(Source: https://pltfrm.com.cn)
Introduction
In today’s Chinese social landscape, Xiaohongshu stands out as the platform where authentic word-of-mouth drives purchasing decisions. Partnering with the right influencers is now essential for overseas brands looking to build trust, awareness, and loyalty. Here’s how to succeed.
1. Aligning Brand Values with KOLs
1.1 Deep Vetting Process
- Approach: Assess not only follower size but historical brand collaborations, audience comments, and engagement authenticity.
- Impact: Ensures long-term reputation alignment.
1.2 Personal Connection to the Product
- Strategy: Choose influencers who can genuinely use or endorse the product in everyday contexts.
- Benefit: Heightens credibility.
2. Campaign Planning for High Engagement
2.1 Content Series vs. One-Off Posts
- Plan: Design multi-post series around product use cases, rather than isolated endorsements.
- Benefit: Builds narrative and drives deeper audience involvement.
2.2 Exclusive Sneak Peeks
- Tactic: Launch influencer-exclusive product previews before official store availability.
- Result: Creates buzz and FOMO (Fear Of Missing Out).
3. Creative Tactics That Work on Xiaohongshu
3.1 Mini-Tutorials and Reviews
- Execution: Focus on educational or experiential content that offers immediate value to users.
- Impact: Converts users naturally without hard selling.
3.2 Story-Driven Product Experiences
- Method: Encourage storytelling around “a day in my life with [product]” themes.
- Benefit: Resonates with Xiaohongshu’s storytelling-driven culture.
4. Analytics and Iteration
4.1 Influencer Tracking Links
- Approach: Provide personalized trackable links to measure direct traffic and sales impact.
- Benefit: Enables precise ROI calculations.
4.2 Content Optimization Based on Metrics
- Tactic: Identify what visuals, post lengths, or captions drive highest engagement, then iterate.
- Result: Continuously improves influencer strategy effectiveness.
Case Study: A Korean Makeup Brand’s Influencer Campaign Success
A Korean makeup company ran a series of “morning routine” collaborations with 50 lifestyle influencers. Each campaign focused on authenticity — showing real applications, not polished ads. Within one quarter, brand awareness on Xiaohongshu jumped by 210%, and sell-through rates doubled compared to their previous ad-centric approach.
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!
