Little Red Book, also known as Xiaohongshu, or simply RED, is a Chinese social media platform that is often likened to China’s answer to Instagram or Pinterest. It comprises of a vibrant community where content creators, influencers, and celebrities gather to find inspiration for their daily activities. On this platform, users are welcome to share their opinions, experiences, and recommendations across a variety of topics. Additionally, it provides the convenience of buying products directly through its online store.
Little Red Book logo
Demographics and usage
Monthly active users
Little Red Book currently has a user base of 300 million monthly active users.
Predominantly female
There is a notable female majority on Little Red Book, with a 3:7 gender ratio.
Generation Z
The platform primarily attracts Generation Z, making up 85% of its user base.
Urban cities
Half of Little Red Book’s users reside in first- and second-tier cities.
Content creators
Over 80 million content creators who actively engage the community.
Search engagement
Each day, 60% of users utilise the platform’s search features.
User-generated content (UGC)
Notably, 90% of its content is user-generated, setting it apart from other platforms.
Source: Qian-Gua.com, 2024
Little Red Book homepage and post known as Notes
Little Red Book account types
For brands aiming to establish a presence in China's social media landscape through Little Red Book, the platform provides three types of verified accounts to meet different needs:
Personal accounts
These accounts have a low registration threshold and are user-friendly making them ideal for individuals to share daily life snippets and shopping tips.
For users aiming to engage in commercial activities or brand development, the limitations of personal accounts become apparent. In these situations, users can opt to verify their personal account to increase its professionalism and credibility. This verification, helps users more effectively display their professional skills and falls under the scope of official verification.
Little Red Book official personal account
Institutional accounts
Ideal for state institutions, media organisations, and universities, Institutional accounts enable official promotions and public relations activities. These accounts allow for the publication of official information, interaction with users, and more. To register for an Institutional account, organisations must provide relevant qualifications and certifications, and undergo a relatively strict review process. Generally, we recommend higher education providers create an Institutional account.
By verifying its institutional account, a university can publish official information, promote its unique features, and showcase academic achievements on Little Red Book, thus expanding its exposure and influence. An officially verified Institution account comes with a verification badge, which enhances the credibility and authority of the information published by the university. Additionally, it provides a platform for direct communication with potential students.
Little Red Book official institutional account
Business accounts
Designed for sole traders and businesses with commercial needs on the platform, this account type has a relatively high application threshold. Applicants must have a certain number of followers and meet specific content quality standards.
The business account, often referred to as business verification, is ideally suited for e-commerce purposes. It provides a variety of business-oriented features, such as verification badge nicknames, business information cards, links to offline stores, the setup of online stores, and participating in commercial topics.
Little Red Book official business account
Why do you need a Little Red Book official account?
With a predominantly female user base and 85% of its audience comprising Gen Z, Little Red Book is essential for brands targeting young women. The platform has quickly become a trusted source for product discovery and recommendations with its user generated content, making Little Red Book marketing highly effective as it is an influential channel for reaching and engaging this demographic.
Moreover, the prevalence of UGC on Little Red Book means your brand is being discussed on the platform. This is especially true for destinations and attractions like restaurants, museums, and galleries, which naturally lend themselves to compelling user created content. However, this lack of control over the narrative can pose challenges for your brand. To establish an official brand voice and effectively manage your presence, it’s crucial to create an official account on Little Red Book.
Official accounts also have access to advanced features such as running ads, holding lucky draw giveaways, managing physical and online stores, advanced data analytics and more.
Ready to get started on Little Red Book? Contact us to set up your official account to take control of your brand’s narrative.
Opening a Little Red Book account: Essential requirements
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Institutional account |
Business account |
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Business license Institutional certification application letter ID of Institutional operator Operator name and details Operator phone number to receive verification code |
Business license Official application letter with official seal or photo of legal representative with their ID for identify verification Operator email and phone number to receive verification code Operator ID
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Creating a business account on Little Red Book offers brands an effective way to connect with China’s younger, urban audience through trusted word-of-mouth marketing. By verifying an official account, businesses can establish a credible brand presence, access enhanced features, and manage their narrative on a platform driven by user-generated content. With its vast, engaged user base, Little Red Book is an essential tool for brands targeting Chinese consumers.
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