小红书, Xiaohongshu (XHS), also known as RED or Little Red Book is one of the largest and fastest-growing social influencer platforms in China. It is a hybrid platform integrating social media and e-commerce. It is also a young platform with around 70% of users being post-90’s.

RED describes itself as “a sharing platform for young people's lifestyles through a deep-rooted UGC shopping sharing community”, and is often
compared to Instagram and Pinterest in the West.

Users of RED will land on the platform to investigate products and look for in-depth reviews and tutorials that are created by other users, who have increasingly become influencers (KOL’s) on the platforms.

Xiaohongshu / RED / Little Red Book (doing our SEO work here ;P)’s content is typically in the format of short videos, text and images, where users share tips, advice and their daily lives. Although we think of RED as a platform mainly for products, you will find a lot of general topics about food/restaurants recommendations and general lifestyle information.

More recently RED has been opening up the ad options on their platform to allow brands to not only have a verified account but also to run ads. They have also opened up a store function, this e-commerce function is where users can search or browse for products and make a purchase directly within the app. It has also become increasingly popular for celebrities to have a presence on RED.

What services do we offer for RED / XHS?

Account Verification *
RED ads
RED KOL’s / Influencers
RED e-commerce *

* Cannot be guaranteed