Rednote Brand Starter Guide: Practical Steps for Getting Started

This post is part of the “Content Platform” series. Click here to view the series introduction and why it was created.

Rednote (Xiaohongshu) is no longer just a “product recommendation” app. It works like a mix between a search engine and a social platform—people use it to find answers, compare brands, and make purchase decisions.
For brands entering the Chinese market, Rednote has become a channel you can’t ignore.

But the bar is high. Many new brands fail in the early stages—choosing the wrong topics, posting content that doesn’t fit, keeping an erratic schedule, or neglecting search optimization.
Here’s how to avoid those mistakes and start strong.

1. Set Clear Goals

Before creating an account, answer three questions:

• What do you want to achieve here? (Awareness, traffic, conversions)
• Who is your core audience? What would they search for or watch on Rednote?
• What unique value can you offer that’s worth sharing?

Without clear goals, you can’t measure ROI or keep improving over time.

2. Optimize Your Profile

Your profile isn’t just a business card—it directly affects search visibility:

• Name: Include your brand name + category (e.g., “XXX Official | Skincare”).
• Bio: A short sentence explaining who you are, what you offer, and for whom.
• Tags: Add core keywords naturally in your bio and pinned posts to help with search hits.

3. Balance Search and Story

Rednote’s algorithm relies heavily on keywords, but users don’t respond well to ad-style titles.
Your content should combine:

• Search-driven hooks: Naturally place user search terms in the title and cover image (e.g., “Best Moisturizers for Dry Skin”).
• Life-focused storytelling: Use relatable scenarios and personal experiences so your posts feel like advice from a friend, not a sales pitch.

4. Post Consistently

In the early stage, stick to a stable frequency—around 3–4 posts per week.
Plan monthly content around:

• Evergreen topics: Long-term search demand (e.g., “Travel Packing Checklist”).
• Timely hooks: Seasonal trends, holidays, or breaking topics.

This way you maintain steady search traffic while capturing short-term spikes.

5. Track and Improve

Check your Rednote analytics regularly, focusing on:

• Exposure sources (Search / Recommendations / Following)
• Keyword click-through rates
• Conversion paths (Are users going to your website or store?)

Do a review every 1–2 months to cut low-performing formats and double down on topics and styles that work.

Final Thought

Rednote isn’t about overnight virality—it’s a long-term trust game. The more consistently you present a reliable, relatable brand image, the more you’ll benefit from search, recommendations, and conversions over time.

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