Xiaohongshu (also known as 小红书, or RedNote, or RED) is more than just a lifestyle platform; it has evolved into a performance-driven platform for product discovery, lifestyle inspiration, and consumer decision-making.

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With over 300 million monthly active users and 120 million seeking purchase advice every month, Xiaohongshu is increasingly used by brands looking to target affluent, trend-aware consumers in a native and authentic way.

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Who Uses Xiaohongshu, And Why It Matters for Your Brand

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But what makes Xiaohongshu uniquely powerful is its hybrid of community-driven content and intent-based search that combines the best of social and search. And that intent matters: 46% of users specifically use the app to learn about new products and brands.

• 66.95% of users are female
• 47.69% of users follow fashion or lifestyle trends
• 43.21% of users belong to high-spending segments

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What Converts Best on Xiaohongshu: A Vertical-by-Vertical Marketing Guide

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1. Beauty & Fashion

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Xiaohongshu is a powerhouse for beauty and fashion brands in Southeast Asia, but a strong Xiaohongshu beauty strategy goes beyond aesthetics. It prioritises authentic testimonials, personal routines, and creator credibility. 

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Best Performing Content on Xiaohongshu:

• Unboxing and first impressions (especially for new launches)
• Tutorials and transformation content (eg. 7-day results) 
• Style hacks or “3 ways to wear”
• GRWM routines with relatable narration

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Did you know? With 41.88% of users identifying as high-end beauty enthusiasts, Xiaohongshu offers one of the most qualified audiences for premium beauty. Brands on the platform achieve a 74% agile conversion efficiency, significantly outperforming the industry average of 50%. 

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2. Travel & Hospitality

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Forget filters. Users on Xiaohongshu want real experiences and actionable tips. The platform has become a trusted travel research tool, especially for inbound travellers planning their next trip. A well-structured Xiaohongshu travel marketing strategy should meet users at the intent-rich phase of their travel research on the platform. 

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Best Performing Content on Xiaohongshu:

• Local insights: getting around, hidden gems, cultural etiquette
• Photo tips: best locations, angles, editing apps
• “4D3N” detailed itinerary content with cost breakdowns
• POV hotel or holiday experiences

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‍Did you know? Singapore ranks among the top 7 most-searched global destinations on Xiaohongshu, with #SingaporeTourism amassing over 685 million views. This highlights strong inbound travel curiosity and the platform’s rise as a travel-planning companion. 

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3. Food & Beverage

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From must-visit cafes to trending snacks, Xiaohongshu has become a go-to for dining discovery in Southeast Asia. Strategic F&B content that blends visual appeal with value (or uniqueness) is what drives engagement.

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Best Performing Content on Xiaohongshu:

• Limited-time promos or value sets
• Honest “first bite” or taste test reactions
• Unique dining experiences or themed cafes

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Did you know? With a 344% year-on-year growth in food-related search, brands with a clear Xiaohongshu food content strategy are seeing improved discoverability and organic engagement. This growth reflects the platform’s growing role in everyday lifestyle decisions, especially for users seeking new places to try and deals worth sharing. 

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4. Parenting & Education

On Xiaohongshu, parents are not just scrolling. They’re searching for trusted advice, shared experiences, and solutions for everyday challenges. For brands looking to convert parents on Xiaohongshu, authenticity is key.

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Best Performing Content on Xiaohongshu:

• Mom/Dad diaries showing the daily reality of parenting
• Recommendations for classes or enrichment programmes
• Reviews of baby gear or educational toys

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‍Did you know? In a recent Xiaohongshu case study, an education campaign targeting parents saw a 10x year-on-year growth in GMV and a 46% month-on-month increase in lead volume. This underscores how real, experience-led storytelling drives performance in the parenting vertical.

Want to Explore a Vertical-led Approach to Xiaohongshu Marketing? 

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Every vertical comes with its own expectations, and Xiaohongshu rewards content that meets users where they are. At Meetsocial, we design Xiaohongshu marketing strategies tailored by category to help brands drive both visibility and measurable business impact. 

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‍Ready to Build Your Xiaohongshu Marketing Strategy? Talk to the Meetsocial Team.