If you’re using or considering Xiaohongshu (also known as RedNote) for your brand, you’ve likely asked this question: How does the algorithm actually work?
Unlike platforms like TikTok or Instagram that thrive on entertainment and trend waves, Xiaohongshu’s algorithm is designed to surface content that’s helpful, authentic, and trusted—with a strong bias toward searchability and long-term relevance.
In this article, we’ll break down how the Xiaohongshu algorithm works, what influences visibility, and how your brand can create content that performs naturally over time.
Why Understanding the Algorithm Matters
Xiaohongshu isn’t just a place to post pretty pictures. It’s a decision-making platform—users search the app for advice, reviews, and inspiration before they spend money, visit places, or choose brands.
The algorithm decides which content gets shown to users in:
So, if you’re not aligning your content with how the algorithm prioritises visibility, you’re missing out on a huge opportunity for discovery.
1. Search-Led Discovery Comes First
Unlike other platforms that push content passively, RedNote is actively searched. Users treat it like a lifestyle search engine, typing in keywords such as: “Hidden cafes in Penang” or “Recommended Natural Lipbalm”
What this means for your brand: You need to create content that matches user queries. Think:
Pro tip: Titles matter. Use descriptive phrases and Mandarin keywords that mirror how your audience searches.
2. Value-Driven, Not Just Viral Content
The algorithm rewards content that offers value—whether it’s educating, recommending, or guiding. Flashy visuals without depth don’t do well here.
That’s why the best-performing content usually includes:
RedNote content behaves more like a helpful blog than a flashy reel. You want users to bookmark it, comment on it, or share it with friends—all key engagement signals that push your content wider.
3. Engagement is Everything
Just like any algorithm, Xiaohongshu values user interaction—but it’s not just about likes. The most important signals are:
To encourage this:
4. Recency & Consistency Matter
New posts are tested with a small audience. If they perform well (based on the above signals), they’re shown to more people—especially in the related notes or Explore section.
Unlike Instagram, where older posts fade fast, RedNote posts can keep gaining traction for weeks or even months if they continue generating engagement. Posting consistently (2–4x per week) gives your brand regular chances to ride that visibility wave.
What the Algorithm Avoids
If your content feels overly sales-driven or lacks quality, the Xiaohongshu algorithm is likely to limit its reach. This includes things like generic or repetitive captions, irrelevant hashtags, and low-resolution visuals that don’t inspire engagement.
Posts that use hard-sell messaging—for example, phrases like “Buy now!”—tend to be ignored by users and deprioritised by the algorithm. Similarly, if you post content and then ignore the comments section, your brand misses out on the engagement signals that keep a post visible.
To succeed, your content should be rooted in authenticity. Let real experiences lead the narrative. The more relatable and human your message feels, the more trust—and reach—you’ll build over time.
Win by Working With the Algorithm
Understanding the Xiaohongshu algorithm doesn’t mean gaming it—it means aligning with what the platform and its users actually value:
Want help planning your content around what the algorithm looks for? As a Xiaohongshu agency, we offer end-to-end Xiaohongshu marketing solutions for your brand. Get in touch today for a tailored strategies.
