If you’re already posting on Xiaohongshu (also known as RedNote) but not seeing much traction, the issue may not be your visuals or content quality—it might be your Xiaohongshu SEO.

Yes, SEO. While Xiaohongshu isn’t Google, it has its own search engine-like algorithm built into the platform. Users frequently type in specific queries when looking for skincare tips, travel ideas, fashion looks, or food recommendations. Your content needs to match that intent—not just look good.

In this guide, we’ll explore what Xiaohongshu SEO is, why it’s important, and how your brand can start creating searchable, save-worthy content that performs well over time.

What Is Xiaohongshu SEO?

Xiaohongshu SEO refers to the process of optimising your content to rank higher within the app’s in-built search function. Rather than passively waiting for users to stumble upon your post in the “Explore” feed or via trending hashtags, many users on Xiaohongshu actively search for content to solve a problem, get inspired, or make a decision.

They type queries like:

Search-led discovery is a key part of how people use RedNote—especially among Chinese-speaking Gen Z and millennials. If your post appears in those results, you’re far more likely to earn organic reach, saves, and profile visits.

Why Xiaohongshu SEO Matters for Brands

Unlike traditional social platforms, Xiaohongshu is deeply intent-driven. Users go there to find answers, reviews, and inspiration before they make decisions—from what to eat to what to buy.

This makes Xiaohongshu a powerful tool for building brand awareness, driving store visits or product purchases, and positioning your brand within your audience’s consideration phase—all through authentic, search-driven discovery.

Optimising for search means your content doesn’t disappear after a day. It keeps delivering value long after it’s posted—especially if it gets bookmarked.

How to Optimise Your Content for Xiaohongshu SEO

Here are 6 practical, proven steps to boost your in-app discoverability:

1. Use Long-Tail Keywords That Reflect User Intent

Start with what your ideal customer is actually searching. For example, instead of “Holiday in Langkawi,” use:

Incorporate these keywords naturally into your title, caption, and alt text overlays on visuals. Be specific—general content doesn’t rank well.

2. Craft Clear, Searchable Titles

Your first sentence becomes your post’s preview in search results, so make it count. Avoid vague intros like “Some thoughts today.” Instead, try something like: “This café in Penang is perfect for working solo + dessert lovers” Use keywords early, and format like you’re writing a headline.

3. Write Captions Like a Mini Blog

On Xiaohongshu, captions aren’t just descriptions—they’re your brand’s voice and value. The platform rewards content that tells a story, educates the reader, or provides a meaningful takeaway. A thoughtful caption improves both engagement and search visibility.

As a brand, your goal isn’t to sound like an ad—it’s to be relatable, helpful, and relevant. Structure your caption like this:

Search loves content that educates, reviews, or recommends. Keep it human, and avoid sounding like a sales pitch.

4. Use Hashtags—Strategically

Hashtags remain a useful discovery tool on Xiaohongshu, but it’s quality—not quantity—that boosts your visibility. The algorithm uses hashtags to understand what your post is about, so using the right mix can help your content appear in relevant in-app searches.

As a brand, aim to include 5–8 carefully selected hashtags per post. Mix the following:

Avoid spammy or overly broad hashtags like #cute or #style if they’re not directly relevant. These attract the wrong audience and dilute your post’s performance.

The right hashtags help your content appear in niche searches, increase post relevance, and support overall Xiaohongshu SEO.

5. Add Mandarin Text Overlays in Visuals

Xiaohongshu scans image overlays to understand context. If you add simple Mandarin titles or keywords to your first photo (e.g. “3 Steps to Glowing Skin”), it reinforces your post’s theme and searchability.

This also helps mobile users who skim visuals before reading captions.

6. Encourage Saves and Comments

Xiaohongshu’s algorithm boosts content that’s not only relevant—but engaging. Encourage interaction by:

The more engagement your post gets, the more likely it will rank for relevant searches over time.

Xiaohongshu SEO Is About Search + Storytelling

Unlike traditional SEO that can feel technical, Xiaohongshu SEO is much more about speaking your audience’s language, in both tone and keywords. If you focus on relevance, honesty, and value-driven storytelling, your content will naturally begin to show up in search results and reach the right people.

At our agency, we help brands audit, plan, and execute Xiaohongshu content that aligns with both search intent and brand voice—so your posts don’t just exist, they get found.

📩 Need help crafting SEO-friendly RedNote content? Let’s chat about how we can support your strategy.