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.
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.
* Cannot be guaranteed