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Introduction
As Chinese consumers become more selective and experience-driven, user-generated content (UGC) has emerged as a cornerstone of successful Xiaohongshu campaigns. For overseas brands, tapping into the creative power of everyday users is not only cost-effective—it’s essential for building trust, social proof, and emotional relevance in the Chinese market. This article explores how to plan and execute high-impact UGC campaigns on Xiaohongshu, tailored to China’s consumer landscape.
1. The Strategic Importance of UGC on Xiaohongshu
1.1 Platform Culture Favors Peer Content
Xiaohongshu is a hybrid between a social media and lifestyle search engine. Consumers use it to research products through authentic, peer-driven content. UGC that reads like a friend’s recommendation often outperforms branded posts in terms of influence.
1.2 UGC as Discovery Engine
High-quality UGC improves algorithmic discoverability. Content created by users is more likely to surface in search results and recommendation feeds, expanding your organic reach and reducing reliance on paid promotion.
2. Designing Scalable UGC Campaigns
2.1 Branded Hashtag Campaigns
Encourage users to post around a branded hashtag with a clear prompt (e.g., “#MySkincareRoutineWithX”). Offer small prizes, reposting opportunities, or discount codes to drive participation.
2.2 Creator Seeding Kits
Send curated “UGC kits” to selected micro-influencers and engaged users. Include products, campaign cards, and styling suggestions to help them create visually appealing and on-brand content while keeping their voice authentic.
3. Building a Community Around Your UGC
3.1 Reposting and Engagement
Acknowledge and repost great UGC on your official Xiaohongshu page. Comment, like, and follow users who tag your brand—this not only rewards creators but fosters loyalty and long-term engagement.
3.2 Community Spotlight Features
Create regular posts that spotlight top UGC creators or themes (e.g., “Top Looks of the Month”). This gamifies participation and builds a sense of shared community around your brand.
4. Ensuring UGC Aligns with Brand Strategy
4.1 Soft Guidelines for Creators
While authenticity is key, provide light-touch guidance—such as preferred lighting, image formats, or product placement tips—to maintain a cohesive brand aesthetic across UGC while still encouraging individual expression.
4.2 Aligning UGC with Product Messaging
Encourage content that naturally communicates your product benefits, such as ease of use, premium ingredients, or local customization. Influencers and everyday users alike can weave these messages into relatable storytelling.
5. Performance Tracking and Iteration
5.1 UGC Campaign Metrics
Track metrics like reach, engagement rate, saves, and comments per post to determine what types of UGC are most effective. Use this data to inform future product rollouts and marketing campaigns.
5.2 Replicating Top-Performing Formats
Identify UGC styles that perform best—whether it’s “before/after,” tutorials, or lifestyle vignettes—and double down on those formats in upcoming campaigns. Consistency in structure boosts recognition and campaign scalability.
Case Study: Three Squirrels’ UGC Playbook on Xiaohongshu
Snack brand Three Squirrels launched a UGC campaign that encouraged customers to share quirky, humorous unboxing videos using a campaign hashtag. By gamifying content creation and reposting top videos, the brand sparked a viral loop of participation. User stories emphasized freshness, fun packaging, and shareability—positioning the brand as playful, modern, and community-focused. The campaign drove a measurable spike in brand follows and purchase conversions through organic visibility.
Conclusion
UGC on Xiaohongshu is more than content—it’s a scalable trust-building engine. When done right, it helps overseas brands localize authentically, connect meaningfully with their audience, and convert attention into long-term loyalty. A strong UGC campaign doesn’t just showcase your product—it shows that real people love it.
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!
