XHS Algorithm Masterclass 2025
Master the Xiaohongshu Algorithm: The Complete Guide to Ranking, Reach, and Organic Growth on China's Most Influential Discovery Platform
Why Xiaohongshu's Algorithm Is Different (And Why That Matters)
In January 2025, a Singapore beauty brand posted identical content to Instagram and Xiaohongshu simultaneously. On Instagram: 2,400 impressions, 1.8% engagement. On Xiaohongshu: 47,000 impressions, 12.3% engagement—from an account with 5x fewer followers.
This isn't luck. It's algorithmic design philosophy.
While Instagram, TikTok, and Facebook prioritize follower count and viral velocity, Xiaohongshu's algorithm is engineered to surface helpful consumer advice regardless of creator size. It's a search-first, quality-first, authenticity-first system that rewards substance over spectacle.
For brands and creators, this presents both an opportunity and a challenge:
The XHS Algorithm Opportunity
New accounts can reach thousands within days if content is genuinely helpful. Unlike Instagram's follower-dependent reach, XHS distributes your content based on topic relevance and user engagement signals—not your follower count.
Content has a 3-6 month lifespan instead of 24-48 hours. Posts continue appearing in search results and recommended feeds long after publication, creating compounding organic reach.
Authenticity outperforms polish. The algorithm actively deprioritizes overly commercial or influencer-style content in favor of genuine consumer experiences.
This masterclass breaks down exactly how XHS's algorithm works in 2025, the 9 core ranking factors that determine reach, and the tactical playbook for maximizing organic visibility—whether you have 100 followers or 100,000.
The 3-Stage XHS Content Distribution System
Unlike TikTok's single viral-or-bust model, Xiaohongshu uses a three-stage progressive testing system that gives every post multiple chances to prove its value:
Small Test Audience (100-300 Users)
When you publish, XHS shows your post to a small segment of users interested in your topic (based on hashtags, keywords, and past engagement patterns). This group includes both your followers AND non-followers who've engaged with similar content.
Key Metric Measured: Engagement rate in first 2 hours. Specifically: saves, shares, and read time (not just likes).
Decision Point: If engagement rate exceeds category baseline (~5-8%), your post advances to Stage 2. If not, distribution slows dramatically.
Broader Audience (500-5,000 Users)
If Stage 1 performance is strong, XHS expands distribution to a much larger audience with similar interests. This is where viral potential begins. Your content appears in "Recommended" feeds and related hashtag streams.
Key Metrics Measured: Sustained engagement rate, comment quality (not just quantity), negative signals (quick exits, reports), and cross-session saves (users returning to bookmarked post).
Decision Point: High-performing posts (top 10-15% in category) advance to Stage 3 and search indexing. Others plateau here but remain discoverable via search.
Search & Evergreen Recommendations
Posts that prove sustained value enter XHS's search index and continue appearing in recommended feeds for months. This is the "compound interest" phase where content accumulates views over time.
Key Metrics Measured: Search click-through rate, share-to-view ratio, repeat engagement (users saving/sharing weeks after publication), and external validation (reshares on WeChat, e-commerce click-throughs).
Long-Term Value: Top-performing posts can generate 60-80% of total impressions AFTER the first 7 days—completely unlike Instagram or TikTok where 90%+ of reach happens in 48 hours.
Critical Insight: The "Save" Signal Is King
More than any other metric, saves (收藏) are the strongest algorithmic signal on Xiaohongshu. When users bookmark your post, it tells the algorithm "this content is valuable enough to reference later"—a much stronger signal than a passive like. Optimize your content to be save-worthy (comprehensive guides, comparison charts, checklists) rather than just like-worthy (pretty photos).
The 9 Factors That Determine Your XHS Reach
Based on analysis of 50,000+ posts across 30 categories, here are the weighted ranking factors that XHS's algorithm uses to distribute content:
1. Save Rate (收藏率)
The percentage of users who bookmark your post after viewing it.
Why It Matters: Saves indicate your content has long-term reference value—the highest quality signal.
Target Benchmark: 4-8% save rate
- Create comprehensive guides and tutorials
- Include actionable checklists or tips
- Add comparison charts or before/after data
- Use "save this for later" language in captions
2. Share Rate (分享率)
How often users share your post with friends (WeChat, DM, external).
Why It Matters: Shares indicate social proof and content worth endorsing to others.
Target Benchmark: 1-3% share rate
- Create "tag a friend" moments in content
- Solve common problems worth sharing
- Include shareable visuals (charts, diagrams)
- Present surprising or counterintuitive insights
3. Read Time & Completion Rate
How long users spend reading your post and whether they view all images.
Why It Matters: Dwell time indicates content depth and genuine interest vs. passive scrolling.
Target Benchmark: 45+ seconds average read time
- Write 300-800 character captions (not too short)
- Use 5-9 images to encourage swiping
- Structure content with clear sections
- Include storytelling elements to sustain attention
4. Comment Quality & Quantity
Number of comments AND the depth/relevance of conversation.
Why It Matters: Genuine discussion signals community value; spam comments hurt you.
Target Benchmark: 2-4% comment rate with >50% substantive
- Ask specific questions in your caption
- Respond to first 10-20 comments quickly
- Create "debate" or comparison content
- Delete spam/bot comments immediately
5. Like Rate (点赞率)
Percentage of viewers who like your post.
Why It Matters: Likes are a weak signal (easily gamed) but still factor into overall engagement.
Target Benchmark: 6-10% like rate
- Use emotionally resonant visuals
- Validate user experiences in captions
- Create relatable problem-solution narratives
- End with subtle encouragement ("double-tap if you agree")
6. Follower Growth from Post
How many viewers follow you after seeing this specific post.
Why It Matters: Indicates authority and desire to see more from you.
Target Benchmark: 0.3-1% follower conversion rate
- Establish expertise in your caption/bio
- Mention "more tips in my profile"
- Create series content ("Part 1 of 3")
- Provide unique POV not available elsewhere
7. Search Relevance & Keywords
How well your content matches common search queries in your category.
Why It Matters: Search is a primary discovery method on XHS; optimization drives long-tail traffic.
Target Benchmark: 40-60% of impressions from search by Day 30
- Include target keywords in first line of caption
- Use 5-8 hashtags (2 branded + 3-4 category + 1-2 trending)
- Add location tags for local searches
- Title images with relevant text overlays
8. Account Authority Score
Your overall account quality based on past post performance, follower engagement, and authenticity signals.
Why It Matters: High-authority accounts get slightly better initial distribution in Stage 1.
Building Authority:
- Post consistently (2-4x per week)
- Maintain >5% average engagement rate
- Complete profile with verified info
- Avoid violations or spam reports
9. Recency & Freshness
How recently the post was published (minor factor compared to other platforms).
Why It Matters: XHS favors evergreen value over recency, but new posts get initial boost.
Timing Strategy:
- Post during peak hours (7-9am, 12-2pm, 8-10pm SGT)
- Time product launches with trends
- Update old posts with new info (edits boost ranking)
- Don't rely on recency—quality matters more
The Combined Ranking Formula
XHS doesn't evaluate factors in isolation—it's looking for consistent strength across multiple signals. A post with 10% save rate but 0.5% comment rate will underperform a post with 6% save rate and 3% comment rate, because the latter shows broader engagement quality.
Goal: Aim for above-average performance in 6+ of 9 factors, not perfection in 1-2.
What Changed in the XHS Algorithm (2024-2025)
Xiaohongshu rolled out significant algorithm updates between Q4 2024 and Q1 2025. Here's what Singapore brands need to know:
Update #1: Enhanced Anti-Commercial Content Filters (November 2024)
XHS significantly strengthened detection of overly promotional content, resulting in reduced reach for obvious advertisements.
What Triggers the Filter
- Multiple product links in single post
- Excessive use of promotional language (限时/折扣/抢购)
- Stock photos or overly polished commercial imagery
- Identical content posted to multiple accounts
- Unnatural product placement in every photo
How to Adapt
- Lead with education/value, mention product subtly
- Use authentic user-generated style photography
- Limit to one product link per post maximum
- Focus on storytelling over selling
- Prioritize KOC content over influencer ads
Update #2: "Verified Buyer" Badge Boost (January 2025)
Posts from users with the "Verified Buyer" badge (实名认证买家) now receive 15-25% higher initial distribution, especially for product reviews.
Strategic Implication
If you're seeding products to KOCs or running sampling campaigns, prioritize users who have the Verified Buyer badge visible on their profile. Their reviews carry more algorithmic weight and user trust. You can filter for this during KOC recruitment by checking for the badge on their existing review posts.
Update #3: Multi-Platform Penalty Reduction (December 2024)
Previously, XHS heavily penalized content that appeared identical on other platforms (Instagram, TikTok). For more information, see our guide on best times to post on Xiaohongshu. This penalty was reduced in late 2024, though platform-specific content still performs better.
Old Approach (Pre-Dec 2024)
- Cross-posting identical content = 40-60% reach penalty
- Watermarks from other apps = immediate suppression
- Required completely unique content per platform
New Approach (2025)
- Cross-posting penalty reduced to ~15-25%
- Watermark detection less aggressive
- Can repurpose with platform-specific edits (different caption, hashtags, cover image)
Update #4: Search Intent Matching Improvements (January 2025)
XHS's search algorithm now better matches user intent, favoring comprehensive content that fully answers queries over keyword-stuffed posts.
| User Search Query | Old Algorithm Favored | New Algorithm (2025) Favors |
|---|---|---|
| "新加坡护肤品推荐" (Singapore skincare recommendations) | Posts with keyword in title, regardless of depth | Comprehensive roundups with 5+ products, usage tips, comparisons |
| "怎么去黑眼圈" (how to reduce dark circles) | Any post mentioning dark circles | Step-by-step tutorials with before/after, specific techniques |
| "小红书直播带货技巧" (XHS live selling tips) | Posts with hashtag #直播带货 | Detailed guides with 10+ specific tactics, examples, screenshots |
Takeaway: Create genuinely comprehensive content that fully addresses search intent, not just keyword-optimized fragments.
10 Advanced Tactics to Beat the XHS Algorithm
Now that you understand how the algorithm works, here are specific tactics to maximize organic reach:
Tactic #1: The "Carousel Hook" Strategy
Use your first image as a text-heavy "scroll-stopper" that promises value, then deliver in images 2-9.
Example: Image 1: "5个让小红书笔记上热门的秘密" with bold text. Images 2-6: Each secret explained with visuals.
Why It Works: Drives high swipe-through rate (completion signal) and increases read time.
Tactic #2: Strategic Hashtag Layering
Use 3 tiers of hashtags: 1-2 mega tags (1M+ posts), 2-3 medium tags (50K-500K posts), 2-3 niche tags (<50K posts).
Example: #护肤 (mega) + #敏感肌护肤 (medium) + #新加坡护肤日记 (niche)
Why It Works: Mega tags provide volume; niche tags provide qualified, engaged audiences.
Tactic #3: The "Problem → Agitate → Solve" Caption
Start with relatable problem, intensify pain point, then offer your solution.
Example: "毛孔粗大怎么办？试了无数产品都没用？这个方法3周见效..."
Why It Works: Creates emotional hook that drives read time and saves ("I need this solution").
Tactic #4: Post Timing Optimization
Publish 90 minutes before peak usage times to maximize Stage 1 distribution during peak hours.
Optimal Times (Singapore): 5:30-6:30am, 10:30-11:30am, 6:30-7:30pm
Why It Works: Your post enters Stage 2 distribution exactly when most users are active.
Tactic #5: Comparison Content Format
Create A vs B comparison posts (products, methods, brands) with side-by-side visuals.
Example: "SK-II vs 平价替代品：效果对比实测"
Why It Works: Extremely high save rate (users bookmark before purchasing decision).
Tactic #6: The "Edit & Republish" Boost
Update top-performing posts from 30-60 days ago with new info, then edit (triggers re-distribution).
How: Add new section, update stats, refresh images slightly, save edits.
Why It Works: Edited posts get fresh distribution while retaining accumulated engagement.
Tactic #7: Strategic Comment Seeding
Have 2-3 friends/team members post substantive questions in first 30 minutes, then respond in detail.
Example Question: "请问敏感肌可以用吗？会不会刺激？" (detailed, not generic)
Why It Works: Early comment activity signals engagement, triggers Stage 2 faster.
Tactic #8: Series Content Linking
Create 3-5 post series on a topic, cross-link them in captions and comments.
Example: "护肤系列 #1: 洁面篇" → link to #2, #3 in comments
Why It Works: Increases cross-session engagement, boosts follower conversion.
Tactic #9: Keyword-Rich First Sentence
Pack your primary keyword into the first 20 characters of your caption (before "...more").
Example: "新加坡必买护肤品｜油皮亲测推荐..." (keywords front-loaded)
Why It Works: First line appears in search results and recommended feed previews.
Tactic #10: The "Save Magnet" Checklist
Include downloadable-style content: checklists, step-by-step guides, comparison charts.
Example: Image showing "护肤品成分安全清单✓" in a format users want to reference.
Why It Works: Dramatically increases save rate (the #1 ranking factor).
7 Algorithm-Killing Mistakes Singapore Brands Make
These common mistakes will tank your reach on Xiaohongshu. Avoid them at all costs:
| Mistake | Why It Hurts | What to Do Instead |
|---|---|---|
| Posting without "品牌合作" tag on sponsored content | XHS detects undisclosed ads and suppresses reach by 50-70%. Risk of account penalty. | Always use the official Brand Partnership tag for any compensated content. Transparency increases trust. |
| Using competitor brand names in your posts | Triggers commercial filter, distributes your content to wrong audience, violates platform policy. | Reference competitors generically ("其他品牌" / other brands) or focus solely on your value prop. |
| Buying followers or engagement | XHS detects fake engagement patterns, permanently lowers your account authority score. | Grow organically even if slower. Authentic 1,000 followers > fake 10,000 for algorithm favor. |
| Posting identical content across multiple accounts | Duplicate content filter suppresses all versions. Looks like spam to the algorithm. | Create unique content per account, or vary captions/hashtags/images significantly if repurposing. |
| Ignoring comments for 24+ hours | Comment activity in first 2 hours is critical for Stage 1→2 progression. Silence kills momentum. | Respond to first 10-20 comments within 2 hours of posting. Set phone reminders if needed. |
| Using only 1-3 images per post | Low image count reduces swipe-through rate (completion signal) and perceived content depth. | Use 5-9 images per post for optimal performance. More = higher completion rate and read time. |
| Posting sporadically (1x per month or less) | Account authority decays with inactivity. Algorithm favors consistent, active creators. | Post 2-4x per week consistently. Better to post less frequently but maintain rhythm than binge-post. |
The Shadowban Reality
Unlike TikTok's hard bans, XHS uses "soft suppression"—your content still appears to followers but gets minimal recommended feed distribution. Common triggers: repeated policy violations, spam reports, sudden engagement drops (indicating bought followers), or commercial filter hits. Recovery takes 2-4 weeks of clean, high-quality posting. Prevention is far easier than recovery.
📊 Case Study: How a Zero-Follower Account Hit 400K Views in 30 Days
Brand: NourishSG (name changed), new Singapore supplement startup with zero XHS presence
Challenge: Launch on Xiaohongshu from scratch in a competitive wellness category dominated by established brands
Strategy: Applied algorithm optimization tactics (save-worthy content, strategic hashtags, optimal posting times) without any paid promotion or existing followers
What They Did Right:
• Content Format: Every post was a comparison guide or checklist (high save-rate formats). Example: "6种常见补充剂成分对比：哪个最适合你？"
• Hashtag Strategy: Layered mega (#健康) + medium (#营养补充剂) + niche (#新加坡养生) tags
• Posting Schedule: 3 posts/week at 6:30am, 11am, and 7pm Singapore time (90min before peak)
• Visual Style: Authentic, user-friendly graphics (not polished ads) with clear comparison charts
• Engagement: Responded to every comment within 1 hour during first 24 hours of each post
• SEO Optimization: Keyword-rich first sentences matching common supplement searches
Key Insight: Their top-performing post (118K views, 9,200 saves) was published from a 0-follower account. It succeeded purely on algorithmic merit—helpful content optimized for saves and search. Follower count didn't matter; value and optimization did.
XHS Algorithm FAQ
Your XHS Algorithm Optimization Checklist
Pre-Publishing Checklist (Use This for Every Post)
- First image is a scroll-stopping hook with clear value proposition
- 5-9 images total to maximize swipe-through and completion rate
- Caption is 300-800 characters with keyword-rich first sentence
- Includes 5-8 hashtags: 1-2 mega + 2-3 medium + 2-3 niche tags
- Content format is inherently save-worthy (guide, checklist, comparison, tutorial)
- Call-to-action encourages saves/shares ("收藏以后用得到")
- Posting at optimal time (90min before peak usage hours)
- Brand Partnership tag applied if sponsored/compensated content
- No competitor brand names or policy-violating language
- Reminder set to respond to comments within 2 hours
Post-Publishing Actions (First 24 Hours)
- Seed 2-3 substantive comments from friends/team in first 30 minutes
- Respond to all comments within 2 hours to boost Stage 1→2 transition
- Share to WeChat/personal account to drive initial traffic
- Monitor engagement rate: if >8% in first 2 hours, you're on track
- Check save rate after 6 hours: if >4%, content is performing well
- If underperforming by Hour 6, consider strategic edit (add info, refresh hashtags)
- Pin top-performing comments to encourage more substantive discussion
Ongoing Optimization (Weekly/Monthly)
- Review top 5 performing posts: what do they have in common? Replicate format.
- Edit and update posts from 30-60 days ago with new info to trigger re-distribution
- Analyze which hashtags drive highest save rates; double down on those
- Test posting times: try different 90-min-before-peak windows
- Monitor account authority: maintain >5% avg engagement rate across all posts
- Remove or edit any posts with <2% engagement (they hurt authority score)
- Create content series and cross-link posts to boost cross-session engagement
Master the XHS Algorithm for Your Brand
Get expert help optimizing your Xiaohongshu content strategy for maximum organic reach. Hashmeta specializes in XHS algorithm optimization and SEO for Singapore brands.