Platform Purpose: Intent vs Entertainment

At their core, TikTok and Xiaohongshu are built for different user behaviors.

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• TikTok is an entertainment-first platform. Users open the app to relax, laugh, and scroll through a mix of trends, memes, and storytelling. The algorithm rewards watch-time and virality.

• Xiaohongshu is a search + community platform. Users open it with a purpose to research a product, read reviews, plan a trip, or look for trusted recommendations. It blends social content with a search engine-like experience.

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Think of TikTok as accidental discovery, while Xiaohongshu is intent-based exploration.

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Audience Insights: Who Uses These Platforms?

Understanding who you’re reaching is just as important as how.

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TikTok

• Broad audience: Gen Z and millennials across income levels

• Popular across SEA: especially in Indonesia, Philippines, Malaysia, Vietnam

• High entertainment engagement, lower purchase intent

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Xiaohongshu

• More niche but highly valuable: Mandarin-speaking Gen Z/millennials, urban professionals, Chinese-speaking tourists

• Strong presence in Singapore and Malaysia, and among Chinese outbound travellers

• 120 million users seek purchase advice monthly

• 46% use the platform to learn about new products and brands

• 47% are trend-driven lifestyle users

Source: Xiaohongshu Internal Report, August 2023

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Content Style: Viral Hooks vs Visual Depth

What works on each platform varies significantly.

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TikTok Content Style

• Fast-paced, trend-driven videos (15–30s)

• Hook in the first 3 seconds is crucial

• Ideal for product storytelling, brand awareness, humor, and stunts

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Xiaohongshu Content Style

• Slower-paced storytelling, often in Mandarin

• Tutorial-style videos, carousels, “day-in-the-life” and unboxing formats

• Text overlay + Mandarin captions essential

• Stronger emphasis on visual aesthetics + informational value

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User Intent: Browsing vs Buying

TikTok is fantastic for top-of-funnel engagement, but most users aren’t looking to buy right away.
In contrast, Xiaohongshu sits mid-to-bottom funnel. Many users arrive with questions like:

• “Which skincare works for oily skin?”

• “Is this cafe worth visiting in Singapore?”

• “What should I pack for a Bali trip?”

And they leave with recommendations, links, and purchase intent.

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Advertising: Reach vs Conversion

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TikTok Ads

• Strong reach and engagement

• Creative-first formats: Spark Ads, Top View, In-Feed

• Better for awareness campaigns or viral bursts

• Steeper learning curve for conversion campaigns

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Xiaohongshu Ads

• Newer in SEA but fast-growing

• Native ad formats integrated with creator content

• Best for content seeding and conversion-focused campaigns

• Note: You need a verified account to run ads (we can help with this!)

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Influencer Collaborations: Different Approaches

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• TikTok: Macro and viral creators lead — less structure, faster turnaround.

• Xiaohongshu: Micro/nano creators with niche authority drive better search visibility and trust. Requires more briefing and time, but offers longer-tail impact.

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So, Which Should You Choose?

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Here’s a simple framework:

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Pro Tip: For brands with a full-funnel budget, TikTok and Xiaohongshu work best together. Use TikTok for top-funnel awareness, and Xiaohongshu to support consideration and conversion.

Ready to Build Your SEA Social Strategy?

At Meetsocial, we help brands unlock growth through platform-native strategies across TikTok, Xiaohongshu, and more.Whether you want to spark viral discovery or drive high-intent conversions, our team can tailor a plan that fits your goals.

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Get in touch with us to start planning your 2025 social growth strategy.