5 Proven Strategies to Help You Increase Traffic on Xiaohongshu

Xiaohongshu, a new social commerce platform, presents a profitable avenue for brands to gain a higher online profile. But it is not just enough to be present on the platform. In order to really harness its power, companies must employ strategic tools to expand their traffic exponentially. This article writes about five doable strategies that can be employed to drive immense growth, with a new addition, and with real-life examples for better understanding.

1. Leveraging Influencer Marketing (IP Strategy)

One of the best ways of building trust and generating conversions is influencer marketing. Customers connect more with real people giving real feedback than faceless brands. When an influencer or industry expert endorses your brand, they bring credibility and increase audience engagement. Xiaomi’s SU7 is a fine example. Though the car itself is loaded with the latest features, it was Xiaomi’s founder, Lei Jun, who was responsible for its massive success. His personal involvement in marketing the product enabled the company to lower advertisement costs while creating a solid emotional connection with potential buyers. This strategy is best suited for brands looking to humanise business.

2. Maximising Replication of Content with a Matrix Strategy

Organic reach in Xiaohongshu can be accelerated using a content matrix strategy, whereby multiple accounts replicate variations of popular content themes. This strategy expands content exposure and minimises over-reliance risks on one account.

Why Employ This Method?

•  One account can only do that much, but multiple accounts maximize visibility.

•  It avoids dependence on one account for engagement, which minimises risks.

•  Users searching for related terms are more likely to land on one of your accounts, consolidating brand supremacy.

Perfect Diary, a Chinese beauty brand, implemented a content matrix strategy effectively by creating multiple Xiaohongshu accounts to target various customer segments. By distributing beauty tips, product reviews, and influencer collaborations across these accounts, they effectively dominated search results and increased organic engagement.

3. Developing High-Impact, SEO-Optimized Content

Content remains at the core of Xiaohongshu’s algorithm, so high-quality, well-optimised posts are essential. Brands, however, must differentiate between general traffic content (which drives broad traffic) and targeted traffic content (which drives direct conversions). Babytree, for example, as a maternity brand, shares general content on “How to Choose a Postpartum Care Centre,” driving information-seekers, while sharing targeted content such as “Best Postpartum Centres in Shanghai,” targeting users ready to book a service.

Having a combination of both ensures steady organic reach while driving conversions. The optimal ratio is 2:1, with two broad traffic-generating posts to one targeted conversion-driven post.

4. Scaling Reach with Paid Advertising

Organic strategies are powerful, but paid advertising on Xiaohongshu remains an untapped but effective tool. Brands leveraging paid traffic campaigns are able to scale much quicker.

Xiaohongshu provides two basic ad solutions:

• Juguang (Spotlight): Ideal for businesses with a lead generation goal.

• Chengfeng (Tailwind): Ideal for e-commerce brands to drive sales.

SHEIN, the global fast-fashion brand, leveraged Xiaohongshu’s ad platform by combining engaging video ads with strategic keyword targeting. Within three months, their campaign drove a 250% increase in online orders, proving that well-executed ads can drive high traffic and conversions.

5. Community Engagement and UGC (User-Generated Content)

Apart from structured content and ads, Xiaohongshu thrives on user-generated interaction. Encouraging user-generated content (UGC) makes brands appear more human and relatable. Just like Keep, a top-rated fitness app and supplement brand, created a “30-Day Challenge” campaign, inviting users to share progress photos using their product. The campaign soared, with thousands of organic posts testifying to product effectiveness and driving sales. This tactic not only creates credibility but also turns customers into brand advocates.

Conclusion

Through the integration of influencer partnerships, content cloning, strategic content creation, paid ads, and user-generated engagement, brands can amplify their Xiaohongshu traffic exponentially. Successful businesses do one or two of these strategies well, but those who take a multi-layered approach that combines multiple strategies are more likely to dominate their niche and create lasting brand equity.

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