Xiaohongshu: China’s Most Trusted Influencer Platform in 2025

Xiaohongshu is China’s go-to platform for trusted influencer content in 2025. Learn how UK brands are driving ROI through RedNote marketing.

 Xiaohongshu, also known as RedNote, has rapidly evolved into China’s most trusted influencer platform. Learn how UK brands are unlocking high-ROI campaigns and winning trust in the world’s largest social commerce market.

Introduction: The Rise of Xiaohongshu as China’s Credibility Engine

In an increasingly crowded digital landscape, trust is the ultimate currency. In China’s influencer marketing ecosystem, Xiaohongshu (also known as Red or RED) has emerged not just as another social platform—but as the credibility engine driving consumer decisions.

Launched in 2013 as a cross-border shopping app, Xiaohongshu has matured into a hybrid of Instagram, Pinterest, and TripAdvisor for Chinese millennials and Gen Z. But what sets it apart is not just its aesthetic—it’s the trust-based ecosystem built around authentic, user-generated content (UGC), lifestyle inspiration, and personal recommendations from influencers known locally as KOLs (Key Opinion Leaders).

In 2025, Xiaohongshu boasts over 300 million monthly active users, with more than 70% under the age of 35. That makes it one of the most influential platforms for both discovery and decision-making, particularly in verticals like beauty, fashion, travel, and wellness.

So, why are top-performing brands and influencers flocking to Xiaohongshu? More importantly, how can UK brands succeed on a platform that values authenticity over virality?

Let’s dive in.

Why Xiaohongshu Is More Than Just ‘China’s Instagram’

Before we unpack influencer marketing strategies, it's important to understand what makes Xiaohongshu fundamentally different from other Chinese platforms like WeChat, Douyin (TikTok China), or Weibo.

A Content-First, Commerce-Later Model

Xiaohongshu users aren’t there for memes or viral dances—they come to search, learn, and evaluate. This content-first mentality has turned the platform into a powerful decision-making engine, where people rely on influencer reviews and user notes to guide everything from skincare purchases to holiday destinations.

In fact, over 74% of Xiaohongshu users say they consult the platform before making a purchase.

This makes it a prime opportunity for foreign brands aiming to establish early trust and long-term loyalty with Chinese consumers.

RedNote Culture: The Power of Micro-Influence

The platform’s term for posts—"Notes" (小红书笔记)—reflects its diary-like approach. These posts don’t scream “ad”; they feel like personal journal entries. Unlike Douyin or Weibo, where mega-celebrity campaigns often dominate, Xiaohongshu thrives on micro-KOLs, typically with:

  • 10K–100K followers

  • Niche authority

  • High engagement (>10% average)

This “RedNote” culture ensures that influencer content feels native, not intrusive—and it works.

According to Sekkei Digital Group (2025), conversion rates from Xiaohongshu Notes average 4–6%, nearly 3x higher than campaigns on Weibo.

Trust-Driven Influencer Strategies That Actually Convert

If Xiaohongshu’s culture is built on trust, then the key to success is earning that trust—not buying it. Here's how the best UK and global brands are doing it.

But remember: RedNote marketing is not plug-and-play. It requires a deeply localised and culturally sensitive approach.

Influencers as Educators, Not Entertainers

Unlike short-form video platforms, RED influencers often play the role of mentors:

  • Skincare influencers break down ingredients

  • Fitness KOLs offer before-after routines

  • Travel bloggers share detailed itineraries with cost breakdowns

That’s why UK brands like The Ordinary and Charlotte Tilbury see higher ROI on Xiaohongshu than on Douyin. Their audience wants depth, not hype.

Quick Tips for Success:

  • Focus on storytelling, not sales pitches

  • Use everyday scenarios to feature your product

  • Include subtitles and keywords in Mandarin

  • Tag your location or store (Xiaohongshu has built-in mapping for offline discovery)

Setting Up Shop and Scaling the Right Way

While Xiaohongshu started as a UGC platform, it’s now a fully integrated social commerce ecosystem. Brands can:

  • Launch verified brand accounts

  • Open in-app stores (Xiaohongshu Mall)

  • Run KOL-led livestreams

  • Use paid Notes (sponsored content)

But here’s where many foreign brands fail—they treat Xiaohongshu like another TikTok or Instagram. Instead, success lies in long-tail nurturing and localisation.

Opening a Xiaohongshu Storefront: What You Need to Know

Sekkei Digital (2025) outlines key requirements for brands:

  • A local Chinese business licence or approved cross-border partner

  • A verified brand account (blue V badge)

  • Local warehousing or third-party logistics (Xiaohongshu supports both domestic and bonded warehouses)

  • Strong customer service (preferably native Mandarin support)

For UK brands without a physical presence in China, partnering with a Tmall partner or cross-border agency is often the most efficient route.

Paid vs Organic Notes: Striking the Right Balance

A common pitfall: throwing budget at mega-KOLs and neglecting organic engagement. RED’s audience is highly discerning. Overly polished content often triggers backlash.

A better strategy:

  • Start with a KOL seeding campaign—send product samples to micro-influencers

  • Amplify high-performing Notes with native ads (boosted posts)

  • Track results in-platform and through third-party analytics like iClick or Ocean Insights

Redefining Influence: Why Xiaohongshu is the Future of Social Proof in China

Let’s step back: What does all this mean for UK brands looking to scale in China?

This Isn’t a Trend—It’s a Trust Movement

Chinese consumers are increasingly cynical of traditional advertising. They crave real voices, verified reviews, and emotional connection. Xiaohongshu meets these needs by:

  • Prioritising relevance over reach

  • Elevating community-driven discovery

  • Enabling “quiet influence” through Notes

86% of Gen Z in Tier 1 and Tier 2 cities trust Xiaohongshu reviews more than Baidu search results.

Winning Cases on Xiaohongshu

Some standout examples:

Case Study: Big C – “Thailand Lucky Landing 2024”

Execution

  • Partnered with the Tourism Authority of Thailand to promote Big C as a must-visit destination for tourists.

  • Enabled Xiaohongshu’s Shopping Cart feature to drive content-to-commerce.

  • Used a KOL Selection Dashboard with 150,000+ influencers to target ideal creators across Asia.

  • Engaged KOLs from six countries to share immersive Big C experiences.

Outcome

  • +200% social following and +400% search volume YoY.

  • “Big C” became a viral topic among Chinese tourists.

  • Ranked #1 in brand awareness among Chinese visitors in Thailand’s supermarket sector.

  • Boosted foot traffic and sales significantly.

Case Study: Tourism New Zealand – Slow Down, Unwind

Execution

  • Reframed New Zealand’s winter as a soulful, slow-travel experience.

  • Launched two IP campaigns:

    • #OffSeasonNZ (winter travel)

    • #ChillVibesGuide (wellness & relaxation)

  • Aligned with Xiaohongshu’s slow living trend and ran always-on keyword ads.

  • Targeted emotional needs of Chinese travellers using custom personas.

Outcome

  • +300% search volume and 200% content growth YoY.

  • 70% of campaign content was user-generated.

  • Shifted perception from “far and expensive” to “healing and worth returning to.”

  • Ranked Top 3 in luxury travel searches on Xiaohongshu.

These brands succeeded because they understood that influence on RedNote is earned, not bought.

Final Thoughts: Influence Rooted in Trust Is the Future

In an era where attention is fleeting and scepticism is rising, platforms like Xiaohongshu offer a rare advantage—a trusted space for digital word-of-mouth.

UK brands looking to scale in China need to stop treating Xiaohongshu as a media channel and start viewing it as a cultural interface. One that blends social discovery, commerce, and authentic content to deliver real business results.

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.



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