How to Use Xiaohongshu: A Beginner’s Guide to China’s Hottest Social App
Xiaohongshu has emerged as China’s fastest-growing social media platform with 312 million monthly active users by late 2023. The platform saw a 20% jump from the previous year.
Little Red Book, as it’s commonly known, combines social media with e-commerce. Users share their lifestyle content and buy products they spot in posts and comments. The platform serves as a lifestyle-sharing and decision-making hub that has become a powerhouse in China’s e-commerce sector. The industry projects growth to 2.5 trillion yuan (around 320 billion EUR) by 2024.
The app’s success comes from its highly dedicated community. Women make up 88.8% of users, with most being in their 20s and 30s. Xiaohongshu stands as China’s 5th most popular social media app and features unique elements like post “collecting” – an engagement metric that makes it stand out.
This piece covers everything you need to know about Xiaohongshu. You’ll learn about account creation, interface navigation, content posting, and shopping features. The guide helps both social media enthusiasts and businesses wanting to connect with Chinese consumers get started on the platform.
What is Xiaohongshu and Why is it Popular?
Miranda Qu and Charlwin Mao started Xiaohongshu in 2013 as an online tour guide for Chinese shoppers [1]. The platform’s name means “little red book” in English, and people know it internationally as RedNote [1][2].
Origin and rise of the app
Xiaohongshu started as a community platform where users shared overseas shopping experiences and product recommendations [3]. The founders noticed something interesting – about 17% of users opened the app “six or seven times per day,” that indicates exceptional engagement levels [4].
The platform’s original focus helped Chinese travelers research foreign products before buying them abroad. The founders soon realized many users without travel plans wanted to order overseas goods too [4][3]. So in July 2014, Xiaohongshu added e-commerce features that let users buy products directly through the app [4][3].
The company grew steadily. By 2015, Xiaohongshu had warehouses in Shenzhen and Zhengzhou [1]. The platform generated over CN¥100 million in sales within just two hours during its fourth anniversary shopping festival in June 2017 [1]. Alibaba Group and Tencent’s investment of USSGD 402.62 million in 2018 valued the company at USSGD 4.03 billion [1].
Who uses Xiaohongshu today
The platform has 300 million monthly active users [1][3][5] with a distinct demographic profile. The 10-year old platform started with 90% female users but has diversified its user base [1]. Male users now make up 30% of the total audience as of 2022 [1].
Demographics break down as follows:
- Gender ratio: About 70% female, 30% male [1][6][7]
- Age distribution: 50% born after 1995, 35% after 2000 [1][5]
- Geographic concentration: Mainly in first and second-tier Chinese cities [1][2]
- User engagement: Users spend 70 minutes daily on the platform [3]
Young, urban professionals with higher purchasing power and strong interest in lifestyle content make up most users [1][2]. Chinese communities in Southeast Asian countries like Malaysia and Singapore have also embraced the platform [7][4].
Why it’s called the ‘Instagram of China’
People call Xiaohongshu the “Instagram of China” [1]. Like Instagram, users can curate photos, videos, and text about their lives [3]. The platform’s grid-based landing page shows videos and images based on user interests, similar to Instagram’s discover page [3].
Notwithstanding that, Xiaohongshu creates a unique experience beyond social sharing. The platform blends e-commerce features that let users buy products they find [3][4]. This combination has earned it the description “Instagram, Pinterest, and Amazon all in one” [3][3].
The platform’s focus on authentic user-generated content makes it special. Xiaohongshu runs on detailed product reviews and recommendations from real users instead of polished brand advertisements [8][9]. In fact, users create about 90% of the content [5], building an environment where consumers trust peer reviews for their purchase decisions [4].
How to Get Started with Xiaohongshu
The Xiaohongshu app is easy to get started with. You just need to know a few key things before you jump in. Let me show you how to tap into China’s vibrant social commerce platform.
How to download the app on iOS and Android
You’ll find Xiaohongshu in your device’s app store. iPhone users should check the App Store, while Android users need the Google Play Store. Search for “Xiaohongshu” or “Little Red Book” and look for the official app by Xingyin Xinxi Keji (Shanghai) Limited Company [6].
The app installs like any other. Just tap “Get” or “Install” and wait. Make sure you have enough space and good internet connection [1]. The Xiaohongshu icon will appear on your home screen once it’s ready.
The app’s authenticity matters. Check the developer’s name before you install it [6]. This helps you avoid any security risks from fake versions.
Creating an account and setting preferences
The first time you open Xiaohongshu, you’ll set up your account. You can sign up using:
- Phone number (this is the easiest and safest option)
- Email address
- WeChat or QQ account
- Apple ID (if you’re on iOS) [7]
Phone number registration needs your details and country code. You’ll get an SMS with a verification code [10]. International users might want to use a virtual account service since some features need Chinese phone verification [11].
After verification, here’s what you need to do:
- Pick a username that shows who you are
- Set up a strong password
- Tell the app your gender and age
- Pick what interests you [12]
Your interests shape what shows up in your feed. Business users should pick interests that match their industry [13]. If you work in education, select “education” (教育). Travel industry folks should pick “tourism” (旅行).
The final touch is your profile picture and bio. These help other users connect with you [12].
Switching language to English
Xiaohongshu starts in Chinese, but switching to English is simple. Here’s how:
- Find your profile icon (bottom right corner)
- Tap the gear icon (top right)
- Look for “General” (通用设置)
- Hit “Language” (多语言) – it’s usually first on the list
- Select “English”
- The app will refresh with English text [14]
The language switch works best with the latest app version. Some regions might have limited language options, so check if your area supports English [14].
Android users need to tap “Save” (保存) after picking English [3]. iOS users will see the changes right away [3].
Note that the English interface won’t change user content. Posts, comments, and captions stay in their original language. Most posts have a translate button to help you understand the content [3].
Navigating the Xiaohongshu Interface
The Xiaohongshu platform welcomes you with a user-friendly interface packed with features. You need to understand its unique layout to make the most of this popular Chinese social platform.
Understanding the homepage tabs: Follow, Explore, Nearby
The screen’s top section shows three main tabs that lead to different content experiences:
Follow shows the latest posts from your connected accounts. New users who haven’t connected with anyone will see suggested accounts based on their interests.
Explore serves as your main hub to find user-generated content. This tab shows a feed that lines up with your priorities, based on posts you’ve interacted with before.
Nearby helps you find posts, people, and products around your location. This feature works great especially when you have to find trending local products and popular spots.
Using the bottom navigation bar
The bottom bar gives you quick access to everything you need:
- Home – Takes you back to the main page
- Shop/Video – Links to the e-commerce platform (note: shopping features may be limited outside China) or video section based on your version
- + – The red button that lets you create posts
- Messages – Shows your private messages, alerts about likes, comments, and new followers
- Me – Opens your profile where you can change settings and see your posts, collections, and likes
On top of that, you might spot category tabs right under the top navigation bar. These tabs let you sort your feed based on interests you picked during setup.
How the algorithm curates your feed
The Explore feed is where Xiaohongshu’s algorithm creates your personalized experience. The app shows content based on:
- Your past interactions (likes, comments, saves)
- Content types you’ve shown interest in
- How other users interact with posts
The algorithm figures out each post’s topic by looking at keywords in titles, images, captions, and hashtags. Then it connects this content with users who might like it.
New accounts can still reach people even without followers. Xiaohongshu shows each new post to 50-200 users within two hours to see how it performs. Posts that do well in this original phase reach more people through continuous cycles of exposure and engagement tracking.
Creating and Interacting with Content
Xiaohongshu’s content ecosystem runs on “Notes” – posts where users share their real experiences with others.
How to create a post (Note)
The red “+” button at the bottom of your screen starts your Note creation journey. You’ll see several options: Camera to snap photos, Video to record clips, Album to pick from your library, Template to use pre-designed formats, or Live to start streaming. Once you’ve picked your media, you can add filters, stickers, text, and music to make it pop.
Your first image becomes the cover photo that catches people’s attention in their feed. A 3:4 picture ratio works best as it shows up better in the feed. The platform takes about 10-30 minutes to review each post and check if it follows community rules before it goes live.
Types of Notes: image, video, text
Xiaohongshu lets you create three main types of content:
Image-based Notes rule the platform. They look best at 1242 x 1660px. These posts mix photos with descriptive text and work great for showing products or comparing before-and-after shots.
Video-based Notes shine in vertical format (1080 x 1440px). While you can post videos up to 15 minutes long, keeping them under 5 minutes helps keep viewers hooked since most people have short attention spans.
Text-based Notes put words first but still need an eye-catching cover image. They’re perfect for deep-dive reviews or step-by-step guides.
Using hashtags and tagging
Hashtags help connect your content with people who want to see it. You can use up to 10 hashtags per post, but 5-10 well-chosen ones usually do the trick. The platform looks at your content and suggests relevant tags along with their popularity.
Adding location tags to popular spots or landmarks helps more local users discover your content.
How to like, comment, and collect posts
Users can interact with content in three main ways:
The heart icon shows appreciation through likes. The message icon opens up comments, where you’ll find better conversations than on most other platforms. The star icon lets you “collect” posts like in Pinterest – you can save them to boards that you create.
The platform values engagement in this order: follow > comment > collect > like.
Exploring Xiaohongshu’s Shopping Features
Xiaohongshu excels at combining social sharing with shopping features. Users can discover products and make purchases right on the platform.
How in-app shopping works
Shopping on Xiaohongshu works in two simple ways. Users browse products through the “Shop” tab at the bottom of their screen. They can also buy items directly from content posts that have clickable product tags. A tap on any product opens a detailed page with prices, specs, and user reviews.
Users need Chinese payment methods like Alipay or WeChat Pay to complete purchases. This might be tricky for international users. The platform still offers great value as a product discovery tool even without Chinese payment options.
Finding and following brand accounts
Brand accounts stand out with their verification badges. Here’s how to find them:
- Search using brand names
- Look through industry hashtags
- Browse the “Brands” section under the discovery tab
A simple tap on “Follow” adds brand posts to your feed. Many global brands are active on Xiaohongshu, especially those who target Chinese customers.
Using Xiaohongshu to research products
Xiaohongshu shines as a product research tool. Chinese shoppers check the platform before buying anything. Real user reviews help make smart purchase decisions. The search feature helps find specific product feedback. Users save their research findings with the collection feature to review later. This makes Xiaohongshu the go-to platform for Chinese consumers who want to make informed purchases.
Conclusion
Xiaohongshu stands out as a one-of-a-kind platform that combines social networking with e-commerce features. This piece shows how the app evolved from a simple travel shopping advisor into China’s fifth most popular social media platform, now serving over 312 million monthly active users.
The platform’s unique features make it different from Western alternatives. Users trust Xiaohongshu more than traditional social media because it emphasizes real user experiences. The community relies on peer recommendations for purchase decisions. This authenticity-focused approach explains why users spend 70 minutes daily on the app.
Non-Chinese speakers might find Xiaohongshu challenging at first. The platform becomes easy to use once you set up your language preferences and learn the simple layout. Its user-friendly design helps new users quickly adapt and connect with the vibrant community.
“Notes” remain at Xiaohongshu’s core, letting users create image, video, or text-based content. The platform rewards genuine, helpful content that appeals to specific audience interests. Smart use of hashtags and location tags also boosts your visibility within the ecosystem.
Want expert help with Xiaohongshu for your business? Contact us at https://innovativehub.com.sg/contact-us/ to get professional guidance on your Xiaohongshu marketing strategy.
Xiaohongshu provides valuable insights into Chinese consumer priorities and digital trends. The platform grows steadily and attracts diverse users while keeping its core appeal as a trusted platform for discovery. Chinese consumers connect here, making Xiaohongshu without doubt China’s most distinctive social commerce platform.
FAQs
Q1. What makes Xiaohongshu different from other social media platforms? Xiaohongshu uniquely combines social networking with e-commerce functionality. It allows users to share lifestyle content, discover products, and make purchases all within the same app. The platform is known for its authentic user-generated content and trusted peer reviews.
Q2. How can I create an account on Xiaohongshu? You can create a Xiaohongshu account by downloading the app from your device’s app store and registering with your phone number, email, or social media account. After verification, you’ll need to set a username, password, and select your interests to personalize your feed.
Q3. Can I use Xiaohongshu if I don’t speak Chinese? Yes, you can use Xiaohongshu even if you don’t speak Chinese. The app offers an English interface option, which you can switch to in the settings. However, most user-generated content will still be in Chinese, though many posts offer a translation feature.
Q4. How does content creation work on Xiaohongshu? Content on Xiaohongshu is created through “Notes,” which can be image-based, video-based, or text-based posts. You can create a Note by tapping the red “+” button, selecting your media, and enhancing it with filters, stickers, text, and music. Using relevant hashtags can increase your content’s visibility.
Q5. Is Xiaohongshu only for shopping? While Xiaohongshu has strong e-commerce features, it’s not just for shopping. It’s also a platform for sharing lifestyle content, discovering trends, and connecting with others. Many users use it for product research and to read authentic reviews before making purchase decisions.
References
[1] – https://www.aceninja.sg/insights/2025/01/01/a-step-by-step-guide-on-how-to-create-a-xiaohongshu-account-effortlessly
[2] – https://www.fca.edu.sg/blog/what-is-xiao-hong-shu-how-to-use-xiaohongshu/
[3] – https://reccloud.com/change-rednote-language.html
[4] – https://prizmdigital.co.nz/why-is-xiaohongshu-so-popular/
[5] – https://tocanan.ai/xiaohongshu-guide-features-insights-strategies/
[6] – https://beithoven.com/mastering-the-xiaohongshu-app/?srsltid=AfmBOooXGpbM3YidMbLBWov_S2CHp6KmHAuDqw_aeE2SJgR_vamEdFpF
[7] – https://thesmartlocal.com/read/xiaohongshu-guide/
[8] – https://www.digital38.com/what-is-behind-xiaohongshu-popularity/
[9] – https://www.aceninja.sg/insights/2025/01/01/exploring-the-features-of-xiaohongshu-your-ultimate-guide-to-lifestyle-sharing
[10] – https://dragontrail.com/resources/blog/how-to-register-for-a-xiaohongshu-account-from-overseas
[11] – https://xhsplus.io/en/blog/how-to-create-xiaohongshu-account
[12] – https://www.aceninja.sg/insights/2025/01/01/the-ultimate-beginners-guide-to-using-xiaohongshu
[13] – https://nanjingmarketinggroup.com/blog/how-to-set-up-and-verify-an-account-on-rednote-xiaohongshu
[14] – https://www.aceninja.sg/insights/2025/01/01/exploring-the-xiaohongshu-english-version