Xiao Hong Shu, also known as Little Red Book or RED, has grown into one of the most influential platforms in China, especially among younger audiences. But its influence isn’t limited to China alone — regions like Singapore are now tapping into its power as well. At Advergreen, we help brands across Southeast Asia understand and execute successful strategies on this unique platform.

In this Q&A-style blog, we’ll cover key questions about xiao hong shu advertising and how businesses in Singapore can leverage the platform for real growth.

What is Xiao Hong Shu and why should Singaporean brands care?

Xiao Hong Shu is a lifestyle and e-commerce platform where users post reviews, share experiences, and discover new trends. Originally popular in China, it has become a trusted source of product discovery and purchase decisions among Chinese-speaking audiences globally.

For Singaporean brands looking to reach Chinese consumers—whether in China or within Singapore’s local Chinese-speaking population—xiaohongshu Singapore strategies can offer direct access to a high-intent, trend-savvy audience.

How does xiao hong shu advertising work?

Xiao hong shu advertising uses a mix of native content, influencer collaborations, and paid placements to promote brands and products. There are several ad formats available:

• In-feed posts: Appear naturally in a user’s feed, blending seamlessly with organic content.
  
  

• Search ads: Show up when users search specific keywords, perfect for targeting intent-based queries.
  
  

• Top view ads: Grab immediate attention when users open the app.
  
  

• KOL campaigns: Work with influencers to promote your brand through authentic storytelling.
  
  

All of these options can be customized to meet your objectives, whether it’s brand awareness, conversions, or community building.

What makes xiaohongshu Singapore campaigns unique?

Singapore is a multicultural, bilingual market with a significant number of Mandarin-speaking consumers. In addition, many Singaporean brands want to enter the China market or appeal to Chinese tourists, students, and residents.

With xiaohongshu Singapore campaigns, brands can:

• Reach Chinese-speaking users in Singapore and abroad
  
  

• Promote products to tourists planning trips to Singapore
  
  

• Build social proof through KOLs that appeal to both local and Chinese audiences
  
  

A tailored approach ensures your messaging resonates culturally while staying aligned with platform trends.

What industries benefit most from xiao hong shu advertising?

The most successful categories on Xiao Hong Shu include:

• Beauty and skincare
  
  

• Fashion and accessories
  
  

• Wellness and healthcare
  
  

• Travel and hospitality
  
  

• Food and beverage
  
  

That said, any brand with a strong visual identity and a compelling story can succeed with the right approach. At Advergreen, we’ve worked with both large and emerging brands to execute data-driven campaigns on Xiao Hong Shu.

How do I create content that performs well?

Content on Xiao Hong Shu thrives on authenticity. Users are more likely to trust a well-written post with real photos and honest opinions than a glossy advertisement.

To succeed with xiao hong shu advertising, consider these content tips:

• Use user-generated content when possible
  
  

• Collaborate with KOLs who align with your brand values
  
  

• Focus on storytelling, not just features
  
  

• Localize content for Mandarin-speaking audiences
  
  

• Keep visuals clean, aspirational, and engaging
  
  

We recommend working with content creators who understand the platform’s culture, especially for xiaohongshu Singapore campaigns.

How can I measure campaign success?

Key performance indicators include:

• Reach and impressions
  
  

• Engagement (likes, shares, comments, saves)
  
  

• Click-through rates
  
  

• Follower growth
  
  

• Sales or conversions (if tracked via e-commerce integration)
  
  

At Advergreen, we provide detailed reporting and insights so you can understand what’s working and where to improve.

How can Singapore brands get started with xiaohongshu?

Here are the basic steps to launching a campaign:

1. Set up a verified business account on the platform
   
   

2. Define your audience and goals
   
   

3. Create a localized content strategy
   
   

4. Partner with the right influencers and creators
   
   

5. Use paid ads strategically to scale reach
   
   

6. Track and optimize campaign performance
   
   

Advergreen offers full-service support for brands looking to grow through xiao hong shu advertising—from strategy and content creation to influencer partnerships and ad buying.

Conclusion

Whether you're targeting Chinese-speaking consumers in Singapore or preparing to enter the China market, xiaohongshu Singapore campaigns offer a powerful, culturally relevant way to engage your audience. By focusing on authentic content and strategic advertising, your brand can build meaningful connections that drive real results.

Ready to launch your Xiao Hong Shu campaign? Contact Advergreen and let’s make it happen.