Xiaohongshu – How to get Started In 2022 …
Xiaohongshu has grown to become China’s leading shopping site for beauty, fashion, and luxury goods, over the years. It has around 300 million registered users and 85 million monthly active users as of 2021.
Xiaohongshu is largely used by young Chinese females to provide reviews on cosmetics, beauty items, fashion, and so on. You’ll notice a lot of Xiaohongshu KOLs pushing various items and sharing their thoughts on them.
Why Are KOLs Necessary?
KOLs are considered trustworthy. Users focus on quality content shared on a brand account, but they will always value user-generated content more. Many consumers rely on KOLs to help them cut through the noise and make quick purchasing decisions.
KOLs understand how to develop the right type of content for the platform. They can write in a conversational, informative tone that looks authentic.
KOLs confirm the desirability. If consumers go to Xiaohongshu to research your product and finds almost to no user-generated content, they the quality of the product. KOLs also help discovery of new audiences for your business.
The 3 Types Of Xiaohongshu KOLs
- Loyal platform users who organically developed an audienceThese influencers, whether micro or top-tier (explained below), are likely to have a solid understanding of the platform, and a strong connection to its audience.
- Other platform influencers – Example: Weibo and WeChatAs Xiaohongshu grows in popularity, an increasing number of established influencers have launched accounts on the platform. Working with them has the advantage of allowing them to post material for a single campaign across several platforms; however, unless they’ve been on Xiaohongshu for a long time, they may not be as effective as a ‘homegrown’ influencer.
- CelebritiesMany celebs, both from China & the West, have joined Xiaohongshu. Chinese celebs use it to connect with fans; content is generally more behind-the-scenes and casual, compared to what you see on their Weibo accounts.
Here is a classification based on follower count & average cost:
KOL Size | No. of Followers | Average Cost |
Top Tier | >1 million | 30-300 Thousand RMB |
Mid-Tier | >10,000 | 10-30 Thousand RMB |
Micro/ Long Tail | Few Thousand | 2-10 Thousand RMB |
Celebrities | >10 million | Endorsement fees range from millions to tens of millions (RMB) |