If you’ve ever opened Xiaohongshu (小红书) for the first time, you’ve likely encountered a bewildering mix of Chinese characters, unfamiliar tabs, and platform-specific features that don’t quite translate to Western social media equivalents. Often called “Little Red Book” or simply “RED,” this lifestyle-focused platform has grown into one of China’s most influential social commerce ecosystems, boasting over 212 million monthly active users as of 2024.

Yet for international brands, marketers, and even expatriates in China, Xiaohongshu’s unique terminology and interface can create significant barriers to entry. Unlike Instagram or TikTok, the platform blends social networking, user-generated content, e-commerce, and search functionality in ways that require a entirely new vocabulary to navigate effectively.

This comprehensive glossary demystifies Xiaohongshu’s ecosystem by translating key Chinese terms, explaining platform-specific features, and clarifying the marketing vocabulary you’ll encounter when building a presence on Little Red Book. Whether you’re a brand exploring Xiaohongshu marketing opportunities, a content creator establishing your profile, or a marketer trying to decode campaign reports, this plain-English reference will help you speak the language of China’s premier lifestyle platform.

What is Xiaohongshu (Little Red Book)?

Before diving into platform-specific terminology, let’s establish the foundation. Xiaohongshu (小红书), which literally translates to “Little Red Book,” launched in 2013 as a product-sharing community for Chinese travelers returning from abroad. Today, it has evolved into a sophisticated social commerce platform that combines elements of Instagram’s visual storytelling, Pinterest’s discovery features, and Amazon’s shopping capabilities.

The platform is predominantly used by Chinese millennials and Gen Z consumers, particularly young urban women aged 18-35, who turn to Xiaohongshu for authentic product recommendations, lifestyle inspiration, travel guidance, and beauty tutorials. What sets Xiaohongshu apart from other Chinese social platforms like WeChat or Douyin (TikTok’s Chinese counterpart) is its emphasis on detailed, trustworthy user reviews and its unique “grass-planting” culture, where genuine recommendations inspire purchasing decisions.

For brands, Xiaohongshu represents a critical touchpoint in the Chinese consumer journey. According to platform data, approximately 70% of users visit Xiaohongshu specifically to research products before making purchase decisions, making it an essential channel for any brand targeting Chinese consumers. This shopping-with-social-proof dynamic is why working with an experienced AI marketing agency that understands platform nuances can dramatically accelerate your market entry.

Essential Platform Tabs & Navigation

Understanding Xiaohongshu’s interface starts with mastering the five core navigation tabs that appear at the bottom of the mobile app. Each serves a distinct function in the user journey, and recognizing these tabs is fundamental to platform literacy.

首页 (Shǒuyè) – Home/Discovery Feed

The Home tab is where users encounter their personalized content feed, algorithmically curated based on their interests, past interactions, and browsing behavior. Unlike a chronological timeline, this feed prioritizes relevance and engagement potential. The algorithm analyzes user behavior patterns to surface content that matches individual preferences, making it the primary discovery mechanism for new creators and brands. For marketers, understanding how content performs in users’ Home feeds is critical to measuring organic reach and content marketing effectiveness.

探索 (Tànsuǒ) – Explore/Search

The Explore tab functions as Xiaohongshu’s search and trending content hub. Here, users can search for specific keywords, browse trending topics, and discover content organized by category such as fashion, beauty, food, or travel. This tab also displays 热搜 (rèsōu) or “hot searches”—trending keywords that reflect real-time platform interests. Brands monitoring trending searches can identify content opportunities and tap into existing conversations, similar to how GEO strategies capitalize on emerging search trends.

发布 (Fābù) – Publish/Create

The central Publish button (typically displayed as a prominent “+” icon) allows users to create and upload new content. Tapping this button presents options to publish either a 图文笔记 (túwén bǐjì) (image-based note) or 视频笔记 (shìpín bǐjì) (video note). This is the gateway for content creation, where users craft the posts that will populate others’ feeds. Understanding the publishing workflow, including optimal image dimensions, video length requirements, and hashtag strategies, directly impacts content performance.

消息 (Xiāoxī) – Messages/Notifications

The Messages tab consolidates all platform communications, including direct messages from other users, system notifications, comment replies, likes, and follows. For brands managing customer relationships on Xiaohongshu, this tab becomes a customer service hub where timely responses can significantly impact brand perception. Unlike Western platforms where DMs might be secondary, Chinese consumers often use Xiaohongshu messages to ask detailed product questions before purchasing.

我 (Wǒ) – Me/Profile

The Profile tab houses your personal or brand account dashboard. This includes your published content, saved posts (collected notes), follower statistics, account settings, and for business accounts, access to analytics and promotional tools. Your profile page serves as your brand storefront on Xiaohongshu, making profile optimization a critical component of platform strategy.

Content Types & Terminology

Xiaohongshu’s content ecosystem revolves around user-generated posts that blend visual media with detailed written commentary. The platform has developed specific terminology for different content formats, each with distinct strategic applications.

笔记 (Bǐjì) – Notes

Notes are the fundamental content unit on Xiaohongshu. The term “note” reflects the platform’s origins as a place to jot down product recommendations and travel tips, similar to keeping a journal or diary. Each note combines visual elements (photos or videos) with text descriptions, product tags, location tags, and topic hashtags. Notes are categorized as either image-based or video-based, with each format optimized for different content strategies. Image notes typically allow up to 9 photos in a carousel format, while video notes can be up to 15 minutes long, though shorter videos (under 60 seconds) typically perform better.

种草 (Zhòngcǎo) – Grass Planting

One of Xiaohongshu’s most culturally distinctive terms, “grass planting” describes the act of inspiring someone to want or purchase a product through authentic recommendations. When a user sees a compelling product review or lifestyle post that makes them desire an item, they’ve had “grass planted” in their mind. This metaphor captures Xiaohongshu’s core value proposition: organic, user-driven product discovery that feels more like getting advice from a trusted friend than consuming advertising. For brands, creating successful “grass planting” content requires authenticity, detailed product information, and genuine user experiences rather than overtly promotional messaging.

拔草 (Bácǎo) – Grass Pulling

The opposite of grass planting, “grass pulling” occurs when a user makes the purchase they were inspired to want, effectively “pulling out” the desire that was planted. It can also refer to negative reviews that dissuade users from purchasing. The grass planting-to-pulling journey represents the complete consumer cycle that makes Xiaohongshu so valuable for e-commerce brands. Tracking this conversion path is essential for measuring campaign ROI and understanding how influencer marketing efforts translate to actual sales.

合集 (Héjí) – Collections

Collections are curated groupings of related notes that users or brands create around specific themes, such as “Summer Skincare Routine” or “Tokyo Travel Guide.” Collections help organize content for easier discovery and demonstrate expertise in particular niches. For brands, collections serve as an effective way to guide users through product ecosystems or educational content series, improving content depth and user engagement time.

Key User Features & Functions

Beyond content creation, Xiaohongshu offers several interactive features that shape how users discover, engage with, and save content. Understanding these features helps marketers optimize for platform-specific behaviors.

点赞 (Diǎnzàn) – Like

The Like function works similarly to other social platforms, allowing users to express appreciation for content with a single tap. However, on Xiaohongshu, likes carry particular weight in the algorithm’s assessment of content quality and relevance. Posts that accumulate likes quickly after publishing receive preferential distribution in other users’ feeds. Unlike some platforms where likes are purely social signals, Xiaohongshu treats likes as strong indicators of content value, making them a critical metric for content performance analysis.

收藏 (Shōucáng) – Save/Collect

The Save function allows users to bookmark notes to their private collections for future reference. This feature is particularly important on Xiaohongshu because users frequently save product recommendations, recipes, travel itineraries, and tutorials they plan to reference later when making purchase decisions. For marketers, the save rate (收藏率) often indicates content utility and purchase intent more accurately than likes alone. High save rates suggest users find your content valuable enough to return to during their decision-making process.

评论 (Pínglùn) – Comments

Comments on Xiaohongshu serve multiple functions beyond social interaction. Users frequently ask detailed product questions, request purchase links, share their own experiences, or provide updates on how products worked for them. The comment section often becomes a crowdsourced Q&A that adds significant value beyond the original post. Brands that actively monitor and respond to comments build trust and can address customer concerns in a public forum that demonstrates customer service commitment. This engagement also signals to the algorithm that your content sparks meaningful conversation, potentially boosting distribution.

分享 (Fēnxiǎng) – Share

The Share function enables users to distribute content to other platforms (WeChat, QQ, Weibo), send notes directly to friends via private message, or copy links for external sharing. Share metrics indicate particularly compelling or viral-worthy content. When users share your content outside Xiaohongshu, it extends your reach beyond the platform’s ecosystem and suggests strong content resonance. Monitoring share patterns can reveal which content types or topics generate the most enthusiasm within your audience.

关注 (Guānzhù) – Follow

The Follow function allows users to subscribe to specific accounts to see their future content. Building followers on Xiaohongshu requires consistent, high-quality content that delivers ongoing value, as users are selective about who they follow. Unlike follower counts on some Western platforms that can be easily inflated, Xiaohongshu’s algorithm prioritizes content quality over follower count, meaning even accounts with modest followings can achieve significant reach if their content resonates. This democratization makes Xiaohongshu particularly attractive for emerging brands and micro-influencers.

Marketing & Business Terms

For brands and marketers, Xiaohongshu has developed an entire vocabulary around business accounts, advertising options, and influencer partnerships. Mastering these terms is essential for anyone executing paid strategies or managing brand presence on the platform.

专业号 (Zhuānyè Hào) – Professional Account

A Professional Account is Xiaohongshu’s business account designation, available to brands, businesses, public figures, and content creators who want access to advanced features. Professional accounts unlock analytics dashboards, advertising tools, e-commerce integrations, and verification badges. Converting from a personal to professional account is typically one of the first steps brands take when establishing an official presence. These accounts receive detailed performance metrics including follower demographics, content reach, engagement trends, and traffic sources that are unavailable to personal accounts.

蒲公英平台 (Púgōngyīng Píngtái) – Dandelion Platform

The Dandelion Platform is Xiaohongshu’s official influencer marketing marketplace where brands can discover, vet, and collaborate with content creators. Named after the dandelion flower whose seeds spread widely (metaphorically representing content distribution), this platform facilitates transparent brand-influencer partnerships. Brands can search for creators by category, audience demographics, engagement rates, and past campaign performance. All sponsored content arranged through Dandelion must be disclosed with a partnership tag, ensuring transparency. While similar to platforms like StarNgage, Dandelion is Xiaohongshu-specific and deeply integrated with platform policies.

信息流广告 (Xìnxī Liú Guǎnggào) – Feed Ads

Feed Ads are sponsored content that appears natively within users’ Home feed, designed to blend seamlessly with organic posts. These ads are marked with a small “广告” (advertisement) label but otherwise maintain the look and feel of regular Xiaohongshu notes. Feed ads support various objectives including brand awareness, traffic generation, and conversion optimization. They can be targeted based on demographics, interests, behaviors, and keywords, making them a flexible tool for reaching specific audience segments. Success with feed ads requires content that doesn’t feel overtly commercial, maintaining the authentic, user-generated aesthetic that Xiaohongshu users expect.

搜索广告 (Sōusuǒ Guǎnggào) – Search Ads

Search Ads appear when users search for specific keywords in the Explore tab, similar to Google search ads or Amazon sponsored products. These ads target users with high purchase intent who are actively researching specific topics or products. Search ads on Xiaohongshu are particularly valuable because they intercept users during the research phase of their buying journey, when they’re most receptive to product information. Brands familiar with SEO strategies will find search ads a natural complement to organic search optimization on the platform.

KOL/KOC

While not unique to Xiaohongshu, these acronyms are fundamental to the platform’s influencer ecosystem. KOL (Key Opinion Leader) refers to influencers with large followings (typically 50,000+) who command significant influence over purchasing decisions. KOC (Key Opinion Consumer) describes micro-influencers or everyday users with smaller but highly engaged audiences (typically under 50,000 followers) whose recommendations feel more authentic and relatable. On Xiaohongshu, KOCs often deliver higher engagement rates and more authentic connections than KOLs, making them valuable partners for brands seeking genuine advocacy. Balancing KOL reach with KOC authenticity is a key strategy for effective Xiaohongshu marketing campaigns.

品牌合作人 (Pǐnpái Hézuò Rén) – Brand Partner

A Brand Partner is a verified creator designation that certifies influencers as eligible to accept paid brand collaborations through the Dandelion Platform. To qualify as a Brand Partner, creators must meet specific thresholds for followers and engagement, ensuring they represent legitimate influencer accounts rather than fake or inactive profiles. This verification system protects brands from influencer fraud and ensures campaign investments reach genuine audiences. When evaluating potential influencer partnerships, Brand Partner status serves as an important credibility indicator.

Algorithm & Engagement Vocabulary

Understanding how Xiaohongshu’s algorithm evaluates and distributes content is critical for organic reach success. The platform uses several metrics and mechanisms that influence whether your content reaches broader audiences or remains limited in visibility.

流量池 (Liúliàng Chí) – Traffic Pool

The Traffic Pool concept describes Xiaohongshu’s tiered content distribution system. When you publish a note, it’s initially shown to a small “pool” of users. If those users engage positively (liking, commenting, saving, or sharing), the algorithm expands distribution to progressively larger pools. This system means every post starts with equal opportunity regardless of account size, but only content that resonates advances to wider distribution. Understanding traffic pools explains why some posts from small accounts go viral while others from large accounts underperform. The key is creating content that generates strong engagement signals within that crucial first pool of viewers.

标签 (Biāoqiān) – Hashtags/Tags

Hashtags on Xiaohongshu function as both categorization tools and discovery mechanisms. Adding relevant hashtags helps the algorithm understand your content’s topic and surface it to interested users. However, Xiaohongshu’s algorithm is sophisticated enough to analyze image content, text, and user engagement patterns, meaning hashtags are helpful but not solely determinative of reach. Strategic hashtag selection involves balancing popular broad tags (for maximum exposure potential) with niche specific tags (for targeted audience reach). Most successful posts use 3-8 highly relevant hashtags rather than stuffing notes with dozens of generic tags.

互动率 (Hùdòng Lǜ) – Engagement Rate

Engagement Rate measures the proportion of users who interact with your content relative to those who viewed it. On Xiaohongshu, this includes likes, comments, saves, and shares divided by impressions or reach. High engagement rates signal content quality to the algorithm, triggering expanded distribution. For marketers evaluating campaign performance, engagement rate often matters more than raw follower counts or impression numbers, as it indicates genuine audience interest. Benchmark engagement rates vary by content category, but generally, rates above 5% are considered strong, while rates above 10% indicate exceptional content resonance.

完播率 (Wánbō Lǜ) – Video Completion Rate

For video content, Completion Rate measures the percentage of viewers who watch your video all the way through. This metric strongly influences how the algorithm assesses video quality. Videos with high completion rates signal compelling content that holds attention, earning preferential distribution. To optimize completion rate, successful creators front-load videos with hooks that immediately capture interest, keep videos concise (30-90 seconds typically perform best), and deliver on the promise made in thumbnails and titles. This metric is particularly important as Xiaohongshu increasingly emphasizes video content to compete with Douyin and other short-form video platforms.

限流 (Xiànliú) – Traffic Restriction

Traffic Restriction or “throttling” occurs when the algorithm limits your content’s distribution due to policy violations, low-quality content, or suspicious activity. Accounts experiencing traffic restriction will notice dramatically reduced reach even for typically high-performing content. Common causes include excessive promotional language, posting prohibited content, using blacklisted keywords, or suspected fake engagement. Recovering from traffic restriction requires identifying and correcting the triggering behavior, then rebuilding algorithm trust through consistent, high-quality, policy-compliant content. Prevention is far easier than recovery, making it essential to understand platform content policies and avoid practices that risk restriction.

E-Commerce & Shopping Features

Xiaohongshu has progressively deepened its e-commerce capabilities, creating a seamless path from content discovery to purchase. Understanding the platform’s shopping terminology helps brands leverage these conversion features effectively.

商品标签 (Shāngpǐn Biāoqiān) – Product Tags

Product Tags are clickable labels that can be added to notes, linking directly to purchasable products either in Xiaohongshu’s integrated mall or external e-commerce platforms like Tmall or JD.com. When users tap a product tag, they see product details, pricing, and purchase options without leaving the app. For brands, adding product tags transforms inspirational content into shoppable experiences, dramatically shortening the path from discovery to purchase. Product tagging is available to verified brand accounts and requires products to be listed in connected storefronts. Effective use of product tags balances providing purchasing convenience without making content feel overly commercial.

小红书商城 (Xiǎohóngshū Shāngchéng) – Xiaohongshu Mall

The Xiaohongshu Mall is the platform’s integrated e-commerce marketplace where brands can establish official storefronts and sell directly to users. This native shopping feature eliminates friction in the purchase journey, allowing users to complete transactions without leaving the app. The mall includes product listings, customer reviews, shopping carts, and checkout functionality similar to standalone e-commerce platforms. For brands, establishing a Xiaohongshu Mall storefront requires business verification and compliance with the platform’s merchant policies, but it enables true closed-loop commerce where content inspiration immediately converts to sales.

直播 (Zhíbō) – Live Streaming

Live Streaming on Xiaohongshu combines real-time interaction with shopping functionality, allowing hosts to showcase products, answer questions, and drive purchases during live broadcasts. Live commerce has exploded in China, and Xiaohongshu’s live streaming features enable brands and creators to host product launches, tutorials, Q&A sessions, and flash sales. Viewers can purchase products directly through the live stream interface with a single tap. Live streaming requires preparation including promotional buildup, engaging hosting skills, and attractive offers to incentivize real-time purchases, but successful streams can generate significant sales spikes and audience engagement.

种草机 (Zhòngcǎo Jī) – Grass Planting Machine

An informal term, “Grass Planting Machine” describes accounts or creators who consistently inspire product desires through their content. These are the influencers whose recommendations reliably drive purchasing behavior, earning them reputations as tastemakers within their niches. Identifying and partnering with effective “grass planting machines” is a key objective for brands building influencer strategies. These creators possess the authenticity, expertise, and audience trust that transforms recommendations into sales. Working with established grass planting machines, or developing your brand account into one, significantly accelerates market penetration and customer acquisition on the platform.

As social commerce continues evolving in China and globally, Xiaohongshu’s integrated approach—where content, community, and commerce intersect seamlessly—offers valuable lessons for brands navigating digital transformation. The platform demonstrates how authentic storytelling and user-generated content can coexist with commercial objectives when approached with transparency and genuine value creation. For brands exploring similar strategies across other platforms, the principles underlying Xiaohongshu’s success translate broadly: prioritize authenticity, provide utility, facilitate discovery, and remove friction from the purchase journey.

Navigating Xiaohongshu successfully requires more than creating beautiful content or running paid campaigns. It demands fluency in the platform’s unique language, understanding of its cultural context, and strategic application of its distinctive features. This glossary provides the vocabulary foundation you need, but true mastery comes from combining terminology knowledge with platform experience and market insight.

Whether you’re a brand exploring entry into the Chinese market, a marketer tasked with expanding your organization’s Xiaohongshu presence, or an agency professional managing multiple brand accounts, understanding these terms enables more effective communication with team members, partners, and platform vendors. The distinction between grass planting and grass pulling, the nuances of KOL versus KOC strategies, and the mechanics of traffic pools directly impact campaign performance and ROI.

As Xiaohongshu continues evolving—expanding internationally, deepening e-commerce integration, and refining its algorithm—new features and terminology will inevitably emerge. The platform’s trajectory suggests increasing sophistication in areas like AI marketing capabilities, enhanced search optimization tools, and more robust analytics for business accounts. Staying current with these developments positions your brand to capitalize on new opportunities as they emerge.

For international brands, Xiaohongshu represents one of the most effective channels for building awareness, credibility, and purchase intent among Chinese consumers. However, the platform’s complexity and cultural specificity mean that success rarely comes from simply repurposing content from Western platforms or applying strategies that work elsewhere. The investment in truly understanding Xiaohongshu’s ecosystem—its language, its users, and its algorithms—consistently separates brands that thrive on the platform from those that struggle to gain traction.