Xiaohongshu (Rednote) is no longer just a Chinese social app — it’s one of the most powerful platforms to influence purchase decisions among Chinese-speaking locals and tourists in Singapore.
But here’s the problem: many Singapore brands dive in without understanding the platform’s unique culture. The result? Posts with zero reach, wasted time, and no leads.
At Innovative Hub, we’ve studied what works — and what doesn’t — for over 50 brands. Here are the 5 most common mistakes we see, and how you can avoid them.
1. Treating Xiaohongshu Like Instagram
- Mistake: Posting polished product photos with no story or keywords.
- Why it fails: Xiaohongshu is search-based. If your post isn’t optimized with searchable titles and lifestyle angles, it disappears.
- Fix: Frame posts as mini “experience shares.” Use searchable terms (in Chinese) that match how users actually search (e.g., “新加坡旅游必买” instead of “Our new skincare drop”).
2. Ignoring Compliance Rules
- Mistake: Using phrases like “No.1 in Singapore” or “Best souvenir.”
- Why it fails: Xiaohongshu has strict ad & content guidelines. Posts can be blocked or throttled.
- Fix: Use authentic reviews, comparisons, or storytelling instead of exaggerated claims.
3. Posting Without a Content Strategy
- Mistake: Random, one-off posts.
- Why it fails: XHS favors consistent posting + category authority.
- Fix: Build a monthly content calendar: mix lifestyle reviews, tutorials, and brand storytelling.
4. Forgetting About KOC/KOL Power
- Mistake: Expecting brand-owned posts to go viral alone.
- Why it fails: XHS thrives on peer recommendations. Without KOC seeding, posts lack credibility.
- Fix: Combine official posts with 20–30 KOC collaborations to spark authentic discussions.
5. Not Localizing for Chinese Audiences in Singapore
- Mistake: Directly translating English campaigns.
- Why it fails: Chinese-speaking locals and tourists have different search terms and cultural hooks.
- Fix: Adapt content to highlight what resonates: F&B (e.g. “新加坡必吃美食”), beauty (“必买护肤品”), attractions.
Posting on Xiaohongshu isn’t about copying what you do on Instagram or Facebook. It’s about storytelling, compliance, and building trust with the right audience.
If your brand wants to win on Xiaohongshu, Innovative Hub is here to help. As the exclusive Shop Partner in Singapore and PSG-approved marketing agency, we’ve helped F&B, retail, and beauty brands turn XHS into a powerful growth channel.