A Guide to Xiaohongshu Advertising Formats

In the realm of digital marketing, discovering the right platform to connect with your target audience is paramount. Xiaohongshu, also known as RED (小红书; literally: ‘Little Red Book’), has emerged as a dynamic and influential social media platform that caters to diverse demographics, including young professionals and decision-makers.

Understanding Xiaohongshu

Xiaohongshu is more than just a social media platform; it’s a vibrant community where users exchange ideas, seek recommendations, and share experiences. With its growing user base, Xiaohongshu presents an appealing platform for brands to connect with their audience.

The Power of Xiaohongshu Advertising

The Xiaohongshu Ad Platform equips businesses with a suite of tools and features to make a lasting impact. Whether you’re a startup or an established corporation, Xiaohongshu’s advertising options can be tailored to meet your specific needs.

Experience the incredible “viral effect” on Xiaohongshu, a dynamic force propelling content into the digital limelight. This effect is fueled by Xiaohongshu’s community-centric model, where engaging and relevant content can rapidly spread across the platform, reaching an extensive user base.

Types of Advertising Formats

In-feed Ads: Seamlessly integrating into users’ recommendation feeds on the RED app, these ads engage your audience effortlessly. Reach potential customers through a Cost Per Click (CPC) payment model.

Search Ads: These ads strategically position themselves within search results when users seek content on the platform. Search ads operate on a CPC model, allowing you to bid on relevant keywords to ensure visibility.

Ad Specifications

Xiaohongshu offers flexibility in ad creation. Advertisers can choose between posting 1-5 minute videos or up to 18 images for each campaign, with a recommended vertical media format (9:16). These ads support click-through actions, enabling users to interact directly with your content.

In-platform click-through options include initiating a live chat, visiting a page with a lead form, or exploring a RED store/product page. Moreover, for broader engagement, click-throughs outside the platform are supported, provided a minimum ad spend of USD 10,000 is met.

Xiaohongshu’s dynamic environment and robust advertising capabilities make it an attractive platform for marketers both within and outside China. To unlock the full potential of this platform, partnering with experts who understand its nuances can be the key to a successful Xiaohongshu advertising campaign.

MCN Asia is the Sales Partner of Xiaohongshu, providing expert guidance and support for your marketing campaigns. Reach out to us today to explore the exciting possibilities on Xiaohongshu!

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