Hashtags on Xiaohongshu aren't just metadata—they're the difference between 500 views and 50,000 views. Unlike Instagram where hashtag impact has diminished, Xiaohongshu's search-first discovery model makes hashtags critical for visibility.
Posts with optimized hashtags get 10x more impressions than those without. But here's the catch: 90% of brands use hashtags incorrectly—either spamming irrelevant tags, choosing overly competitive keywords, or missing niche opportunities entirely.
This guide reveals the exact hashtag strategy that top-performing accounts use to dominate Xiaohongshu search and discovery.
Hashtag Impact: 72% of Xiaohongshu discovery happens through search and hashtag browsing (vs. 28% from follows). Posts with 5-8 strategically chosen hashtags achieve 3.2x higher reach than those with random tags.
Why Xiaohongshu Hashtags Matter More Than Instagram
- Search-First Platform: Users actively search hashtags to find content (not passively scroll feeds)
- Algorithm Weight: Xiaohongshu's algorithm uses hashtags to categorize and distribute content to relevant users
- Long-Term Discoverability: Posts remain searchable via hashtags for months (vs. Instagram's 48-hour hashtag lifespan)
- Category Ranking: Well-tagged posts appear in "Top Posts" for specific hashtags, driving sustained traffic
The 4 Types of Xiaohongshu Hashtags
1. Branded Hashtags (品牌标签)
Purpose: Build brand identity and track campaign performance.
Examples: #兰蔻 (Lancôme), #耐克 (Nike), #完美日记 (Perfect Diary)
When to use: Every post if you're an established brand. Creates a searchable library of all your content.
Pro tip: Create a unique campaign hashtag for product launches (e.g., #兰蔻小黑瓶挑战 / Lancôme Serum Challenge)
2. Niche Hashtags (细分标签)
Purpose: Target specific audiences with high purchase intent.
Examples: #敏感肌护肤 (Sensitive Skin Care), #油皮粉底推荐 (Oily Skin Foundation Recs), #学生党平价好物 (Budget-Friendly for Students)
When to use: 2-3 per post. These drive the highest engagement rates (12-18%).
Volume range: 10K-500K posts. Sweet spot: 50K-200K (competitive enough to have active searchers, not so saturated you get buried).
3. Broad Category Hashtags (大类标签)
Purpose: Maximize reach within your general industry.
Examples: #护肤 (Skincare - 8M posts), #美妆 (Makeup - 12M posts), #穿搭 (Fashion - 15M posts)
When to use: 1-2 per post. Don't rely on these alone—competition is fierce.
Strategy: Use broad tags to supplement niche tags, not replace them.
4. Trending Hashtags (热门话题)
Purpose: Ride viral waves for temporary traffic spikes.
Examples: #双11购物清单 (Double 11 Shopping List), #新年妆容 (New Year Makeup), #夏日防晒大作战 (Summer Sunscreen Battle)
When to use: 1-2 per post when relevant. Trending topics change weekly—check Discover tab daily.
Warning: Only use if genuinely relevant. Irrelevant trending tags get flagged by algorithm and hurt reach.
The Golden Hashtag Formula
5-8 Total Hashtags Per Post:
- 1 Branded Hashtag (your brand or campaign name)
- 2 Niche Hashtags (50K-200K post volume, high relevance)
- 2-3 Broad Category Hashtags (1M+ posts, industry terms)
- 1-2 Trending Hashtags (if seasonally relevant)
Why this works: Balances targeted visibility (niche) with broad discovery (category) while avoiding spam penalties (8-tag limit).
How to Research Winning Hashtags
Method 1: Competitor Hashtag Mining
- Identify 10 top competitors in your niche
- Review their 20 most-liked posts
- Extract all hashtags into a spreadsheet
- Count frequency: which tags appear most often?
- Validate volume: search each tag, check if it has 50K-500K posts
- Select top 10 tags that balance frequency + volume
Method 2: Xiaohongshu Search Autocomplete
- Type your core keyword in search (e.g., "护肤")
- Note the autocomplete suggestions (these are high-search-volume terms)
- Click each suggestion and check related hashtags at the top
- Save tags with 100K-1M posts (competitive but not impossible)
Method 3: Third-Party Analytics Tools
- 新榜 (Newrank): Hashtag trend analysis, volume tracking, engagement rates
- 蝉妈妈 (Chanmama): Hashtag performance by industry, seasonal trends
- QingBo: Competitor hashtag analysis, trending topic alerts
Example Hashtag Sets by Industry
Skincare Brand Launching Anti-Aging Serum:
- #兰蔻小黑瓶 (Branded - Lancôme Serum)
- #抗衰老精华 (Niche - Anti-Aging Serum, 180K posts)
- #熟龄肌护肤 (Niche - Mature Skin Care, 95K posts)
- #护肤 (Broad - Skincare, 8M posts)
- #精华液推荐 (Broad - Serum Recommendations, 1.2M posts)
- #38女王节必买 (Trending - Women's Day Must-Haves)
Fashion Brand Promoting Summer Collection:
- #ZARA夏日新款 (Branded - ZARA Summer New Arrivals)
- #小个子穿搭 (Niche - Petite Fashion, 220K posts)
- #通勤穿搭 (Niche - Work Outfit, 340K posts)
- #穿搭 (Broad - Fashion, 15M posts)
- #夏日穿搭 (Broad - Summer Fashion, 2.1M posts)
- #618购物清单 (Trending - 618 Shopping List)
Hashtag Placement Best Practices
Where to Put Hashtags
✅ CORRECT: At the end of your caption, after a line break.
Format:
[Engaging caption text explaining your post...]
#标签1 #标签2 #标签3 #标签4 #标签5
❌ WRONG: Scattered throughout the caption text.
Why it fails: Reduces readability, looks spammy, algorithm penalizes it.
Hashtag Order Matters
Place hashtags in descending priority:
- Most relevant niche hashtag first (highest engagement potential)
- Branded hashtag second (brand tracking)
- Broad category hashtags (reach amplification)
- Trending hashtags last (opportunistic traffic)
Common Hashtag Mistakes (And How to Fix Them)
Mistake 1: Using Only Mega Hashtags (1M+ posts)
Fix: Mix 2 niche (50K-200K) + 2 broad (1M+) for balanced reach.
Mistake 2: Irrelevant Trending Tags
Fix: Only use trending hashtags if your content genuinely relates. Algorithm detects mismatches.
Mistake 3: English Hashtags on Chinese Platform
Fix: Always use Chinese tags. English acceptable only for brand names (e.g., #Nike).
Mistake 4: Same Hashtags Every Post
Fix: Rotate 3-4 hashtags per post while keeping 2-3 core tags consistent.
Mistake 5: Overloading with 10+ Hashtags
Fix: Stick to 5-8. More than 8 triggers spam detection, reducing reach by 40-60%.
Advanced Hashtag Tactics
Tactic 1: Create Your Own Branded Campaign Hashtag
Launch a unique hashtag for a specific campaign (e.g., #完美日记动物眼影挑战 / Perfect Diary Animal Eyeshadow Challenge). Encourage UGC by offering prizes for best posts using your hashtag.
Tactic 2: Monitor Hashtag Performance Monthly
Track which hashtags drive the most impressions/engagement. Double down on winners, eliminate underperformers. Use Xiaohongshu Creator Center analytics (if available) or manual tracking.
Tactic 3: Seasonal Hashtag Rotation
Update hashtags quarterly to match seasonal trends:
- Spring: #春季护肤, #春日妆容, #春装新款
- Summer: #夏日防晒, #清爽妆容, #夏日穿搭
- Fall: #秋季护肤, #换季保养, #秋装穿搭
- Winter: #冬季保湿, #圣诞妆容, #冬日穿搭
Tactic 4: Piggyback on Platform Campaigns
Xiaohongshu runs official campaigns (e.g., #小红书好物节, #双11种草清单). Participate early when hashtag competition is still low (first 48 hours).
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