Maximize Your Brand's Reach with Xiaohongshu Ads: A Guide for 2024

Discover how to leverage Xiaohongshu ads to drive massive revenue for your brand. Learn about the platform's advertising methods, target audience, and tips for success in 2024.

Lily&Zoe

8/3/20244 min read

Imagine your brand becoming a household name in China, where millions of consumers eagerly share and purchase your products.

Exciting, right?

It’s not just a dream—Xiaohongshu ads can make it a reality.

Picture this: a beauty brand increases its sales by 150% in just six months, and a fashion brand sees a 200% boost in interactions.

These success stories are all thanks to targeted Xiaohongshu paid ads.

But how can your business replicate these results? Let’s dive into how Xiaohongshu can become your secret weapon for driving massive revenue.

Why Xiaohongshu is Awesome for Advertising


Chinese users on Xiaohongshu enjoy discovering new brands. Over half of the users love finding products from lesser-known companies.

Surprisingly, even though Xiaohongshu is filled with user-generated content, 80% of its 30 billion RMB yearly revenue comes from ads. Additionally, 25% of ad revenue comes from promoted and sponsored posts, with 21% of all posts on Xiaohongshu being sponsored content.

Who are the Target Audience of Xiaohongshu Ads

According to 2023 statistics, Xiaohongshu has over 200 million monthly users, with 68% being women.

Also, 72% of users are young online shoppers between 18 and 35 years old, and half of Xiaohongshu's users live in first-tier and second-tier cities in China such as Beijing, Shanghai, Shenzhen, Guangzhou… making it ideal for brands targeting young Chinese consumers.

How to Advertise Effectively on Xiaohongshu in 2024

First, Open a Xiaohongshu Business Account

Having a business account on Red can make your brand look more trustworthy, attract more attention, and boost sales over time. It also provides access to special advertising tools that a personal account cannot use.

Find the complete guide for opening a Xiaohongshu business account here.

Then, Do Market Research and Choose the Right Xiaohongshu Ads Methods

For B2C small to medium businesses, Xiaohongshu search ads and in-feed ads are the two ideal choices to drive traffic and boost sales.

Xiaohongshu Search Ads

Search ads appear when users search for something on Xiaohongshu. These ads match the keywords entered by the user and are closely related to the user's immediate interests or needs. Brands can choose keywords that fit their products, create ad content, and bid on the keywords.

Example of Xiaohongshu Search Ads
Example of Xiaohongshu Search Ads
Advantages

  • Large user flow, with 30% of users utilizing Xiaohongshu as a search engine

  • Highly targeted, reaching users with specific intentions

  • High click conversion rates due to users actively searching for related items

Disadvantages

  • High competition for popular keywords, which can be costly

  • Requires constant updating of keywords and ad content to remain effective

  • Best for users who know what they’re looking for, not ideal for new brands

Xiaohongshu In-Feed Ads

In-feed ads appear while users browse Xiaohongshu content, mixed with other user posts, usually as pictures or videos, with a “sponsor” or “advertising” watermark on the bottom right corner of the thumbnail.

Based on user preferences, Xiaohongshu shows related ads. These ads mainly appear on the discovery page and are seen without users actively looking for them. They can target users by age, gender, location, and more.

Here are steps to access this feature:

1. View the thumbnail of the note with “sponsor” or “advertising” watermark

2. Click to enter the note’s detail page

3. Click on the CTA (which can be a private message page, an H5 page, or a product detail page)

Example of Xiaohongshu In-feed Ads (1)
Example of Xiaohongshu In-feed Ads (1)
Example of Xiaohongshu In-feed Ads (2)
Example of Xiaohongshu In-feed Ads (2)
Advantages

  • Native ad format blends with user content, making them more acceptable and attracting new consumers

  • Effective for telling brand stories and showcasing products, and can improve brand image

  • Reaches a large audience, with lower costs compared to other ads

Disadvantages

  • Users may not click as much since they are not actively searching for ads

  • Success depends heavily on the quality and creativity of the content, requiring continuous improvement

  • High competition for the best spots, which can be expensive

Xiaohongshu ads offer tremendous potential for 2024, especially for B2C small to medium businesses looking to break into the Chinese market. With in-feed ads, you can reach a broader audience and build your brand’s image without breaking the bank.

Now’s the time to explore Xiaohongshu’s advertising opportunities and see how they can fit into your marketing strategy.

Feeling overwhelmed?

Don’t worry—we’re here to help! Our team specializes in crafting and managing Xiaohongshu ads that connect with your target audience and enhance your brand’s visibility. Let’s collaborate and take your business to new heights! 🚀

If you found value in this post, there are more ways I can help you!

Meet Lily, the creative force behind today's post. ✨

Lily Ruan, a digital marketer, fashion expert, and travel enthusiast, uses her creativity to improve our world. 🌍

She's been a fantastic addition to my team, and I'm grateful for her hard work and fresh ideas.

Thank you, Lily!