How to Find the Right Xiaohongshu KOL for Your China Marketing Campaign in 2025

Ready to level up your business in China with an epic Xiaohongshu KOL campaign?

But wait, feeling a bit lost on where to start?

No worries – I've got your back! 🤠

Today, I'm sharing a step-by-step guide to help you find the perfect Xiaohongshu KOL for your China marketing campaign.

What Is a KOL?

First things first, you might be wondering, what is a KOL? 👀

KOL stands for "Key Opinion Leader." These are the trendsetters, the movers and shakers who hold serious influence on social media platforms.

Why Xiaohongshu KOL Marketing Is a Game-Changer

1. Consumer Trust: Xiaohongshu is a go-to platform for product reviews and shopping tips. Users trust what they see here.

2. Influence: Xiaohongshu KOLs have the power to sway opinions and drive trends.

3. Impact: The right KOLs can amplify your message and significantly boost brand awareness or sales.

Step-by-Step Guide to Finding the Right Xiaohongshu KOL

Step 1: Understand Your Target Audience

Before diving into KOL research, get super clear on your target audience.

You probably already know some basics: gender, age, interests, shopping habits, and income level. But for Xiaohongshu, dig deeper:

• What keywords resonate with your audience?

• Who are they following?

• What kind of content inspires them?

Once you have these insights, compile them into a campaign brief that outlines:

• Your brand introduction.

• Audience profile on Xiaohongshu.

• Core messages you want to deliver.

This brief will not only guide your campaign but also show potential KOLs how to align with your goals.

Step 2: Identify KOL Niches

Your brand has its unique identity, and your chosen KOL’s niche should complement it. For example:

• Fashion brands: Look for trendy, style-focused KOLs.

• Tech products: Find KOLs who review gadgets or innovative solutions.

Your campaign objective also matters:

• Brand awareness: Collaborate with general lifestyle KOLs who have wide-reaching influence through vlogs or blogs.

• Sales conversion: Partner with KOLs known for detailed product reviews and tutorials.

Step 3: Research Xiaohongshu KOLs

Here are three effective methods for finding KOLs:

1. Search Directly on Xiaohongshu: Use industry-related keywords to find posts and accounts in your niche. For instance, a jewelry brand could search for “gold necklace” or “quality jewelry.” This will help you spot active KOLs with relevant audiences.

2. Use the Official Partnership Platform (PuGongYing): Apply for a business account to access Xiaohongshu’s official KOL marketplace: PuGongYing.

   Here, you can filter by:

   • Industry (e.g., Beauty, Travel, Health, etc.)

   • KOL demographics (e.g., moms, pet owners, overseas Chinese)

   • Regions (China or international markets like the USA, UK, Japan).

3. Leverage Third-Party Platforms: Platforms like NewRank, ChanXiaoHong, and QianGua offer advanced tools for:

• Filtering KOLs by niche and performance metrics.

• Analyzing competitors’ campaigns.

• Tracking industry trends.

Step 4: Evaluate KOL Authenticity and Quality

Now comes the critical part – vetting your KOLs! Here’s what to look for:

1. Engagement Rates: A solid engagement rate is a strong indicator of authenticity. On Xiaohongshu, look for:

   • Like + Save metrics on posts.

   • A Like + Save/Follower ratio ≥ 1.5% as a quality benchmark.

2. Content Quality: Review their recent posts for consistency in:

   • Visuals and style.

   • Relevance to your brand values.

3. Past Performance: Check their campaigns from the last 90 days to see:

   • Engagement consistency.

   • Viral post potential.

What’s Next?

Congrats! If you’ve followed these steps, you’re now equipped to select KOLs who align with your goals, share your target audience, and bring value to your campaign.

But what about pitching KOLs, negotiating terms, and managing collaborations?

Don’t worry – I’ve got more tips coming your way in future articles.

Make sure to subscribe to my blog so you don’t miss out! 🎉

Feeling overwhelmed? Let’s make it simple.

I can help with:

• Identifying the perfect KOLs for your brand.

• Handling everything from outreach and negotiation to content proofreading and data analysis.

• Saving you time and ensuring your campaign’s success.

Whether you’re new to Xiaohongshu or need an expert partner for your growing brand, I’ve got you covered. Let’s chat and create something amazing together!

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It’s packed with actionable strategies and insider tips to help you crush your China marketing goals.