A Step-by-Step Guide to Managing Your Xiaohongshu Account! A Complete Strategy from Exposure to Follower Growth

With the rise of Hong Kong residents traveling to the mainland for shopping and the increasing number of mainland tourists visiting Hong Kong, cross-border interactions between Hong Kong and the mainland have reached unprecedented levels.

has made social media platforms like Xiaohongshu (Little Red Book) and Douyin (TikTok in China) essential communication bridges between the two regions. From guides on queuing at Shenzhen tea shops to lists of must-buy beauty products in Hong Kong, countless users share authentic experiences on Xiaohongshu, making local products go viral overnight.

Why Does Xiaohongshu Have Such Huge Influence?The answer lies in its user profile and content ecosystem.

Why Should Businesses Choose Xiaohongshu for Online Promotion?

Before investing marketing resources into any online platform, businesses should first assess whether their business direction and target audience align with the platform’s primary user profile.

Geographically, Xiaohongshu is not only highly popular in mainland China but also widely loved by Hong Kong and overseas Chinese communities. According to data from Similarweb, as of November 2024, 85.4% of Xiaohongshu’s users are from mainland China, and 3.47% are from Hong Kong. Local media reports also indicate that the user base in Hong Kong has exceeded 2 million, showcasing its massive market potential.

User Demographics:



As of early 2025, Xiaohongshu has more than 300 million monthly active users. A large proportion of these are young people: nearly 50% are born after 1995, and around 35% are born after 2000. The gender ratio is approximately 3:7, with more than half of the users living in first- and second-tier cities. In terms of spending power, middle-income consumers account for about 37%, followed by high-income consumers (29%) and upper-middle-income consumers (23%). Overall, Xiaohongshu’s users are highly educated and possess above-average purchasing power. Therefore, when planning content, businesses should focus more on customer experience and value delivery.

A Noteworthy Consumer Behavior:



Many Xiaohongshu users have developed the habit of "reading posts before making a purchase" and often buy products based on what they see recommended. This behavior has made Xiaohongshu not only a "pre-marketing platform" for mainland tourists but also an important channel for reaching local young consumers.

Is Xiaohongshu Marketing Effective? Real Case Studies Reveal the Answer!

From the data above, it’s clear that Xiaohongshu marketing is highly effective in building brand reputation, increasing user trust, and driving sales. However, many businesses still have doubts about its true impact. Don’t worry! Here are three successful Xiaohongshu marketing case studies to help you understand its potential.

Case Study 1: jELLYCAT — Creating "Participatory" Content to Spark User-Generated Creations



The British mother-and-baby brand jELLYCAT launched the "Everything Can Be jELLYCAT" challenge, encouraging users to add iconic smiley faces to everyday objects. This low-cost, high-impact campaign successfully triggered social sharing and user participation, turning users into active brand advocates. It also deepened the emotional connection between the brand and its consumers, significantly enhancing brand recognition and appeal.

Key Takeaways:

Open Creativity: Allow users to create content, making the brand part of everyday life.

Emotional Connection: Use adorable designs to spark sharing, enhancing brand recall.

Case Study 2: Mannings — Establishing a "Cross-Border Shopping Guide" Mindset



Since the reopening of borders between Hong Kong and mainland China, Xiaohongshu has become a shopping guide for mainland tourists visiting Hong Kong. Retailers in the travel business, such as Chow Tai Fook, Sa Sa, and Chia Tai Bakery, have all created Xiaohongshu accounts. Mannings seized mainland tourists' trust in "Hong Kong beauty products" and used "guides" and "must-buy lists" combined with time-limited discounts (e.g., "88% off storewide") to precisely address the pain point of "What to buy? Where to buy?"

Key Takeaways:

Scenario-based Content: Design useful information based on user needs (e.g., pre-trip preparations).

Authority Building: Use localized labels to reinforce the perception of "authentic Hong Kong products."

Case Study 3: Chun Kee — Empowering Through Cultural IP and Social Currency



Chun Kee, located in Central Market, Hong Kong, successfully promoted Hong Kong-themed souvenirs, such as Hong Kong-style milk tea sachets, calligraphy keychains, ceramic thermos bottles, and umbrellas, turning these into must-buy items recommended by Xiaohongshu users. Customers enjoy purchasing and actively showcasing these culturally infused products, helping the brand to become both a product and a cultural symbol.

Key Takeaways:

Local Cultural Integration: Use familiar elements to evoke emotional resonance.

E-commerce Synergy: Drive traffic to e-commerce platforms through posts, breaking geographical barriers.

A Step-by-Step Guide to Managing Your Xiaohongshu Account! A Full Strategy from Exposure to Follower Growth

For many businesses, strategically leveraging Xiaohongshu marketing tactics not only ensures effective exposure but also drives natural traffic growth through user-generated content, ultimately achieving sales conversions.

Exposure Tips: Make Your Content Shine in the Sea of Information

In today’s information overload era, relying solely on standard posts is not enough to stand out. Here are some proven strategies to boost exposure:

●  Keyword Strategy——Build a bridge between users and content.

Keywords act as the invisible bridge connecting users to content. Before writing a post, use Xiaohongshu’s search function to study the keywords that your target audience frequently uses. For example, when promoting skincare products, use long-tail, scenario-based keywords such as "oily skin savior" or "sensitive skin hydration," alongside the product name.

●  Prime Posting Times——Capture peak traffic moments.

Xiaohongshu’s peak traffic times are typically during commuting hours (7-9 AM), lunch breaks (12-2 PM), post-work relaxation (7-11 PM), and weekends. Aim to post 15-30 minutes before these peak times for the best initial exposure.

●  Trigger Interaction——Use "hooks" to spark user engagement.

The algorithm rewards interaction rates. Adding interactive elements like open-ended questions, polls, or "follow for the full guide" offers can boost user engagement, improving data performance and algorithm recommendations.

●  Hashtags for Reach——Expand content visibility.

Use popular and long-tail hashtags to help your content reach a larger audience. For instance, when promoting skincare products, in addition to broad tags like skincare, also use specific ones like sensitive_skin or overnight_skin_repair to target a more precise audience.

●  Interaction is Key——Drive user participation.

Engage with users by replying to comments, participating in discussions, or starting challenges. These actions increase interaction, which can further boost exposure.

Growth Tips: Build a Loyal Follower Base

In Xiaohongshu marketing, having a loyal follower base is crucial. Here are some effective strategies to increase your followers:

Establish a Clear Personal Brand and Content Verticality: Your homepage acts as your "online store." Ensure that your profile picture, bio, and content style are cohesive, reflecting a clear, professional, and approachable brand image. Consistently maintain content verticality to attract the right audience and build trust.

Content Series Planning: Create a "series" experience for users, encouraging them to follow your account for future updates. For instance, you could release a "Beginner's Makeup Guide" series or a "One Week Office Outfit Challenge" series.

Pin Important Posts: Pin your best 3 posts that showcase your expertise, highlight your core values, or demonstrate your popularity. These will form a powerful "self-introduction" loop for new visitors.

Continuous Content Output: Stay active and consistent in posting content, ensuring a regular posting schedule to keep your audience engaged and excited for new content.

Collaborations and Cross-Promotion: Collaborate with other Xiaohongshu influencers or brands with similar target audiences. Joint campaigns or content co-creations can rapidly expand your follower base.

Writing Tips: Unlock the Secret to Viral Content

To create viral posts, mastering some writing skills is essential. Here are some practical tips for writing successful posts:

●  Catchy Headlines——Grab users' attention.

A good headline is half the battle. Keep it clear, concise, and integrated with key search terms. Use numbers, questions, or emotionally resonant phrases, like "5 Must-Try Face Masks" or "Struggling to Choose a Lipstick Color?"

●  Clear Structure——Guide users through your post.

Organize your content with a "Start - Middle - End" structure: introduce the product or topic briefly, elaborate on its features, advantages, and experiences, and conclude with recommendations or buying advice.

●  Visual Appeal——Enhance the reading experience.

High-quality images and videos are key to capturing attention. Ensure visuals are clear, beautiful, and relevant to your content. Use good design practices like spacing, font size variation, and engaging video editing to boost user experience.

●  Authenticity and Emotional Resonance——Build trust.

Xiaohongshu users value genuine, authentic experiences. Share your real stories and experiences, avoid exaggeration, and resonate emotionally with your audience to build trust and connection.

Conclusion

The power of Xiaohongshu lies in transforming cold, lifeless products into warm, relatable lifestyle propositions. Whether it’s jELLYCAT’s creative interaction or Mannings’ strategic

shopping guides, successful brands understand their users’ desire to "improve" and resonate with them through authentic content.

If you're planning to explore Xiaohongshu but lack the strategy or experience, feel free to reach out to us. Our professional team will provide a comprehensive Xiaohongshu solution, from account positioning, content planning, viral post creation, data analysis, to KOL collaboration—helping you access high-quality traffic and brand growth with ease.