The shift to integrating e-commerce with social media platforms is a big step in the West. However, this is not surprising for Chinese consumers. Chinese social media was initially born with a number of capabilities that primarily combine e-commerce and UGC partnership functions, a perfect example of which is the Little Red Book.

Following Mark Zuckerberg’s comments that Facebook should be influenced by Chinese social media capabilities, the tech giant has been announcing key improvements to its platforms, such as Instagram checkout events and payments, commerce. , And Facebook’s plans to add Facebook to its many private services.

Although Western platforms such as Instagram have just begun to integrate e-commerce functions at scale throughout their app, Little RedBook already has a sophisticated level of capabilities.

This was due to the fact that Little RedBook was designed with the intention of enabling business in social media, making it a powerful social commerce channel with over 30 million active monthly subscribers.

We want to share with you the key elements in understanding this huge market and incorporating them into your social media strategy to enter the Chinese market.

A platform that runs user-generated content.

Little RedBook is a social shopping app that not only lets consumers discover products but most importantly, share their opinions and recommendations when trying out different products.

The platform is primarily comprised of user-generated content, which aims to promote social word-of-mouth business. A positive review on the app requires honesty and credibility, thus making the Little Little Red Book a must-have for your successful campaign.

Generally, Chinese female users 18 to 35 years old check this app whenever they intend to buy certain products or even look for lifestyle tips and hacks.

So, we’ve summarized 18 topics that are included in the Little Red Book, which lists the cosmetics and fashion categories as the most-posted titles.

Discover the content of the Little Red Book in 4 ways.

Before activating and influencing the channel to share about your brand, it’s best to know how users navigate through the app and find interesting content they’re interested in. ۔

  1. Discover.

After enrolling in the app, users need to select desired topics. Little RedBook will then recommend the latest posts in the Exploration section based on their interests.

Unlike other social media platforms, such as Instagram, Little RedBook’s default user interface is explored but not based on traditional content feeds posted by the user community.

  1. Follow

Users can also read posts created by the followers they follow in the Followers tab. With hundreds of thousands of posts being published every day, there’s a great competition for creating content that engages the audience’s attention. At the end of this article, we will explain more about what is posted in high quality.

  1. Closer

Geo-targeting is one way of displaying highly relevant content to users. Users can post a location with comments when they are physically there.

This is very different from most Western social media, which you can select and tag this location even if you have never been before. This feature ensures that only your target audience can see this post from the location.

  1. Brand

When consumers have a brand or product in mind, they can search for the brand name directly in the app and get more consistent results. In addition to reading brand-related posts by other users or influencers, they can also buy products found directly in the Store tab.

Other users and influencers who create similar products in consumer reviews and recommendation publications can bookmark, checkout, and pay without leaving this app. Now it’s trying to do the same thing on Instagram, but it’s already done through the Chinese social commerce app.

5 best practices for writing letters.

Whether you’re creating a guide to post posts for your influence or you need to evaluate their post quality, you will see what a good post looks like in Little Redbook, as follows: The elements should be known.

  1. Title

The title should not be more than 15 words and it is best to summarize the main points of the content of the post. For example, when you are recommending a product, you can highlight unique selling places in the title.

  1. Photos

The ideal number of photos in a post is 5-9. Since authenticity is preferred in the Little Red Book, it is welcomed, even if the photos are not polished at all. If you have more than 2 photos, you can arrange the images to follow a sequence, e.g. Starting with Step 1, 4, 4, etc.

  1. Videos

Users can post 1 video per post, and Little RedBook always prefers videos over non-dynamic posts.

  1. Headlines.

Insightful and educational content is always the right thing for fans to win. However, you should also consider the extent of the title role. 1000 is the maximum, and we’ve found that regular posts typically have 500-900 words.


Further readings

Olivia Wilson is a digital nomad and founder of Todays Past. She travels the world while freelancing & blogging. She has over 5 years of experience in the field with multiple awards. She enjoys pie, as should all right-thinking people.

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