RedNote Marketing: How to Run Ads That Convert in 2025

RedNote (Xiaohongshu) isn’t just China’s answer to Instagram, it’s where trust meets influence. Learn how to run RedNote ads effectively in 2025 to drive authentic brand awareness, reach niche audiences, and spark conversions through data-backed strategies.

RedNote Marketing: How to Run Ads That Convert in 2025

Running ads on RedNote (小红书 / Xiaohongshu) has become a cornerstone strategy for brands looking to tap into China’s booming Gen Z and millennial consumer markets. With over 260 million monthly active users as of 2025 (Reuters, 2025), the platform has transformed from a niche lifestyle app into a trusted e-commerce and brand discovery hub.

But knowing how to effectively run ads on RedNote goes far beyond just boosting a post. It requires a deep understanding of platform-specific behaviours, cultural nuances, and the evolving influencer-driven ecosystem that underpins RedNote's community.

This blog breaks down everything you need to know, whether you're a KOL, brand, or agency about launching high-impact paid campaigns on RedNote.

Why RedNote Ads Matter in Today’s Social Commerce Landscape

Before diving into how to run RedNote ads, it’s worth understanding why RedNote is not just another social media channel—it’s a decision-making engine.

RedNote’s Unique Selling Point: Discovery with Trust

Unlike platforms like TikTok or WeChat, users turn to RedNote with search intent. They actively look for:

• Reviews on skincare, fashion, tech, and travel

• Real-life experiences from creators (not polished influencer content)

• Product recommendations from niche micro-KOLs

Platform Stats that Define Strategy

• 3000M+ monthly active users, 80% of which are female 

• 70% of users are under 35, making it ideal for Gen Z and millennial targeting 

• 30% are men and 70% are women.

With numbers like these, RedNote ads can serve as precision marketing tools, if used correctly.

How to Run RedNote Ads in 2025: A Step-by-Step Breakdown

Running successful ads on RedNote involves more than pressing “promote.” It’s about structuring your campaign within the app’s native ecosystem, which includes advanced targeting, creator collaboration, and creative alignment with user-generated content norms.

Step 1: Choose the Right RedNote Ad Format

RedNote offers a few ad types, each serving different purposes:

1. Information Feed Ads

These are in-feed native ads that appear while users scroll. They look like organic posts but are labelled as “广告” (advertisement).

Best for:

• Product discovery

• Lifestyle integration

• Soft conversion campaigns

2. Search Ads

These appear when users search for relevant keywords on RedNote. Since major traffic is search-driven, this format delivers high-intent impressions.

Best for:

• Brand consideration

• Bottom-funnel intent

• Category dominance (e.g., “best Korean sunscreen”)

3. Opening Screen Ads

These ads appear immediately when the app is opened. They offer massive reach but come with higher CPM (cost per mille).

Best for:

• Major launches

• Brand awareness

• Event tie-ins (e.g., 11.11, CNY)

Pro Tip: Combine Search Ads with Information Feed Ads for a two-step conversion funnel capture intent, then reinforce with lifestyle storytelling.

Step 2: Set Up Your RedNote Business Account

To run ads, you’ll need a verified RedNote Business Account.

Requirements:

• Chinese business license (or a local partner)

• ICP filing for landing page hosting (for non-mini-app ads)

• Real-name authentication

Options for non-China brands:

• Partner with a local agency or Comms8 to bypass regulatory hurdles

• Use official Xiaohongshu cross-border eCommerce integration

Step 3: Target Smarter with RedNote’s Ad System

The platform’s ad console, RedNote ADX (红书推广平台)—allows advertisers to hyper-target based on:

• Gender, age, interests, location

• Keyword search history

• Followers of specific KOLs

You can also create Custom Audiences based on user actions like saves, shares, and profile visits.

Step 4: Craft High-Converting Creatives

Content is king, but authenticity is currency on RedNote. Your ad shouldn’t feel like an ad—it should feel like a recommendation from a trusted friend.

What works best in 2025:

• Unfiltered user-generated content (UGC)

• “Before & after” visuals

• Voiceover tutorials or daily routines

• Lifestyle shots over product-only focus

Include:

• Native Chinese captions with local slang

• Text overlays with real user testimonials

• Searchable keywords in the post description

Step 5: Collaborate with KOLs to Amplify Reach

One of the most effective ways to accelerate your Red Note marketing success is by partnering with Key Opinion Leaders (KOLs) and this is where the platform truly shines.

Through Red Note’s Pugongying (Dandelion) Program, brands can collaborate directly with trusted content creators to deliver organic, story-driven promotions that blend seamlessly into the user experience. These aren't just influencer posts—they’re carefully crafted content pieces that feel native to the platform and resonate deeply with engaged followers.

By running ads through KOL content, you:

• Build social proof and trust

• Tap into niche, loyal communities

• Get better engagement than brand-run pages

Budgeting and Optimisation Tips for RedNote Ads

Knowing how to run RedNote ads also means understanding how to scale without overspending. The good news? You don’t need a massive budget.

Starting Budget

• RMB ¥5,000–¥10,000 (~USD $700–$1,400) and minimum ad fee is 5K RMB.

• CPC (Cost Per Click): Start at ¥0.3/CPC

Tips to Optimise Spend

• Run A/B tests for visuals, captions, and formats

• Use frequency caps to prevent user fatigue

• Focus on search ad keyword strategy—own your niche

• Monitor your CTR and engagement rate weekly

Common Mistakes to Avoid When Running Red Note Ads

Despite the platform’s potential, many advertisers fall into the same traps:

Avoid these to ensure your RedNote marketing campaigns don't get lost in the scroll.

Summary: RedNote Ads Are the Future of Intent-Driven Marketing in China

your message into China’s most trusted, intent-rich, and lifestyle-driven digital community.

With the right strategy, authentic creatives, smart targeting, and KOL partnerships, you can build sustainable visibility, trust, and conversions on Red Note. And if you want to learn how to choose the right influencer for your Red Note campaign, check out our recent blog: “How to Choose the Right Strategy in China”.

Ready to Take the Next Step?

At InfluenConnect™, we are paving the way for the next generation of influencers by breaking down language barriers, making it easier for you to collaborate globally.  InfluenConnect™ focuses on diversity, global reach, data-driven insights, and sustainability.  Contact us today to explore how we can help you expand your global presence!