Xiaohongshu — or RedNote, as many Southeast Asian marketers know it — is no longer just a platform for Chinese consumers. It’s a search-first lifestyle hub where millions of Gen Z and Millennial users discover skincare products, explore restaurants, plan travel, and decide what to buy. And for businesses looking to tap into this trusted community, xiaohongshu advertising presents an incredible opportunity to connect with a highly engaged and conversion-ready audience.
But what exactly is Xiaohongshu advertising? How does it work for brands outside of China? And how can you run campaigns that feel native, not forced?
Why Xiaohongshu Advertising Is Different (and Effective)
Unlike traditional social media ads that chase impressions, xiaohongshu advertising aligns with intent. People come to Xiaohongshu looking for solutions — skincare that works for humid weather, a family-friendly café in Penang, or a review of the latest collagen drink.
This high-intent behaviour makes Xiaohongshu especially valuable for brands in:
Xiaohongshu advertising isn’t just about pushing messages — it’s about embedding your brand naturally into a user’s discovery journey.
Understanding Xiaohongshu’s Ad Formats for Optimal Engagement
Xiaohongshu advertising comes in several formats, each suited for different goals and budgets. Here are the two primary ad types:
In-Feed Ads
These appear within the regular content feed, seamlessly integrating into users’ recommendation pages on the RED app. Also based on a CPC model, you pay per interaction, making it a cost-effective way to capture attention and drive traffic.
They are most suitable for product launches or seasonal promotion. This native appearance helps reduce ad fatigue, especially when the content is visually appealing and informative.
Search ads
Search ads are strategically positioned within search results when users actively seek content on the platform. This format operates on a cost-per-click (CPC) model, allowing you to bid on relevant keywords to ensure your ads appear prominently to users searching for specific topics.
This is perfect for bottom-of-funnel targeting — where people are actively researching before buying.
Combining both ad types in your strategy can provide comprehensive coverage and leverage the strengths of each to maximize your campaign’s effectiveness.
Other ad-formats that might be suitable for your campaign
KOC Content: The Most Powerful Xiaohongshu Advertising
Here’s the secret most brands don’t realise: KOC (Key Opinion Consumer) content is advertising too — and often more effective.
Instead of flashy ads, Xiaohongshu thrives on real-looking content by relatable micro-creators. These everyday users:
This form of Xiaohongshu advertising through KOC seeding is widely used by brands who want authenticity, reach, and conversions — especially when they don’t yet have direct access to the platform’s ad backend.
How Brands Outside China Can Access Xiaohongshu Advertising
If you’re a business based in Malaysia, Singapore, or anywhere outside of mainland China, you won’t be able to launch Xiaohongshu ads directly.
Instead, you need to: Work with a regional cross-border agency that can manage your xiaohongshu advertising campaigns on your behalf who can handles:
✅ Tip: Some agencies also offer access to keyword research tools and trend insights, helping you tailor your Xiaohongshu advertising strategy to real user demand.
How to Measure Xiaohongshu Advertising Success
Success on Xiaohongshu isn’t just about views or clicks — it’s about trust, intent, and engagement.
Key performance indicators include:
The key to successful Xiaohongshu advertising is not just to be seen — but to be saved, shared, and searched.
Need Help Running Xiaohongshu Ads?
We help brands navigate the Xiaohongshu ecosystem — from campaign planning to creator partnerships.
