Kantar’s China Digital Advertising Market Research Report (2020) highlighted Xiaohongshu as the digital media platform with the most significant advertising value in the Chinese market, illustrating its strong appeal to consumers and the potential benefits brands can generate. Boasting a monthly active user base of more than 200 million, Xiaohongshu has demonstrated its effectiveness in connecting brands with their target audience. 

Xiaohongshu offers two ways to display paid content: Sponsor and Ad. Sponsor and Ad. The Sponsor notes are created to keep the traffic within the Xiaohongshu platform, while the Ad notes are intended to direct users to the brand’s official website. Both types of ads offer distinct benefits, enabling brands to select the approach that best suits their marketing objectives.

Advertised on Xiaohongshu

For the business that wants to advertise on Xiaohongshu, 4 steps should be followed.

First of all, it is necessary to have a normal account. It is a user account without any certification and advanced functions. After you have a normal account, you can upgrade it to a professional account to better manage your content and target audience and value your content result.

To successfully advertise on Xiaohongshu, following these four steps with a professional approach is crucial.

–    Step 1: Create a standard account, which is a user account without any certification or advanced functions.

–    Step 2: Upgrade your account to a professional one to gain access to advanced features that will help you better manage your content and target audience and measure the success of your content.

–    Step 3: Focus on creating high-quality content that resonates with your target audience.

–    Step 4: Utilize Xiaohongshu’s advertising tools to promote your content and reach a wider audience.

By following these steps, you can ensure that your advertising efforts on Xiaohongshu are effective and yield positive results.

4 Steps to Advertise on Xiaohongshu

Xiaohongshu Professional Account

There are three types of professional accounts on Xiaohongshu: the Business or Brand account, the Professional account, and the Interest account. Certain essential documents are required to upgrade to the Business account, and an annual fee of approximately 600RMB (£70) must be paid for the certification process. However, the benefits of obtaining a Business account certification are numerous, including access to advanced marketing and collaboration functions. For instance, influencers can tag your account in their notes without fear of being blocked by the system.

3 Types of Professional Accounts on Xiaohongshu

Xiaohongshu’s Juguang is the ultimate solution for businesses looking to take their advertising game to the next level.  The professional ads tool offers precision targeting for product-oriented campaigns and intelligent advertising to ensure maximum impact.  With Juguang, brands can access a one-stop advertising platform that provides integrated marketing solutions, making it easier than ever to achieve their marketing goals.

Xiaohongshu Ads Format

There are two formats of ads on Xiaohongshu, search ads and display ads – similar to other popular platforms.

The search function on Xiaohongshu has gained immense popularity among Chinese users, with a report by the platform stating that 40% of users prefer to make purchase decisions after conducting a search. This highlights the significant impact of search ads on influencing users’ purchasing behavior on Xiaohongshu. On the other hand, display ads on Xiaohongshu also play a crucial role in promoting brands and products to potential customers.

Xiaohongshu Search Ads

Xiaohongshu provides three robust advertising targeting models that enable brands to precisely target their potential audiences.

–    Related words recommendation: The system suggests related words based on provided keywords.

–    Industrial words recommendation model: The system recommends related keyword packages based on the chosen industry or category.

–    Integrated recommendation model: It suggests words that users are likely to search for before and after the provided keywords.

With Xiaohongshu’s recommendation models, brands can reach their potential audience with precision while ensuring optimal conversion rates for their advertising efforts.

Xiaohongshu Display Ads

The Xiaohongshu feed utilises a distinctive algorithm recommendation mechanism that tailors content to each individual user’s preferences. By analysing a user’s engagement behaviour, the algorithm suggests relevant content, highlighting the significant impact of content interaction on the recommendation mechanism. Notably, click and favourite actions hold the highest weight as measurement dimensions. This underscores the importance of user engagement in the Xiaohongshu algorithm’s recommendation system.

Xiaohongshu offers exceptional data support for display advertising, leveraging user behaviour insights to help brands enhance the visibility of their high-quality content. With our advanced data analytics, we can accurately distribute content to potential audiences, ensuring maximum exposure and engagement.

Xiaohongshu offers three primary advertising targeting models for display ads, each with its own unique advantages. These models include:

1. General Model: With this model, your content is pushed to all users, providing a broad reach for your advertising campaign.

2. Smart Model: Xiaohongshu’s intelligent system helps you find your target audience, allowing you to tailor your content to users most likely to engage with it.

3. Customised Model: By using different labels such as industry and interests, you can reach different groups of users with this model. Additionally, Xiaohongshu provides a DMP system to meet the needs of personalised advertising targeting, giving you even greater control over your campaign.

Overall, Xiaohongshu’s advertising targeting models provide a range of options for businesses to reach their desired audience effectively. With the help of these models, businesses can create successful advertising campaigns that resonate with their target audience.

Xiaohongshu Intelligent Advertising Model

The intelligent advertising model is a sophisticated system that expertly manages advertising based on your specific settings and constraints.  On Xiaohongshu, you can choose between two intelligent advertising models: optimised Cost Per Click (oCPC) and No Bid. 

–    The oCPC model utilises an advanced conversion prediction mechanism that analyses real-time data on conversion rates and competitors’ bids. This enables the system to adjust the bid strategy automatically, resulting in increased high-quality traffic and improved conversion rates for your brand.

–    The No Bid model, on the other hand, requires only a budget to be set.  The system then works tirelessly to maximise the advertising effect by utilising the entire budget to its fullest potential.

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With these intelligent advertising models, the brand can rest assured that its advertising campaigns are expertly managed for optimal results.

In conclusion, the power of Xiaohongshu ads to elevate your brand’s visibility and impact in the Chinese market is undeniable.

Contact us to embark on this exciting journey and make your mark in the thriving landscape of Xiaohongshu!