Grow awareness in the Chinese community
Ask any Chinese person who is a social media user and they will (most likely) have heard of Xiaohongshu.
Otherwise known as "Red Book" or "Little Red Book", this platform is a go-to for blogger content and lifestyle recommendations.
Xiaohongshu - the context
Images captured as screenshots from the Xiaohongshu phone application and intended to illustrate how “Little Red Book” works.
With 312 million monthly active users in 2023, “Little Red Book” is one of the most popular social media applications for Chinese people. It functions similarly to Instagram.
Xiaohongshu recommends content based on its user’s interests. Posts are designed to be authentic, and allow other users to contribute their thoughts in a forum-style space.
UGC & influencers on Xiaohongshu
Sydney restaurants can consider tapping into the marketing power of Xiaohongshu’s community-friendly style of UGC (user-generated content).
If you are a small business owner, word-of-mouth can be generated rapidly from UGC (user-generated content). A Post on Little Red Book can be by an influencer with a large following or a blogger who has a few hundred.
Consider a restaurant in Sydney that has recently opened. A Xiaohongshu blogger can capture photos and videos of its cuisine, and curate them into a Post.
Depending on the quality of the Post and sincerity of the influencer, “Likes” and “Bookmarks” can increase quickly!
Marketing for your small business
The majority of people who use Xiaohongshu belong to a wealthier, younger demographic. Many are Chinese women who seek trendy places to go and things to do.
Businesses that may consider incorporating Little Red Book into their social media strategy include restaurants, hospitality venues, hairdressers, gyms, and skincare clinics.
The best collaborations with UGC creators will have engaging imagery, detailed captions, and community chatter.
Considering working with a marketing agency for your Xiaohongshu strategy?
You’ll want one who can communicate your needs across in Chinese.