When You Leverage Xiaohongshu Ads, Your Brand Grows Fast

Xiaohongshu has emerged as a powerhouse for brands looking to connect with China’s young, discerning consumers. In recent years, Xiaohongshu Ads have become a game-changer, with over 20 million users searching for "samples" on the platform. The "try before you buy" mentality is reshaping purchasing behaviors, particularly in beauty and skincare. For emerging brands like Lefan, Xiaohongshu Ads present a golden opportunity to leverage low-budget yet high-impact strategies. Unlike traditional platforms, Xiaohongshu thrives on authentic user-generated content, making it ideal for brands aiming to build trust quickly. The rise of "immersive" beauty posts, up 159% year-on-year, further highlights the emotional engagement users seek—brands that tap into this can create lasting impressions without hefty ad spends.

For new brands, the platform offer a unique opportunity to punch above their weight—combining low-budget tactics with high-impact results. This article explores how brands can leverage the platform’s strengths to drive awareness, engagement, and conversions.

1. Understanding User Needs and Market Trends

Xiaohongshu’s strength lies in its ability to uncover deep consumer insights through big data analysis. Over 20 million users have searched for "samples" on the platform, reflecting a growing "try before you buy" mentality. This shift in consumer behavior presents a golden opportunity for brands to lower purchase barriers and build trust through firsthand experiences.

Beyond sampling, the platform’s data reveals key trends shaping the beauty industry. "Immersive" beauty content has grown by 159% year-on-year, highlighting users’ desire for emotional connections with products. Skincare is no longer just about functionality—consumers seek sensory experiences, storytelling, and personalization. Brands like Afu capitalized on this by integrating "emotional skincare" messaging, resonating with users who value self-care and mental well-being.

Another critical insight is the rise of niche demands within saturated markets. Lefan, for instance, identified an underserved segment—consumers looking for "brightening and removing yellowing" rather than generic "whitening" products. By focusing on this specific pain point, Lefan differentiated itself in a crowded category.

For new brands, leveraging the platform’s data tools to identify unmet needs and emerging trends can help brands craft Xiaohongshu Ads that truly resonate.

2. Low-Budget Strategies for High Impact

New brands often operate with limited budgets, but the ads offer cost-effective ways to generate significant traction. One of the most effective tactics is sampling campaigns. Estée Lauder’s customized "Trial Center" mini-program allowed users to test products before purchasing, resulting in a 170% recruitment rate for new users. Unlike traditional surprise boxes, branded sampling programs paired with Xiaohongshu Ads create long-term engagement and foster loyalty.

Another powerful approach is content-driven marketing. Collaborating with Key Opinion Leaders (KOLs) for authentic reviews can amplify reach without heavy ad spending. the platform’s community thrives on user-generated content (UGC), where real testimonials carry more weight than polished ads. Lefan’s strategy of encouraging bloggers to share "empty tube" posts—demonstrating repurchase intent—helped build credibility and drive conversions through Xiaohongshu Ads.

Viral articles also play a crucial role. By testing multiple content variations and scaling high-performing posts, brands can achieve organic reach without excessive spending. Lefan’s "Shining Mask" campaign generated over 10,000 notes in two months, proving that compelling storytelling and strategic seeding in Xiaohongshu Ads can outperform traditional advertising.

For brands with minimal budgets, the key is to focus on authenticity and engagement rather than flashy campaigns. Sampling, KOL collaborations, and UGC-driven Xiaohongshu Ads provide measurable impact without requiring massive investments.

3. High-Impact Tactics for Emerging Brands

While low-budget strategies are essential, some tactics deliver outsized returns for emerging brands. Celebrity endorsements and live-streaming are particularly effective. Afu partnered with actress Dong Jie for a live-streaming event, which generated 20 million+ impressions and 65,000+ interactions, ultimately driving 1 million+ sales. The key was streamlining the entire conversion loop—pre-event buzz, live engagement, and post-event follow-ups—to maximize the impact of their ads.

Another high-leverage strategy is penetrating niche markets. Instead of competing in oversaturated categories, brands can identify "blue ocean" opportunities. Lefan’s focus on "brightening and removing yellowing" (a subtler alternative to "whitening") allowed it to carve out a unique position. By renaming its product the "Shining Mask", the brand enhanced memorability and tapped into unmet consumer desires.

Search optimization is another critical factor. The users frequently search for product recommendations, so ranking for high-intent keywords can drive organic traffic. Clinique’s eye cream campaign saw a 40x increase in search volume after optimizing for terms like "gentle anti-aging" and "sensitive skin-friendly" in their Xiaohongshu Ads.

For emerging brands, the combination of celebrity influence, niche targeting, and search visibility in Xiaohongshu Ads can create a powerful growth engine—even with limited resources.

4. Building Brand Reputation and Loyalty

Long-term success depends on reputation management. Afu’s use of the BFS (Brand + Feeds + Search) model exemplifies this. By creating a dedicated brand zone, publishing high-quality content, and optimizing search keywords in their Xiaohongshu Ads, Afu improved its perception and accumulated positive word-of-mouth.

Community engagement is equally vital. Encouraging reviews and repurchases turns one-time buyers into loyal advocates. Lefan’s emphasis on user testimonials (like showcasing empty product tubes) reinforced trust and drove repeat sales through Xiaohongshu Ads.

The platform’s ecosystem thrives on two-way interactions. Brands that actively respond to comments, feature fan content, and foster a sense of belonging see higher retention rates. Estée Lauder’s "Collagen Cream" campaign succeeded partly because it converted trial users into unofficial ambassadors, creating a self-sustaining cycle of recommendations.

For new brands, the takeaway is clear: invest in relationships, not just transactions. Building a loyal community through Xiaohongshu Ads pays dividends in sustained growth.

Topkee’s expertise in Xiaohongshu Ads underscores this approach through its professional customization and diversified creativity, enabling brands to amplify their voice and drive sales. For instance, Topkee assists brands in securing account and Blue V certification, which enhances credibility and searchability. By refining homepage designs and customizing keyword packages for ads, brands can improve their perception and accumulate positive word-of-mouth organically. Topkee’s precise targeting capabilities, powered by the platform’s DMP system, ensure brands connect with high-intent users. Through multi-dimensional data analysis—including user attributes, life stages, and shopping habits. This precision extends to keyword targeting, where active users searching for related terms are reached with highly relevant content, fostering trust and encouraging repeat purchases. Additionally, Topkee’s note creation services produce engaging graphic and video notes that align with trending topics, further driving user interaction and retention.

5. Measuring Success and Key Takeaways

The metrics that matter include trial recruitment rates (Estée Lauder’s 170%), search volume growth (330% for "Collagen Cream"), and sales conversions (Afu’s 1 million+ units). These KPIs reflect not just visibility but tangible business impact from Xiaohongshu Ads. The key takeaway for new brands is twofold: First, leverage data to identify unmet needs (e.g., "brightening and removing yellowing"). Second, prioritize authenticity—whether through samples, KOL collaborations, or UGC—to build trust in a skeptical market through Xiaohongshu Ads.

Topkee’s precise targeting capabilities, powered by the platform’s DMP system, ensure brands connect with high-intent users. Topkee tailors ads to resonate with specific audiences. This precision extends to keyword targeting, where active users searching for related terms are reached with highly relevant content, fostering trust and encouraging repeat purchases. Additionally, Topkee’s note creation services produce engaging graphic and video notes that align with trending topics, further driving user interaction and retention.

Conclusion and Future Outlook

Xiaohongshu has become indispensable for emerging brands aiming to compete with established players. By leveraging sampling, KOL collaborations, live-streaming, and niche targeting, brands can achieve disproportionate impact with modest budgets. As the platform evolves, personalization and community-building will become even more critical. Brands that embrace the platform unique blend of social commerce and search-driven discovery will thrive in the long run.

For new brands ready to explore potential, the time to act is now—start with consumer insights, experiment with low-cost tactics, and scale what works.

Appendix: Related Case Studies

• Estée Lauder’s Sampling Success
• Afu’s Celebrity Live-Streaming Strategy
• Lefan’s Niche Market Breakthrough
• Clinique’s Search-Optimized Campaign