In the highly competitive Chinese digital landscape, brands are constantly seeking effective strategies to capture consumer attention and drive conversions. Xiaohongshu (Little Red Book), with its 300+ million users and powerful influence on purchase decisions, represents one of the most valuable platforms for targeted marketing in China. While organic content remains important, sophisticated retargeting capabilities allow brands to reconnect with users who have already shown interest – dramatically improving conversion rates and ROI.

Retargeting on Xiaohongshu enables brands to display personalized ads to users who have previously interacted with their content or website, creating multiple touchpoints throughout the customer journey. However, many international brands struggle with the technical implementation and strategic optimization of these campaigns due to Xiaohongshu’s unique ecosystem and requirements.

This comprehensive guide will walk you through the entire process of setting up retargeting campaigns on Xiaohongshu, from account preparation and pixel installation to audience segmentation, creative optimization, and performance analysis. Whether you’re new to Xiaohongshu or looking to enhance your existing marketing strategy, this step-by-step approach will help you implement effective retargeting that drives measurable results.

Understanding Xiaohongshu Retargeting

Xiaohongshu retargeting functions similarly to other digital advertising platforms but with platform-specific nuances that marketers must understand. At its core, retargeting on Xiaohongshu allows you to reconnect with users who have previously engaged with your brand – whether through your Xiaohongshu content, website visits, or app interactions.

Unlike traditional social media advertising, Xiaohongshu’s retargeting is particularly powerful because of the platform’s unique position in the consumer journey. Users come to Xiaohongshu specifically for product discovery and research, making them high-intent audiences. The platform’s seamless integration of content and commerce creates an environment where retargeting can effectively nudge consumers from consideration to purchase.

Xiaohongshu’s retargeting system works through a tracking pixel that monitors user behavior across touchpoints. When users interact with your brand, they’re added to audience segments that you can later target with customized messaging. This capability transforms one-time engagements into ongoing relationships, significantly improving conversion rates compared to cold targeting.

As a specialized Xiaohongshu Marketing agency, we’ve observed retargeting campaigns consistently outperform standard campaigns by 3-5x in terms of conversion rates and return on ad spend. The key is understanding how to properly implement the technical aspects while crafting a strategic approach tailored to Xiaohongshu’s unique user behavior patterns.

Prerequisites for Xiaohongshu Retargeting

Before diving into the technical setup, ensure you have these essential prerequisites in place:

1. Verified Xiaohongshu Business Account – You’ll need an official business account with full verification complete. This process can take 2-4 weeks and requires business documentation, so plan accordingly.

2. Xiaohongshu Advertising Account – Separate from your business profile, this requires additional verification and minimum deposits (typically starting at ¥10,000).

3. Website with Technical Implementation Access – You’ll need the ability to add tracking code to your website header or through tag management systems.

4. Compliance Documentation – Ensure you have privacy policies and data handling documentation that complies with both Chinese regulations and international standards like GDPR if applicable.

5. Content Foundation – Effective retargeting builds upon existing content engagement. Having an established content presence on Xiaohongshu improves retargeting performance.

6. Budget Allocation – Prepare a dedicated budget for your retargeting campaigns. While retargeting is cost-efficient, you’ll need consistent spending to maintain effective frequency.

As an AI marketing agency with extensive experience in the Chinese digital ecosystem, we recommend completing all prerequisites at least one month before your planned campaign launch. This timeline accounts for potential verification delays and allows for proper testing of your tracking implementation.

Step-by-Step Xiaohongshu Retargeting Setup

Step 1: Setting Up Your Xiaohongshu Business Account

If you already have a verified business account, you can skip to the next step. For those who don’t:

1. Register at Xiaohongshu’s official business platform (https://business.xiaohongshu.com/)

2. Select “Enterprise Registration” and complete the basic information form

3. Upload required documentation including business license, authorization letters, and trademark certificates

4. Submit for verification and await approval (typically 7-14 business days)

5. Once approved, complete your business profile with comprehensive brand information

6. Apply for advertising rights through the Xiaohongshu advertising platform

Pro tip: Ensure all documentation is properly translated into Simplified Chinese and meets exact format requirements to avoid delays. Our consulting team often assists brands with this process to ensure swift approval.

Step 2: Installing the Xiaohongshu Pixel

The Xiaohongshu pixel is essential for tracking user behavior and building retargeting audiences:

1. Log in to your Xiaohongshu advertising account

2. Navigate to “Tools” → “Pixel Management”

3. Click “Create Pixel” and name your pixel (typically your brand name)

4. Generate the pixel code and copy it

5. Implement the base pixel code in the <head> section of your website

6. Set up event-specific tracking codes for key actions:

• Page view
• Add to cart
• Purchase completion
• Form submissions
• Custom events

7. Verify proper installation using Xiaohongshu’s pixel helper tool

For optimal implementation, we recommend using a tag management system like Google Tag Manager to simplify deployment and management. Our marketing technology specialists can provide customized pixel implementation if your website structure requires specialized solutions.

Step 3: Creating Custom Audiences

With your pixel installed, you can now create sophisticated audience segments for retargeting:

1. In your advertising account, go to “Audiences” → “Custom Audiences”

2. Click “Create Custom Audience”

3. Select your audience source:

• Website visitors (via pixel)
• App activity
• Xiaohongshu engagement
• Customer list upload

4. Define audience parameters:

• Recency (how recently users performed actions)
• Frequency (how many times they performed actions)
• Specific pages or events
• Time spent on site

5. Set audience duration (how long users remain in your audience)

6. Name your audience descriptively for easy identification

For strategic retargeting, consider creating these essential audience segments:

Awareness Audiences: Users who viewed your content but didn’t engage deeply

Consideration Audiences: Users who engaged with multiple content pieces or spent significant time

Intent Audiences: Users who performed high-intent actions like viewing product pages

Cart Abandoners: Users who added products to cart but didn’t complete purchase

Recent Customers: For cross-selling or loyalty campaigns

Our AI Marketing approach uses advanced audience segmentation to create highly personalized retargeting experiences that significantly outperform basic retargeting.

Step 4: Designing Your Retargeting Campaign

Now it’s time to create the actual campaign structure:

1. In your advertising account, select “Campaign” → “Create Campaign”

2. Choose your campaign objective:

• Conversions (for direct response)
• Traffic (for driving website visits)
• Engagement (for platform-specific actions)

3. Name your campaign clearly including “Retargeting” for easy identification

4. Set up ad groups within your campaign, ideally organizing by audience segment

5. Select your custom audiences from Step 3

6. Choose placements:

• In-feed ads
• Search results ads
• Discovery page ads

7. Set exclusion audiences (e.g., exclude purchasers from acquisition campaigns)

For optimal structure, create separate ad groups for each audience segment with tailored messaging. This allows you to customize creative and offers based on where users are in their customer journey. Our Content Marketing specialists can help develop strategic messaging hierarchies that guide users through each stage of consideration.

Step 5: Setting Campaign Budget and Schedule

Proper budget allocation is crucial for retargeting success:

1. Determine your total retargeting budget (typically 15-30% of total advertising spend)

2. Allocate budget across different audience segments based on value and size

3. Set daily or lifetime budgets for each campaign

4. Choose your bidding strategy:

• Cost Per Click (CPC)
• Cost Per Mille (CPM)
• Cost Per Acquisition (CPA)
• Return On Ad Spend (ROAS)

5. Set campaign scheduling:

• Start and end dates
• Dayparting (specific hours of operation)
• Delivery pacing (even or accelerated)

Budget optimization tip: For lower-funnel audiences (like cart abandoners), allocate higher budgets and bids as these users typically have higher conversion rates. For awareness retargeting, use broader reach with lower bids. Our data-driven approach to campaign management ensures optimal budget distribution across audience segments based on performance data.

Step 6: Creating Compelling Ad Creatives

Xiaohongshu users expect authentic, high-quality content that blends naturally with organic posts:

1. Design creatives that match Xiaohongshu’s aesthetic:

• High-quality imagery with natural lighting
• User-generated content style
• Authentic demonstrations over promotional messaging

2. Create ad variations for each audience segment

3. Follow Xiaohongshu’s ad specifications:

• Image ads: 1080×1080 px or 1080×1920 px
• Video ads: 9:16 ratio, 15-60 seconds
• Text limits: Title (30 characters), Description (100 characters)

4. Include these elements in your creative:

• Clear value proposition
• Acknowledgment of previous interaction (subtle retargeting context)
• Strong call-to-action
• Social proof elements

5. A/B test multiple creative variations (at least 2-3 per audience)

For retargeting specifically, reference what users have already seen or done to create continuity in their experience. Our Influencer Marketing Agency often collaborates with KOLs to create retargeting content that feels authentic while reinforcing brand messaging.

Step 7: Launching and Monitoring Your Campaign

Once your campaign is live, close monitoring is essential:

1. Submit your ads for review (allow 24-48 hours for approval)

2. Monitor key metrics daily during the first week:

• Impression delivery
• Click-through rates
• Conversion rates
• Cost per acquisition
• Audience reach percentage

3. Set up automated alerts for significant performance changes

4. Implement a regular optimization schedule:

• Creative refreshes every 7-14 days
• Budget adjustments weekly
• Bid optimizations 2-3 times per week
• Audience refinement bi-weekly

5. Document insights and learnings for future campaigns

Proper monitoring combines automated tools with human analysis. Our AI SEO technology helps identify patterns and opportunities that basic analytics might miss, allowing for more sophisticated optimization.

Best Practices for Xiaohongshu Retargeting

Based on our experience managing Xiaohongshu campaigns for hundreds of brands, these best practices consistently drive superior results:

Frequency Capping: Limit ad exposure to 3-5 impressions per user per week to prevent ad fatigue. Xiaohongshu users are particularly sensitive to repetitive advertising.

Creative Refresh: Update ad creative every 10-14 days to maintain engagement. Xiaohongshu’s ecosystem values novelty and freshness.

Sequential Messaging: Develop a series of ads that tell a progressive story as users continue to see your retargeting, moving from problem awareness to solution presentation to offer.

Social Proof Integration: Incorporate UGC and reviews directly into retargeting ads, as Xiaohongshu users heavily value peer validation.

Cross-Platform Consistency: Ensure your Xiaohongshu retargeting aligns with messaging on other channels for a cohesive brand experience.

Mobile Optimization: Prioritize mobile-first experiences as virtually all Xiaohongshu usage occurs on mobile devices.

Leveraging our experience as an SEO Agency, we ensure all landing pages used for retargeting are fully optimized for both search engines and conversion, creating a seamless journey from ad to action.

Measuring Success: Key Metrics to Track

Effective measurement goes beyond basic metrics to understand the full impact of your retargeting:

Primary Performance Indicators:

• Return on Ad Spend (ROAS)
• Cost Per Acquisition (CPA)
• Conversion Rate by Audience Segment
• Incremental Lift (comparing targeted vs. non-targeted conversion rates)
• View-Through Conversions (conversions after viewing but not clicking)

Secondary Metrics:

• Frequency to Conversion (average ad exposures needed)
• Time to Conversion
• Cart Recovery Rate
• Average Order Value from Retargeting
• Audience Saturation (percentage of audience reached)

Brand Impact Metrics:

• Branded Search Volume Lift
• Follower Growth Rate
• Engagement Rate on Organic Content
• Direct Traffic Increase

We recommend creating a custom dashboard that combines these metrics for a comprehensive view of campaign performance. As an SEO Consultant, we help brands integrate retargeting data with organic performance metrics to understand the full customer acquisition ecosystem.

Common Challenges and Troubleshooting

Even with careful setup, you may encounter these common challenges:

Pixel Firing Issues

If your pixel isn’t tracking properly:

• Verify correct implementation in site code
• Check for conflicts with other scripts
• Test in Xiaohongshu’s pixel debugging tool
• Ensure events are properly configured

Small Audience Sizes

If your retargeting audiences are too small:

• Extend the lookback window (30-90 days)
• Combine similar audiences
• Use broader engagement definitions
• Invest in increasing site traffic

Ad Rejection Issues

If your ads are being rejected:

• Review Xiaohongshu’s ad policies carefully
• Check for prohibited health or beauty claims
• Ensure all text in images is in Simplified Chinese
• Remove excessive text overlay (keep under 20% of image)

Low Conversion Rates

If users click but don’t convert:

• Audit landing page experience and loading speed
• Ensure messaging consistency between ad and landing page
• Test different offers or incentives
• Review mobile checkout experience

For complex technical challenges, our ecosystem approach brings together specialists across disciplines to troubleshoot and optimize the entire conversion pathway.

Conclusion

Retargeting on Xiaohongshu represents one of the most effective strategies for brands looking to maximize their ROI in the Chinese market. By reconnecting with users who have already shown interest, you can significantly reduce acquisition costs while increasing conversion rates. The platform’s unique combination of discovery, consideration, and purchase intent makes it particularly valuable for sophisticated retargeting strategies.

The step-by-step process outlined in this guide provides a comprehensive framework for implementing retargeting campaigns that deliver measurable results. From technical setup to strategic optimization, each element plays a crucial role in campaign success.

Remember that effective retargeting is not a set-and-forget strategy. It requires ongoing refinement based on performance data, creative refreshes to prevent fatigue, and continuous audience analysis to identify new opportunities. The most successful brands view retargeting as an evolving component of their broader Xiaohongshu strategy, working in concert with organic content, influencer collaborations, and community building.

By leveraging the advanced targeting capabilities of Xiaohongshu while maintaining the authentic, content-first approach that resonates with the platform’s users, brands can create retargeting experiences that feel less like advertising and more like helpful reminders – ultimately driving both immediate conversions and long-term brand value.

For brands looking to implement or optimize their Xiaohongshu retargeting strategy, Hashmeta’s team of specialists combines technical expertise with deep platform knowledge to deliver campaigns that consistently outperform industry benchmarks.