Xiaohongshu (also known as RED) has become one of the most influential social commerce platforms in China, where consumers discover, review, and purchase products. With over 300 million monthly active users, it’s a goldmine for brands seeking exposure and conversions. Yet many businesses struggle with low traffic and engagement. Why does this happen?
In this article, we’ll break down the most common mistakes brands make on Xiaohongshu and provide actionable solutions to boost your traffic and visibility.
◎ Ignoring SEO Within Xiaohongshu
Mistake: Many brands treat Xiaohongshu like Instagram, focusing only on visuals without considering search optimization. However, Xiaohongshu’s algorithm heavily relies on keywords, hashtags, and search intent.
Solution:
Research trending keywords related to your industry (e.g., “skincare routine,” “baby products,” “tech gadgets”).
Add these keywords naturally in your title, description, and hashtags.
Use long-tail keywords (e.g., “hydrating serum for sensitive skin”) to capture targeted traffic.
◎ Poor Content Quality & Lack of Value
Mistake: Simply reposting ads, product catalogs, or generic lifestyle shots won’t perform well. Xiaohongshu users value authentic reviews and practical tips.
Solution:
Create story-driven content (e.g., “My one-week test using this moisturizer”).
Share before-and-after photos, tutorials, or comparison reviews.
Focus on solving user pain points instead of pushing sales.
◎ Overlooking Consistency
Mistake: Posting randomly without a content calendar leads to low reach and poor algorithm performance.
Solution:
Publish 3–5 posts per week at consistent times.
Mix different content types: tutorials, reviews, lifestyle stories, and user-generated content (UGC).
Track which formats bring the most engagement and double down.
◎ Weak Visual Presentation
Mistake: Low-quality photos, messy layouts, or text-heavy images make users scroll past quickly.
Solution:
Invest in high-resolution images and aesthetically pleasing layouts.
Use Xiaohongshu-native design styles (minimal, warm-toned, clean editing).
Highlight the product naturally within real-life scenarios.
◎ Ignoring KOL/KOC Collaborations
Mistake: Many brands rely solely on official accounts, ignoring the power of creators. On Xiaohongshu, user trust in KOLs (Key Opinion Leaders) and KOCs (Key Opinion Consumers) drives visibility.
Solution:
Partner with micro-influencers (KOCs) for authentic reviews.
Invest in targeted KOL collaborations for wider exposure.
Encourage customers to share UGC by creating hashtags and campaigns.
◎ Neglecting Engagement & Community Building
Mistake: Posting content but ignoring comments, DMs, and community interaction reduces your ranking and brand trust.
Solution:
Reply to every comment within the first 24 hours.
Use polls, questions, and interactive posts to spark conversations.
Build a brand persona that feels approachable and trustworthy.
◎ Not Leveraging Analytics
Mistake: Brands often post blindly without analyzing what works and what doesn’t.
Solution:
Use Xiaohongshu’s data dashboard to monitor impressions, CTR, and engagement.
Identify top-performing posts and replicate successful elements.
Continuously optimize based on data-driven insights.
◎ Final Thoughts
Getting traffic on Xiaohongshu requires more than just pretty pictures or ad spending. To succeed, brands must understand the algorithm, create authentic value-driven content, collaborate with the right influencers, and engage with the community.
By avoiding these common mistakes and applying the solutions above, your brand can increase visibility, build trust, and drive conversions on Xiaohongshu.