Xiaohongshu Features Explained: Complete Guide to Notes, Stories, Live, Search & Shopping
Date Published
Table Of Contents
• Understanding Xiaohongshu's Unique Ecosystem
• Notes: The Foundation of Xiaohongshu Content
• Types of Notes That Perform Best
• Note Creation Best Practices
• Stories: Ephemeral Content for Deeper Engagement
• How Xiaohongshu Stories Differ from Instagram
• Live Streaming: Real-Time Commerce at Scale
• Live Commerce Mechanics on Xiaohongshu
• Building Your Live Streaming Strategy
• Search: Xiaohongshu's Discovery Powerhouse
• How Xiaohongshu Search Works
• Optimizing Content for Search Discovery
• Shopping: The Seamless Path to Purchase
• Shopping Integration Across Features
• Setting Up Your Xiaohongshu Store
• How These Features Work Together
Xiaohongshu (Little Red Book, recently gaining attention as RedNote) has evolved from a simple shopping guide into China's most influential lifestyle and social commerce platform, with over 300 million monthly active users driving purchase decisions across beauty, fashion, F&B, mother and baby products, and beyond. For international brands, understanding how to leverage Xiaohongshu's five core features—Notes, Stories, Live streaming, Search, and Shopping—is no longer optional. It's the difference between visibility and obscurity in one of the world's most lucrative consumer markets.
Unlike Western social platforms where features operate somewhat independently, Xiaohongshu's ecosystem is intentionally integrated. A single Note can surface in Search results, drive product views in Shopping, inspire a Live stream purchase, and be reinforced through Stories—all within the same user journey. This interconnected design reflects Chinese consumer behavior, where trust-building, community validation, and seamless purchasing happen simultaneously rather than sequentially.
This comprehensive guide breaks down each feature's mechanics, cultural context, and strategic applications specifically for international brands entering or scaling on Xiaohongshu. Whether you're launching your first campaign or optimizing existing content, understanding these features at a granular level will inform every aspect of your Xiaohongshu marketing strategy.
Understanding Xiaohongshu's Unique Ecosystem
Before diving into individual features, it's essential to understand what makes Xiaohongshu fundamentally different from platforms like Instagram, Pinterest, or TikTok. Xiaohongshu operates on a user-generated content (UGC) trust model where authentic experiences and peer recommendations drive purchasing decisions more powerfully than traditional advertising. The platform's algorithm prioritizes content quality, engagement depth, and user intent matching over follower counts or paid promotion.
Xiaohongshu users typically follow a pattern researchers call "search-discover-validate-purchase." They actively search for solutions to specific problems ("best hydrating serum for dry skin"), discover content through both algorithmic recommendations and search results, validate options by reading multiple Notes and comments, then complete purchases either on-platform or through linked e-commerce channels. This behavior pattern informs why certain features work better at different stages of the customer journey.
For international brands, this means success on Xiaohongshu requires a content-first, commerce-enabled approach rather than the commerce-first mindset that works on platforms like Tmall. You're building trust and community before driving transactions, and each feature serves specific roles in this process.
Notes: The Foundation of Xiaohongshu Content
Notes are Xiaohongshu's primary content format and the feature that established the platform's reputation as China's most trusted product recommendation source. A Note combines images or video (up to 9 images or 1 video up to 5 minutes) with text captions (up to 1,000 characters), product tags, location tags, and topic hashtags. Unlike Instagram posts that prioritize aesthetics, Xiaohongshu Notes function as mini-reviews, tutorials, and lifestyle guides that provide genuine value to users searching for information.
The algorithm evaluates Notes based on multiple signals including read time, engagement rate (likes, saves, shares, comments), completion rate for video content, and whether users click through to tagged products. Importantly, saves (collections) weigh more heavily than likes because they signal higher value and purchase intent. A Note with 100 saves often outperforms one with 500 likes in terms of algorithmic distribution.
Notes have exceptional longevity compared to content on Western platforms. Well-optimized Notes continue generating impressions, engagement, and conversions for months or even years after publication because they remain discoverable through Search. This "evergreen content" characteristic makes Notes particularly valuable for international brands building long-term presence rather than running short-term campaigns.
Types of Notes That Perform Best
While creativity is encouraged, certain Note formats consistently outperform others on Xiaohongshu:
Tutorial and How-To Notes demonstrating product usage, application techniques, or styling approaches generate high engagement because they provide immediate practical value. A skincare brand showing a complete morning routine with product layering instructions will outperform simple product photography.
Before-and-After Transformation Notes leverage visual proof to build credibility. These work exceptionally well for beauty, fitness, home decor, and fashion categories where visible results matter. The key is authenticity—overly polished or obviously edited transformations trigger skepticism among Xiaohongshu's discerning users.
Problem-Solution Notes address specific pain points and position products as solutions. These align perfectly with search behavior, as users often search for solutions ("how to remove makeup stains") rather than products ("makeup remover brand X").
Comparison and Recommendation Notes help users navigate choices by comparing options, explaining differences, and providing clear recommendations. "5 sunscreens for sensitive skin compared" performs better than "Why our sunscreen is great" because it serves user needs first.
Lifestyle Integration Notes show products within authentic daily life contexts rather than staged promotional settings. A coffee machine shown in a real morning routine with messy countertops and natural lighting builds more trust than a pristine product shot.
Note Creation Best Practices
Creating high-performing Notes for the Xiaohongshu audience requires attention to both technical optimization and cultural nuance. The first image is critical—it appears in feeds and search results, so it must be visually compelling while clearly communicating value. Text overlays in Chinese highlighting key benefits or results significantly improve click-through rates.
Your caption should front-load the most important information in the first two lines, which appear before the "read more" expansion. Include relevant keywords naturally in these opening lines to improve search visibility. The full caption should provide genuine value—specific tips, honest observations, or useful context—rather than pure promotional messaging.
Product tagging deserves strategic thought. You can tag up to 10 products per Note, but tags should feel natural rather than forced. Tagging products genuinely featured in the content builds trust, while over-tagging irrelevant products to gain visibility damages credibility and can trigger algorithmic penalties.
Hashtag selection requires balancing popular topics (high traffic but high competition) with niche topics (lower traffic but higher relevance). Using 5-8 hashtags that accurately describe your content, combine category tags, trend tags, and specific product tags helps the algorithm understand and distribute your content appropriately.
Stories: Ephemeral Content for Deeper Engagement
Xiaohongshu Stories function similarly to Instagram or Facebook Stories—they're vertical, full-screen content pieces that disappear after 24 hours (though creators can save them to Highlights). Stories support photos, videos up to 15 seconds per segment, text, stickers, music, and interactive elements like polls and questions. While Notes build your searchable content library, Stories serve a different strategic purpose: maintaining top-of-mind awareness and fostering community intimacy with your existing followers.
Stories appear at the top of the home feed, making them highly visible to followers. The ephemeral nature creates FOMO (fear of missing out) and encourages daily check-ins, which helps brands maintain consistent engagement between major Note publications. Because Stories don't require the same production quality or strategic optimization as Notes, they're ideal for showing behind-the-scenes content, daily updates, flash promotions, or more personality-driven content that humanizes your brand.
For international brands, Stories offer an opportunity to bridge cultural gaps by showing the people behind the brand, explaining Western brand heritage in accessible ways, or addressing common questions from Chinese consumers in a casual, conversational format.
How Xiaohongshu Stories Differ from Instagram
While superficially similar, Xiaohongshu Stories have distinct characteristics that influence strategy. Xiaohongshu users tend to engage more thoughtfully with Stories rather than rapid-fire tapping through dozens of them. This means each Story segment can contain more information without losing viewer attention. Text-heavy Stories with valuable tips or information perform well, whereas on Instagram they might be skipped.
The interactive elements—particularly polls and Q&A stickers—generate significantly higher engagement on Xiaohongshu because the platform's community-oriented culture encourages participation. Using these features strategically to gather product preferences, answer common questions, or involve followers in decision-making strengthens community bonds.
Story Highlights serve as permanent collections of your best Stories, functioning almost like categorized mini-galleries on your profile. International brands should use Highlights strategically to address FAQ topics, showcase product collections, or preserve important announcements that would otherwise disappear.
Live Streaming: Real-Time Commerce at Scale
Live streaming on Xiaohongshu represents the platform's most direct path to conversion, combining entertainment, education, and instant purchasing in real-time broadcasts. During live streams, hosts showcase products, demonstrate usage, answer questions, and offer time-limited promotions while viewers purchase directly through integrated shopping links without leaving the stream. This format leverages the Chinese market's sophisticated live commerce culture, where consumers are accustomed to making significant purchases during live broadcasts.
Xiaohongshu's live streaming ecosystem differs from entertainment-focused platforms like Douyin (TikTok China) by maintaining the trust and authenticity emphasis that defines the broader platform. Successful Xiaohongshu live streams feel more like consultations with a knowledgeable friend than high-pressure sales events. Hosts who provide genuine value, honest product assessments, and patient explanations build loyal audiences who return for subsequent streams and generate higher lifetime value.
The platform provides live streamers with real-time analytics, product link integration, special promotional tools like flash sales and limited-quantity offers, and features to highlight top comments or pin important information. Viewers can like, comment, share the stream, and purchase products without interrupting their viewing experience.
Live Commerce Mechanics on Xiaohongshu
A successful live stream requires preparation across content, technical setup, and promotional strategy. The product selection for each stream should be curated rather than overwhelming—focusing on 5-10 products allows sufficient time to demonstrate each thoroughly and answer questions. Products should have logical connections or tell a story together, such as a complete skincare routine or seasonal outfit components.
Timing significantly impacts viewership and sales. While optimal times vary by category and target demographic, generally evenings (7-10 PM Beijing time) and weekends see higher engagement as users have leisure time to watch and interact. Consistency matters more than perfection—regular streaming schedules train audiences to anticipate and attend your broadcasts.
Promotion before, during, and after the stream maximizes impact. Publishing Notes and Stories announcing upcoming streams with previews of featured products builds anticipation. During the stream, special viewer-only discounts or limited-quantity offers create urgency. After the stream, follow-up Notes showcasing highlights or addressing popular questions extend the content's value and reach viewers who missed the live event.
Building Your Live Streaming Strategy
For international brands, especially those new to Chinese live commerce, starting with a manageable approach prevents overwhelm and allows learning. Begin with monthly or bi-weekly streams rather than daily broadcasts. Focus on education-heavy content that plays to your expertise—a French skincare brand might emphasize ingredient science and French beauty philosophy rather than competing on price with domestic brands.
Host selection deserves careful consideration. Options include brand team members, Chinese KOLs (key opinion leaders), or professional live stream hosts. Each has advantages: team members provide authentic brand knowledge, established KOLs bring existing audiences, and professional hosts offer polished presentation skills. Many successful international brands combine approaches, having a brand expert co-host with a Chinese influencer who handles language nuance and audience interaction.
Language and cultural adaptation are non-negotiable. Even if your brand team includes Mandarin speakers, working with native Chinese hosts or cultural consultants ensures you navigate nuances correctly. Humor, references, and persuasion tactics that work in Western markets may fall flat or even offend Chinese audiences without proper adaptation.
Search: Xiaohongshu's Discovery Powerhouse
Search is where Xiaohongshu's unique positioning as both social platform and search engine becomes most apparent. Unlike Western social platforms where search functions as an afterthought, Xiaohongshu search is a primary discovery mechanism that users actively employ to find solutions, research products, and validate purchase decisions. Over 60% of users report using search regularly when considering purchases, making search optimization critical for brand visibility.
Xiaohongshu's search algorithm evaluates content relevance, quality signals, engagement metrics, and recency to determine rankings. The search results page combines different content types—Notes, products, users, and live streams—giving users multiple pathways to explore topics. For brands, this means a comprehensive presence across content types improves overall search visibility.
Search behavior on Xiaohongshu reflects high intent. Users search specific questions ("sensitive skin foundation recommendations"), product comparisons ("Estée Lauder vs. La Mer serum"), or detailed requirements ("summer dresses for pear-shaped body"). This specificity means long-tail keyword optimization often delivers better results than competing for broad, high-volume terms.
How Xiaohongshu Search Works
The search algorithm prioritizes content that best matches user intent rather than simply matching keywords. It analyzes the full context of Notes—images, text, tags, engagement patterns, and user behavior after viewing—to determine relevance. A Note about "best lipsticks for daily wear" might rank for searches about "natural lip color" or "office-appropriate makeup" even without those exact phrases if the algorithm determines intent alignment.
Engagement signals significantly influence search rankings. Notes with high save rates, long read times, and quality comments (detailed responses rather than generic praise) signal value and earn better positions. Importantly, engagement velocity matters—a Note gaining steady engagement over time often outranks one with a quick spike that fades, rewarding evergreen content quality.
Freshness plays a role but isn't dominant. Recent content gets a slight boost, but high-quality older Notes remain competitive in search rankings if they continue generating engagement. This differs from platforms like Twitter where recency dominates, and allows well-optimized Notes to generate value for months or years.
Optimizing Content for Search Discovery
Keyword research for Xiaohongshu requires understanding how Chinese consumers search, which often differs from direct translations of Western search patterns. Using Xiaohongshu's search suggestion feature (type partial queries to see autocomplete options) reveals actual user search behavior. Third-party keyword tools designed for Chinese platforms provide search volume and competition data, though AllXHS provides industry-specific keyword research templates tailored to Xiaohongshu's unique environment.
Keyword placement should feel natural while hitting strategic locations. Include primary keywords in your title (the first line of your caption, which appears as a headline), within the first 100 characters, in image text overlays, and in hashtags. However, forced keyword stuffing damages readability and can trigger algorithmic penalties. The goal is optimization that serves readers first and algorithms second.
Semantic relevance—using related terms and concepts—helps the algorithm understand your content's full context. A Note about moisturizers might naturally include related terms like "hydration," "dry skin," "skin barrier," and "winter skincare" without explicitly stuffing "moisturizer" repeatedly. This approach aligns with how sophisticated search algorithms actually work while creating better reader experiences.
Answering common questions directly in your Notes improves search visibility for question-based queries. If users frequently search "how to choose foundation for oily skin," creating Notes that explicitly address this question with clear, structured answers increases your chances of ranking and provides genuine user value.
Shopping: The Seamless Path to Purchase
Xiaohongshu's Shopping feature transforms the platform from inspiration source to transaction destination by integrating product catalogs, brand stores, and purchasing capabilities throughout the user experience. Users can discover products through Notes, Live streams, and search, then complete purchases without leaving the platform. This closed-loop commerce ecosystem reduces friction in the customer journey and provides brands with valuable data about the entire path from awareness to conversion.
The shopping experience on Xiaohongshu emphasizes trust and transparency. Product pages include user-generated Notes featuring the product, ratings and reviews, detailed specifications, and clear pricing. The integration of authentic user content directly into product pages leverages social proof at the exact moment of purchase consideration, significantly improving conversion rates compared to traditional e-commerce platforms.
For international brands, Xiaohongshu offers multiple commerce options depending on your China market entry strategy. Brands with established China operations can open official Xiaohongshu stores. Those without direct China presence can work with authorized distributors who operate stores, or use cross-border e-commerce integration that allows selling to Chinese consumers while fulfilling from overseas warehouses.
Shopping Integration Across Features
The power of Xiaohongshu Shopping lies in how it connects with every other feature. When you publish a Note, you can tag products from your store or other brands' catalogs. These tags create direct links—users can click a tagged product to view its product page and purchase without leaving the Note. This seamless integration means every Note functions as potential product placement, and every product page aggregates all Notes that mention it.
During live streams, hosts can activate product links that appear as overlays on the screen. Viewers simply tap these links to add items to their cart while continuing to watch, then checkout when convenient. The best-performing live streams create urgency through limited-time pricing or limited quantities announced during the broadcast, leveraging FOMO to drive immediate purchasing.
In Search results, product listings appear alongside Notes, creating multiple discovery pathways. A user searching for "vitamin C serum" might discover your product through a highly-ranked Note review, through direct product search results, or through both simultaneously. This multi-touch visibility significantly improves conversion probability compared to single-channel discovery.
Setting Up Your Xiaohongshu Store
Establishing an official brand store on Xiaohongshu requires meeting platform requirements and following a structured setup process. You'll need either a registered business entity in China or partnership with an authorized distributor, relevant business licenses and brand authorization documentation, and compliance with category-specific requirements (particularly important for regulated categories like beauty, food, or mother and baby products).
The store setup process includes brand verification (proving you own or represent the brand), store design and customization (creating a branded storefront that reflects your identity), product catalog upload (adding products with detailed descriptions, images, specifications, and pricing), and payment and logistics configuration (integrating payment processing and establishing fulfillment methods).
Many international brands benefit from professional guidance during this process, as requirements can be complex and mistakes cause delays or rejection. AllXHS offers expert Xiaohongshu marketing services including store setup assistance, ensuring your store launches correctly and compliantly.
Once your store is operational, optimization focuses on building social proof through encouraging customers to publish Notes featuring their purchases, maintaining competitive pricing and promotions that align with platform norms, providing excellent customer service that generates positive reviews, and regularly updating your product catalog to maintain freshness and relevance.
How These Features Work Together
The true power of Xiaohongshu emerges when you orchestrate all five features into an integrated marketing ecosystem rather than treating them as separate channels. A strategic approach might look like this: You publish tutorial Notes showcasing your products solving specific problems, optimized for search keywords your target customers use. These Notes include product tags linking to your store and generate ongoing organic traffic through search discovery.
You use Stories to maintain daily engagement with followers between major Note publications, sharing behind-the-scenes content, answering common questions, and previewing upcoming products or promotions. This keeps your brand top-of-mind and strengthens community relationships.
You host regular live streams where you demonstrate products in depth, offer viewer-exclusive promotions, and answer questions in real time. You promote these streams through Notes and Stories beforehand, then publish highlight Notes afterward to extend reach to those who missed the live event.
Your Shopping integration ensures that at every touchpoint—whether someone discovers you through search, engages with a Note, watches a Live stream, or views Stories—the path to purchase is seamless and immediate. You're not sending traffic to external sites where they might get distracted; you're completing the entire journey within Xiaohongshu's trusted ecosystem.
This integrated approach mirrors how Chinese consumers actually use the platform, moving fluidly between features based on their current needs and stage in the purchase journey. A user might discover your brand through search, read several Notes to validate quality, follow you to stay updated, watch your Stories to see behind-the-scenes authenticity, join a live stream to ask specific questions, then finally purchase with confidence.
For international brands, particularly those new to Chinese digital marketing, this multi-feature approach requires adaptation from Western social media strategies. Success demands understanding not just how each feature works technically, but how Chinese consumers use them culturally. The learning curve can be steep, which is why many brands leverage resources like AllXHS's industry-specific Xiaohongshu marketing strategies that provide tested frameworks across beauty, fashion, F&B, and other key verticals.
Mastering Xiaohongshu's five core features—Notes, Stories, Live streaming, Search, and Shopping—gives international brands the foundation to build meaningful presence in China's most influential social commerce ecosystem. Each feature serves distinct strategic purposes while interconnecting to create seamless user experiences that build trust, provide value, and drive conversions.
The platform's unique positioning at the intersection of social media, search engine, and e-commerce marketplace means success requires a different approach than Western platforms. Content quality and authenticity matter more than follower counts. Search optimization is as important as social engagement. Commerce integration is expected rather than intrusive. Understanding these cultural and functional differences separates brands that thrive on Xiaohongshu from those that struggle despite significant investment.
For brands just beginning their Xiaohongshu journey, the platform's complexity can feel overwhelming. Starting with a focused approach—perhaps mastering Notes and Search optimization before expanding to live streaming—allows you to build skills progressively. The key is beginning with strategic clarity about your goals, deep understanding of your target Chinese consumers, and commitment to creating genuinely valuable content rather than purely promotional messaging.
As Xiaohongshu continues growing its international user base and evolving its features, the brands that invest in platform expertise now position themselves for long-term advantage in reaching Chinese consumers. The platform's 300+ million monthly active users represent enormous opportunity, but only for brands willing to adapt their marketing approaches to Xiaohongshu's unique ecosystem and Chinese consumer expectations.
Ready to Master Xiaohongshu Marketing?
Navigating Xiaohongshu's features is just the beginning. Success requires deep understanding of platform algorithms, Chinese consumer behavior, cultural nuances, and industry-specific best practices that evolve constantly.
AllXHS provides everything international brands need to succeed on Xiaohongshu—from 378+ data-driven industry reports and a comprehensive 21-module training academy to 25+ ready-to-use tools and templates spanning 20+ verticals. Whether you prefer self-serve resources or hands-on expert consultation, we bridge the gap between Western marketing expertise and Chinese platform realities.
[Contact our team today](https://www.allxhs.com/contact) to discuss how we can accelerate your Xiaohongshu success with strategies proven across beauty, fashion, F&B, mother and baby, and other key categories.