Collaborating with influencers on Xiaohongshu (RedNote) can do wonders for your brand—when done right. But too often, brands chase high follower counts, polished feeds, or the lowest cost per post, only to find their campaign flops or worse—feels completely inauthentic.

In a platform built on credibility, experience sharing, and peer trust, choosing the wrong KOL (Key Opinion Leader) can damage more than just your ROI—it can harm how your brand is perceived by an entire community.

This article will walk you through what really matters when vetting Xiaohongshu influencers, and the red flags brands often overlook.

It’s Not Just About Follower Count

Follower count is a vanity metric if the content doesn’t move people to engage, save, or trust. Many creators on Xiaohongshu have amassed thousands of followers through giveaways, trends, or cross-platform fame. But that doesn’t mean their audience is the right fit for your product.

Instead of focusing on numbers, brands should evaluate context—how closely the creator’s content aligns with your category, values, and tone. A creator with 3,000 followers who regularly posts thoughtful product reviews may be far more influential than one with 100K who posts generic aesthetic shots with no story.

What actually matters more is:

Ask yourself: Is this someone my target audience would trust—not just admire?

What to Look for When Vetting KOLs on Xiaohongshu

Choosing the right influencer involves looking beyond what’s on the surface. Here’s a breakdown of four things to look for—each one vital for a successful collaboration.

1. Audience Fit

It doesn’t matter how good the content looks if their followers aren’t your target. Ask for location and age breakdowns to ensure their audience overlaps with yours. If your product is only available in Malaysia or for Mandarin-speaking users, a KOL whose audience is 80% based in Mainland China might not bring meaningful returns.

Look for micro-KOLs who speak in regional dialects or blend local culture into their captions. They tend to draw the exact audiences your campaign needs—especially for location-based or retail campaigns.

👉 Tip: Ask for analytics screenshots from recent posts to check location and age breakdown.

2. Content Style and Storytelling Ability

Xiaohongshu values content that’s educational, honest, and emotionally engaging. Avoid creators who only publish brand-looking posts with overly polished visuals and no substance. Instead, look for those who:

The more relatable the narrative, the better it performs—especially when users are deciding whether to save, follow, or trust.

3. Engagement Quality (Not Just Quantity)

It’s not about how many people liked a post—it’s about what they said in the comments:

Go further: check if the KOL actually replies to comments or answers DMs. A creator who builds a two-way relationship with their audience is much more valuable than one who simply posts and disappears. Engagement is not just a metric—it’s a mindset.

4. Past Brand Collaborations

It’s important to review how the creator has worked with brands in the past. A portfolio filled with sponsored content might signal experience—or it might indicate oversaturation. Have they worked with brands in your niche? If yes:

One strong indicator of quality is whether their sponsored posts continue to receive comments weeks later. It shows the post had staying power—something RedNote’s algorithm values greatly.

Common Red Flags Brands Overlook

1. Over-polished or repetitive content: If every post follows the same format with no variety, users will likely tune out.
2. Sudden spikes in followers or engagement: This could indicate bots, giveaways, or inflated metrics.

3. Too many brand posts in a short time: Audiences may tune out or lose trust.
4. No community interaction: If they don’t reply to comments or repost UGC, it shows a lack of relationship with their audience.
5. Lack of localisation: Some creators only post in Mandarin simplified or target Mainland China. If your market is Malaysia or Singapore, look for bilingual creators who understand the local context.

Always trust your instincts—if a profile feels too curated or one-dimensional, it probably won’t translate into authentic reach.

What Great Xiaohongshu Influencers Usually Do

Even micro-KOLs with 5,000 followers can deliver better results than a macro KOL with 100K—if the content is more trusted.

Influence Isn’t a Number—It’s a Feeling

When choosing Xiaohongshu influencers, focus less on reach and more on resonance. Your ideal KOL isn’t the most popular—it’s the one your audience already trusts, listens to, and saves posts from.

📩 Need help sourcing and briefing the right Xiaohongshu influencers for your next campaign?

Our team helps brands identify authentic creators across Southeast Asia & China, analyse their value, and guide them to tell your story in a way that feels authentic. Reach out now.