Xiaohongshu (Little Red Book): The Top Marketing Platform to Reach Chinese Consumers Wukong Media February 21, 2023

Xiaohongshu (Little Red Book): The Top Marketing Platform to Reach Chinese Consumers

What is the BEST way to target the Chinese communities in your country? At Wukong Media, we have tested ads and gathered ad performance results from various platforms, Xiaohongshu often yields better results compared to other forms of advertising such as Chinese media advertising and WeChat advertising. 

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    What is the BEST way to target the Chinese communities in your country? At Wukong Media, we have tested ads and gathered ad performance results from various platforms, Xiaohongshu often yields better results compared to other forms of advertising such as Chinese media advertising and WeChat advertising. 

    What is Little Red Book or Xiaohongshu?

    The “Little Red Book” (also known as “Xiaohongshu” or “RED”) is a popular social media platform in China that combines social networking and e-commerce. You can think of the platform as a combination of Instagram and Pinterest. Outside of China, Xiaohongshu is used for leisure and rarely used for e-commerce.

    Little Red Book has emerged as a popular platform for influencer marketing, particularly when it comes to engaging with Chinese communities. At Wukong Media, we have assisted numerous Australian businesses in successfully leveraging this platform, resulting in significant lead generation and sales. 

    Xiaohongshu User Analysis

    According to the chart, Little Red Book or Xiaohongshu’s user base is largely composed of ‘young adults,’ accounting for 82.47% of the platform’s users. For businesses looking to target this demographic, this is excellent news, as this age group is the most active and has the highest purchasing power of all other age groups. Notably, only 0.65% of Xiaohongshu’s users are aged 44 or over, making it an ideal platform for reaching young people. Optimizing your business strategy to target this specific demographic on Xiaohongshu can help boost your visibility and grow your brand’s influence.

    Xiaohongshu Gender Analysis

     

    (Data as of 2023)

    Little Red Book has seen a remarkable shift in its user demographics since 2021, with male users accounting for 30% and female users accounting for 70% of its user base as of 2023. This represents a significant increase from just 13.87% male users five years ago, indicating that the platform has become a mainstream social media platform in China. While Little Red Book is popular among both genders, its predominantly female user base makes it an ideal platform for marketing beauty products. With 70% of Little Red Book users being women, businesses targeting this audience can leverage the platform’s extensive reach and engage with their target audience in a meaningful way.

    Organic Marketing

    Xiaohongshu organic reach

    Little Red Book is an amazing platform for increasing your organic reach. Let me give you an example to illustrate this. Our founder Alex’s Little Red Book profile is shown on the left in a screenshot, and as you can see in the top left corner, he was able to garner 38.2K views and over 100 comments for a simple post, despite having only 10 followers at the time.

    So, how did he achieve this impressive feat? The answer lies in RED’s algorithm, which promotes your content if it receives sufficient exposure in a short period of time. Any interactions with your post, such as likes and comments, will make your post more valuable to users and therefore, the system will promote it for free.

    In Alex’s case, RED recognized his post about the Victoria police fine and the parasite in the oyster as valuable due to the high levels of engagement it received in a short period of time.

    In contrast, the post in the bottom right corner only received 401 views because it failed to gain enough attention and clicks within the first hour. In short, if you want to boost your organic reach, Little Red Book is the platform for you!

    Is this not the same as Instagram’s algorithm? The short answer is yes. Little Red Book’s algorithm is similar to Instagram’s algorithm from a decade ago, where posts could easily get thousands of impressions. However, due to increased competition and an influx of users, Instagram has raised its standards for defining ‘high-quality’ posts. 

    Get onto Little Red Book today and start gathering leads and sales before time runs out!

    Little Red Book Ads (COMING)

    Little Red Book KOL Marketing (COMING)

    Wukong Media is dedicated to help out all Australian SMEs to achieve their goals. If you have any questions, feel free to contact us.

    Alex Xiao 肖潇