Rednote Changed the Content Rules Again — How Should We See It?
Rednote’s new content rules mark a shift from exposure-driven growth to a trust-based ecosystem — changing how brands should plan their content.
Content Platforms
This section explores how content strategy adapts to China’s platform-driven content ecosystem.
What Is Rednote? A Beginner’s Guide for Global Brands
Rednote (Xiaohongshu) has become a key platform in China’s consumer journey. This guide explains its role, how it differs from Western apps, and what brands need to know to get started.
Rednote Recommendation System: Brand Visibility Isn’t About Luck
On Rednote, good content doesn’t guarantee reach. This article breaks down how the recommendation system works—and what brands can do to stay visible.
Rednote Brand Starter Guide: Practical Steps for Getting Started
A beginner’s guide to Rednote (Xiaohongshu) for brands—covering goals, profile setup, content direction, posting rhythm, and performance tracking.
Intro: Why I Write About Content Platforms
Where you publish decides who sees it—and whether it gets seen at all. That’s why I write separately about content platforms.
Evergreen Content in China: Why It Doesn’t Stick—and What to Do Instead
Evergreen content is supposed to bring long-term value. But on Chinese platforms, even the best ideas often disappear in days. Here’s why—and what to publish instead.