On 10 May 2019, Xiaohongshu released its official “Updated Brand Partnership Regulations”. In the past, Xiaohongshu bloggers could become brand partners as long as they have more than 1,000 fans. Since the new Xiaohongshu regulations were announced, the requirement has been revised to 5,000 fans and an average exposure of at least 10,000 in the past month. As such, the number of brand partners on Xiaohongshu has been drastically reduced from nearly 20,000 to just 5,000.
This has disrupted the release of content that brands and #influencers may have collaborated on. In light of this, we would propose:
1. Avoid having posts dedicated to a single item. Such content can be easily identified as ads by the platform, and will not gain any exposure. Furthermore, authentic reviews are what drives readership organically and stimulate intent to purchase.
2. Apply SSO optimization to content. To work around the restrictions that the new regulations have brought about, content needs to be written in a ‘soft’ way, yet optimized so that they rank high in the target keyword search results for more exposure.
Got questions about the new Xiaohongshu regulations and how to create content that works in spite of these new rules? Get in touch with the OctoPlus team today, your one-stop Xiaohongshu service solution.