29 July 2025

Xiaohongshu Advertising Strategy

(2025 Edition Part 2)

Welcome to Part 2 of the 2025 Xiaohongshu Advertising Strategy.
In this section, we continue with the next set of practical SOPs that brands can follow to stand out and win on Xiaohongshu.

1. Cold Start – Use A/B Testing
(Horse Race Method) for Low-Cost, Efficient Filtering

When starting ads on Xiaohongshu, use the “horse race” method to test different combinations of selling points, audiences, scenarios, and content.

How it works:

  • Create different content combinations.
  • Test each with a small budget (about THB 2,000) using the “Shutiao” (booster) tool.
  • Monitor key metrics like likes, comments, and saves to find top performers.
  • Promote winning posts with a higher budget (about THB 5,000) using “Spotlight Ads” to test how well they drive store traffic.

Tips:  Watch out for viral posts that don’t convert sales for  the product.

Selling Point 1 : Audience 1 : Scenario 1 : Content 1 

Selling Point 2 : Audience 2 : Scenario 2 : Content 2

Selling Point 3 : Audience 3 : Scenario 3 : Content 3 

Selling Point 4 : Audience 4 : Scenario 4 : Content 4

2. Optimize Content – Use Test Data for Smarter Iteration

After A/B testing, use performance data to refine your content and strategy.

Why optimize?

  • Improve underperforming posts without wasting ad budget.
  • Adjust targeting and ad strategy to boost efficiency.

     

How to optimize?
 Focus on CTR (click-through rate) and search-back rate:

  • If both are high → keep scaling the content.
  • High CTR but low search-back → add more product info in the post or comments.
  • High search-back but low CTR → change the cover image and title to attract more clicks.

 

3. Scale Smart – Run Ads by Scenario for Better Results

Beyond good content, traffic strategy (FS in the KFS model) is crucial.

Key tips:
1. Search vs. Feed Ads:

  • Search Ads target users with clear intent: use review or guide-style content with well-placed keywords.
  • Feed Ads use tags for precise targeting: great for brand expansion across various user scenarios.

 

Tips: Watch out for posts with high engagement but poor conversion. Unless you need visibility, don’t continue boosting them.

2. How to Find High-Value Keywords for Xiaohongshu Search Ads
Choosing the right keywords can lower costs and improve results. Here are three effective methods:

  • Use Xiaohongshu’s search suggestions to find real user queries with less competition.
  • Analyze competitors’ top posts to discover effective keywords in titles, captions, and hashtags.
  • Use third-party keyword tools to check trends, popularity, and competition for smarter targeting.

 

4. Measuring Results: How to Evaluate Xiaohongshu Ad Performance

Since not all industries can add external links, brands may doubt the effectiveness of Xiaohongshu ads. To evaluate results:

  • Mid-stage: Focus on individual post performance, check how well each post drives interest (saves, comments, clicks).
  • Final stage: Assess overall brand perception changes and awareness growth.

1. Mid-stage: Evaluate individual post’s seeding (recommendation) effectiveness

 

Indicator Category

 

Content Quality Indicator – Indicator Explanation : CES – This is a key indicator used by the platform to evaluate whether a post can enter the traffic recommendation pool. Measures how well a post performs (views, likes, comments, etc.) and if it qualifies for platform promotion.

Product Association Indicator – Indicator Explanation : Tracks product search volume and how often it shows up in comments, reflecting user interest.

E-commerce Spillover Indicator – Indicator Explanation : Measures how well a post drives traffic to platforms like Little Red Book and WeChat, even if sales aren’t directly tracked.

2. Late-stage: Evaluate changes in category mindshare.

 

Indicator Category

 

  • Keyword Ranking Changes – Indicator Explanation : Tracks how a product ranks in its category and among similar products.
  • T1 Audience Conversion Efficiency – Indicator Explanation : T1 refers to platform-defined high-value core users. Measures how well the campaign converts top high-value users on the platform.
  • Search Index Changes – Indicator Explanation : Shows how often users search for the product, indicating visibility and marketing impact.

 

5. Long-Term Operations: Build a Sustainable Competitive Advantage

After completing the initial 9 steps, brands still need long-term efforts to stay competitive on Xiaohongshu. Here are 5 key actions:

1. KOS Collaboration
 Work with certified promoters (KOS) to quickly spread brand messages. Manage tasks, content quality, and avoid content duplication.

2. Boost UGC with “Koubeitong”
 Use the Koubeitong tool to promote high-quality UGC content and amplify positive brand sentiment.

3. Improve DM Response
 Fast and helpful replies to private messages are especially vital for lead-based industries.

4. Manage Comment Sections
 Over 60% of users check comments for more info. Brands should maintain this area and monitor high-engagement comments for content ideas.

5. Run a Native Official Account
 Avoid copying content from other platforms. Tailor posts to Xiaohongshu’s culture and trends for better engagement.

Advertising on Xiaohongshu from defining your SPU to long-term operations every step matters!
 Too long to read? Don’t worry, MMG Thailand has prepared a simple summary just for you.

Thank you for exploring our content. We aim to provide valuable insights into the Chinese market to aid your decision-making and support your business at every step.

Our blog is your resource for Chinese marketing tips and Chinese market guidance. Contact us with questions or for more service details below.

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About MMG Thailand:

MMG Thailand is the first and only Chinese-owned Chinese marketing company in Thailand that aims to connect Sino-Thai cultures and power partners’ success. 

We:

  • are from mainland China, based in Thailand
  • provide real-time Chinese market information
  • represent the highest standards of industry professionals
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We’re committed to providing deep insights into the rapidly changing Chinese market and leveraging our rich experience to facilitate your growth in this dynamic environment.

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