(Source: https://pltfrm.com.cn)
Introduction
In China’s social commerce ecosystem, Xiaohongshu (Little Red Book) stands out as the platform where authentic storytelling drives consumer action. User-generated content (UGC) is at the heart of what makes Xiaohongshu so effective for brand growth. For overseas brands entering China, developing a smart, localized UGC strategy on Xiaohongshu can drastically increase visibility, trust, and conversions. In this article, we explore how to leverage UGC to build brand equity and drive measurable results.
1. Understanding the Value of UGC on Xiaohongshu
1.1 Peer-to-Peer Influence
Unlike traditional ads, UGC feels native to Xiaohongshu’s discovery-driven environment. When users share genuine experiences, it creates powerful peer validation that significantly impacts purchasing decisions.
1.2 UGC as a Trust Driver
Chinese consumers—especially Gen Z—are more likely to trust product reviews and lifestyle recommendations from regular users than from brand accounts. A well-curated UGC presence builds credibility and drives organic advocacy.
2. Activating Your Customer Base for Content Creation
2.1 Encouraging Organic Reviews
Provide incentives for users to share their experiences through thoughtful packaging, personalized thank-you notes, or post-purchase follow-ups. The more natural and unprompted the UGC appears, the more impactful it becomes on Xiaohongshu.
2.2 Highlighting Real Users
Feature customer photos or testimonials on your own Xiaohongshu brand page to reinforce authenticity. Tag users (with permission) and show that your brand values real voices—this increases follower engagement and repeat UGC.
3. Collaborating with Micro-KOLs and Everyday Creators
3.1 Micro-Influencer Collaboration
Work with creators who have 3K–30K followers for grassroots-style UGC. These accounts generate high engagement and are perceived as more relatable and trustworthy, especially in the fashion, beauty, and wellness categories.
3.2 Co-Creation Campaigns
Launch hashtag or product challenge campaigns that encourage users to participate creatively. Co-branded filters, themed content prompts, and seasonal calls-to-action all invite your audience into the creation process.
4. Content Curation and Campaign Structuring
4.1 Establishing a Visual Style Guide
Help users create content that aligns with your brand without feeling overly branded. Provide general guidelines around tone, color, and messaging, but leave room for authentic expression that matches Xiaohongshu’s aesthetic.
4.2 Monthly Themes and Rollouts
Structure your UGC efforts around monthly or campaign-based themes. For example, create content bursts around back-to-school, seasonal launches, or cultural moments. This gives creators a focused reason to participate.
5. Tracking, Scaling, and Repurposing UGC
5.1 Measuring Content Performance
Use Xiaohongshu’s backend analytics and third-party tools to measure UGC engagement, saves, shares, and conversion. Identify which styles, hashtags, and contributors drive the most traction to refine future campaigns.
5.2 Repurposing UGC Across Platforms
High-performing UGC on Xiaohongshu can be repurposed for Tmall storefronts, WeChat posts, and even Douyin campaigns. Consistent cross-platform storytelling amplifies your reach while maintaining local relevance.
Case Study: Fenty Beauty’s UGC Strategy in China
Fenty Beauty used UGC to build brand affinity and community on Xiaohongshu. The brand encouraged consumers to share makeup transformations and personalized shade picks using branded hashtags. Micro-influencers created authentic, tutorial-style content that sparked trends among Gen Z users. Fenty’s curated reposting of this content established it as both inclusive and culturally tuned in—driving strong user growth and conversion within the platform.
Conclusion
A strong UGC strategy is essential for overseas brands launching on Xiaohongshu. By activating everyday creators, structuring content campaigns around real users, and leveraging platform-native engagement formats, you build trust and drive influence where it matters most—peer-to-peer. UGC isn’t just content; it’s a local credibility engine for brands entering China.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
