How to Leverage Xiaohongshu Ads for Effective Brand Growth: Insights from Top Campaigns

In today’s fast-evolving digital landscape, Xiaohongshu Ads has emerged as a powerhouse for brand growth, particularly in industries like beauty, fashion, and home decor. With its highly engaged user base and community-driven content, the platform offers unparalleled opportunities for brands to connect with consumers authentically. Recent reports, such as Xiaohongshu’s home decor industry insights, highlight the platform’s ability to decode trends and unlock new marketing opportunities. As influencer marketing and interactive ad formats gain traction, brands like Estée Lauder, TOPIX, and BR Photoelectric have leveraged Xiaohongshu Ads unique ecosystem to achieve remarkable success. This article delves into their strategies, the platform’s advertising features, and best practices for maximizing brand growth.

I. Introduction to Xiaohongshu as a Brand Growth Platform

Xiaohongshu boasts a vibrant community of over 200 million users, primarily Gen Z and millennials, who actively share and discover lifestyle content. The platform’s engagement trends reveal a preference for authentic, user-generated posts, making it ideal for influencer collaborations. Key industries thriving on Xiaohongshu include beauty, fashion, and home decor, as evidenced by in recent years industry reports. For instance, the "Inspiration Renews Home" report analyzed thousands of user responses to identify emerging home decor trends, offering brands actionable insights. The platform’s emphasis on community-driven content and trust-based recommendations has made it a go-to for brands aiming to build credibility and visibility.

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II. Understanding Xiaohongshu’s Advertising Ecosystem

Xiaohongshu offers diverse ad formats, including KOL partnerships, branded content, and search ads through Xiaohongshu Ads. Unique features like trial programs (e.g., Estée Lauder’s "Collagen Cream" sample campaign) and interactive elements (e.g., BR Photoelectric’s comment-based search links) enhance user engagement. The platform’s ad tools, such as the "Trial Center"Mini Program, allow brands to collect user data while fostering trust through experiential marketing. Benefits include higher conversion rates, and improved brand recall via multi-tiered influencer campaigns.

III. Case Study: Estée Lauder’s Success

Facing stiff competition in the skincare market, Estée Lauder aimed to rejuvenate its "Collagen Cream." The campaign leveraged Xiaohongshu Ads’ "Trial Center" to distribute 8,000+ samples, driving a 170% new-user rate. KOL collaborations and targeted ads (e.g., celebrity splash screens) boosted search volume by 330%. Key to success was aligning with user preferences for "try before buying" and using data to refine audience targeting (e.g., beauty enthusiasts, travelers).

IV. Case Study: TOPIX’s Hybrid Approach to Live Streaming and Ads

TOPIX combined live streaming with influencer marketing to overcome time-bound limitations. Pre-campaign, it tested content via Focus Platform, identifying high-potential posts. During streams, influencers demonstrated product textures, linking to exclusive discounts powered by Xiaohongshu Ads. The result? 80%+ new buyers and 5,600+ product views, proving the synergy of live engagement and evergreen content.

V. Case Study: BR Photoelectric’s Content-Driven Growth Strategy

BR Photoelectric prioritized content before paid ads, collaborating with 150+ KOLs across niches (e.g., medical aesthetics, lifestyle). Xiaohongshu Ads search features and interactive comment tools drove 1,160万+ exposures, making it Shanghai’s top-rated Phototherapy Skincare brand. The strategy emphasized authentic storytelling, with 86% of searchers recalling prior KOL content.

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VI. Future Trends in Xiaohongshu’s Advertising

The evolution of Xiaohongshu Ads is increasingly shaped by immersive technologies and sector-specific opportunities, with Light medical aesthetics emerging as a key growth area. Brands aiming to capitalize on these trends must adopt agile strategies that integrate data-driven insights and interactive tools to maintain competitiveness. Topkee, exemplifies this approach by offering tailored solutions that align with platform dynamics and market demands.

Immersive ad formats, such as AR try-ons, are gaining traction for their ability to enhance user engagement and bridge the gap between virtual exploration and real-world purchasing decisions. These innovations align with Xiaohongshu’s "Influencing" culture, where visually rich, interactive content drives product virality. Topkee’s advertising services leverage this trend through diversified formats—including images, short videos, and live streams—while employing precise user targeting to maximize conversion rates. By analyzing user behavior and feedback, brands can refine their strategies to better resonate with niche audiences, particularly in high-potential sectors like Light medical aesthetics.

Beyond ad creativity, Topkee emphasizes the integration of e-commerce functionalities to create seamless shopping experiences. Their advertising strategies not only boost traffic but also optimize lead collection, enabling brands to capture and nurture potential customers effectively. This is complemented by data-driven insights, where KPI monitoring and fan portrait analysis inform continuous optimization of note content and ad placements. Such granularity ensures that campaigns remain adaptive to shifting trends and user preferences.

Another critical dimension is social customer service, which Topkee manages through comprehensive interaction tools. From private messages to public comments and @mentions, their team ensures timely, professional responses that uphold brand reputation and foster community trust. This holistic approach—combining immersive ads, precision marketing, and responsive engagement—positions brands to thrive amid evolving landscape.

Ultimately, success hinges on balancing innovation with strategic execution. Brands must harness emerging technologies while grounding decisions in real-time data and platform-specific best practices. Partners like Topkee provide the expertise needed to navigate this complexity, transforming trends into tangible growth opportunities.

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Conclusion: Maximizing Brand Growth

From Estée Lauder’s sampling success to BR Photoelectric’s content-first approach, Xiaohongshu Ads offer a proven path for brand visibility and conversion. By adopting these strategies—authentic collaborations, data-driven targeting, and innovative ad formats—brands can thrive on the platform. Ready to explore Xiaohongshu’s potential? Consult our experts Topkee to craft your winning campaign.