Tag: RedNote

01 Data-Driven Mindset: The Core Key to Advancing on Rednote

As a social e-commerce platform centered around “content-driven interest provoking & recommendation”, Rednote’s operational essence lies in achieving precise connections between content and users through its tag-matching mechanism. The platform’s algorithm distributes traffic by identifying both static tags (such as titles and keywords in the body text) and dynamic tags (real-time user interaction behaviors) of notes. To achieve effective growth on the platform, granular operational analytics serve as the core driving force.

 

The Three Core Values of a Data-Driven Mindset

1. Move Beyond Guesswork, Let Data Guide You

Many creators rely on intuition, leaving them confused about why some content goes viral while other pieces flop. Data analysis helps identify patterns and eliminates copycat anxiety.

 2. Precise Targeting, Eliminate Vague Strategies

Data reveals what resonates with your audience and what doesn’t. For instance, an “average view duration” below 10 seconds signals a weak hook, while a low “follower conversion rate” often points to an unclear creator persona.

3. A Repeatable Formula for Viral Content

Once you understand the data patterns, viral success can be systematically replicated. For example, analysis may show that prompting discussions in the comments can boost “completion rates” by over 20%, and using engaging “conversation hooks” can reliably increase interactions.

 

02 Core Analysis Dimensions and Metrics

1. Six Key Analysis Dimensions

2. Key Analysis Metrics

03 Single-Note Data Analysis: 8 Metrics to Thoroughly Understand Content Quality

1. Core Metrics Interpretation

2.The CES Algorithm: Rednote’s Invisible Distribution Logic

While not officially acknowledged by the platform, the widely referenced CES algorithm (like: 1 point + save: 1 point + comment: 4 points + follow: 8 points) can help understand Rednote’s content distribution mechanism.

 

04 Overall Account Analysis: Interpreting Operational Trends from Macro Data

Three Key Dimensions of the Creator Weekly Report

1. Traffic Source Composition

Homepage Recommendation >80%: Indicates that the content aligns with the platform’s distribution logic. Maintain the current style.

Increasing Share of Search Traffic: Signifies successful keyword strategy. Can intensify SEO efforts.

2. Follower Demographics

Pay attention to the distribution of age, gender, and location to adjust content direction. For example, a parenting blogger finding that 70% of their followers are “mothers in second-tier cities” could focus more on recommending cost-effective baby and maternal products.

3. Posting Activity

Maintain a frequency of 3-5 posts per week. Interrupting regular updates will negatively impact your account’s ranking weight.

 

05 Competitor Data Analysis: Choosing Your Niche by Standing on the Shoulders of Giants

1. Tool Recommendations and Usage Tips

Xinhong/Huitun Data: Spend 60-100 RMB per month to purchase a membership, which allows access to competitor pricing, viral notes, live stream data, and more.

Pugongying Platform: Log in as a merchant to review competitors’ advertising frequency and product categories, assessing the commercial potential of a niche.

2. Three Criteria for Selecting Benchmark Accounts

• Similar Follower Count: Choose competitors with the same or similar follower scale for more relevant data insights.
• Stable Update Frequency: Opt for accounts that post at least twice weekly to avoid referencing inactive accounts.
• Clear Monetization Model: Prioritize accounts that combine both sponsored content and product sales to learn diversified revenue strategies.

 

06 Data Analysis Methods

1. Comparative Analysis

Horizontal Comparison: Compare your data with that of competitor accounts during the same period (e.g. engagement rate, follower growth speed), and evaluate the performance of different notes/campaigns/creators.

Vertical Comparison: Compare your account’s data across different time periods (e.g., month-over-month, year-over-year), and analyze performance before and after campaigns.

2. Trend Analysis

• Track changes in core metrics (e.g., follower count, engagement rate, search traffic) over time to identify growth opportunities or abnormal fluctuations.
• Analyze periodic or sudden trends in content topic popularity and keyword search volume.

3. Funnel Analysis

Deconstruct the key steps from “users seeing the note” to “conversion” (Exposure -> Click -> Read/Watch -> Interaction -> Product/Link Click -> Add to Cart/Inquiry -> Purchase). Analyze the conversion rate at each stage to identify bottlenecks and drop-off points.

4. Attribution Analysis

Identify the main factors driving key outcomes (e.g., follower growth, conversions). Was it a specific viral note? A campaign? Or consistent high-quality content output?

5. User Segmentation Analysis

• Segment followers based on behavioral data (activity level, interaction depth, purchasing power) into groups such as core fans, active fans, casual followers, and potential interest fans.
• Develop tailored operational strategies for different user segments (e.g., retaining core fans, incentivizing active fans, converting casual followers).

6. Content Clustering & Text Analysis

• Perform text mining on comments and note content to extract high-frequency keywords, sentimenttendency(positive/negative), user concerns, pain points, and needs.
• Identify common characteristics of viral content (theme, structure, keywords, visual style).

7. A/B Testing

Conduct small-scale tests on key variables (e.g., different cover images, title copy, posting times, campaign formats, call-to-action wording) and select the optimal approach based on data results.

 

07 Key Considerations for Analytical Practice

Define Objectives and Align Metrics: Before analysis, clearly define the core business objective (e.g., increasing brand awareness? growing followers? driving sales?) and select the most relevant metrics accordingly.

Combine Qualitative Analysis: Qualitative insights from user comments, private message feedback, industry reports, and competitor cases can provide deeper context and understanding, complementing purely quantitative data.

Focus on Metric Correlation: Isolated metrics offer limited value. Pay attention to relationships between indicators (e.g., high exposure but low interaction may indicate insufficient content appeal; high interaction but low conversion may suggest flaws in the conversion funnel).

Long-Term Tracking and Dynamic Adjustment: Operational analysis is an ongoing process. Establish regular review mechanisms and adjust strategies promptly based on data feedback. Platform algorithms and user preferences also change over time.

Leverage Platform Tools Effectively: Make full use of Rednote’s professional backend analytics (note performance, follower data, interaction metrics, referral data), Potato Chip (Shutiao) feed ad campaign data, and third-party data platforms to gain multidimensional insights.

Data Compliance and Privacy: Strictly adhere to platform data usage policies, relevant laws and regulations regarding user privacy protection.

Through systematic data analysis and optimization, combined with an understanding of platform dynamics and user needs, it is possible to achieve breakthrough growth from zero to one on Rednote, ultimately creating viral content and a personal brand that consistently generate value.

As globalization and digitalization continue to intertwine, China’s massive consumer base and unique social ecosystem have made it a crucial battleground for global brands. Rednote, a content-driven consumption platform, is redefining how brands connect with Chinese consumers through a unique “seeding, trust, conversion” model. From capturing user awareness to building content assets, from localized operations to optimizing marketing performance, rednote offers an end-to-end system tailored for the Chinese market to solve the localization challenge for international brands. Below is a breakdown of rednote’s core value and implementation approach based on platform insights and marketing practices.

1.Capturing User Awareness: From Trust to Seeding, Let Great Products Naturally Integrate into Daily Life

On rednote, brand-user connections are not forged through hard-selling ads but through authentic, lifestyle-oriented content that blends seamlessly into users’ lives. The platform’s core philosophy: brands must first be “needed” to be “seen”, and users must first “trust” to be “influenced”.

Take Swisse for example. The brand has successfully integrated its supplements into scenarios like “daily wellness for working professionals” and “anti-aging routines for those in their 30s”, using user-generated notes rather than focusing on product ingredients. Discussions on “calcium misconceptions”, “mistakes 90% of people make”, and absorption comparisons between citrate and carbonate calcium demonstrate how authenticity builds credibility. Through this scenario-based and user-driven discussion model, rednote turns brands from “foreign names” into “daily essentials”. No self-praise is needed because authentic user stories become the best marketing.

 

2.Search Engagement: Capturing User Searches and Converting Interest into Trust

When users develop interest, their search behaviors become the most direct interaction signal. Rednote’s strength lies in enabling brands to “appear just in time” during user exploration in order to turn awareness into trust.

Swisse again offers a valuable reference: When users search keywords like “calcium myths” or “anti-glycation supplement recommendations”, Swisse’s brand account and influencer reviews respond directly, clarifying concerns like “calcium content alone isn’t enough” or “absorption is more important”. This “user search-brand response-content match” loop enhances credibility and drives confident decision-making. For overseas brands, search engagement is not passive. It’s about delivering answers at the user’s moment of decision.

 

3.Building Content Assets: Establishing a Brand Content Hub in China

Every brand post and influencer collaboration on rednote will become a reusable content asset. These assets attract new users while reinforcing trust with returning ones.

Swisse has built a clear content matrix: brand notes explain products like “women’s probiotics” and “dual anti-aging pills”, while influencers share supplement routines and anti-aging tips. Even user-initiated discussions on topics like “glycation prevention” contribute to a rich content moat. These are not one-time investments. High-quality notes from five years ago still influence users today, showcasing rednote’s long-term content value.

 

4.Localized Operations: RednoteService System for Overseas Brands

Localized support is essential for overseas brands entering rednote. YOYI TECH offers a full-service solution from content to media to help brands adapt quickly.

Brand Account & Content Management: From profile setup and cover design to daily content planning, ensuring alignment with local user expectations.

Influencer Partnerships & Content Creation: Identifying creators that match brand tone and guiding “native-style” content (e.g., Swisse’s collaboration with health KOLs on calcium testing).

Media + Search Advertising: Amplifying exposure through feeds and reaching high-intent users via search, ensuring quality content reaches the right audience.

The key is not to replicate overseas experience, but to reframe communication based on rednote’s unique social logic.

 

5.Localized Brand Expression: Translating Brand Language into Rednote Language

To succeed on rednote, overseas brands must “speak the user’s language”, translating professional terminology into familiar scenes and buzzwords.

FARFETCH exemplifies this well. It translated seasonal style descriptors like “caramel brown”, “oat gray”, and “minimalist design” into popular terms like “Merlotcore”, “Quiet luxury”, and “The first autumn coat”. These posts, a.k.a. notes on rednote, earned 1.53 billion, 110 million, and 13.38 million views respectively, entering trending user circles. During Valentine’s Day, Lancôme used casual tones like “@Zhang Linghe check your surprise” instead of pushy promos. Miu Miu’s Spring Festival campaign aligned products with “festive rituals” and “New Year vibes”. These strategies transformed global brand language into local emotional resonance.

 

6.Brand Asset Strategy: Business Account + KOL Activation to Drive Interest and Trust

The ideal rednote strategy combines “brand account foundation + influencer amplification + media/search precision”. Brand accounts publish official, trust-building content (e.g., Swisse’s product science notes); influencers add authenticity through “I tried this for 30 days” content; then paid media and search retarget interested users. This creates a conversion loop from trust to interest and action.

YOYI TECH’s DMP further supports this approach by analyzing user behavior and preferences to pinpoint high-potential segments, ensuring content is precisely delivered to the right audience.

 

7.Building a Brand Account

The brand account is the brand’s official rednote presence and should be structured around “clear positioning + user value”.

Profile Area: Cover image, background, and description must convey brand identity, with links to services like fan chat groups and store locations.

Content Area: Organize notes into topic groups, pin key notes for first-time visitors to understand brand value quickly.

Engagement Area: Actively reply to comments to reinforce a reliable brand image.

A strong brand account makes users feel the brand is “close by”, not some distant foreign name.

 

8.RednoteContent Creation Model

“Going viral” on rednote is no accident. It’s driven by “relevance+value+visual appeal”. Here’s a six-step formula for quality content.

Topic Selection: Combine industry keywords (e.g., “calcium”, “anti-glycation”) with user needs (e.g., “pitfall avoidance”, “how-to guides”).

Headline Writing: Use numbers (“90% make this mistake”), emotion (“3 must-haves at age 33”), or how-to hooks (“How to take Swisse dual anti-aging pills effectively”).

Visuals: Design-driven covers with problem-based captions (e.g., “calcium myths”); carousels show product details and usage scenes.

Copywriting: Follow intro-breakdown-conclusion structure. Start with user pain points, provide clear solutions, and end with value summary, embedding brand mentions seamlessly.

Comment Engagement: Reply to user questions (e.g., “Can I take this during menstruation?”) to spark discussion.

Timing: Post during peak activity hours (16:00–18:00 and 20:00–23:00) to boost visibility.

The core is thinking like a user. Give them what they need. Let content be a necessity, not a pitch.

 

Conclusion

For global brands, rednote is more than a marketing channel. It’s a gateway to building lasting relationships with Chinese consumers. From awareness to asset building, from local expression to strategic content, success requires commitment to authenticity, usefulness, and emotional resonance. When brands truly integrate with rednote’s ecosystem, they go from being “foreign guests” to part of the everyday, and unlock sustainable growth in China’s complex market.

If you’d like to learn more about how to build marketing strategies on rednote and how it connects with the broader omnichannel ecosystem in China, feel free to reach out: marketing@yoyi.com.cn. Our rednote marketing specialists are here to help.

Amid a global wave of digital transformation, China’s consumer landscape is undergoing a profound shift in consumption logic. For international brands, understanding the evolving behaviors of Chinese consumers—especially the core role of content-driven social platforms in purchase decisions—has become critical to market entry. As China’s leading lifestyle-sharing platform, rednote is redefining the brand-consumer connection through its ecosystem of 300 million monthly active users, a comprehensive content matrix covering all lifestyle scenarios, and a deep decision-making path anchored in “search + browse.” More than just a “shopping guide” for young people, rednote has become a must-win platform for localized marketing success in China.

 

01 China’s Market Has Entered the Era of Content-Driven Consumption

As Gen Z becomes the dominant consumer force, China’s marketing logic is shifting from brand monologues to active user participation. Reflecting on the evolution of marketing: the 1.0 era was characterized by one-way brand advertising (e.g., TVCs, key visuals), the 2.0 era moved toward branded IP placements (e.g., integrations in film and TV), the 3.0 era leveraged social media virality (e.g., trending topics on Weibo, KOL reviews), and today’s 4.0 era is defined by native content marketing, led by platforms like rednote, where user-generated notes, reviews, and lifestyle posts foster deep brand-consumer engagement.

The marketing transformation of electric bike brand Yadea is particularly illustrative. By shifting away from traditional hard-sell advertising, Yadea launched a “100-Person Test Ride Challenge” on rednote, inviting users from various professions and age groups to share their riding experiences. Integrating product performance into everyday contexts like city commuting and weekend outings, the brand effectively transitioned from a “brand-centered” to a “consumer-centered” narrative, boosting content conversion and driving purchase decisions through native content.

 

02 Rednote Has Become a “Lifestyle Companion” and “Shopping Guide” for Users

Within rednote’s ecosystem of 300 million monthly active users, a complete loop of “search – browse – share” is established. Users turn to the platform for makeup tutorials, travel tips, and home decor ideas, and also contribute by posting their own content. The platform spans 29 primary categories and 107 subcategories, ranging from beauty and fashion to tech, parenting, wellness, and professional advice, meeting virtually all pre-purchase information needs.

Take the wellness brand Swisse, for example. When users share “Health Checklists for Your 20s” on rednote, they often compare the ingredients, flavor, and user experience of different products. Such authentic content drives conversions more effectively than traditional high-exposure advertising. Similarly, a national tourism board successfully drove a surge in search volume by promoting a mix of KOL and everyday user travel journals—blending scenic visuals with detailed guides. rednote has become the go-to platform for consumers in China: “Search for answers, share your experiences.”

 

03 Rednote Covers the Full Lifestyle Spectrum for Young Consumers, Offering Practical and Professional Guidance

Rednote’s influence on purchasing intent is clearly measurable: 81% of users report developing purchase intent after browsing product or service-related content on the platform. The top five user scenarios revolve around “discovery”:

• 40% search for specific products or topics
• 40% browse peer reviews out of interest
• 36% explore trends
• 33% seek inspiration
• 30% discover products through others’ shared posts

This comprehensive influence from initial exploration to final conversion creates a highly effective and lasting marketing environment. Compared to entertainment-driven platforms that focus on impulse buys, rednote more precisely and sustainably influences consumer decisions.

Rednote’s unique strength lies in the combination of comprehensive lifestyle coverage and expert-driven depth. In the fashion category, users not only share OOTDs but also analyze fabrics and brand heritage. In the food category, posts range from restaurant reviews to grocery shopping tips. In travel and hospitality, detailed content includes hotel experiences, itinerary planning, transportation comparisons, and even “what to avoid” advice. This blend of professionalism and practicality has shaped a user habit: “Check rednote before making any decision.”

 

04 From Browsing to Search: How Rednote’s Authentic Posts Influence Decision-Making

User behavior on rednote follows a “dual-stage conversion” pattern: more than half of users discover new brands through the content feed, and nearly half go on to actively search for target products, forming a logical path of immersive browsing → in-depth searching → purchase decision.

For example, a user might be drawn to a post like “Sunset Citywalk Outfit Ideas” or “Shanghai Citywalk Must-Sees,” and then follow up by searching for reviews of a specific dress brand or hiking shoes and ultimately completing a purchase.

 

05 Compared to Douyin, Rednote Offers Deeper Decision-Making Influence and Stronger Conversion Power

There are fundamental differences between rednote and Douyin (AKA. TikTok in China) in terms of user behavior and marketing logic. As a lifestyle-sharing platform, rednote focuses on image and text content centered around consumer decision-making scenarios. Users tend to search and compare products with a clear purpose. The platform’s user base is 73% female, with 64% aged 25–35, and 65% residing in Tier 1–2 cities, making it a group with high purchasing power and strong decision-making rationality.

In contrast, Douyin, a broad entertainment platform dominated by video content, has a younger demographic (40% aged 18–24), and its user base in lower-tier cities is growing rapidly (42% YoY in Tier 3–4). It’s more aligned with leisure and casual browsing.

In luxury marketing, for example, when GUCCI publishes a spring show breakdown on rednote, users are likely to search for “where to buy the runway look.” In contrast, similar content on Douyin is often edited into music-synced clips aimed at entertainment rather than purchase intent. Rednote’s combination of “professional content + search functionality” makes it more suitable for building long-term brand equity.

 

06 Global Brands Are Accelerating Their Investment in Rednote, Unlocking New Opportunities in the Chinese Market

From luxury to tourism and hospitality, global brands are leveraging rednote to build localized marketing ecosystems. In the luxury space, Louis Vuitton launched an official account and published content series like “Ouyang Nana’s Life Soundtrack,” linking products with themes like “the art of travel” and “musical aesthetics” with some posts receiving nearly 4,000 likes.

In tourism, VisitBritain launched the “Shine On Britain” hashtag campaign, inviting creators to share hidden gems like Cornwall’s magical coast, driving increased visa inquiries. In hospitality, Rosewood Hotels promoted its “A Sense of Place” concept through collaborations with both influencers and everyday users, sharing vacation content from various destinations and significantly boosting brand search volume.

 

07 Rednote as the Content Infrastructure for Global Brands Entering China

In today’s marketing era where “content is traffic, and traffic is business”, rednote’s ecosystem of authentic content, deep search, and trust-based conversion has become a digital bridge between global brands and Chinese consumers.

To win in this competitive landscape, brands must embrace rednote’s native content environment and embed their products into users’ everyday lives. Only by doing so can they capture consumer mindshare and achieve full-funnel commercial success from awareness to growth.

If you’d like to learn more about how to build marketing strategies on rednote and how it connects with the broader omnichannel ecosystem in China, feel free to reach out: marketing@yoyi.com.cn. Our rednote marketing specialists are here to help.

Source of featured image: By YOYI TECH