What does Kim K joining Little Red Book mean to brands?

Social media queen - Kim Kardashian announced today that she has joined one of the most rapidly growing Chinese social media platforms - Little Red Book.

With over 118m followers on Instagram and 59m followers on Twitter, Kim K has already acquired 21K followers on her Little Red Book account in less than 24 hours since she launched her LRB account. Let’s see how long would it take for her to acquire 1 million followers.

Ranked as the 54th Amercia’s Richest Self-Made Women by Forbes, Kim has an estimated net wroth of over $350 million. Kim’s major income comes from her KKW Beauty brand and her on-going reality show ‘Keeping Up with the Kardashians’.

Kim Kardashian joins Little Red Book


In fact, apart from Kim K, Little Red Book has already attracted other global celebrities joining the brand wagons. For examples Karlie Kloss, the Victoria Secret’s Angel and Estee Lauder brand ambassador, joined the platform earlier this year back in May and she has over 278K followers on the page.

The essence of engaging with fans on Little Red Book is to be authentic and down-to-earth. Karlie Kloss harnessed this by uploading a short video saying ‘Happy Mid-Autumn Festival’ in Chinese to her fans last week.


Launched in 2013, Little Red Book has over 100 million registered users delivering over 1 billion impression per day. It’s known as the destination for beauty and fashion product reviews, as well as providing a seamless m-commerce experience for users to purchase right away from the platform. Hence, it’s loved by the female audience in China (see demographic breakdown below) as users have higher trust on the product reviews and comments shared on the platform.

Comms8 blog Little Red Book Demographic

Beauty giants such as Lancome, Estee Lauder, Dior are already actively promoting via brand-owned and influencer content on the platforms.


If you want to explore how you can engage with Chinese millennials on this emerging social media platform, contact us now info@comms8.com.

Carol Chan

London