RedNote, known in China as Xiaohongshu (literally “Little Red Book”), has emerged as one of Asia’s most influential social commerce platforms, boasting over 300 million monthly active users. What started as a product review platform has evolved into a sophisticated ecosystem where lifestyle inspiration meets e-commerce, creating what many describe as a fusion of Instagram, Pinterest, and Amazon.

For international users, brands, and marketers, understanding RedNote has become increasingly important. The platform’s unique combination of authentic user-generated content, powerful search functionality, and direct purchasing capabilities makes it a goldmine for consumer insights and market engagement, particularly across Asian markets. Yet despite its massive influence, many Western users find the platform intimidating due to language barriers and unfamiliar navigation patterns.

This comprehensive guide walks you through everything you need to know to get started on RedNote. From downloading the app to mastering its core features, we’ll cover the essential first steps that will transform you from a confused newcomer to a confident user. Whether you’re exploring the platform for personal discovery, market research, or Xiaohongshu marketing opportunities, this tutorial provides the foundation you need to navigate RedNote successfully.

What Is RedNote (Xiaohongshu)?

Before diving into the technical setup, it’s worth understanding what makes RedNote unique in the crowded social media landscape. Launched in 2013, Xiaohongshu began as a platform for Chinese shoppers to share reviews of overseas products. It has since transformed into a comprehensive lifestyle platform where users share authentic experiences, recommendations, and insights across categories ranging from beauty and fashion to travel, food, technology, and home décor.

What distinguishes RedNote from platforms like Instagram or TikTok is its search-first architecture. Users typically come to the platform with specific intent, searching for product recommendations, travel guides, or how-to tutorials. This makes content discovery fundamentally different. Posts are optimized around keywords and hashtags, creating an environment where valuable content can surface months or even years after publication, unlike the chronological feeds that dominate Western social platforms.

The platform’s demographic skew is particularly notable. Approximately 70% of users are female, with the majority aged 18-35 and concentrated in China’s first and second-tier cities. These users represent significant purchasing power and influence, making RedNote a critical platform for brands seeking to reach affluent, digitally-savvy Asian consumers. For businesses exploring content marketing strategies in Asian markets, understanding RedNote’s content ecosystem is increasingly essential.

How to Download and Install RedNote

Getting RedNote onto your device is straightforward, though international users should be aware of a few regional considerations. The app is available for both iOS and Android devices, with the installation process varying slightly depending on your location and device type.

For iOS Users (iPhone/iPad)

1. Open the App Store on your iOS device and search for “RedNote” or “小红书” (Xiaohongshu). You should see the official app with a red icon featuring a white underline symbol.

2. Tap “Get” or the download icon to begin installation. The app is free, though you may need to authenticate with Face ID, Touch ID, or your Apple ID password.

3. Wait for installation to complete, then tap “Open” to launch the app for the first time.

Note for international users: If you can’t find RedNote in your local App Store, you may need to create or switch to a Chinese Apple ID. The app is sometimes region-restricted. Alternatively, if you’re primarily interested in understanding the platform for marketing purposes rather than personal use, consider partnering with specialists who already have established presence and expertise on the platform.

For Android Users

1. Open Google Play Store and search for “RedNote” or “Xiaohongshu”. The official app will appear with the distinctive red branding.

2. Tap “Install” and grant any necessary permissions when prompted. The app typically requires access to your camera, storage, and location.

3. Once installed, tap “Open” to launch the application.

Alternative for Android users: In some regions, you may need to download the APK file directly from RedNote’s official website or trusted third-party Android app stores. Exercise caution with APK downloads and only use official or verified sources to avoid security risks.

Setting Up Your RedNote Account

Once you’ve successfully installed the app, you’ll be greeted with a visually rich welcome screen showcasing trending content. The initial setup process is designed to be intuitive, though language barriers may present challenges for non-Chinese speakers. Here’s how to navigate account creation successfully.

Choose your sign-up method. RedNote offers several authentication options including phone number, email, WeChat, QQ, Weibo, and Apple ID. For international users without Chinese social media accounts, email or phone number registration is typically the most straightforward path. Select your preferred method by tapping the corresponding icon.

Enter your credentials and verify. If using a phone number, you’ll receive a verification code via SMS. Enter this code when prompted. Email users will similarly receive a verification link or code. The system may require additional verification steps for accounts registered outside of China, including CAPTCHA challenges.

Set your initial password. Create a secure password following the platform’s requirements (typically 8-20 characters combining letters and numbers). RedNote takes account security seriously, so choose a strong, unique password you haven’t used elsewhere.

Select your interests. After authentication, RedNote will present a selection of content categories and ask you to choose your areas of interest. This initial preference selection significantly influences what appears in your feed, so take time to select categories that align with your goals. Whether you’re interested in beauty, technology, travel, food, or fashion, selecting relevant categories helps the algorithm serve you appropriate content from the start.

This interest-based onboarding reflects RedNote’s sophisticated approach to content personalization. Unlike platforms that rely purely on social graphs, RedNote emphasizes topic-based discovery, making it particularly valuable for market research and understanding consumer conversations within specific niches.

The First 10 Things to Do on RedNote

Now that your account is active, the real journey begins. These ten initial steps will help you understand the platform’s unique ecosystem, build a meaningful presence, and extract maximum value whether you’re using RedNote for personal exploration or professional purposes.

1. Complete Your Profile

Your profile is your digital identity on RedNote, and completing it thoroughly improves both your experience and discoverability. Navigate to your profile by tapping the “Me” icon in the bottom-right corner, then tap “Edit Profile” or the settings icon.

Upload a profile photo that clearly represents you or your brand. RedNote users value authenticity, so choose an image that feels genuine rather than overly polished or stock-like. For business accounts, a clean logo works well.

Write a compelling bio. You have limited characters to introduce yourself, so make them count. Include your interests, expertise, or what type of content followers can expect. If you’re bilingual, consider writing your bio in both English and Chinese to maximize accessibility.

Add your location and other details. While optional, location information helps you connect with local communities and relevant content. You can also add links to your other social media profiles or websites, though link functionality is somewhat limited compared to Western platforms.

For brands and marketers establishing presence on RedNote, profile optimization is critical. The platform’s users are sophisticated consumers who research thoroughly before making decisions. A complete, professional profile builds credibility and trust, which are foundational to successful influencer marketing and brand building on the platform.

2. Understand the Interface

RedNote’s interface follows a bottom-navigation pattern common in Asian mobile apps, but the functionality differs from what Western users might expect. Familiarizing yourself with the layout will dramatically improve your navigation efficiency.

The home tab (首页) displays your personalized content feed, combining posts from accounts you follow with algorithmically recommended content based on your interests and engagement patterns. Unlike chronological feeds, this is a discovery-focused space where the algorithm continuously tests what resonates with you.

The explore tab (发现) offers curated collections, trending topics, and category-specific browsing. This is where you’ll find officially featured content, seasonal campaigns, and popular hashtags. It’s an excellent starting point for understanding what’s currently capturing attention on the platform.

The plus button (+) in the center is your content creation hub. Tapping it allows you to create new posts, upload photos or videos, and access RedNote’s creative tools. We’ll explore content creation in detail later in this guide.

The notifications tab (消息) keeps you updated on likes, comments, new followers, and system notifications. RedNote users are generally highly engaged, so expect active interaction if you begin posting content.

The profile tab (我) is your personal space showing your posts, collections, drafts, and account settings. This is also where you’ll access analytics if you have a business account.

3. Follow Topics and Creators

Building a valuable feed requires strategic following. Rather than randomly following accounts, approach this systematically by identifying key topics and influential creators within your areas of interest.

Use the search function (magnifying glass icon) to find topics you care about. Try searching in both English and Chinese if possible, as content volume varies significantly by language. For example, searching “skincare” versus “护肤” will yield different results, with Chinese searches typically returning more content.

Follow hashtags and topics by tapping the follow button on topic pages. Unlike creator-following, topic-following ensures you see popular content within specific categories even as the creator landscape evolves.

Identify key opinion leaders (KOLs) within your niches. RedNote has a sophisticated creator ecosystem ranging from mega-influencers with millions of followers to micro-influencers with highly engaged niche audiences. For market research purposes, following a diverse range of creator sizes provides insight into how different voices resonate with audiences.

Start with 20-30 follows across topics and creators to give the algorithm sufficient data to personalize your feed. You can always refine later by unfollowing accounts that don’t provide value and adding new ones as you discover them.

4. Engage with Content

Passive scrolling will only get you so far on RedNote. Active engagement not only improves your feed quality but also helps you understand the platform’s social dynamics and content culture.

Like posts (点赞) that resonate with you by double-tapping the image or tapping the heart icon. Likes signal to the algorithm what content you find valuable, refining future recommendations. They’re also a social currency on the platform, with users often checking who has liked their posts.

Leave thoughtful comments (评论). RedNote’s comment culture tends toward substance over quick reactions. Users frequently leave detailed comments asking follow-up questions, sharing their own experiences, or providing additional context. If language is a barrier, even simple comments in English often receive positive responses, particularly from creators trying to build international audiences.

Share posts (分享) to your followers or other platforms. While RedNote is somewhat more closed than platforms like Twitter or Instagram, sharing valuable content helps build your own credibility and contributes to the ecosystem.

Collect/bookmark content (收藏) extensively. RedNote users treat the platform as a searchable database of recommendations, saving posts they want to reference later. Unlike saves on other platforms that disappear into a void, RedNote’s collection feature includes organization tools we’ll explore in step seven.

5. Adjust Privacy and Settings

Before you get too deep into the platform, take time to configure your privacy and notification settings according to your preferences and use case.

Navigate to your profile, tap the three-line menu icon (usually in the top-right), and select “Settings” (设置). Here you’ll find several important configuration options.

Privacy settings (隐私设置) allow you to control who can see your posts, send you messages, and view your activity. For personal accounts, you might want to restrict certain interactions. For business accounts exploring marketing opportunities, more open settings typically serve better, increasing discoverability and engagement potential.

Notification preferences (通知设置) determine how and when RedNote alerts you to activity. The platform can be quite notification-heavy by default, particularly if your content gains traction. Customize these to avoid notification fatigue while ensuring you don’t miss important interactions.

Language settings can be adjusted, though the app is primarily Chinese-language focused. Some interface elements support English, but comprehensive bilingual functionality is limited. Many international users find that using the Chinese interface alongside a translation app actually provides better understanding than the partial English translations.

Account security (账号安全) settings allow you to enable two-factor authentication, manage connected devices, and review login history. Given the platform’s commercial nature and integration with payment systems, maintaining strong security practices is advisable.

6. Explore Communities

RedNote’s community features are less prominent than on platforms like Reddit or Facebook Groups, but they exist and provide valuable spaces for deeper engagement around specific interests.

Find communities (话题/圈子) by searching for keywords related to your interests or browsing the explore section. Communities on RedNote often form around product categories, lifestyle interests, geographic locations, or life stages (students, new parents, etc.).

Participate actively by posting questions, sharing experiences, and responding to others. Community engagement on RedNote tends to be particularly valuable because participants are often in active research or purchasing modes, sharing detailed, experience-based insights rather than superficial reactions.

Observe community norms. Each niche on RedNote develops its own content style and engagement expectations. Spend time observing before posting to understand what types of contributions are valued. The platform’s users are generally welcoming to genuine participants but can be critical of obvious marketing or low-effort content.

For brands and agencies developing AI marketing strategies or exploring new platforms, RedNote’s communities offer unfiltered consumer insights. The detailed discussions about product experiences, service expectations, and purchase decisions provide market intelligence that’s difficult to obtain through traditional research methods.

7. Save and Organize Content

One of RedNote’s most powerful features is its content organization system, which transforms the platform from a social network into a personalized knowledge base.

Create collections (合集/专辑) to organize saved posts by topic. When you save a post, you can add it to a new or existing collection. Consider creating collections for different purposes: product research, travel inspiration, recipes you want to try, style references, etc.

Use descriptive collection names that make retrieval easy. Unlike platforms where saves pile up in a single unsearchable folder, RedNote’s collection system is designed for long-term utility. Users often maintain dozens of meticulously organized collections, treating the platform as a visual database.

Make collections public or private. Public collections can be discovered by other users and even gain followers themselves, positioning you as a curator within specific niches. Private collections keep your saved content personal. Strategic use of public collections can build your profile authority without creating original content.

This organizational capability reflects RedNote’s evolution from a shopping recommendation platform. Users don’t just scroll for entertainment, they actively collect and reference information for future decisions. Understanding this intent-driven behavior is crucial for anyone developing content strategies for the platform.

8. Create Your First Post

While observation and engagement are valuable, creating content is where RedNote’s full potential emerges. Your first post doesn’t need to be perfect, but following some basic guidelines will increase its chances of resonating.

Tap the plus (+) button in the center of the bottom navigation to access creation tools. You’ll have options to create an image post, video post, or live stream. Start with an image post, as they’re generally easier for beginners.

Select or capture images. RedNote posts can include up to 9 images in a carousel format. High-quality, well-lit photos perform best, but overly filtered or stock-looking images often underperform compared to authentic, personal shots. The platform’s users value realness over perfection.

Write your caption. RedNote captions tend to be longer and more detailed than Instagram. Include context about what you’re sharing, why it’s valuable, and relevant details that help others. Use paragraph breaks for readability. This is also where you’ll include hashtags (用#) and @mentions of brands or other users.

Add location tags if relevant. Location-tagged content appears in location-based searches, increasing discoverability particularly for travel, food, and experience-based content.

Choose appropriate tags and categories. RedNote will suggest hashtags based on your caption and image content. Select tags that accurately represent your content and have substantial activity (shown by the number of posts using each tag). This step significantly impacts your post’s distribution.

Review and publish. Before posting, check that your images are clear, your caption is error-free, and you’ve included all relevant tags. Once published, your post enters the platform’s recommendation system, where it will be shown to users interested in your topic area.

For businesses exploring the platform, this content creation process reveals why Xiaohongshu marketing requires specialized expertise. Success depends on understanding cultural nuances, language optimization, and the platform’s unique content preferences—areas where experienced agencies provide significant advantage over trial-and-error approaches.

9. Master the Search Function

RedNote’s search functionality is substantially more sophisticated than most social platforms, operating more like a visual search engine than a simple keyword matcher.

Use the search bar (located at the top of the explore and home tabs) to find content on virtually any topic. Search works in both English and Chinese, though Chinese queries typically return more comprehensive results.

Explore search filters. After searching, you can filter results by content type (图文/video), recency, popularity, and other parameters. These filters help you find exactly what you’re looking for, whether that’s the most popular content on a topic or the most recent discussions.

Pay attention to related searches and suggested hashtags. RedNote’s search interface suggests related queries and popular hashtags, helping you discover adjacent topics and understand how users categorize content.

Search by image. The platform includes visual search functionality allowing you to upload a photo and find similar images or products. This feature is particularly powerful for product discovery and seeing how others have photographed or styled similar items.

Save your searches. For topics you’ll want to monitor ongoing, you can save search queries and hashtags, making it easy to check back regularly for new content.

The search-first architecture distinguishes RedNote from feed-based platforms. Users actively seek information rather than passively consuming what algorithms serve them. This intentionality creates opportunities for well-optimized content to continue attracting views long after publication, making the platform particularly valuable for evergreen content strategies.

10. Understand the Algorithm

While no algorithm is fully transparent, understanding RedNote’s general content distribution principles helps you navigate the platform more strategically.

Initial distribution tests content quality. When you publish a post, it’s shown to a small group of users interested in your topic. Their engagement (likes, comments, saves, completion rate for videos) signals content quality to the algorithm. Strong initial performance leads to broader distribution.

Saves matter more than likes. Because RedNote users treat the platform as a reference database, saves (收藏) signal exceptional value more strongly than likes. Content that gets saved at high rates continues to be distributed long after publication.

Keywords and hashtags impact discoverability. The platform analyzes your caption text, hashtags, and even image content to categorize your post and show it to interested users. Strategic keyword use (without stuffing) improves distribution.

Consistency builds momentum. Accounts that post regularly (2-3 times per week is often cited as optimal) tend to achieve better reach than sporadic posting patterns. The algorithm appears to favor active, reliable creators.

Engagement rate matters more than follower count. A micro-influencer with 5,000 highly engaged followers often achieves better reach than an account with 50,000 passive followers. This creates opportunities for emerging voices and niche content.

The algorithm evolves continuously. Like all platforms, RedNote regularly updates its recommendation systems. What worked six months ago may not work today. Staying current with platform trends and best practices—or working with specialists who do—is essential for sustained success.

For marketing professionals, understanding these algorithmic principles is foundational to developing effective strategies. However, the complexity and cultural specificity of optimization often makes partnering with a specialized AI marketing agency more efficient than building internal expertise from scratch, particularly for brands entering Asian markets.

Pro Tips for Success on RedNote

Beyond the essential first steps, these advanced tips will accelerate your RedNote journey and help you extract maximum value from the platform.

Embrace bilingual engagement. Even if your Chinese is limited, including Chinese hashtags and basic phrases in your posts significantly increases discoverability. Tools like translation apps can help, though human translation or professional localization services produce better results for serious marketing efforts.

Study successful content in your niche. Use the search function to find top-performing posts on your topics of interest. Analyze what makes them effective: image composition, caption structure, hashtag strategy, posting time. Adaptation (not copying) of successful patterns accelerates learning.

Engage genuinely before expecting results. RedNote’s community values authentic participation. Spend significant time commenting meaningfully, saving content, and building relationships before expecting your own content to gain traction. This is particularly important for business accounts, where obvious marketing without community participation is often ignored or rejected.

Optimize for mobile viewing. RedNote is overwhelmingly mobile-first. Ensure your images are clear on small screens, your text is readable, and your composition works in the platform’s vertical and square formats. Desktop optimization is largely irrelevant.

Monitor analytics if available. Business accounts gain access to analytics showing post performance, follower demographics, and engagement patterns. Regular analysis of this data—or working with agencies skilled in AI marketing analytics—allows continuous strategy refinement.

Consider the purchase journey. RedNote users often discover products on the platform, research extensively through multiple posts and reviews, then make purchase decisions. Creating content that serves different journey stages (awareness, consideration, decision) builds comprehensive presence.

Respect cultural norms and sensitivities. What works on Western platforms may not translate to RedNote. Color symbolism, holiday timing, aesthetic preferences, and communication styles differ. Cultural missteps can damage brand perception, making cultural expertise essential for business applications.

Stay patient and consistent. Unlike platforms where viral moments can create overnight success, RedNote rewards sustained quality and consistency. Building meaningful presence typically takes months of regular, authentic engagement. Set realistic expectations and commit to long-term presence rather than seeking quick wins.

Final Thoughts

RedNote represents a fascinating intersection of social media, e-commerce, and search functionality that has few Western equivalents. For individuals, it offers a visually rich platform for discovering authentic recommendations and lifestyle inspiration across countless categories. For businesses and marketers, it provides unparalleled access to affluent Asian consumers actively researching products and making purchase decisions.

The platform’s complexity and cultural specificity can feel overwhelming initially, particularly for non-Chinese speakers navigating an interface and community built primarily for Chinese users. However, the steps outlined in this guide provide a solid foundation for meaningful engagement. By systematically downloading the app, setting up your account, completing your profile, following strategic accounts, engaging authentically, and creating quality content, you’ll move from confused newcomer to confident participant.

Remember that mastering RedNote is a journey rather than a destination. The platform evolves continuously, with new features, trending topics, and algorithmic adjustments that require ongoing learning. Whether you choose to develop expertise independently or partner with specialists already embedded in the ecosystem, the key is approaching the platform with curiosity, respect for its unique culture, and commitment to providing genuine value to its community.

For brands serious about Asian market engagement, RedNote is no longer optional. With over 300 million users actively seeking product information and lifestyle guidance, the platform has become essential infrastructure for consumer connection. The question is not whether to establish presence, but how to do so effectively, authentically, and at scale.