Welcome back to the final blog of our 3 part RED Marketing series. Over the past 2 weeks, you’ve gained a general idea of the platform and how the community is like on RED. You learned how businesses can grow their brands successfully on this app. 

This week, we will teach you the most important marketing elements you NEED to utilize to help take your brand to the next level on RED.

Influencer Marketing on RED

As mentioned before, unlike other social media platforms, the reason why RED is so big is because of their user-generated content and the trust within communities. The best way to build trust is through Key Opinion Leaders Marketing, or in other words, Chinese Influencer Marketing.

Influencers are even more valuable on RED than on any other Chinese social media platform. There are different tiers of influencers you can work with on the platform, categorized based on their number of followers. The larger the audience, the greater the influence of their recommendations.

As Xiaohongshu is full of lifestyle content, beauty is still the most popular category. This means that there are probably thousands of beauty influencers on this app as well. 

For example, Austin Li aka. “King of Lipstick” is a top-tier influencer on RED with 9.3 million followers; he has a record of selling 14,000 lipsticks within 1 minute with his word-of-mouth power. CLE DE PEAU BEAUTY recently collaborated with Austin for their new collection launch by letting him review the new products where he did a video review on RED. 

This type of collaboration kickstarts conversations on RED and leads the consumer to make a purchase. If the brand has an in-app online store on RED, it would be even easier as consumers can buy directly by clicking on the tagged items on the influencers’ posts.

How to use Influencer Marketing for your product on RED

There are many different types of content an influencer can make for your product to be successful on RED.

The most popular type of content is a simple or in-depth product review.

You will most likely send a free product to the influencer and/or pay a fee depending on the size of their following. 

This practice is followed by almost every social platform in the world but it’s even more effective on RED. You can see the different types of content influencers can create for your brand below.

1/ An influencer could make a detailed product review on one of your products such as the example above. 

2/ A before and after photo/video content helps to showcase the effectiveness of the product. This is also a popular type of content given its authenticity.

3/ Step-by-step tutorials like the example above explaining how to do make-up in 3 minutes. Tutorials are also popular for other topics such as workout videos and cooking videos.

4/ Product demonstrations are also super popular and very engaging for their followers. It works especially well for medical beauty products as guiding followers every step of the way can encourage trial and adoption.

Click here to check out one of our case studies on a recent campaign with SkinCeuticals to promote their new skincare product, Tripeptide-R, on multiple Chinese social media platforms.

So there you have it. You have now gained a complete understanding of the Xiaohongshu landscape. Whether you want to take a chance and hop on the platform is up to you. But when you do, make sure to contact us first at info@catalystagents.com so we can help you grow your brand together!