Xiaohongshu Influencer Marketing 101: How to Win Big with KOLs & KOCs in China
Xiaohongshu (also known as RedNote) is a social commerce powerhouse that combines user-generated content with e-commerce, allowing users to explore products through authentic peer reviews and influencer endorsements. With over 300 million active users, Xiaohongshu is where community meets commerce—and it's one of the most effective platforms for brands looking to build credibility and drive growth in the Chinese market.
This guide will show you exactly why Xiaohongshu is an essential tool for digital marketing in China, how to find the right influencers, and how to build successful Key Opinion Leader (KOL) and Key Opinion Consumer (KOC) campaigns that convert.
What Is Xiaohongshu (RedNote)? The Social Commerce Platform You Can’t Ignore
Xiaohongshu isn’t just another social media app—it’s China’s most trusted lifestyle-sharing platform. Think of it as a hybrid of Instagram and Pinterest, fused with powerful e-commerce capabilities.
Why Marketers Love Xiaohongshu
300M+ Active Users: A massive, engaged community, mostly women aged 18–34 from top-tier cities.
90% UGC-Driven Content: Authenticity is key—peer reviews drive real product discovery and trust.
Influencer-Led Culture: The platform thrives on influencer content, from beauty tutorials to travel tips.
Backed by Tech Giants: Investors include Alibaba and Tencent, showing the platform’s staying power.
Why Xiaohongshu Is the Ideal Platform for Influencer Marketing
Influencer marketing feels natural on Xiaohongshu. Why? Because the app was designed around trust, personal recommendations, and peer-to-peer influence. Consumers scroll to discover—not to be sold to.
Key Benefits:
Authentic Engagement: Content blends seamlessly into the feed, encouraging genuine user interaction.
Community-Led Discovery: People trust what their peers say—especially when it comes from everyday users or respected influencers.
Built for Brand Storytelling: Brands can craft narratives through influencers instead of relying on traditional ads.
KOLs vs. KOCs: What’s the Difference & Why You Need Both
Key Opinion Leaders (KOLs)
These are high-profile influencers—celebrities, content creators, or niche experts—with large followings (10K+). They deliver wide visibility and credibility.
Why Work with KOLs?
Wide reach and high engagement.
Professional, polished content.
Effective for product launches and building authority.
Strong trust factor among users seeking expert opinions.
Key Opinion Consumers (KOCs)
Everyday users with small but highly engaged followings. They’re viewed as honest, relatable, and trustworthy.
Why Work with KOCs?
Authentic word-of-mouth impact.
Higher engagement rates.
Budget-friendly and scalable.
Ideal for building long-term trust and driving conversions.
Which Is Better for Your Brand—KOLs or KOCs?
There’s no one-size-fits-all. Here’s how to choose:
Pro Tip: The best Xiaohongshu campaigns combine both KOLs and KOCs for a layered strategy that maximizes reach, authenticity, and ROI.
Key Questions to Ask Before Launching an Influencer Campaign on Xiaohongshu
Who is my target audience on Xiaohongshu?
What kind of content resonates with them—aspirational or relatable?
What’s my campaign goal—awareness, engagement, conversions?
What is my influencer marketing budget?
Should I prioritize KOLs, KOCs, or a mix of both?
How to Find the Right Influencers: A Step-by-Step Guide
Define Your Goal – Brand awareness, product launch, or sales?
Set a Budget – Plan for both KOL and KOC outreach.
Use Search Tools – Look up relevant hashtags and niche categories on Xiaohongshu.
Vet Their Content – Quality, tone, engagement rate, and comment sentiment matter more than follower count.
Check for Authenticity – Avoid fake followers or spammy engagement.
Start Conversations – DM or email potential influencers to assess fit.
How to Measure Success on Xiaohongshu
Don’t just look at likes—track what matters:
Engagement Rate: Comments, shares, saves.
Follower Growth: Organic traffic from influencer mentions.
Brand Mentions: Increase in UGC or search traffic.
Conversions: Coupon codes, affiliate links, or tracked landing pages.
Sentiment Analysis: What are people saying about your brand?
Final Thoughts: Winning on Xiaohongshu Requires Strategy + Authenticity
Whether you're launching in China or looking to scale your existing brand, Xiaohongshu (rednote) should be a top priority in your influencer marketing strategy. Combining the storytelling power of KOLs with the relatability of KOCs gives you the best of both worlds—broad reach and deep trust. Reach out to Lotus Social Agency today and get a quote!
