Xiaohongshu Advertising Guide: How Can Hong Kong Brands Maximize Their Results?

04/28/2025 Katrina Leung Optimize your media budgets

Xiaohongshu Ads have become a popular choice for Hong Kong brands looking to expand into the Chinese market. The platform combines social media, search, and e-commerce—users don’t just scroll, they search. This gives brands the opportunity to appear at critical decision-making moments. For SMEs, Xiaohongshu offers a low-barrier yet high-conversion advertising channel.

This article will dive into Xiaohongshu’s user demographics, ad formats, success stories, budget recommendations, and campaign strategies to help you maximize your advertising impact on the platform.

Why Invest in Xiaohongshu Advertising?

Massive User Base: Over 300 million active users globally (Source: Xiaohongshu official site, early 2024), with more than 90 million daily active users.
Young Female Audience: Over 70% of users are women aged between 18–35, highly responsive to fashion, beauty, travel, and lifestyle content.
Search-Driven Shopping Platform: Often referred to as the "Google for lifestyle," Xiaohongshu users frequently search for reviews before making purchases—making it a key touchpoint in the decision-making journey.
UGC-Driven Conversion: Users share personal notes, photos, and experiences, creating organic word-of-mouth marketing and strong social proof.
Influence Beyond Mainland China: Xiaohongshu’s reach is expanding in Hong Kong, Malaysia, and Singapore, making it an effective tool for cross-border brand building.

Main Xiaohongshu Ad Formats and Functions

1. Native Sponsored Posts (“Seed Planting” Content)

These appear seamlessly in users’ feeds without feeling intrusive. They are often created in collaboration with KOLs or influencers, who share authentic experiences to build trust and drive conversion.

2. In-Feed Ads (Opening Screen / Interstitial / Search Recommendation)

These are official paid placements provided by the platform. They allow advanced audience targeting by gender, location, interests, and more. Ads are charged based on CPC (Cost Per Click) or CPM (Cost Per Mille – 1,000 impressions).

Source: WSD Social

3. Brand Zone and Topic Pages

When launching a major promotion or new product, brands can create a dedicated brand zone to integrate all content and drive user engagement. This helps boost brand visibility and foster long-term loyalty.

Instagram Advertising Cost

YouTube Ad Costs

LinkedIn Advertising Costs

Xiaohongshu Advertising Costs & Budget Recommendations (2025 Edition)

Xiaohongshu Ad Format	Recommended Budget Range	Pricing Model	Notes
KOL Collaboration	HK$3,000–30,000 per influencer	Flat Fee + Performance Bonus	Best to work with mid-tier influencers with high engagement rates
In-Feed Ads	Minimum RMB ¥200/day	CPC or CPM	Use A/B testing to improve performance
Search Ads	RMB ¥1–5 per click	CPC	Ideal for product discovery and conversion
Brand Zone	Depends on project size	Contract-Based	Great for long-term brand building and engagement

Tip: For SMEs with limited budgets, it's recommended to start with a "phased testing" approach: begin with a small-scale in-feed ad campaign to test targeting and click performance, then supplement with 1–2 KOL collaborations to expand reach and improve ROI.

How to Maximize Xiaohongshu Ad Effectiveness? 6 Practical Tips

Leverage Trending Topics & Hashtags

Check recent hot topics (e.g., #HongKongTravel, #UnboxingFinds, #LifestyleEssentials) and naturally incorporate them into your posts.
Recommended tools: Xiaohongshu search + Hot Topics Leaderboard.

Choose the Right Collaborators

It’s not about the biggest influencer—it’s about audience match and engagement rates.
Look at each post’s comment count, share volume, and quality of engagement.

Visual & Video Quality Matters

Xiaohongshu thrives on aesthetics—your cover image drives clicks.
Use 4:5 ratio photos with bright tones, clean layouts, and clear product focus.

Clear CTA & Smooth Redirect

Add prompts like “Click for more” or “Visit my profile for details” within your post.
Keep your brand account active and make sure your “About Me” section includes contact or a link.

Use Location-Specific Targeting

Tailor your content for combinations like “Hong Kong + Beauty,” “Hong Kong + Delivery,” or “Hongkongers’ Travel Picks” to boost relevance.

Track Your Data Regularly

Use Xiaohongshu’s backend analytics (views, clicks, saves, comments) to optimize performance.
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Which Hong Kong Brands Should Advertise on Xiaohongshu?

Industry	Why It's a Good Fit
Beauty / Skincare Brands	Female-dominated platform + high trust = strong brand loyalty potential.
F&B / Food Brands	Food reviews and unboxings are among the most popular content types.
Travel & Local Experiences	Users frequently search for travel tips and Instagram-worthy spots.
Home & Lifestyle Products	Home aesthetics are becoming a mainstream topic.
Education & Online Courses	More parents and young users are searching for reviews and course recommendations.

Conclusion: Xiaohongshu Ads – A New Gateway to Content and Trust

Traditional ads are losing effectiveness in terms of conversion and trust. The strength of Xiaohongshu advertising lies in its unique combination of “active user search + community influence,” allowing brands to subtly integrate into users’ daily lives.

Whether you're a startup, SME, or large corporation, Xiaohongshu ads can offer different levels of visibility and conversion. Strategic placements, collaborating with the right creators, and consistently optimizing your content are the keys to standing out on Xiaohongshu.