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2025 marks a significant turning point in the realm of influencer marketing, characterised by a profound and pervasive integration of Artificial Intelligence (AI). This evolution transcends mere automation, positioning AI as a central driving force behind creativity, personalisation, and audience interaction. As we move through 2025 and look toward the future, the influencer is noRead more

The influencer marketing landscape is in a state of constant flux. What began as a nascent trend has rapidly evolved into a multi-billion-dollar industry, projected to reach $32 billion by 2027. This exponential growth has prompted a significant shift away from traditional marketing strategies, with businesses increasingly recognising the immense potential of influencer marketing. AsRead more

Beyond the Hashtag: Creative Content Strategies to Drive Food Sales on Xiaohongshu Xiaohongshu has become a battleground for brands vying for the attention (and wallets) of China’s discerning consumers. In the competitive food and beverage industry, simply using a few trending hashtags is no longer enough to stand out. To truly drive sales and buildRead more

KOC vs. KOL: Decoding Influencer Strategies for Food Brands on Xiaohongshu In the dynamic world of social media marketing, influencer collaborations have become a cornerstone of brand strategy. However, the landscape is constantly evolving, and a nuanced understanding of different influencer types is crucial for success. On Xiaohongshu, the distinction between Key Opinion Leaders (KOLs)Read more

The Power of “We”: How C2B Co-creation is Revolutionizing Food Product Development on Xiaohongshu In the dynamic world of food and beverage, staying ahead of consumer trends is crucial for success. Xiaohongshu, with its vibrant community of users passionate about sharing their culinary experiences, has emerged as a prime platform for a revolutionary approach: C2BRead more

From ‘Seed’ to Sale: Understanding the 种草 (Grass Planting) Phenomenon in Xiaohongshu’s Food Community Xiaohongshu has become a powerful platform for discovering new trends, and this is especially true in the food community. A unique phenomenon known as 种草 (zhòng cǎo), or “grass planting,” plays a pivotal role in influencing consumer behavior and driving salesRead more

Xiaohongshu Professional Accounts: A Detailed Guide for Foreign Businesses Xiaohongshu, also known as “Little Red Book” or recently as “REDnote” has emerged as a powerful social media and e-commerce platform in China. With its unique blend of user-generated content and product discovery, it has become a crucial platform for brands looking to tap into theRead more

Introduction: Taking Your Xiaohongshu Presence to the Next Level In the previous article of this series, we covered the fundamentals of building a brand presence on Xiaohongshu, including setting up an official account, creating engaging content, and understanding the platform’s unique ecosystem. Now, it’s time to delve into more advanced strategies that can significantly amplifyRead more

Introduction: The Power of Xiaohongshu for Brands Xiaohongshu (小红书), often translated as “Little Red Book,” or better know as “REDnote” has rapidly evolved from a simple product review platform to a powerful e-commerce and social media giant in China. With over 300 million registered users and a highly engaged community, Xiaohongshu presents a unique opportunityRead more

Ready to Go Virtual? What’s Your First Step into the World of AI Influencer Marketing? Artificial intelligence is no longer a futuristic fantasy; it’s a tangible force reshaping the marketing landscape, and influencer marketing is no exception. For brands looking to tap into the power of AI, the prospect of launching their first AI influencerRead more