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!
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.
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.
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.
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.
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:
2. Analyze User Activity Times
Understanding when users are most active is key for boosting exposure rates during ad campaigns:
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.
Compared to working directly with agencies—KConnect offers more professional & comprehensive services designed specifically for efficient brand promotion:
Want To Learn More About Our Xiaohongshu Marketing Solutions? Click 'Started now' below to connect with KPay's digital transformation experts and learn more!