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Xiaohongshu strategy | breaking down successful cases & key tips for trending posts with high-traffic keywords for year-end sales season
KPay
29 November 2024
Xiaohongshu, also known as Little Red Book, is a prominent e-commerce and social media platform with over 2.6 million active users in Hong Kong alone, making it a valuable channel for brands to engage with consumers. This guide offers insights into Xiaohongshu's operations, the latest marketing trends for 2024, and effective strategies for creating viral content, alongside exclusive marketing packages from KConnect.
Introduction

Xiaohongshu is a leading e-commerce and social media platform with over 2.6 million active users in Hong Kong alone, offering significant promotional opportunities for brands. In this guide, we provide an overview of how XHS operates, highlight the latest marketing data for 2024, and share essential strategies for creating viral content. You’ll learn how to develop a targeted XHS marketing plan that effectively reaches your audience and drives business growth. Besides, KConnect is offering exclusive XHS marketing packages, including complimentary video production services. Read the full article to claim your special offer!

What is Xiaohongshu (XHS)?

Xiaohongshu, launched in 2013, is a social commerce platform that combines social media with online shopping. It allows users to share their lifestyle experiences, product reviews, and shopping tips. The platform thrives on user-generated content (UGC), where users can post and tag related products, enhancing credibility and promoting word-of-mouth marketing.

Who Are Xiaohongshu Users and What’s Its Market Potential?

According to the “2024 Active User Research Report” by QianGua Data (a professional analytics tool for Xiaohongshu), XHS has over 300 million monthly active users, with 70% being women. Around 80% of its users are aged 18 to 34, mostly from major cities with strong purchasing power. In addition, data from Similarweb shows that XHS’s monthly active users in Hong Kong grew by 10.75%, reaching over 2.6 million as of Oct 2024. This user base includes local consumers, visitors from mainland China, and users from Taiwan and overseas, highlighting the platform’s diverse audience base.

Moreover, XHS's "Grass-Rooting" marketing strategy leverages authentic user and influencer experiences, combined with a smart recommendation system. This approach effectively sparks consumer interest, significantly increasing both reach and conversion rates among target audiences. For Hong Kong merchants looking to engage a wider customer base, it is a powerful tool for building brand awareness and attracting high-potential customers.

Xiaohongshu Marketing Strategy

To create high-traffic and effective content on Xiaohongshu, there are several key steps you can't overlook. By following these four essential steps, you can craft posts with strong marketing value, reach a diverse audience, and boost brand exposure and sales growth on XHS!

Step 1: Targeted Keyword Search
Use professional tools like 5118.com and XHS’s Aurora Platform to discover trending keywords relevant to your industry. Combine these with platform trends to optimize your content, improve search rankings, and increase brand visibility.

Step 2: Create Engaging Post Content
Analyze the success factors of viral posts, from titles and images to writing style and content direction. Craft highly attractive posts that resonate with users by sharing authentic experiences to boost engagement and interaction.

Step 3: Collaborate with Influencers for "Grass-Rooting"
Partner with influencers who align with your brand and have strong influence. This allows your products to reach target users in an authentic and credible way, sparking purchase interest.

Step 4: Data-Driven Ad Campaigns
Leverage user data provided by the platform to create precise ad strategies that target consumers effectively, maximising post traffic and conversion rates.

Latest Trending Keywords and Viral Post Breakdown on Xiaohongshu

Retail Industry

Latest Trending Keywords in Retail: 

Keywords

Number of posts

Long-Tail Keywords

化妝教程

200,000

1,313,688

素顏妝

240,000

368,703

化妝品套裝

30,000

127,333

新年妝

90,000

69,983

Viral Post Example (Cosmetics Product)
According to QianGua Data, the beauty and personal care industry performs strongly on the platform, especially among younger consumers like Gen Z and white-collar workers. Their demand for skincare and makeup products continues to grow. Data shows that makeup-related content accounts for 40.96% of Xiaohongshu’s beauty category, with popular keywords like “妝容分享”,”今日妝” and “日常妝容”.  The trending topic "#妝容分享" has garnered over 940 million views in just 90 days, becoming mainstream content in the beauty category.

Post Stats: Likes: 181K | Saves: 130K | Comments: 2,484

Post Title Analysis: The title uses keywords like "新春新妝", "質感" and "日常妝容" to immediately grab users' attention—especially during year-end festivities when interest in holiday makeup is high. The word "luxury" highlights the high-end feel of the look, attracting users seeking sophisticated, high-quality makeup styles.

Cover Image Analysis: The cover design is simple yet elegant, featuring a model with a refined makeup look. The large text "Luxury Makeup Look" makes it clear what the post is about at first glance. The model’s jewellery also enhances the luxurious vibe of the look, further enticing users to click.

Content Analysis: The post provides step-by-step instructions on how to achieve a luxury makeup look using specific techniques like pearlescent eyeshadow, natural lashes, and a milk-tea coloured lipstick. Each step is easy to follow and paired with product recommendations to help users recreate the look effortlessly. Additionally, related collections are included within the post for extended reading.

Summary & Suggestions: This viral post succeeded by tapping into popular topics like "年末新年" and "精緻化". For businesses, creating similar themed content such as "New Year Party Glam" during promotional periods can attract more consumer attention. The cover design should highlight festive elements and product features to boost click-through rates.


Food & Beverage Industry

Latest Trending Keywords in F&B: 

Keywords

Number of posts

Long-Tail Keywords

美食探店

13,170,000

1,946,899

手工美食

1,160,000

417,425

一人食

800,000

211,149

浪漫餐廳

500,000

169,286


Viral Post Example (Hong Kong Dessert Shop)
The food industry performs exceptionally well in Xiaohongshu, particularly among urban white-collar workers and Gen Z. According to QianGua Data, these groups are increasingly drawn to products that emphasise quality, healthiness, relaxation, and convenience. Popular keywords like 「甜食”, ”治愈系”, “兒時記憶” and "家味美食" reflect young people's desire for emotional connections through food. Trending topics such as "#美食日常" have amassed 1.34 billion views, while "#甜品" reached 450 million views—making them mainstream food content on the platform. Additionally, topics like "#家常菜" and "#100家探訪店計畫" gained 420 million and 410 million views respectively—showing how young people seek emotional fulfilment in their dining experiences.

Merchants can incorporate these trending topics and keywords into product promotions by emphasising emotional connections behind ingredients, flavours, or dining experiences—creating more relatable content that effectively captures consumer attention.

Post Stats: Likes: 41K | Saves: 28K | Comments: 1,408

Post Title Analysis: Keywords like "Happiness," "Healing," and "Desserts" directly tap into trending search terms—especially appealing to users who love sweets or seek emotional comfort through food. The word "healing" highlights the emotional satisfaction that comes from enjoying these treats—attracting consumers looking for comfort and relaxation.

Cover Image Analysis: The cover features beautifully presented desserts with harmonious colours that instantly catch users' eyes. The cosy restaurant setting in the background enhances curiosity by creating a warm atmosphere.

Content Analysis: The post details the textures, ingredients, and dining experience of each dessert—conveying feelings of happiness and healing vibes. It shares a personal experience of enjoying desserts at a Hong Kong restaurant while recommending several signature items. Special mention is made of how the plating and flavours align with festive themes—further piquing user interest in visiting the shop.

Summary & Suggestions: This viral post succeeded by tapping into the popular theme of "治癒系美食". For businesses looking to replicate this success during holiday seasons or special occasions—consider creating themed content like "節日限定甜點" or "治癒系下午茶套餐". The cover design should emphasise product highlights and emotional connections to increase click-through rates.

Timing for Ads & Grass-Rooting Campaigns

Beyond crafting viral content on Xiaohongshu, choosing the right timing for ad campaigns is crucial for success. Since XHS’s algorithm differs from other social media platforms, ads or grass-rooting campaigns need time to gain traction. Merchants should plan ahead to maximise their ROI while targeting their ideal customers. Here are some factors to consider when planning your campaign timing:

1. Identify Key Campaign Dates
Merchants should plan ads around major events such as New Year’s Eve or other large promotional activities at least two months in advance to build sufficient market buzz. There are two key phases:

  • Preheat Phase (1-2 months before event): During this period leading up to major promotions, maintain regular content output to keep your brand active on the platform—building curiosity among consumers.
  • Peak Phase (During event): During promotional periods allocate resources toward premium content featuring influencers or KOLs (Key Opinion Leaders) for maximum exposure—pairing them with special offers or bundles to drive consumer action.
     

2. Analyze User Activity Times
Understanding when users are most active is key for boosting exposure rates during ad campaigns:

  • 7:00 AM - 9:00 AM (Morning Commute): Many users browse XHS during their commute—making this an ideal time for eye-catching content such as fashion tips or morning skincare routines.
  • 12:00 PM - 2:00 PM (Lunch Break): Users often relax during lunch breaks—making it perfect for light-hearted content like food recommendations or entertainment updates.
  • 6:00 PM - 10:00 PM (After Work): After work hours are prime time for all types of content—especially lifestyle-related topics such as travel or emotional stories.
  • Additionally—user activity spikes on Thursdays & Fridays as people plan their weekend activities—making these days ideal for promotional pushes.
How Can "Happiness Feeling" Team Help You?

If you're unsure how to find influencers or don’t want to handle complex processes—KConnect offers customised Xiaohongshu marketing solutions tailored specifically for your needs! Our professional team at Happiness Media manages over 100+ influencers across multiple platforms, including XHS and provides full-service marketing support from KOL analysis through campaign execution to precisely reach your target audience.

Based on past promotional results, a single video can achieve up to 800,000 views, with 10,000 likes, 5,500 saves, and 7,600 shares, demonstrating the significant impact of our campaigns in attracting audiences and boosting engagement. In real case studies, customer visits increased by 50% within one week, and revenue for restaurants, furniture stores, beauty clinics, and tourist attractions grew by up to HKD 50,000, proving our excellence in brand promotion and driving sales growth.

KConnect Exclusive Advantages  Help you promote your business easily

Compared to working directly with agencies—KConnect offers more professional & comprehensive services designed specifically for efficient brand promotion:

  • Limited-Time Offer: We’re currently offering exclusive discounts on our Xiaohongshu promotion packages for 2024! Subscribe now & receive free viral video production services!
  • Integrated KConnect Data: KConnect has complete access to your business data & understands your needs—allowing us to tailor marketing strategies that maximise ROI.
  • Multiple SaaS Partners: KPay collaborates with various SaaS providers—to help you select the best influencers or operational solutions based on your business needs—for optimal growth.
  • One-Stop Service: Beyond marketing—we also offer seamless payment solutions & operational tools—to help you manage & expand your business effortlessly!

 

Want To Learn More About Our Xiaohongshu Marketing Solutions? Click 'Started now' below to connect with KPay's digital transformation experts and learn more!

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