The practice encompasses strategies for promoting products and services on Xiaohongshu, a social media and e-commerce platform popular in China. This approach leverages the platform’s user-generated content and community-driven environment to influence consumer behavior. For instance, a cosmetics brand might partner with Key Opinion Consumers (KOCs) on the platform to review and recommend their products, thereby driving sales through authentic endorsements.
Adopting this approach allows businesses to tap into a vast and engaged audience, particularly within younger demographics. Historically, the platform’s strength has been in providing trusted product reviews and lifestyle advice, making it a valuable tool for brands seeking to build credibility and drive conversions. Its effectiveness stems from its focus on genuine recommendations and community interaction, fostering a sense of trust that traditional advertising often struggles to achieve.
