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In the fast-paced and digital world we live in today, marketing strategies are constantly evolving to keep up with consumer demands.

One platform that has gained significant popularity in recent years is Xiaohongshu, also known as Little Red Book. This social media and eCommerce platform is hugely influential in China, with over 100 million active users.

To tap into the immense potential of Xiaohongshu, and help businesses leverage its power, Lyn Rosmarin, from Prizm Digital, partnered with the Singapore Business Federation to offer a specialised course on Xiaohongshu marketing.

After a few years of covering Singaporean brands’ journey to China, she has amassed several effective tips for SMEs to gain more exposure to Chinese consumers.

Understanding Xiaohongshu marketing

Xiaohongshu is a social commerce platform that combines the functions of a social media platform and an eCommerce marketplace. It allows users to discover, share and buy products while connecting with like-minded individuals. Influencers and celebrities often share their insights and recommendations, making Xiaohongshu a trusted source of information for Chinese consumers.

When it comes to marketing on Xiaohongshu, understanding the platform’s nuances and leveraging its unique features are crucial.

Rosmarin’s course delves into the intricacies of Xiaohongshu marketing, covering topics such as content creation, influencer collaborations, community engagement, and brand promotion.

She explores how businesses can create relatable content that resonates with their target audience, engage with followers through meaningful interactions, and maintain a dynamic presence on the platform.

Rosmarin also looks into community management and explains how authentic user-generated content can help elevate brand awareness. By working with Singapore-based Chinese influencers, Prizm has captured a good portion of brands discovered on Red.

As these major platforms try to outcompete each other, videos have almost become a must, and soft content is even more important than ever to make sure that a post gets the exposure within the platform and its community.

Rosmarin works on customised strategies with all of Prizm’s clients. No one is the same as each brand has its own story and customer engagement experience. To maintain the authenticity of KOCs, they are encouraged to weave in their personal opinions, their account’s signature content format as well as other positive associations or collaborations relative to the brand content.

Moreover, the course also places significant emphasis on performance evaluation. Measuring the effectiveness of Xiaohongshu’s marketing efforts is essential for optimising strategies and achieving impactful results.

She guides participants on how to analyse key performance indicators, track engagement metrics, and make data-driven decisions to continuously optimise their Xiaohongshu presence.

Increasing the local presence of Xiaohongshu

While Xiaohongshu’s popularity is primarily centred in China, Rosmarin aims to help local businesses expand their reach to the international market. By leveraging her expertise and proven strategies, local businesses can tap into the vast potential of Xiaohongshu and connect with Chinese consumers on a global scale.

Furthermore, the course also focuses on fostering collaborations between local businesses, influencers, and Xiaohongshu users. By creating partnerships and building a strong network within the Xiaohongshu community, businesses can enhance their visibility and tap into the power of word-of-mouth marketing.

Published by Marketing Interactive on 9 January 2024