How to Grow Your Xiaohongshu Account: Top Brand Strategies Revealed!

Xiaohongshu users exhibit distinct behaviors that brands must understand to succeed. In the rencent years, these consumers actively search for content using the format "new product + category," reflecting their enthusiasm for discovering innovative offerings. Beauty enthusiasts on the platform are particularly sophisticated—they scrutinize ingredients, compare formulations, and share detailed reviews. The term "ingredient enthusiasts" accurately describes these users who display remarkable sensitivity to new product launches, especially in categories like eye creams.

What truly sets platform apart is its culture of authentic user-generated content (UGC). Consumers rely heavily on peer recommendations when making purchase decisions, placing extraordinary value on notes mentioning "repurchase," "empty bottles," and "true love." This word-of-mouth ecosystem means a single viral post can dramatically impact brand perception. For instance, Shiseido found that emphasizing retinol efficacy in user reviews significantly boosted the credibility of their Revitalizing Eye Cream—a strategy optimized through their Xiaohongshu Account analytics.

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1. Crafting a Winning Content Strategy

Successful Xiaohongshu strategies begin with data-driven insights into user pain points and preferences. Shiseido's campaign demonstrated how leveraging existing consumer knowledge about retinol reduced education costs while strengthening product positioning. The key lies in identifying and amplifying memorable product differentiators—whether it's IS's "pearl" shower gel technology or Bobbi Brown's orange-scented primer.

Virality often stems from collaborative content creation. IS employed a brilliant user co-creation model, inviting thousands to test their pearl shower gel and incorporating feedback into product development and messaging. This approach transformed users into brand advocates while generating authentic UGC. The brand then optimized these testimonials into high-performing content by focusing on perceptible benefits like "whitening," "fragrance," and "moisturizing"—keywords that resonated strongly with their target audience, all tracked via their Xiaohongshu Account performance metrics.

2. Collaborating with IPs and Influencers

Strategic partnerships with platform IPs can amplify reach and credibility. Shiseido's collaboration with "New Product Preview" and "REDay Special Day" IPs provided multiple touchpoints to introduce their eye cream. The brand engaged 13 beauty bloggers for an offline store event, resulting in multi-dimensional content that interpreted product ingredients and efficacy. A follow-up live stream by a million-follower influencer topped platform charts, significantly boosting awareness—an outcome measurable through their Xiaohongshu Account dashboard.

Bobbi Brown took a different approach by leveraging professional endorsements. The brand collaborated with makeup artists through the "RED Makeup Academy Master Class," establishing their Orange Primer as a must-have for flawless base makeup. This professional validation, combined with seeding products to beauty influencers, created a ripple effect of authentic recommendations across the platform, all managed through their Xiaohongshu Account tools.

3. Executing Effective Marketing Campaigns

Campaigns require an integrated approach combining paid, owned, and earned media. Bobbi Brown's success stemmed from a three-pronged strategy: discovery page feed ads, creative business topics, and trending hashtags. This coordinated effort helped the primer transition from niche favorite to mainstream phenomenon, with conversions tracked via their Xiaohongshu Account linked to e-commerce.

Content optimization is equally critical. IS achieved remarkable results by continuously refining note content based on placement data and testing viral article templates. Their persistence paid off—one super viral post garnered nearly 200 million impressions with a like rate exceeding 20%. Similarly, Shiseido's strategic use of "new product" and "retinol" keywords in search optimization propelled their eye cream to TOP 2 in category searches, a feat supported by their Xiaohongshu Account SEO tools.

Content optimization is further amplified through Topkee’s suite of professional account tools. For instance, the platform’s comment management system allows brands to filter and prioritize high-impact interactions, while automated private message replies—tailored to industry-specific keywords—streamline user communication. The @Me Note Management feature enables brands to showcase positive user-generated content (UGC), effectively turning customer endorsements into visible social proof. Additionally, group messaging capabilities (up to four monthly broadcasts) facilitate targeted outreach with rich media, including product links and coupons, to nurture community activity and reinforce brand relationships.

Topkee’s marketing conversion tools bridge the gap between engagement and sales. By linking platform stores or physical locations to the enterprise account, brands create seamless shopping pathways, directly converting social traffic into transactions. The integration of CPC ads via the Focus platform further boosts visibility in search results and feeds, while exclusive business topics aggregate UGC to amplify organic reach. The lottery function, another key feature, incentivizes participation and fosters fan retention through interactive campaigns.

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4. Case Studies: Lessons from Successful Brands

Shiseido's Revitalizing Eye Cream campaign offers masterclass in ingredient-focused marketing. By aligning with users' existing knowledge about retinol and collaborating with platform IPs, the brand achieved 6.61 million+ exposures during their "REDay Special Day" event.

IS Pearl Shower Gel demonstrates the power of user co-creation. Through iterative product testing and messaging refinement, the brand increased e-commerce searches by 173% and sold over 200,000 units. Their "pearl" differentiation cut through a crowded market, proving that distinctive, user-validated features drive success.

Bobbi Brown Orange Primer exemplifies niche market domination. By focusing on the underserved "smooth application" need and adopting the user-coined "Orange Prep" nickname, the brand saw 40X growth in searches and notes, plus 1000% increase in Taobao searches—a testament to platform's offline-to-online influence.

5. Key Takeaways for Creating High-Performing Content

First, content must align precisely with user interests and search behaviors—Shiseido capitalized on existing retinol awareness, while Bobbi Brown tapped into the "smooth makeup" trend. Second, UGC and influencer partnerships build indispensable trust; all three case studies relied on authentic peer recommendations. Finally, continuous optimization based on data and feedback is non-negotiable—IS's three product iterations and Bobbi Brown's nickname adoption show the power of listening to users.

Topkee’s Xiaohongshu Account solutions demonstrate this by leveraging Blue V certification to enhance brand authority and visibility. The certification process, which includes personalized homepage customization and keyword package planning, ensures brands appear prominently when users search for related terms, directly addressing search intent. Topkee’s integration of CPC ads, store linking (both online and offline), and business topic creation allows brands to track conversions in real time. The ability to bind mall entrances or physical store information streamlines the user journey from discovery to purchase, while performance advertising and UGC aggregation via business topics provide actionable insights for iterative improvements.

By combining these elements—precise audience targeting, trust-building through structured UGC management, and closed-loop conversion tools—Topkee’s framework ensures content not only resonates but also drives measurable business outcomes on platform, especially for brands with a verified Xiaohongshu Account.

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Conclusion

Xiaohongshu's unique ecosystem rewards brands that combine strategic insight with authentic engagement. Whether through ingredient storytelling like Shiseido, user co-creation like IS, or niche positioning like Bobbi Brown, success hinges on understanding and participating in the platform's culture of discovery and sharing. For brands ready to dive deeper into Xiaohongshu Marketing strategies, consulting with platform experts can help tailor these approaches to specific business objectives and product categories—starting with optimizing your Xiaohongshu Account.