XHS Content Types Explained: Notes, Videos, Live & Shopping Posts
Date Published
Table Of Contents
• What Makes Xiaohongshu Content Different
• Notes (图文): The Foundation of XHS Content
• Image Notes vs. Carousel Notes
• Best Practices for High-Performing Notes
• Video Posts (视频): Engaging Visual Storytelling
• Video Specifications and Requirements
• Video Content Strategy for Brands
• Live Streaming (直播): Real-Time Commerce
• Types of Live Streams on XHS
• Live Stream Requirements and Setup
• Shopping Posts: Converting Content to Sales
• Optimizing Shopping Posts for Conversions
• Choosing the Right Content Type for Your Brand
• Content Type Performance Benchmarks
Xiaohongshu (Little Red Book or RedNote) has evolved from a simple product review platform into China's most influential social commerce ecosystem, with over 300 million monthly active users making purchase decisions based on content they discover daily. Unlike Western platforms where content types are clearly delineated, XHS blends inspiration, education, and commerce into four distinct yet interconnected content formats that international brands must master to succeed.
For brands entering the Chinese market, understanding these content types isn't just about posting, it's about strategically leveraging each format's unique strengths to guide consumers through the discovery-to-purchase journey. While Western social media separates social content from shopping experiences, Xiaohongshu seamlessly integrates them, creating a native commerce environment where authentic storytelling drives conversion.
This comprehensive guide breaks down all four XHS content types (Notes, Videos, Live Streams, and Shopping Posts), explaining their technical specifications, strategic applications, and performance benchmarks. Whether you're planning your first campaign or optimizing existing content, you'll learn how to match each format to your marketing objectives and maximize engagement with Chinese consumers.
What Makes Xiaohongshu Content Different
Before diving into specific content types, it's essential to understand what distinguishes Xiaohongshu content from other social platforms. XHS operates on a discovery-first algorithm where users actively search for product recommendations, lifestyle inspiration, and purchasing advice. Unlike passive scrolling on Instagram or TikTok, XHS users arrive with intent, making content quality and relevance paramount.
The platform's unique positioning as a "lifestyle sharing community" means that even overtly commercial content must maintain an authentic, peer-to-peer tone. Chinese consumers on XHS expect detailed product experiences, honest reviews, and practical tips rather than polished advertising. This cultural expectation shapes how brands should approach each content type, prioritizing educational value and genuine storytelling over promotional messaging.
Additionally, XHS content has exceptional longevity compared to Western platforms. Well-optimized Notes can continue generating traffic and conversions for months or even years after publication, as the platform's search function surfaces evergreen content based on keyword relevance rather than recency alone. This makes strategic content planning and SEO optimization critical components of success.
Notes (图文): The Foundation of XHS Content
Notes, or "图文" (image-text posts), represent the original and still most prevalent content format on Xiaohongshu. These are essentially blog-style posts combining images with descriptive text, designed to provide detailed product information, tutorials, reviews, or lifestyle inspiration. Notes form the backbone of XHS's search ecosystem and generate the majority of organic discovery traffic.
The typical Note consists of 1-9 images arranged in a grid format, accompanied by a text description of up to 1,000 characters, a title, and relevant hashtags. The first image serves as the cover and is crucial for attracting clicks from search results and the Discovery feed. Unlike Instagram where captions are secondary, XHS users actively read Note text to gain detailed information, making copy quality directly correlated with engagement and conversion.
Image Notes vs. Carousel Notes
Brands can choose between single-image Notes and multi-image carousel Notes depending on their content objectives. Single-image Notes work exceptionally well for eye-catching product photography, before-and-after comparisons, or infographic-style content that communicates value instantly. These perform particularly well in the Discovery feed where users make split-second decisions about what to explore.
Carousel Notes (2-9 images) allow for storytelling depth, step-by-step tutorials, multiple product showcases, or detailed visual demonstrations. They encourage longer engagement as users swipe through the content, which signals quality to the algorithm and can improve organic reach. Carousel Notes are ideal for comprehensive product reviews, styling guides, recipes, or any content requiring sequential visual information.
High-performing brands typically use a mix of both formats, with single-image Notes for hero products or campaign launches and carousel Notes for educational content that builds authority and trust. The key is ensuring each image adds genuine value rather than simply padding the post with filler content.
Best Practices for High-Performing Notes
Creating Notes that resonate with Chinese consumers requires understanding both technical optimization and cultural preferences. Start with compelling cover images that combine clear product visibility with lifestyle context. XHS users respond particularly well to natural lighting, relatable settings, and authentic representations rather than overly styled studio photography.
Your title (displayed prominently in search results) should balance keyword optimization with genuine curiosity appeal. Effective titles often use formulas like "[Number] Ways to..." or "[Product Category] that [Specific Benefit]" while incorporating search terms naturally. Avoid clickbait that doesn't deliver on promises, as XHS users will quickly exit, damaging your engagement metrics.
The text description should provide substantive value with specific details about product features, usage experiences, tips, or comparisons. Chinese consumers expect thoroughness, so include information about texture, scent, packaging, price-value assessment, and any relevant purchasing details. Use line breaks generously to maintain readability, and incorporate relevant emoji strategically to create visual rhythm without appearing juvenile.
Hashtags function as critical SEO elements on XHS, not just discovery tools. Include 3-5 relevant hashtags mixing branded terms, product categories, and trending topics. Research hashtag popularity and relevance using XHS's search function, and prioritize tags with moderate competition (10,000-500,000 posts) rather than overly saturated categories where your content will get buried.
Finally, encourage authentic engagement by ending Notes with questions, inviting experiences, or offering to answer questions in comments. The algorithm heavily weights comment quality and quantity, so fostering genuine discussion significantly boosts organic reach. International brands working with expert Xiaohongshu marketing services often see dramatic performance improvements by optimizing these cultural and technical elements.
Video Posts (视频): Engaging Visual Storytelling
Video content on Xiaohongshu has exploded in popularity, particularly following the platform's 2021 algorithm updates that increased video visibility. Unlike Douyin (Chinese TikTok) which prioritizes entertainment, XHS videos maintain the platform's educational and inspirational focus, with users expecting practical value even from short-form content.
XHS videos range from 5 seconds to 5 minutes in length, with the sweet spot for engagement falling between 30-90 seconds. This duration allows sufficient time to demonstrate products, share tips, or tell compelling stories while maintaining attention in a competitive feed environment. Videos appear in both the main Discovery feed and a dedicated Video tab, giving them dual exposure opportunities.
The video format excels for content that benefits from motion and demonstration: makeup tutorials, product unboxings, cooking processes, fashion styling, or any transformation-based content. The dynamic nature of video also humanizes brands, allowing personalities to shine through in ways static images cannot achieve.
Video Specifications and Requirements
From a technical standpoint, XHS accepts videos in MP4 or MOV format with recommended resolutions of 1080x1920 (vertical), 1920x1080 (horizontal), or 1080x1080 (square). Vertical videos currently receive algorithmic preference as they provide immersive full-screen mobile experiences, aligning with user consumption patterns.
File size limits reach 1GB, though keeping videos under 100MB ensures faster upload and playback. Quality matters tremendously on XHS, so maintain at least 1080p resolution with good lighting and clear audio. Unlike some platforms where rough, authentic footage performs well, XHS users expect professional quality while maintaining genuine, non-commercial aesthetics.
Videos require a cover image (selected from a video frame or uploaded separately) that appears in feeds and search results. This cover functions identically to Note covers, making it a critical element for click-through rates. Choose frames showing clear product visibility, emotional engagement, or intriguing moments that compel users to press play.
Subtitles are not mandatory but highly recommended, as many users browse with sound off. XHS offers automatic subtitle generation for Mandarin content, but international brands should verify accuracy and consider adding bilingual subtitles for products with English names or technical terms.
Video Content Strategy for Brands
Successful brand video strategies on XHS follow several consistent patterns. Tutorial and how-to videos consistently outperform purely promotional content, as they provide immediate value while naturally showcasing products in use. A skincare brand might demonstrate a complete morning routine, a fashion label could show five ways to style one piece, or a food brand might share a quick recipe using their products.
Behind-the-scenes content that reveals product development, manufacturing processes, or brand story elements builds authenticity and emotional connection. Chinese consumers increasingly value transparency and craftsmanship, making BTS content a powerful trust-building tool. Keep these videos genuine rather than overly polished, as relatability drives engagement.
User-generated content and influencer collaborations adapted into video format extend reach and provide social proof. When working with KOLs (Key Opinion Leaders) or KOCs (Key Opinion Consumers), ensure video content maintains the creator's authentic voice while clearly demonstrating product benefits. The most effective collaborations feel like genuine recommendations from a trusted friend rather than paid advertisements.
Seasonal and trending content performs exceptionally well when brands can quickly capitalize on relevant moments. Monitor XHS trending topics and hashtags within your category, then create timely video content that adds unique perspective or value to the conversation. Speed matters for trend-jacking, so maintain production capabilities that allow rapid content creation.
Brands across 20+ industries from beauty to mother and baby products have found that consistent video posting (3-5 times weekly) builds audience loyalty and algorithmic favor, though quality should never be sacrificed for quantity.
Live Streaming (直播): Real-Time Commerce
Live streaming represents Xiaohongshu's most direct path from content to conversion, blending real-time engagement with immediate purchasing opportunities. While live commerce has become ubiquitous across Chinese platforms, XHS differentiates itself through a focus on authentic expertise and community building rather than aggressive sales tactics and gamification.
XHS live streams typically run 1-4 hours, during which hosts demonstrate products, answer questions, share tips, and offer time-limited promotions to incentivize immediate purchases. The interactive format allows viewers to request specific demonstrations, clarify product details, and receive personalized recommendations, creating a shopping experience that combines the convenience of e-commerce with the guidance of in-store assistance.
For international brands, live streaming presents both tremendous opportunity and significant challenges. The format requires Mandarin fluency, cultural understanding, and real-time engagement skills that many foreign brands lack internally. However, when executed effectively, live streams generate conversion rates 3-5 times higher than static content while building deeper audience relationships.
Types of Live Streams on XHS
XHS hosts several distinct live stream categories, each serving different strategic purposes. Product launch streams introduce new items with detailed demonstrations, exclusive previews, and launch-day promotions. These streams generate excitement and urgency while allowing brands to address questions and concerns immediately, reducing post-purchase anxiety.
Educational streams focus on teaching skills, sharing knowledge, or providing expert guidance related to your product category. A cosmetics brand might host makeup tutorials, a nutrition brand could offer meal planning workshops, or a fitness brand might lead workout sessions. These streams position your brand as an authority while naturally incorporating product recommendations within valuable content.
Guest collaboration streams bring together brand representatives, influencers, industry experts, or celebrity ambassadors to create compelling viewing experiences. The varied perspectives and dynamic conversations keep audiences engaged for longer periods while leveraging the combined followers of all participants.
Regular community streams build ongoing relationships through consistent scheduling (weekly or bi-weekly), allowing loyal followers to anticipate and plan for your broadcasts. These streams often feel more casual and conversational, prioritizing community building alongside sales.
Live Stream Requirements and Setup
Accessing live streaming functionality on XHS requires meeting specific eligibility criteria. Personal accounts need at least 1,000 followers and a history of quality content posting, while business accounts can often access live streaming immediately upon verification, though requirements occasionally change based on platform policies.
Technical setup requires stable internet connectivity (minimum 5 Mbps upload speed), adequate lighting that clearly shows products and hosts, and quality audio equipment to ensure clear communication. While smartphone streaming is possible, professional setups using dedicated cameras, ring lights, and lavalier microphones significantly improve production quality and viewer retention.
Successful live streams require careful preparation including scripted talking points (while maintaining natural delivery), organized product displays that allow easy demonstration, promotional strategy planning, and customer service support to handle questions and order issues in real-time. Many brands create detailed run-of-show documents outlining timing, product sequence, promotional reveals, and interaction moments.
Stream timing significantly impacts viewership, with evenings (7-10 PM China time) and weekends generally performing best for consumer audiences. However, optimal timing varies by category and target demographic, so test different schedules and analyze your audience's active hours using XHS analytics.
International brands without internal Mandarin capabilities often partner with local agencies or hire dedicated live stream hosts who understand both the product and cultural communication nuances. The investment in professional hosting typically pays dividends through dramatically higher engagement and conversion rates.
Shopping Posts: Converting Content to Sales
Shopping Posts represent Xiaohongshu's bridge between content and commerce, allowing any Note or Video to become a direct sales channel through integrated product tags. These tags connect content to product pages where users can complete purchases without leaving the platform, creating a frictionless path from inspiration to transaction.
The shopping functionality transforms XHS from a marketing channel into a complete sales platform, particularly valuable for brands using the platform's native e-commerce features or integrated third-party stores. When users click a product tag, they see detailed product information, reviews, pricing, and a direct purchase button, maintaining the discovery momentum that inspired their interest.
For brands, Shopping Posts provide trackable attribution connecting specific content to sales, allowing precise ROI measurement and content optimization based on actual revenue rather than vanity metrics. This data-driven approach enables continuous improvement of both content strategy and product positioning.
How Shopping Tags Work
Adding shopping tags to content requires a verified business account connected to a qualified e-commerce platform (XHS's native store, Tmall, JD.com, or other approved partners). Once configured, brands can tag up to 5 products per Note or Video, with tags appearing as interactive stickers on images or video frames.
Strategic tag placement balances visibility with user experience. Tags should highlight products clearly shown in content without cluttering the visual composition or appearing overly commercial. The most effective approach places tags naturally on or near featured products, making the shopping connection intuitive rather than disruptive.
Product selection for tagging should prioritize items actually featured or discussed in the content. Tagging irrelevant products damages credibility and user trust, ultimately hurting both engagement and conversion. When creating content specifically for Shopping Posts, select products with strong visual appeal, clear value propositions, and competitive pricing that converts first-time buyers.
The shopping interface displays essential information including product name, price, and a simplified purchase flow. Ensure your connected store maintains current inventory, accurate descriptions, high-quality product images, and competitive shipping to prevent abandoned carts after users click through from content.
Optimizing Shopping Posts for Conversions
Maximizing Shopping Post performance requires optimizing both content quality and commercial elements. Start by creating value-first content that would engage users even without shopping tags. Content perceived as overly promotional receives less algorithmic distribution and lower user engagement, ultimately reducing the audience exposed to your shopping tags.
Focus on demonstrating product value through authentic usage, detailed explanations of benefits, and honest assessments including appropriate context about who the product suits best. Chinese consumers are sophisticated and skeptical of exaggerated claims, so genuine, balanced presentations build the trust necessary for conversion.
Incorporate social proof elements like personal experience stories, before-and-after demonstrations, or comparisons with alternatives. When users see authentic product performance rather than marketing claims, purchase confidence increases dramatically. User-generated content featuring shopping tags often outperforms branded content by providing inherent third-party validation.
Test promotional strategies including limited-time discounts, bundle offers, or exclusive XHS pricing to incentivize immediate purchase. Urgency and exclusivity trigger action, converting browsing users into buyers. Coordinate Shopping Post promotions with broader campaign timing to maximize impact.
Analyze performance data regularly using XHS business analytics to identify which content types, product categories, and presentation styles generate highest conversion rates. Double down on successful approaches while refining or eliminating underperforming content patterns. International brands can access detailed benchmarking data and optimization frameworks through comprehensive XHS resources that guide data-driven decision-making.
Choosing the Right Content Type for Your Brand
Selecting the appropriate content mix depends on your brand's objectives, resources, product category, and target audience characteristics. Most successful brands deploy an integrated content strategy using multiple formats synergistically rather than committing exclusively to one type.
Notes should form the foundation of nearly every XHS strategy due to their SEO value, longevity, and lower production requirements compared to video. They're particularly effective for detailed product education, comparison content, tutorial-style posts, and any information Chinese consumers might search for when researching purchase decisions. Brands with limited video production capabilities can achieve significant XHS success through high-quality Notes alone.
Videos complement Notes by adding dynamic demonstration, personality, and algorithmic variety to your content mix. They're essential for categories where product performance, transformation, or usage process drives purchase decisions (beauty, fashion, food, fitness). Videos also humanize brands and build stronger emotional connections than static content, improving long-term loyalty.
Live Streams suit brands with dedicated resources for real-time engagement and direct sales objectives. They're most effective for product launches, seasonal promotions, building community around expertise-driven categories, and brands with sufficient SKU variety to sustain multi-hour broadcasts. The format requires significant investment but delivers unmatched conversion rates and customer relationship depth.
Shopping Posts should be deployed strategically on your highest-performing content and any posts specifically created to drive sales. Rather than tagging every post (which can appear overly commercial), focus on content where product tags provide genuine shopping convenience for users already interested in purchasing.
Brands entering XHS typically start with a Notes-focused approach to build foundational content and audience, then gradually incorporate video as capabilities develop, and eventually explore live streaming once they've established community and credibility. This phased approach manages resource requirements while building platform expertise progressively.
Content Type Performance Benchmarks
Understanding typical performance metrics for each content type helps set realistic expectations and identify optimization opportunities. While performance varies significantly by industry, audience, and content quality, several general patterns emerge from platform-wide data.
Notes typically generate engagement rates (likes, saves, comments, shares) of 2-5% for brand content, with top-performing posts reaching 8-12%. Well-optimized Notes continue accumulating views for months, with 60-70% of total engagement often occurring beyond the first week. Save rates particularly matter for Notes, as saves indicate content users want to reference later (a strong purchase intent signal).
Videos generally achieve slightly higher immediate engagement rates (3-6% typically, up to 15% for exceptional content) but shorter content lifespans as the algorithm prioritizes newer video content. Completion rate (percentage of video watched) heavily influences algorithmic distribution, making the first 3 seconds absolutely critical for retention. Videos with 50%+ completion rates receive significantly better organic reach.
Live Streams generate the highest engagement intensity with typical viewer watch times of 15-45 minutes and conversion rates of 5-15% (compared to 1-3% for Shopping Posts). However, live streams also require the most viewer commitment, so audience size is typically smaller than accumulated Note views. Successful streams balance sales moments with entertainment and education to maintain audience retention.
Shopping Posts convert at rates varying dramatically by price point and product category, from 1-2% for higher-priced items to 8-12% for impulse-purchase products. Click-through rates from content to product pages typically run 5-15%, meaning conversion optimization on the product page itself significantly impacts overall sales performance.
For detailed industry-specific benchmarks and strategic guidance tailored to your category, explore AllXHS's industry-focused marketing strategies covering beauty, fashion, F&B, mother and baby products, and 15+ additional verticals.
Mastering Xiaohongshu's four content types (Notes, Videos, Live Streams, and Shopping Posts) is fundamental to succeeding on China's fastest-growing social commerce platform. Each format serves distinct strategic purposes while working together to guide Chinese consumers through the complete journey from discovery to purchase and brand loyalty.
International brands that approach XHS with platform-specific strategies rather than repurposing Western social media content consistently outperform competitors. This means creating Notes optimized for Chinese search behavior, producing videos that educate rather than advertise, hosting live streams that prioritize community over aggressive sales tactics, and deploying Shopping Posts that enhance rather than disrupt the user experience.
The key to long-term XHS success lies in understanding that content quality and cultural relevance matter more than posting frequency or production budget. A single well-researched Note answering genuine consumer questions can generate more business impact than dozens of generic promotional posts. Similarly, an authentic live stream hosted by someone who genuinely understands and loves your products will outperform slickly produced but soulless broadcasts.
As you develop your Xiaohongshu content strategy, start with foundational Notes to build search presence and audience, layer in videos to add dynamic engagement, explore Shopping Posts to create conversion pathways, and eventually test live streaming once you've established community credibility. This progressive approach allows you to learn platform nuances while managing resource requirements effectively.
Remember that XHS success rarely happens overnight. The platform rewards consistency, authenticity, and genuine value creation over time. Brands that commit to understanding Chinese consumer needs, respecting platform culture, and continuously optimizing based on performance data position themselves for sustainable growth in the world's largest consumer market.
Ready to Master Xiaohongshu Marketing?
Navigating Xiaohongshu's unique content ecosystem requires more than understanding content types—it demands deep platform expertise, cultural fluency, and strategic execution. Whether you're just entering the Chinese market or optimizing existing XHS efforts, AllXHS provides the resources and guidance international brands need to succeed.
Explore our comprehensive library of industry reports, access ready-to-use templates and tools, or work directly with XHS experts who've driven results for hundreds of international brands. [Contact our team today](https://www.allxhs.com/contact) to discuss how we can accelerate your Xiaohongshu success.