What Businesses Need to Know About XHS Marketing

As a business owner that advertised heavily on TikTok, how are you taking the entire ban-unban-potential ban drama?

Are you also concerned that your revenue is going to fall flat?

Because, if that’s the case, we are here to let you know that there’s a perfect alternative to TikTok that users and business accounts are flocking to right now. It’s called XHS.

XHS, also known as XiaoHongShu, RedNote, and Little Red Book (yes, it has two more names other than an abbreviated version), has emerged as a savior platform for brands seeking to connect with engaged, purchase-ready audiences and are looking for a platform equivalent to TikTok.

However, what sets XHS apart is its unique combination of social media engagement and e-commerce functionality. The platform is more like a community-driven marketplace, where user-generated content (UGC) drives purchasing decisions. Over 300 million active users, predominantly Millennials and Gen Z, rely on XHS for product recommendations, reviews, and entertainment.

But right now, businesses are not resorting to XHS only for its valuable features. Many companies are predicting severe loss and a decrease in conversion rate because their marketing was heavily based on TikTok. And now that the future of TikTok in the US is at stake, they no longer want to rely on the account. They are looking for an alternative where conversion through organic content marketing is just as good as paid advertising. XHS can offer all that.

This blog dives deep into everything you need to know about XHS marketing. Once you’ve read this blog, you’ll have a clear understanding about:

• The capabilities of XHS
• How businesses can kickstart their marketing on XHS
• How TikTok ban affects XHS
• Advertising options available on XHS

What is XHS or RedNote

XHS is an online digital platform that combines social media and social commerce to deliver something unique to both consumers and businesses — a scope to convert through content. The platform has a wide collection of user-generated content, such as testimonials, product demonstrations, and reviews. These content perfectly demonstrates the unique selling propositions (USP) of the products and help with conversion.

To craft effective campaigns, it’s essential to understand who you’re targeting. The platform is dominated by Millennials and Gen Z, with 70% female users. These groups are highly active online, socially conscious, and drawn to brands that align with their values. These users aren’t just browsing, they’re buying. With significant disposable income, they actively seek out recommendations for beauty, fashion, lifestyle, and travel products.

Here are some of the standout features that make XHS unique:

• Notes: Serving as the core of XHS, this feature allows users to create short-form posts that blend images, videos, and text.
• Video content and livestreaming: Besides video, the platform includes a built-in livestreaming feature, which enhances user interaction through real-time engagement.
• Shopping and product reviews: XHS integrates shopping seamlessly, letting users discover products, read reviews, and make purchases without leaving the app—elevating content-driven conversions.
• Community discussions: XHS is built around vibrant niche communities where users connect over shared passions like beauty tips, travel advice, and fitness routines.

Benefits of XHS or RedNote

Why should your business invest in XHS marketing? One reason can be that it is the best TikTok alternative available in the market. But there’s more to XHS’s benefit, which has led the app to become no.1 in the Apple Store in the US.

Here are some of those benefits:

How TikTok bans affect XHS

The potential bans on TikTok in regions like the United States have cast a shadow over its future, but they’ve also created a unique opportunity for platforms like XHS or XiaoHongShu to shine. As TikTok has faced increasing scrutiny over national security concerns, many of its loyal users — also known as TikTok refugees — are migrating to XHS in search of a similar, yet more stable, content-driven experience and platform to run business.

This migration is transforming XHS into a hub of rising businesses, influencers, and driven consumers. The influx of innovative creators, engaged audiences, and fresh perspectives have constantly been enriching the platform.

For businesses, this shift offers two major advantages:

1. Access to a growing audience: With TikTok refugees joining the platform, XHS is experiencing a surge in its user base and engagement levels. This means brands have a better opportunity to reach a larger, more diverse audience that’s already familiar with the short-form, engaging content style popularized by TikTok.
2. A chance to differentiate: Unlike TikTok, where content often leans on temporary trends, XHS provides a community-driven ecosystem where brands can focus on authenticity and trust. Businesses can stand out by creating both organic and paid marketing campaigns that feel less like traditional advertising and more like genuine recommendations shared within a close-knit community.

This wave of change makes now the perfect time to explore XHS marketing. Establishing a presence early will allow brands to capitalize on the platform’s growing momentum and take full advantage.

Setting up your business presence on XHS

To harness the full potential of XHS, brands need to create a compelling, optimized profile that reflects their values and resonates with the platform’s community-driven ethos. Here’s how to get started:

1. Create an account by visiting the XHS app or website. Choose the business account option and fill in essential details, including your brand’s name, logo, and industry.
2. Verify your brand by submitting the required documents, such as your business license, to complete the verification process. This will help you access advanced features like analytics tools, advertising options, and the ability to manage cross-border e-commerce.
3. Optimize your profile for better visibility. Here are a few ways you can do it:
   • Write an engaging bio that reflects your USP and has keywords that you want to be searched for.
   • Choose high-quality visuals and videos.
   • Add links with UTM parameters to your e-commerce store or promotional pages.

How to create XHS marketing strategy for your brand

Success on XHS doesn’t come from treating it like any other platform. It requires thoughtful localization, authentic storytelling, and an understanding of what resonates with its unique audience.

Localization is the foundation of any successful campaign on XHS. Talking about the natives, Chinese audiences respond best to content that aligns with cultural nuances, seasonal trends, and local values. For example, during the Mid-Autumn Festival, brands can incorporate themes of family, reunion, and traditional customs into their campaigns to drive engagement. Now that there will be a surge in Western users, different Western trends like Christmas, Cyber Monday, etc. will also be key factors to drive both engagement and conversion.

Brands that fail to localize risk being seen as out of touch. On the other hand, businesses that invest in localized content can foster a deeper connection with their audience and build trust more quickly.

To capture attention on XHS, focus on these content types:

Success on XHS isn’t about going viral once; it’s about sustainable engagement. Develop a content calendar to maintain a consistent posting schedule, and actively engage with your audience by responding to comments and messages. Over time, this consistency will foster a sense of community around your brand and help you hold onto these customers for a lifetime.

Advertising options on XHS

Building trust and fostering community engagement organically is essential, but it’s not always a quick process, especially for businesses new to the platform. Relying solely on organic content can slow down your ability to see results, particularly in competitive niches. Paid advertising on XHS provides businesses with an incredible opportunity to amplify their reach and accelerate growth.

Paid advertising on XHS not only helps brands overcome the initial challenges of visibility and quick connections but also complements organic efforts by amplifying reach. It allows you to target specific audiences, boost your best-performing content, and highlight key campaigns to drive awareness and conversions. A strategic combination of story-like content and well-crafted paid campaigns can create a powerful synergy, ensuring that your brand gets those clicks and keeps on generating revenue.

Juguang is XiaoHongShu’s dedicated advertising platform tailored for enterprise clients with significant advertising demands. It enables precise audience targeting to boost ad efficiency and improve click-through and conversion rates through advanced targeting and analytics.

The platform also provides robust reporting tools and data analytics, empowering businesses to track performance, refine campaigns, and gain deeper insights into user behavior.

It offers a range of advertising options tailored to different goals, such as:

In-feed ads: Native-style ads that blend seamlessly into users’ feeds, making them feel less intrusive and more engaging.

Splash ads: High-impact, full-screen ads displayed when users open the app—ideal for building brand awareness.

KOL and KOC collaborations: Collaborate with Key Opinion Leaders (KOLs) or Key Opinion Consumers (KOCs) to create authentic, high-performing ads that resonate with users.

Here are some tips to increase the effectiveness of your advertising:

• Use XHS’s targeting tools to reach specific demographics or interests, ensuring your ads are seen by the most relevant users.
• Start with smaller budgets to test different ad formats and messaging. Use performance data to optimize and scale campaigns that show promise.
• Run ads that mimic organic Notes or user stories; they perform better than traditional, sales-heavy campaigns.

Final thoughts

XHS marketing represents a rare opportunity for businesses to blend authentic storytelling with data-driven advertising in a single platform. By embracing XHS’s trust-driven culture, brands can connect with engaged audiences in meaningful ways, driving both loyalty and conversions.

For businesses navigating the uncertainty of TikTok bans or looking to tap into China’s dynamic digital ecosystem, XHS offers a unique combination of community, commerce, and creativity.

But managing paid advertising is never a walk in the park, regardless of the platform. When it comes to running ads on a newer platform like XHS, the challenge grows even bigger. First of all, successful campaign management demands a solid understanding of the platform, hands-on experience, and a specific skill set—things your in-house team might not currently have. Secondly, there are not enough marketing guides, resources, or courses available yet that your team can train themselves with. In such a case, partnering with a performance marketing agency could be a smart move. They come with teams of expert performance marketers who can handle the complexities of XHS paid marketing, ensuring your campaigns are optimized for the best results while freeing up your team to focus on other priorities.

And if you’re looking for a capable paid marketing agency to delegate XHS marketing, look no further than Kaya.

This is what Kieran Flanagan, the CMO of Zapier, had to say about our service: