(Source: https://pltfrm.com.cn)
Introduction
On Xiaohongshu, user-generated content (UGC) is more than a marketing tactic—it’s the foundation of trust and conversion. In a platform where consumers research, review, and recommend, authentic content created by real users drives influence more powerfully than polished brand campaigns. For overseas brands aiming to build localized credibility and grow a loyal base in China, a well-structured UGC strategy is essential. This article explores how to scale UGC campaigns while preserving authenticity and brand alignment.
1. Why UGC Dominates on Xiaohongshu
1.1 Content Feeds on Community
Xiaohongshu thrives on honest, community-based storytelling. Users trust the platform to deliver unfiltered product experiences, making peer content far more persuasive than traditional ads.
1.2 Algorithm Favors Authenticity
Unlike Douyin or WeChat, Xiaohongshu’s recommendation engine promotes content based on saves, shares, and comments—metrics that favor UGC. The more your users talk about you, the wider your organic reach.
2. Launching Scalable UGC Initiatives
2.1 Always-On Seeding Programs
Instead of one-off campaigns, establish a continuous user seeding program. Identify customers with strong Xiaohongshu presence and reward them for organic posts, turning everyday buyers into long-term brand storytellers.
2.2 “Create with Us” Content Hubs
Develop a mini-program or pinned post on your brand page that invites users to co-create content. Include UGC themes, guidelines, repost rules, and links to past top-performing posts as inspiration.
3. Incentivizing Quality UGC While Maintaining Authenticity
3.1 Non-Monetary Incentives
Offer VIP status, early access, or community features (like “creator of the month”) to drive content creation without financial bias. This keeps the content relatable and genuine while encouraging ongoing participation.
3.2 Branded Story Prompts
Seed story ideas or challenges tied to lifestyle aspirations, such as “How I use this product at work” or “My travel essentials.” These prompts give structure while allowing creators freedom in how they present your product.
4. UGC Alignment with Business Objectives
4.1 Product Education via UGC
Encourage users to demonstrate how to use your product or highlight underrated features. This organically educates potential buyers and reduces customer service burden through peer-to-peer knowledge sharing.
4.2 Driving Conversion with Social Proof
UGC showing how others integrate your product into their lifestyle builds critical social proof. Reshare the best posts on your brand’s Xiaohongshu and other channels to reinforce perceived popularity and relevance.
5. Managing UGC at Scale
5.1 Content Rights and Compliance
Ensure you have permission to repurpose content across platforms. A structured opt-in during hashtag campaigns or contests ensures smooth reuse of valuable UGC while respecting creator rights.
5.2 Automated Tracking and Tagging
Use SaaS-based social listening tools to automatically detect tagged posts, campaign hashtags, and mentions. This allows brands to collect and analyze UGC in real time, helping optimize influencer mix and campaign direction.
Case Study: LANEIGE’s Community-Led UGC on Xiaohongshu
K-beauty brand LANEIGE successfully used UGC to create localized engagement across China. By encouraging skincare lovers to share morning and evening routines featuring its hydration series, the brand cultivated thousands of authentic posts under branded hashtags. LANEIGE reposted the best content while providing soft creative guidance through color and layout themes, resulting in consistent branding and trust-building storytelling. The campaign saw a surge in keyword searches and repeat purchases, driven by community validation.
Conclusion
User-generated content on Xiaohongshu offers overseas brands an unbeatable advantage: scalable, credible, and authentic storytelling from real users. With the right systems in place—from continuous seeding and branded prompts to rights management and performance tracking—UGC becomes a self-sustaining engine for visibility, trust, and conversion in the Chinese digital landscape.
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!
