active users on this social network and 72% of the users were born after 1990.
It is considered the equivalent of Instagram and has now become one of the most essential platforms that Chinese youth use before purchasing products. With this social network , companies have an opportunity to attract the interest of the younger generation in China and optimize the social media marketing strategy.
What is Xiaohongshu?
Xiaohongshu was founded in 2013 and currently already has a 15% share of the e-commerce market in China.
Similar to Instagram, this social network allows users to share product reviews and post about their lives in the form of images, texts, and videos.
Brands can also set up their in-app stores and attach purchase links to their posts, and even host live streams to engage with customers in real time. In addition to creating content on their official accounts, businesses can also collaborate with influencers on Xiaohongshu to promote their products or services.
Many young Chinese consumers rely on Xiaohongshu influencers as trusted sources of recommendation when making purchasing decisions. Therefore, brands can precisely target their customer segments by finding the right influencers.
How to open an official account in Xiaohongshu?
To have more credibility and offer a guarantee of authenticity, companies have the possibility of opening an official account.
Companies that want to open an official account need to create a personal account and then submit certain documents to Xiaohongshu , including the company name, logo and trademark, Chinese legal entity, name, contacts, and signature of the holder.
Once the documents are approved, the social network allows you to open a store and provides training to help sell on the platform and optimize results.
How to advertise on the "Chinese Instagram"?
Xiaohongshu offers brands different options to advertise. They can spread their products through paid influencers, organically through messages launched on the platform or through conventional advertising.
Traditional advertising may be the safest way to start selling products and services on this social network.
There are two ways to do traditional advertising: pop-up ads or embedded ads.
Popups are displayed when the Xiaohongshu app is opened . The ad also gives access to the brand's store directly by pressing a small button at the bottom of the page.
Integrated advertising appears in the news and in these announcements users are informed thanks to a small badge at the bottom left of the photo of the publication.
Opening a store in Xiaohongshu is also an effective way to advertise products. The platform facilitates purchases for users and they can buy without leaving the platform with an effective and intuitive mobile payment system.
At PGR Marketing & Tecnología we have experts in online marketing who will advise you on the best strategy to start promoting your products or services on one of the Chinese social networks with the most potential.
