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 build a loyal following, brands must embrace creative content strategies that resonate with Xiaohongshu’s unique user base.

Understanding the Xiaohongshu User

Before diving into content creation, it’s crucial to understand who you’re trying to reach. Xiaohongshu users are:

• Young and Affluent: A significant portion of Xiaohongshu users are Gen Z and Millennials residing in major cities, with higher spending power and a willingness to try new things.
• Visually Driven: Xiaohongshu is a highly visual platform. Users are drawn to aesthetically pleasing content, high-quality images, and engaging videos.
• Authenticity Seekers: Users value genuine recommendations and authentic experiences. They are wary of overly promotional content and prefer content that feels relatable and trustworthy.
• Inspiration Hunters: Users come to Xiaohongshu to discover new trends, find inspiration, and get recommendations for products, experiences, and lifestyle choices.

Creating High-Quality, Engaging Content

To capture the attention of Xiaohongshu users and drive food sales, brands must go beyond basic product showcases and embrace creative content strategies:

1. Visually Appealing Content is Non-Negotiable:

   • Professional Photography and Videography: Invest in high-quality visuals that showcase your food in the best possible light. Pay attention to lighting, styling, and composition.
   • Aesthetic Consistency: Develop a visual style that aligns with your brand identity and resonates with your target audience. Maintain consistency in color palettes, filters, and overall aesthetic.
   • Focus on Food Styling: Make your food look irresistible. Use techniques like plating, garnishing, and creative backdrops to enhance the visual appeal of your dishes.

2. Tell a Story, Don’t Just Sell a Product:

   • Brand Narratives: Share the story behind your brand, your products, and your ingredients. Highlight your brand’s values, heritage, and unique selling propositions.
   • Behind-the-Scenes Content: Give users a glimpse into your kitchen, your production process, or your restaurant’s atmosphere. This fosters transparency and builds trust.
   • User Stories: Feature user-generated content and share stories of how customers are enjoying your products. This creates a sense of community and authenticity.

3. Offer Value Beyond the Product:

   • Recipes and Cooking Tutorials: Share recipes and cooking tutorials that feature your products. This provides value to users and showcases the versatility of your offerings.
   • Food Pairings and Styling Tips: Offer suggestions for food pairings, table settings, or creative ways to present your products.
   • Nutritional Information and Health Benefits: If relevant, highlight the nutritional benefits or health advantages of your food products.

4. Embrace Diverse Content Formats:

   • Photos: Use high-resolution photos to showcase your food, your restaurant, or your brand. Experiment with different angles, compositions, and lighting techniques.
   • Videos: Create short, engaging videos that capture the essence of your brand or the experience of enjoying your food. Consider formats like cooking demos, restaurant tours, or product showcases.
   • Live Streaming: Use live streaming to interact with your audience in real-time, conduct cooking demonstrations, or host Q&A sessions.

Xiaohongshu Note Types for Food Brands

Xiaohongshu offers various note types that food brands can leverage to create engaging content:

• Product Information Notes:
  • Provide detailed information about your products, including ingredients, nutritional information, and usage instructions.
  • Address common questions and concerns that consumers may have.
  • Offer purchasing guides and recommendations.
• Brand Lottery Notes:
  • Run contests and giveaways to generate excitement and increase engagement.
  • Clearly outline the rules, prizes, and participation requirements.
  • Encourage users to share your content and tag their friends.
• Industry How-To Notes:
  • Share your expertise and knowledge about the food industry.
  • Offer tips and advice on cooking techniques, food trends, or ingredient sourcing.
  • Position your brand as a trusted authority in the field.
• Single Product Recommendation Notes:
  • Showcase a specific product and highlight its unique features and benefits.
  • Share personal experiences and testimonials.
  • Use high-quality visuals to make the product look appealing.
• Brand Dynamic Notes:
  • Share updates about your brand, such as new product launches, promotions, or events.
  • Keep your audience informed and engaged with your brand’s activities.
• User Dialogue Notes:
  • Engage with your audience by asking questions, responding to comments, and fostering discussions.
  • Create a sense of community and build relationships with your followers.

Leveraging Xiaohongshu Homepage Components

Xiaohongshu professional accounts offer various homepage components that can be used to enhance the user experience and drive sales:

• Custom Menu:
  • Create a custom menu that directs users to key sections of your profile, such as your online store, offline locations, or customer service.
  • Optimize the menu to facilitate navigation and drive conversions.
• Store Integration:
  • Link your Xiaohongshu profile directly to your online store or e-commerce platform.
  • Enable users to purchase your products seamlessly from within the app.
• Location Tagging:
  • Tag your restaurant or store locations in your posts to drive foot traffic.
  • Make it easy for users to find and visit your physical locations.
• Brand Topics:
  • Create branded topics to aggregate user-generated content and encourage discussions around your brand.
  • Monitor brand topics to gather feedback and engage with your audience.

Building a Strong Account Content Structure

To create a cohesive and effective Xiaohongshu presence, brands need to build a strong account content structure:

1. Personalized Persona:

   • Professional Account Name: Choose a name that reflects your brand identity and is easy for users to remember and search for.
   • Professional Account Introduction: Craft a compelling bio that introduces your brand, highlights your key offerings, and conveys your brand’s personality.

2. Enrich Homepage Functions:

   • Activity Topics: Create and promote relevant topics to engage users and encourage content creation.
   • Store: Ensure seamless integration with your online store to facilitate purchases.
   • Custom Menu: Optimize your custom menu to guide users and drive conversions.

3. Prepare High-Quality Notes:

   • Eye-Catching Cover: Use visually appealing cover images that grab users’ attention and entice them to click.
   • Combination of People and Scenery in Images: Incorporate images that show people enjoying your food or experiencing your brand in a natural setting.
   • Concise Introduction: Write clear and concise introductions that highlight the key points of your notes.
   • Prominent Keywords in the Title: Use relevant keywords in your titles to improve search visibility.
   • Useful and Interesting Content: Create content that provides value to users, whether it’s informative, entertaining, or inspiring.
   • Add Popular Topics: Include relevant and trending topics to increase the reach of your notes.

4. Start Note Promotion:

   • “French Fries” (薯条): Utilize Xiaohongshu’s advertising tools to boost the visibility of your notes.
   • Information Flow Ads: Run targeted ads to reach specific demographics and interests.
   • Search Ads: Optimize your content for search to appear higher in search results.
   • Private Message Communication Scripts: Develop effective communication strategies for engaging with users through private messages.
   • Keyword Replies: Set up automated keyword replies to provide quick and helpful responses to user inquiries.

Beyond Hashtags: Examples of Creative Content

Here are some examples of creative content strategies that go beyond basic hashtag usage:

• “Food Challenges”: Create fun and engaging food challenges that encourage user participation and content creation. For example, a spicy food challenge, a recipe recreation challenge, or a plating challenge.
• “Seasonal Campaigns”: Develop content that aligns with specific seasons or holidays. For example, create festive recipes, showcase seasonal ingredients, or offer limited-time holiday menus.
• “Collaborations with Local Businesses”: Partner with other local businesses, such as cafes, bakeries, or lifestyle stores, to create cross-promotional content and reach a wider audience.
• “Interactive Quizzes and Polls”: Engage users with interactive quizzes and polls related to food preferences, cooking knowledge, or dining habits.
• “ASMR Food Content”: Create visually and aurally appealing ASMR (Autonomous Sensory Meridian Response) food content that focuses on the sounds and textures of food.

Conclusion

In the competitive landscape of Xiaohongshu, creative content is essential for driving food sales and building a strong brand presence. By understanding the platform’s users, embracing diverse content formats, and going beyond basic hashtag usage, food brands can create engaging experiences that resonate with their target audience and ultimately lead to increased brand awareness, customer loyalty, and sales growth.