The Rise of RedNote: What Brands Need to Know to Succeed
Move over, traditional social media. There’s a new powerhouse in town, and it’s changing the way people shop. RedNote, also known as Xiaohongshu or Little Red Book, has gone from a China-focused platform to a global social sensation. Originally the go-to app for Chinese consumers looking for fashion, beauty, and lifestyle recommendations, it has exploded onto the international stage.
When uncertainty around TikTok’s future in the U.S. sent users and brands scrambling for alternatives, RedNote became the next big thing. In just one week, its U.S. user base rocketed from 300,000 to over 3 million, making it one of the fastest-growing platforms in the world. So, let’s explore the key things you need to know before joining the platform.
Why It’s Different from Other Social Media
RedNote offers high level two-way communication, unlike many Western social media platforms, where influencers frequently post brand-sponsored content without as much authentic interaction. Users don't simply like a post and move on — they discuss, question, and share their experiences conversationally.
Instead of scrolling past advertisements, users actively search for advice. Looking for the best serum for sensitive skin? Someone has already tested it, shared their before-and-after photos, and compared it to other brands. Trying to find a travel-friendly foundation? There’s a detailed post breaking down the top three options. It’s this real-world insight, driven by everyday people rather than paid sponsorships, that sets RedNote apart.
The Power of Peer Influence
People have always relied on recommendations from friends and family when making purchasing decisions. RedNote supercharges this concept. The term ‘Zhongcao’ or ‘planting grass’ refers to the way users influence each other’s buying habits. When someone shares a product they love, it sparks curiosity and demand, often leading to viral trends that drive real sales. For brands, this means traditional ads won’t cut it. Consumers here aren’t easily swayed by celebrity endorsements. They want to see real users testing products in their everyday lives. Companies that encourage authentic user reviews, interactive discussions, and real engagement are the ones seeing long-term success.
Micro-Influencers Rule On RedNote
While mega-influencers still have their place, micro-influencers, users with smaller but highly engaged followings, are proving to be more powerful. Their recommendations feel more like advice from a trusted friend, making them more effective at driving purchasing decisions.
On RedNote, engagement matters more than follower count, similar to TikTok. A user with 5,000 dedicated followers who consistently interacts with their audience can have a bigger impact than someone with a million disengaged followers. Brands that collaborate with these smaller, niche influencers often see higher conversion rates than those investing in large-scale celebrity endorsements.
Visual-First Content
Authentic, story-driven visuals that feel personal and relatable drive user engagement, as opposed to the high-production perfection often found on Instagram. Content such as behind-the-scenes footage, styling guides, and user-generated reviews performs best. Short-form videos, inspired by TikTok, have also become increasingly popular on the platform, with brands using them to quickly and engagingly demonstrate product usage.
A Search Engine Disguised as Social Media
Different from platforms that prioritise passive scrolling, RedNote also functions more like a search engine. Most users don’t just stumble upon content—they actively seek it out. Product reviews, style inspiration, travel recommendations, and wellness tips are among the top searches.
The opportunity for brands is massive. Businesses can position themselves where consumers are already looking rather than competing for attention in a cluttered feed. A well-structured post about the best red lipsticks for winter, complete with swatches and user feedback, will stay relevant far longer than a traditional Instagram ad. This longevity gives brands an edge, making sure that their content continues to drive traffic and conversions long after it’s posted.
Navigating Paid Promotions
RedNote users don’t respond well to traditional advertising. Hard-selling tactics and generic sponsored posts tend to fall flat because the platform thrives on authenticity. Instead of trying to push products with aggressive marketing, brands need to focus on blending their message into the community-driven experience. Consumers want content that feels natural, engaging, and relevant to their interests. If a brand comes across as too promotional, users will simply scroll past without a second thought.
The most successful brands on RedNote understand that paid strategies must feel seamless. Sponsored content should look and feel just like organic posts, offering real value to the audience. Influencer partnerships work well when they focus on storytelling rather than product placement. A well-executed collaboration might show a beauty influencer testing a product over several days, sharing honest feedback rather than reading from a brand script. Likewise, user-generated content campaigns that incentivise customers to share their own experiences often drive more engagement than traditional ads.
Ready to transform your marketing strategy?
At Bravada, we specialise in helping brands navigate new channels through paid advertising. From crafting campaigns to discovering new interest audiences, we’ll ensure your brand stays ahead of the curve. For any questions or to schedule an audit, simply reach out to us at hello@bravada-uk.com—we’re here to help!
Sources:
- Business of Fashion, 2024. "The Future of Digital Engagement in Luxury Retail."
- Forbes, 2024. "$387 Billion Luxury Market Remains Turbulent. Here Are The Bright Spots."
- McKinsey, 2024. "State of Fashion 2024 Report: Brand Marketing Strategy & Community Building."
- Sekkei Digital Group, 2024. How Does RedNote Advertising Work? https://sekkeidigitalgroup.com/little-red-book-advertising-guide/
- Tingyi Chen, 2024. https://walkthechat.com/RedNote-little-red-book-fostering-e-commerce-via-word-mouth/
- Lance Concannon, 2023. https://www.meltwater.com/en/blog/little-red-book-RedNote