In China’s vibrant social media landscape, Xiaohongshu (Little Red Book) stands out as a powerhouse platform for lifestyle content, product discovery, and community engagement. With over 200 million monthly active users, this unique blend of social networking and e-commerce has become essential for brands targeting the Chinese market.

However, creating successful video content for Xiaohongshu isn’t just about crafting compelling narratives—it requires a thorough understanding of the platform’s technical specifications. Video resolution, length, format, and other technical parameters can significantly impact your content’s performance, visibility, and engagement rates.

As specialists in Xiaohongshu Marketing, we’ve compiled this comprehensive guide to help you navigate the technical requirements for creating optimized videos that perform exceptionally well on the platform. Whether you’re a brand looking to expand into the Chinese market or a content creator seeking to perfect your Xiaohongshu strategy, understanding these specifications is crucial for success.

Understanding Xiaohongshu as a Platform

Before diving into the technical specifications, it’s essential to understand what makes Xiaohongshu unique. Unlike platforms that prioritize either social networking or e-commerce, Xiaohongshu seamlessly integrates both functions. This integration necessitates specific video requirements that balance aesthetic appeal with technical functionality.

Xiaohongshu’s algorithm favors high-quality, authentic content that resonates with its predominantly female user base (approximately 70% of users are women). The platform’s community values detailed product demonstrations, lifestyle content, and authentic reviews—all of which are enhanced by properly optimized video content.

Working with an experienced AI marketing agency like Hashmeta can help you navigate these nuances while ensuring your content meets all technical requirements for optimal performance.

Video Resolution Requirements for Xiaohongshu

Resolution is perhaps the most critical technical aspect of your Xiaohongshu videos. The platform’s standards have evolved to accommodate the high-quality displays found on modern smartphones.

Minimum Resolution Requirements

For acceptable performance on Xiaohongshu, videos should have a minimum resolution of 720p (1280×720 pixels). However, this is truly the bare minimum, and we strongly recommend aiming higher for optimal display quality.

Recommended Resolution

For optimal performance and visual quality, we recommend uploading videos at 1080p (1920×1080 pixels). This resolution provides the ideal balance between quality and file size, ensuring your content looks crisp on most devices without excessive upload times or processing issues.

Higher Resolutions

While Xiaohongshu does support 2K and 4K resolutions, these higher-quality options come with significant considerations. Videos with 2K (2560×1440 pixels) or 4K (3840×2160 pixels) resolution can provide stunning visual quality but result in larger file sizes that may affect upload times and potentially your audience’s viewing experience if they have slower internet connections.

Our data from AI Marketing campaigns shows that the improvement in engagement between 1080p and 4K videos on Xiaohongshu is minimal, making 1080p the sweet spot for most content creators.

Optimal Video Length for Maximum Engagement

Video length significantly impacts viewer retention and engagement on Xiaohongshu. Unlike some platforms that favor extremely short content, Xiaohongshu’s community appreciates detailed, informative videos—within reason.

Technical Limitations

From a purely technical standpoint, Xiaohongshu allows videos up to 15 minutes in length. However, just because you can upload a 15-minute video doesn’t mean you should. Our Content Marketing analysis reveals optimal length varies by content category.

Recommended Lengths by Content Type

Based on our analysis of thousands of successful Xiaohongshu videos:

• Product Reviews: 2-4 minutes provides enough time for detailed examination without losing viewer interest
• Tutorials and How-To Videos: 3-5 minutes allows for step-by-step instruction while maintaining engagement
• Lifestyle/Vlog Content: 1-3 minutes typically performs best for day-in-the-life content
• Quick Tips or Hacks: 30-60 seconds is ideal for delivering simple, actionable information

The platform’s algorithm tends to favor videos with high completion rates, so it’s often better to create a concise, highly engaging video than a longer one that viewers might abandon partway through. Our SEO Agency experts can help optimize your content strategy to align with these engagement patterns.

Supported Video Formats on Xiaohongshu

Xiaohongshu supports several video file formats, though some perform better than others in terms of quality preservation and processing efficiency.

Primary Supported Formats

The platform primarily supports these video formats:

• MP4 (H.264 codec): This is the most reliable format for Xiaohongshu uploads, offering excellent compression while maintaining quality
• MOV: Common format from iOS devices, generally processes well on the platform
• AVI: Supported but not recommended due to larger file sizes

Recommended Format

We strongly recommend using MP4 with H.264 encoding for all Xiaohongshu video content. This format provides the best combination of quality, compatibility, and file size efficiency. It also tends to process faster on Xiaohongshu’s servers, reducing the wait time between upload and publication.

For agencies managing multiple clients, our proprietary marketing technology solutions can streamline the process of formatting and optimizing video content for Xiaohongshu.

Aspect Ratio Considerations

The aspect ratio of your video can dramatically affect how it appears in users’ feeds and the amount of screen real estate it occupies—both crucial factors for capturing attention.

Supported Aspect Ratios

Xiaohongshu supports multiple aspect ratios, but the following are most commonly used:

• 9:16 (Vertical): Covers the full smartphone screen, maximizing visibility
• 1:1 (Square): Works well in both feeds and detailed views
• 16:9 (Horizontal): Traditional landscape format, but less optimal for mobile viewing

Recommended Aspect Ratio

Our data clearly shows that vertical 9:16 videos consistently outperform other formats on Xiaohongshu. This aligns with how most users naturally hold their phones and offers maximum screen coverage in the feed. For products that benefit from wider views, 1:1 can be an acceptable alternative.

Utilizing AI SEO techniques, we’ve found that vertical videos not only perform better in terms of engagement but also tend to receive more favorable algorithm treatment within the platform.

File Size Limitations

File size affects not only upload time but also how quickly users can load and view your content—especially those with limited data plans or slower connections.

Maximum File Size

Xiaohongshu currently limits video uploads to 1GB per video. While this may seem generous, it’s important to optimize your file size for better performance.

Recommended File Size Range

For optimal upload speed and viewing experience, we recommend keeping videos under 300MB whenever possible. Videos in the 100-300MB range tend to process faster within the platform while maintaining good visual quality. This is particularly important for brands entering the market who need to quickly establish their presence through consistent content.

Our consulting services can help brands develop comprehensive strategies for maintaining quality while optimizing file sizes for Xiaohongshu’s unique environment.

Audio Specifications for Xiaohongshu Videos

While visual elements often receive the most attention, audio quality is equally important for creating immersive content that keeps viewers engaged.

Audio Format Requirements

Xiaohongshu supports AAC (Advanced Audio Coding) and MP3 audio formats within video files. AAC is generally preferred for its superior quality-to-size ratio.

Bitrate Recommendations

For optimal audio quality, aim for:

• Speech-heavy content: 128-192 kbps
• Music or mixed content: 192-256 kbps

Higher bitrates offer diminishing returns in perceived quality while increasing file size.

Audio Considerations

Remember that many Xiaohongshu users browse with sound off initially, so including captions or ensuring your content works well without audio is essential. This is particularly important for international brands working with Influencer Marketing partners to create content for the Chinese market.

Editing Tips for Xiaohongshu-Optimized Videos

Beyond the technical specifications, certain editing approaches tend to perform better on Xiaohongshu.

Pace and Transitions

Xiaohongshu users typically prefer a moderate to fast pace that keeps the content moving without feeling rushed. Quick cuts and dynamic transitions help maintain interest, especially for younger audiences. However, avoid overusing trendy transitions that might distract from your content or make it feel dated quickly.

Text Overlays

Text overlays should be clear, concise, and properly sized for mobile viewing. Use fonts that are legible on smaller screens and maintain sufficient contrast with the background. For multilingual brands, working with a SEO consultant familiar with Chinese language optimization can help ensure text elements are culturally appropriate and search-friendly.

Color Grading

Xiaohongshu content tends to feature bright, vibrant colors with good contrast. While exact preferences vary by industry, beauty and fashion content often uses warm tones with slightly enhanced saturation. Food content generally benefits from increased vibrancy and contrast to make dishes appear more appetizing.

Platform-Native Editing

While professional editing software provides more control, don’t overlook Xiaohongshu’s native editing tools. The platform’s algorithm may slightly favor content created using its own tools, and these built-in features are specifically optimized for the platform’s preferences.

Common Technical Issues and Troubleshooting

Even with careful attention to specifications, you may encounter technical issues when uploading videos to Xiaohongshu. Here are common problems and solutions:

Upload Failures

If your video fails to upload, first check your internet connection stability. Then verify that your video meets all the platform’s specifications. Most commonly, upload failures result from exceeding file size limits or using unsupported formats. Converting to MP4 with H.264 encoding and reducing file size usually resolves these issues.

Processing Delays

Xiaohongshu typically processes videos within 10-30 minutes, but larger or higher-resolution files may take longer. If processing exceeds 2 hours, there may be an issue with your file. Try uploading a different version with more standard specifications or during off-peak hours when the platform’s processing systems are less congested.

Quality Degradation

If your uploaded video appears lower quality than the original, this is often due to the platform’s compression processes. To minimize quality loss:

• Start with the highest quality source material possible
• Use recommended codecs (H.264 for video, AAC for audio)
• Export at a slightly higher bitrate than you expect to need
• Avoid multiple compressions before uploading

For brands serious about maintaining consistent quality across all content, our ecosystem services provide comprehensive technical support and quality assurance.

Staying Current with Xiaohongshu Specifications

Like all social platforms, Xiaohongshu regularly updates its technical requirements and capabilities. What works today might not be optimal tomorrow.

Monitor Platform Updates

Xiaohongshu typically announces significant technical changes through its official channels and creator resources. However, these announcements are often in Chinese, making it challenging for international brands to stay informed without local expertise or partners like AI Marketing specialists who monitor these changes.

Test and Learn

Beyond official updates, we recommend regularly testing different technical approaches to identify what the algorithm currently favors. For example, you might test identical content at different resolutions or lengths to see which performs better.

Work with Specialists

Partnering with a specialized agency that focuses on Chinese social media can provide access to up-to-date information about platform changes and optimization strategies. Our marketing academy regularly updates its curriculum to reflect the latest platform requirements and best practices.

Conclusion

Creating technically optimized videos for Xiaohongshu requires attention to multiple specifications, from resolution and aspect ratio to file format and size. By following the recommendations in this guide—1080p resolution, 9:16 aspect ratio, MP4 format with H.264 encoding, and appropriate video length for your content type—you’ll ensure your videos meet the platform’s requirements while maximizing engagement potential.

Remember that technical specifications are just one part of a successful Xiaohongshu strategy. The platform’s community values authenticity, detailed information, and aesthetic appeal alongside technical quality. Combining these elements creates truly effective content that resonates with Xiaohongshu’s unique audience.

For brands looking to establish or expand their presence on this powerful platform, understanding these technical nuances can make the difference between content that thrives and content that disappears into the digital void.

Mastering the technical aspects of Xiaohongshu video content is essential for any brand serious about succeeding on this influential platform. By adhering to the optimal specifications—1080p resolution in 9:16 vertical format, using MP4 with H.264 encoding, keeping file sizes manageable, and tailoring video length to content type—you create the technical foundation for successful content.

However, technical excellence must be paired with strategic content planning and authentic engagement to truly maximize results on Xiaohongshu. The platform’s unique blend of social networking and e-commerce requires a specialized approach that balances product promotion with genuine community building.

As Xiaohongshu continues to evolve, staying current with changing specifications and algorithm preferences will be crucial for maintaining and growing your presence. Working with experienced partners who understand both the technical requirements and cultural nuances of the platform can provide significant advantages, especially for international brands entering the Chinese market.

Ready to optimize your Xiaohongshu video content and elevate your brand’s presence in the Chinese market? Hashmeta’s team of specialists combines technical expertise with strategic insight to create Xiaohongshu content that drives real results.

From technical optimization to comprehensive campaign management, our data-driven approach ensures your content meets both platform requirements and audience expectations. Contact us today to discuss how we can help you achieve your Xiaohongshu marketing goals.