Xiaohongshu (also known as RED) is one of the most powerful lifestyle and social commerce platforms in Asia. With its growing influence among Mandarin-speaking communities in Singapore, it has become a key platform for brand discovery, authentic reviews, and purchase decisions. However, many brands entering Xiaohongshu face the same challenge: low traffic and engagement.
Why does this happen, and how can Singapore-based brands fix it? In this article, we’ll explore the common mistakes brands make on Xiaohongshu and offer practical solutions tailored to the Singapore market.
▌1. Ignoring Xiaohongshu SEO Optimization
Mistake: Many brands treat Xiaohongshu like Instagram or TikTok, focusing only on visuals. But Xiaohongshu works more like a search engine, where keywords and hashtags drive discovery.
Solution:
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Conduct keyword research in Mandarin and English (e.g., “新加坡护肤推荐 / skincare Singapore”).
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Place relevant keywords in your title, caption, and hashtags.
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Use location-specific tags like “Singapore café,” “SG beauty haul,” or “新加坡美妆”.
▌2. Overly Promotional Content
Mistake: Posting product catalogs or ad-style content without context. Singaporean Xiaohongshu users value authentic experiences over direct advertising.
Solution:
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Share real-life stories: e.g., “My weekend skincare routine in Singapore’s humid weather.”
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Highlight lifestyle relevance: showcase how your product fits Singapore’s urban lifestyle.
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Use before-and-after content or tutorials to show tangible value.
▌3. Lack of Consistency
Mistake: Many brands post sporadically, which hurts algorithm performance and visibility.
Solution:
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Create a content calendar with 3–5 posts per week.
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Post at peak times in Singapore (evenings and weekends).
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Maintain a mix of reviews, tips, UGC, and lifestyle stories.
▌4. Weak Visual Standards
Mistake: Low-quality images or text-heavy visuals discourage engagement.
Solution:
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Use high-resolution photos with Xiaohongshu’s clean aesthetic.
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Adapt visuals to Singaporean lifestyle settings (cafés, HDB homes, malls).
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Highlight products naturally within everyday use cases.
▌5. Ignoring KOL/KOC Collaborations in Singapore
Mistake: Relying only on official brand accounts. On Xiaohongshu, influencers and micro-influencers (KOCs) drive trust and traffic.
Solution:
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Partner with Singapore-based KOLs and KOCs, especially in beauty, F&B, and lifestyle.
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Encourage UGC campaigns with hashtags like #SingaporeLife or #美妆分享.
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Build credibility through authentic reviews rather than paid endorsements alone.
▌6.Not Engaging With Community
Mistake: Many brands overlook comments and direct interactions, which weakens algorithm performance.
Solution:
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Reply to every comment within 24 hours.
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Ask engaging questions like “What’s your must-have beauty item for Singapore’s climate?”
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Build a relatable brand persona to foster community trust.
▌7.Skipping Analytics & Insights
Mistake: Posting blindly without analyzing what resonates with Singaporean audiences.
Solution:
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Use Xiaohongshu’s analytics dashboard to track reach, CTR, and engagement.
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Monitor which content formats resonate in Singapore (e.g., café guides, beauty routines).
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Continuously optimize based on performance data.
▌Final Thoughts
In Singapore, Xiaohongshu is more than just a social media app—it’s a trusted discovery engine for lifestyle, beauty, and F&B brands. To stand out, brands must optimize for search, create authentic stories, collaborate with local influencers, and actively engage with the community.
By avoiding these common mistakes and applying these solutions, your brand can increase visibility, build trust, and drive conversions in Singapore’s competitive digital market.