Using Little RED Book for Social Media Marketing in China

Using Little RED Book for Social Media Marketing in China

Are you marketing to younger urban Chinese women who desire luxury products? If so, then you need to know how to use Little Red Book (RED), properly, as part of your social media marketing strategy.

What is RED?

Xiaohongshu translates to “Little Red Book,” commonly called RED. It is a female-dominated app that is the most trusted shopping platform on social media in China. Most importantly, its reach is over 100 million users in an active online community. Along with word-of-mouth advertising for high-quality content, users generate content by making suggestions and giving out advice. Users also engage with likes, comments, and follows.

RED is beginner-friendly due to its robust editing suggestions. Furthermore, the layout and design of thumbnails and posts are as important as the title and topic. Posts that are eye-catching will attract more clicks from users. Above all, quality over quantity is the mindset you should have going into RED.

Therefore, this article will guide you through how to: 

  1. Create an eye-catching thumbnail/cover photo.
  2. Design effective cover photos by genre.

Cover photo size ratios

The size and orientation of graphics are important. The general rule of thumb for cover photo size ratios are as follows:

  • Vertical screen 3:4.
  • Square 1:1.
  • Horizontal screen 4:3.

 

 

When working with multiple graphics for a post, it is essential to keep the size ratio consistent.  If the uploaded graphics are a different size, RED will fill or crop the pictures to match the dimensions of the first graphic. In other words, this may cut out important content or affect the visual impact.

Most users view Little Red Book, on mobile phones with the 3:4 vertical ratio. Consequently, any horizontal ratio photos will only occupy a small screen space and users may miss the content.  In contrast, a vertical ratio can use more screen space and display more information.

Content creators on Little Red Book (RED) choose a vertical ratio for their graphics and pictures. Or in the alternative embed horizontal ratio graphics into a vertical ratio frame.

Design effective cover photos by genre

It is important to find your style and set yourself apart. Below are some general tips for cover designs from effective campaigns based on genre or theme.

Food

Effective food cover photos highlight the richness and deliciousness of the dish(es). These posts do not need to consider a ‘clean’ look. Instead aim to convey the texture and aroma of the food through the picture or graphic.

Cover Layout recommendations: 

1. Double-picture collage: This is suitable for displaying a single dish, such as DIY food. The first picture shows the whole dish. Then, the next show the finer details. Highlighting, for instance, the texture of a cheese pull or the aroma of a garlic sauce.

                                                                 

2. Multi-picture stitch: This is great for a photo collage for a food guide in a city, for example. The pictures flow seamlessly from food to food or location to location. Attracting the viewer to keep scrolling until the end. But remember to include your caption in the middle to remind your viewer of your account and to save the post. 

3. Single image with multi-text labels: This works well for showing multiple dishes on a table.  Here you add labels in-app to name each dish for the user and put a headline in the corner. For example, you showcase a complete Korean barbeque meal and label all the dishes. There could be various cold appetizers for each meat type. Then add a headline such as Typical Korean BBQ  Dinner Set.

Additional tips: 

  • Make sure the pictures are consistent in style, color, and vibe. Because an effective post with multiple pictures needs the pictures to work in harmony and complement each other.
  • Despite food posts being ‘messy,’ it is important that the viewer knows what the post is about. Thus, it is best to put the title or headline in the center of the picture or other eye-catching positions.

Tourism & Travel

For tourism and travel genres, high-quality and beautiful photos will be key for attracting clicks. Cover Layout suggestions: 

1. Single blockbuster image: Minimal editing keeps a clean and delicate look for your high-quality image. However, a simple border with light-colored thin text on the photo can give some context about the post.

 

 

2. Horizontal stitching: For great shots in landscape format, stitch several of them together to adapt to RED’s 3:4 viewing experience. However, make sure that the selected shots have the same color  tones and complemented by simple captions.

 

3. Multi-picture strategy guide: Travel posts can also be detailed guides. Consequently, you can select many vibrant and busy          pictures to stitch together. Then, an attractive title caption such as “The Only Strategy Guide You’ll Need To Explore Shanghai.”

 

Fashion

Effective fashion covers take the collage style to the extreme, creating a sense of  “orderly  chaos.”

Cover Layout suggestions: 

1. Magazine style product collage: Put featured clothing, including shoes and accessories, in the image according to where the viewer wears it. Typically, the main garment will be in the middle, with accessories and shoes in the corners. Above all, the color of the border and caption should complement the color of the items.

                             

 

2. Left/right stitch: First, divide the cover in half, with the left half showing a model wearing the  items. And then, the right half showing the items themselves.

3. Front face & caption: A frontal photo of the model with a visible caption describing the  clothing showcased. These types of posts aim to attract clicks with the model’s face.

Additional tips: 

    • The priority is the photo. In addition to making sure it is high quality it must be attractive. Then, focus on the caption title, subtitle, text, etc.
    • The text should be concise and based on keywords for better SEO.

Beauty & Makeup

On the other hand, beauty and makeup cover photos need to look informative, practical, and value-adding for the viewer. For instance, highlight the before and after of the makeup process. And in-depth product reviews or sharing a haul of seasonal favorite beauty products are popular.

Cover Layout suggestions: 

    1. Multiple products list: A nine-square grid of horizontal and vertical list covers are great for showcasing multiple products at once.
    2. Before and After: Great at showcasing the visible effects of different makeup and skincare products. Similarly, these covers can also compare ‘right’ and ‘wrong’ techniques using skincare or makeup products. In addition, make sure to add visible accompanying text and logos to complement the pictures.

 

 

Additional tips: 

      • Show an obvious contrast in your pictures before and after using a certain product. In most cases therefore, this will intuitively tell your audience what the product does.
      • To enhance the before and after effect of the images, accompanying text can point out the techniques used and changes.
      • You can also use exaggerated phrases to attract attention, such as “super-efficient,”  “best to use,” for example.

Digital Electronics

Likewise, cover photos for digital electronics should be value-adding, informative, and practical for the viewer. Therefore, covers generally also include product collages and a clear title caption.

Cover Layout suggestions: 

        1. Artfully arranged grid comparison: To compare similar products, a simple, effective way is to arrange the products into a nine-square or six-square grid. Then, mark the product name series, and put a caption title at the top that details the content of the post.

Additional tips: 

      • Show an obvious contrast in your pictures before and after using a certain product. In most cases therefore, this will intuitively tell your audience what the product does.
      • To enhance the before and after effect of the images, accompanying text can point out the techniques used and changes.
      • You can also use exaggerated phrases to attract attention, such as “super-efficient” or “best to use” for example.

Digital Electronics

Likewise, cover photos for digital electronics should be value-adding, informative, and practical for the viewer. Therefore, covers generally also include product collages and a clear title caption.

Cover Layout suggestions: 

1. Artfully arranged grid comparison: To compare similar products, a simple, effective way is to arrange the products into a nine-square or six-square grid. Then, mark the product name series, and put a caption title at the top that details the content of the post.

                         

 

2. Random collage: Meanwhile, for products that are not the same type, design a random photo collage of the products. Then, add text in the middle to clearly state the post’s topic.

3. Single product multi-text evaluation type: When focusing on one product, design a clear title caption and mention frequently asked questions. In short, this will attract more clicks.

Additional tips: 
  • Show an obvious contrast in your pictures before and after using a certain product. In most cases therefore, this will intuitively tell your audience what the product does.
  • To enhance the before and after effect of the images, accompanying text can point out the techniques used and changes.
  • You can also use exaggerated phrases to attract attention, such as “super-efficient” or “best to use” for example.

So, do you have to use Little Red Book in your Social Media Marketing to be successful?

Only if your target audience is younger, affluent women from top-tier cities who want your luxury products. Social media dominates the day-to-day lives of these women and RED is the go-to app.

Is it absolutely necessary for you to have a firm grasp of each of RED?  

No. But if you want to leverage the power of social media marketing in China then you need to invest in learning it or outsourcing it. We can almost guarantee that without using Little Red Book as part of your social media marketing strategy that your company will not thrive, and may not survive. 

With almost a decade of navigating and excelling in China’s ever-expanding social media  channels, GAB China has:

√ Amassed invaluable hands-on experience,

√ Developed unique strategies,

√ Built a powerful skill set, and

√ Developed client-focused values that you can trust.

We want to be your partner in your China Social Media Marketing.

Related posts

Submit A Comment

Your email address will not be published. Required fields are marked *

Leave a Reply

Your email address will not be published. Required fields are marked *