(Source: https://pltfrm.com.cn)
Introduction
Xiaohongshu (RED) is a lifestyle-led platform where trust and authenticity drive discovery. For overseas brands entering China, influencer-led campaigns on Xiaohongshu are a powerful entry point—particularly in beauty, fashion, wellness, and premium goods. This article explores how global companies can succeed by leveraging influencer credibility and content-driven storytelling.
- Partnering with Mid-Tier and Micro-Influencers for Trust
On Xiaohongshu, consumer trust is built through relatability and niche authority. Unlike mega-influencers, micro- and mid-tier creators often deliver stronger engagement due to perceived authenticity.
Agencies help identify influencers whose tone, content style, and audience demographics align closely with a brand’s positioning and category.
- Structuring Product Seeding Campaigns for Maximum ROI
Product seeding remains one of the most effective ways to build organic momentum. Rather than focusing on one-time paid posts, brands send product samples to a curated list of creators who are invited to review or test them in their own voice.
Campaign success is tracked through engagement rates, saves, user comments, and reposts—all key signals in Xiaohongshu’s recommendation algorithm.
- Co-Creating Content That Feels Native
Rather than inserting overt advertisements, winning campaigns focus on real-life scenes: daily routines, unboxings, travel vlogs, or comparison videos.
Influencers are given creative freedom within brand guidelines to create posts that feel natural on the platform while still highlighting key product features.
- Boosting Visibility with KOL Whitelisting and Paid Support
Once organic content performs well, brands can amplify top-performing posts via Xiaohongshu’s paid whitelisting function. This allows influencer-created content to be promoted with targeting and budget control.
Combined with in-platform ads, it extends reach while maintaining the authenticity that resonates with users.
Case Study: Scandinavian Skincare Brand Builds Launch Momentum
A clean beauty brand launched in China by seeding 50 lifestyle and skincare creators on Xiaohongshu. Posts focused on morning routines and ingredient breakdowns, with select content promoted via whitelisting. Within 30 days, the campaign earned 1.5 million impressions and over 5,000 product saves.
Conclusion
Influencer marketing on Xiaohongshu is built on trust, consistency, and relevance. By choosing the right creators, allowing authentic storytelling, and leveraging platform-native tools, overseas brands can achieve long-term traction and consumer credibility.
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!
