Cracking the RedNote Algorithm: A 2025 Playbook for Brands
Unlock RedNote (Xiaohongshu) success with our 2025 algorithm playbook. Discover proven tips to boost visibility and connect with Chinese Gen Z consumers.
Cracking the RedNote Algorithm: A 2025 Playbook for Brands and Influencers
As China's social commerce market reaches new heights, brands and influencers are racing to master one platform: RedNote — better known internationally as Xiaohongshu (小红书 or “Little Red Book”). With over 300 million monthly active users, and more than 70% under 30 years old, RedNote is Gen Z China’s lifestyle compass, product review hub, and trend incubator all rolled into one.
But simply being on the platform is no longer enough. To stand out in 2025’s hypercompetitive environment, you need to crack the RedNote algorithm.
This guide breaks down how the RedNote algorithm works, how to ride its waves, and how both brands and influencers can grow visibility, trust, and revenue. This is your step-by-step playbook to winning on RedNote — grounded in data, strategy, and real-world examples.
How Does the RedNote Algorithm Actually Work?
Before we dive into tactics, it’s vital to understand how RedNote (Xiaohongshu) decides what content to show users. The platform’s algorithm prioritises personalised discovery — not just popularity. Unlike Instagram, RedNote doesn’t rank by likes alone. Instead, it relies on a content-value-first model, where context, relevance, and authenticity play a starring role.
The Core Components of the RedNote Algorithm in 2025
RedNote uses AI-powered semantic recognition to rank and recommend content. Based on the latest insights, the algorithm considers:
User Intent: Based on recent search behaviours, saved posts, and browsing habits.
Content Quality: Clarity, formatting, grammar, keyword relevance, and visual appeal.
Engagement Patterns: Saves > Shares > Comments > Likes (in this order of importance).
Post Consistency: Accounts that post regularly see increased exposure.
User Trust Score: Influenced by authenticity signals (e.g., organic interactions, real reviews).
RedNote's AI can detect over 300 behavioural data points per user, enabling content-level targeting like never before.
This creates a discovery-driven ecosystem — ideal for emerging brands and micro-influencers who want to punch above their follower count.
Why Is Cracking the RedNote Algorithm Crucial for Brand Growth?
If you're a brand targeting Chinese Gen Z or millennial consumers, RedNote is no longer optional — it’s central to discovery, validation, and conversion.
RedNote Marketing Is Driving Purchase Intent Like Never Before
According to data from Hashmeta:
80% of consumers are influenced by KOL to research products before buying
Average CPM is 15-40 RMB and CPC is 5-15 RMB
Conversion rates on RedNote outperform traditional e-commerce ads by up to 3 – 7.5% for beauty, fashion, and F&B
And with China's social commerce market projected to exceed US$537.29 billion in 2025 (Yahoo Finance), mastering RedNote SEO is essential for your survival — and success.
RedNote isn’t just a platform — it’s a trust engine. When users see your brand recommended in everyday posts by relatable KOLs or micro-influencers, your conversion potential skyrockets.
What Types of Brands Are Winning on RedNote?
From niche skincare startups to luxury fashion houses, those who understand the RedNote algorithm are reaping serious rewards.
Here’s what winning brands have in common:
They aren't hard-sell. RedNote penalises overly promotional content.
They collaborate with native influencers (KOLs) who match their audience.
They optimise for in-app search, using long-tail keywords in natural language.
They localise their tone and visuals to match RedNote’s ‘everyday aesthetic’ — soft, informative, and authentic.
Step-by-Step RedNote Algorithm Playbook for 2025
Understanding the algorithm is just step one. Here's your actionable playbook to grow brand visibility and trust through RedNote marketing.
Step 1: Master RedNote SEO and Voice-Friendly Content
Let’s start where most brands struggle — optimising RedNote content for discovery.
Use Long-Tail Keywords to Align with User Intent
Unlike Baidu or Google, RedNote users search in natural, conversational language.
Instead of: “Anti-ageing serum”
Use: “What’s the best serum for fine lines at 30?”
Tips to optimise RedNote SEO:
Include your primary keyword in the first 50 characters of your caption
Use 3-5 high-intent hashtags (avoid overstuffing)
Answer user queries directly in your captions
Incorporate FAQs in bullet points
Avoid text overlays on images (RedNote AI can’t parse them well)
Step 2: Optimise Visuals for Engagement, Not Just Aesthetics
RedNote is a visual-first platform — but it’s not Instagram.
Focus on Relatable, Raw Visuals Over Polished Perfection
RedNote prioritises content that feels honest and “everyday”. Think: dim lighting, cluttered dressing tables, bare-faced reviews.
High-performing visual formats include:
Step-by-step tutorials with minimal editing
Before/after transformations (especially for skincare/beauty)
Flat-lay product setups on relatable surfaces (bed, desk, bathroom sink)
Carousel posts with swipe-through mini-guides
Include Native CTAs — But Keep It Conversational
RedNote’s algorithm suppresses direct purchase CTAs like “Buy now” or “Link in bio.” Instead:
Use CTAs like: “I didn’t expect this to work so well – would you try it?”
Pose questions to invite comments: “Have you found a better dupe?”
Encourage saves subtly: “Bookmark this if you’re trying this next month!”
Step 3: Collaborate with the Right KOLs, Not the Biggest
When it comes to influencers on RedNote, relevance > reach. The algorithm boosts posts from micro-KOLs (5k–50k followers) if engagement is high and niche alignment is strong.
How to Select Influencers That Boost Your RedNote Ranking
Key metrics to assess:
Save-to-like ratio: Indicates value (Aim for 0.5+)
Comment quality: Are followers asking thoughtful questions or just dropping emojis?
Niche alignment: Are they known for your category (e.g., skincare, fitness, wellness)?
Consistency: Do they post regularly in a similar style?
Encourage Algorithm-Friendly Creator Posts
When briefing influencers:
Request organic storytelling — how they discovered your brand, why it worked
Avoid overly branded language or discount codes in the caption
Prioritise posts that answer a problem or question
Include your long-tail keyword and allow them to localise the phrasing
Bonus: Key RedNote Algorithm Hacks for 2025
Sometimes, it’s the little tweaks that make the biggest difference. Here are some quick wins to boost your post ranking:
Final Thoughts: Cracking RedNote Is a Strategy, Not a Shortcut
The RedNote algorithm isn’t just a filter — it’s a real-time engine that rewards relevance, honesty, and engagement. For both brands and influencers, succeeding in 2025 means leaning into storytelling, searchability, and strategy.
To win, remember:
Optimise for how users speak and search
Build trust through human-centred visuals and captions
Collaborate with creators who reflect your audience, not just their follower count
RedNote is evolving. So must your strategy.
And for brands looking to understand today’s China digital landscape, read our latest blog for deeper insights.
And if you’re looking for a KOL or influencer, InfluenConnect offers the perfect platform to connect you with over 105,000 Chinese and Asian KOL. Click here to learn more about InfluenConnect.
For more in-depth insights, follow Comms8 where we help your brand expand into foreign markets.
At Comms8, we specialise in helping businesses leverage the power of cross-border marketing in Asia. With our expertise, we can assist you in harnessing the influence of social commerce strategies to boost your brand’s credibility and awareness. Contact us today to learn more about empowering your brand in the dynamic market.