Introduction to Xiaohongshu
Xiaohongshu – also known as RED – is a popular social media platform which launched in 2013. Most of the Xiaohongshu users are Millennials and Gen Z. Users can share their moments from their lives through short videos, photos and other formats on the platform. Its very active community creates billions of posts every day, covering a diverse range of topics such as lifestyle, beauty, food, travel, entertainment, fitness and more.
In today’s lesson, our marketing coach, Cynthia will guide you to Xiaohongshu and help viewers to understand the basics and features of Xiaohongshu and why it is so popular in China?
Presented by:
Cover topics:
Xiaohongshu; Basics and Features of Xiaohongshu; Why Xiaohongshu?
◆ Cynthia Chan
Xiaohongshu Marketing Coach
Cynthia is a passionate and innovative social media strategist. Her creative mind is helping brands speak to young millennials in China via Xiaohongshu, WeChat, Douyin etc.
She is now Xiaohongshu marketing coach with China Marketing Academy. She is also a trilingual content copywriter (in English, Mandarin and Cantonese) and short video planner.
What is Xiaohongshu?
Xiaohongshu – also known as RED – is a popular social media platform which launched in 2013. Xiaohongshu is a combination of Instagram and Pinterest. Xiaohongshu available for both ios and android devices.
As of October 2018, it has more than 150 million users, most of which are Millennials and Gen Z. Users can share
their moments from their lives through short videos, photos and other formats on the platform.
Xiaohongshu has active community creates billions of posts every day, covering a diverse range of topics such as lifestyle, beauty, food, travel, entertainment, fitness and more.
Youngster nowadays love Xiaohongshu!
This is because there was tons of information they can find from head to toes in Xiaohongshu.
The information can be in word form, video and photo. A short video of introducing a new launch product is more easy to catch people eye ball.
Walk through of Xiaohongshu
Home
Inside home page, There is three options:
- Follow (you can follow the KOL or Xiaonhongshu creator that you like, when you click in, you get to see all the post that posted by them.
- Explore (in this page, there are a lot of channels such as beauty, Vlog, hair style, fashion and etc. there will be different content that you may interested.)
- Nearby (Xiaohongshu will locate your current location and intro the nearby creator post for you. (e.g: let’s say if you are in Kuala Lumpur, Malaysia; Xiaohongshu will recommend contents that are related here. For example, people who tagged their post in Kuala Lumpur.Everything related to Kuala Lumpur will show in this page)
Discover
In Discover page you will see the hot topic in Xiaohongshu, such as the latest trend, latest fashion, movie and so on.
It will also list down latest travel topic. Topics like sports will appear here.
Users also can search for post, products and users from discover.
+ button
Add your very first post in Xiaohongshu.
-Photo
-Video
-With information
-Each post can include max 9 photos or 1 video.
Everyone can become a creator in Xiaohongshu!
Message
- Like and favorite (who like and favorite your post)
- New follower (who follow your page recently)
- Comment and @ (who comment your post or @
in comment) - Xiaohongshu also equipped with chat function, user can send message to others user in Xiaohongshu as
well.
Me
Users are able to keep track on how many users they are following and how many followers they have.
Users are able to know the total of likes and favorites among all the post that have been posted previously.
If you want to check back what you have like for others post, you can click liked, all the post that you liked will show here.
Learning from China Marketing Academy? You will never regret doing so because you will:
- Equip yourself with the latest trends and strategies and develop your career by producing better marketing results for your company.
- Expand your knowledge of Chinese digital marketing by learning new skills and filling in the gaps.
- Create more possibilities for yourself. Understanding the ins and outs of effective marketing in China is important for any organization seeking to grow internationally.
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