In Xiaohongshu (RedNote) marketing, one question often asked by brands is: KOCs or KOLs? On a platform where user trust is everything, understanding the difference between the two—and knowing when to use each—can make or break your campaign.
The KOCs vs KOLs question goes beyond budget or follower count. It’s about intent, credibility, and what your audience actually connects with. KOLs bring visibility, while KOCs bring relatability and trust. Depending on your campaign goals, you may need one more than the other—or a smart mix of both.
This article breaks down the KOCs vs KOLs in Xiaohongshu comparison to help you choose the right strategy for your next campaign.
KOCs vs KOLs Xiaohongshu: What’s the Real Difference?
Both KOLs (Key Opinion Leaders) and KOCs (Key Opinion Consumers) influence how products and services are perceived—but they do so in very different ways.
KOLs
KOCs
The KOCs vs KOLs Xiaohongshu dynamic is central to understanding how to balance authenticity and amplification within your campaign.
How to Use the KOCs vs KOLs Model Strategically
In a Xiaohongshu content strategy, KOCs vs KOLs should not be seen as either/or. Instead, consider them as two levers to pull, depending on your objective:
| Campaign Objective | Recommended Focus |
|---|---|
| Launching a new product | KOCs first, then KOLs |
| Building hype for a campaign | KOLs supported by KOC content |
| Collecting honest feedback | KOCs |
| Driving footfall or bookings | KOCs with local influence |
| Boosting premium brand image | KOLs with strong creative direction |
Understanding the KOCs vs KOLs in Xiaohongshu landscape helps you invest your budget more wisely—and with greater impact.
Why KOCs Are Winning Trust on Xiaohongshu
Xiaohongshu users are savvy and sceptical. They scroll with purpose, often researching before making a purchase or booking decision. In Xiaohongshu context, KOCs vs KOLs content often performs differently in terms of trust:
Tip: Resharing top-performing KOC posts on your brand profile not only adds authenticity but reinforces social proof.
Budget Planning for a KOCs vs KOLs in Xiaohongshu Campaign
A major consideration in this strategy is cost and ROI.
In many cases, the most effective Xiaohongshu influencer strategy begins with a gifting or sampling phase (KOCs), followed by a targeted KOL push for amplification.
Building an Integrated KOCs vs KOLs Xiaohongshu Strategy
Here’s a proven four-step approach:
1. Seed KOCs: Gift 30–50 micro-creators and track who posts organically.
2. Shortlist Content: Identify the most engaging KOC posts.
3. Engage KOLs: Use learnings from KOCs to brief 2–3 KOLs on what resonates.
4. Repurpose and Boost: Amplify high-performing posts (KOC or KOL) via paid support, or repost on official channels.
This method builds both discoverability and trust—without sacrificing brand quality.
Choose Your Voices Strategically
In Xiaohongshu, the answer to KOCs vs KOLs isn’t about who’s better—it’s about what fits your goal. KOLs offer reach, but KOCs offer resonance. For long-term success, a thoughtful blend of both is often your strongest asset.
📩 Need help choosing the right KOC and KOL mix for your Xiaohongshu campaign?
Our team helps brands plan and execute influencer strategies on RedNote that feel organic, culturally relevant, and built for results. Reach out now.
