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How to Make China’s ‘Friendliest’ Social Media Platform Pay Off

Fashion brands want to replicate the success of beauty players on Xiaohongshu but many use the wrong tone for the down-to-earth platform.

Content on Xiaohongshu is combined with livestreaming channels and a robust e-commerce integration to create a distinctive user experience. — Xiaohongshu content is presented alongside livestreaming channels and integrated with a seamless e-commerce function to create a user experience that is distinct from its competitors. (Getty Images)

By

Casey Hall

22 February 2022

BoF PROFESSIONAL

Xiaohongshu doesn’t fit neatly into a social media archetype that is familiar to Western audiences. It is often compared to Instagram, but one key difference is that content from anyone can show up in the feed — not just from people you follow — as Xiaohongshu’s filtering algorithm recommends user generated content based on selected interests.

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