Xiaohongshu Hashtag Strategy Guide 2025: Boost Discoverability

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 TagsFix: Only use trending hashtags if your content genuinely relates. Algorithm detects mismatches.

Mistake 3: English Hashtags on Chinese PlatformFix: Always use Chinese tags. English acceptable only for brand names (e.g., #Nike).

Mistake 4: Same Hashtags Every PostFix: Rotate 3-4 hashtags per post while keeping 2-3 core tags consistent.

Mistake 5: Overloading with 10+ HashtagsFix: 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).

Frequently Asked Questions

How many hashtags should I use on Xiaohongshu? +Optimal: 5-8 hashtags per post. Xiaohongshu allows up to 10, but engagement drops after 8 tags. Use the formula: 1 branded + 2 niche + 2-3 broad + 1-2 trending. This balances visibility in targeted searches with broader discovery potential.Should I use English or Chinese hashtags on Xiaohongshu? +Always prioritize Chinese hashtags. 95%+ of searches happen in Chinese. English hashtags are acceptable only for international brand names (e.g., #Nike) or bilingual communities. For best results, use Chinese translations of your target keywords.Where should I place hashtags in my Xiaohongshu posts? +Place hashtags at the END of your caption, not scattered throughout. Xiaohongshu's algorithm prioritizes clean, readable text. Format: [Engaging caption] + [Line break] + [Hashtags grouped together]. Avoid mid-text hashtags—they reduce readability and engagement by 30-40%.How do I find trending hashtags on Xiaohongshu? +Check the Discover tab daily for featured topics. Search your category + click 'Most Popular' to see trending hashtags. Use third-party tools like Newrank or QingBo for hashtag analytics. Monitor competitors' top-performing posts. Trending hashtags change weekly, so update your strategy regularly.

10 Algorithm SecretsUnlock higher reach and engagement with algorithm optimization.5 High-Converting Content FormatsMaster content formats that drive maximum engagement.KOL Vetting GuideFind and partner with authentic influencers on Xiaohongshu.

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