Xiaohongshu Ads

Leading lifestyle social commerce advertising platform in China, uniquely positioned at the intersection of content discovery and purchase intent

Xiaohongshu Ads is the advertising arm of Xiaohongshu, a lifestyle platform built around user-generated image posts, short videos, live streams, and multimedia content known as Notes.¹ The platform monetizes primarily through advertising, which accounts for 80% of its roughly 30 billion RMB in annual revenue, with the remaining 20% derived from e-commerce features such as its brand store segment.¹ Xiaohongshu provides advertisers with separate systems for creator partnerships, lightweight Note promotion, and structured paid campaigns, accessible through its Juguang advertising platform.¹ Ad formats span discovery, research, consideration, and conversion objectives, with format selection driven by campaign goal, target audience, content strategy, and desired user action.¹ In the second half of 2025, Xiaohongshu launched an "Independent Station Direct Link Ad" function, enabling merchants to send users directly from Notes to their own stores, a move seen as a significant challenge to traditional shelf e-commerce.² Access to the full advertising system requires brands to establish a verified business account, with eligibility extended to Mainland Chinese companies as well as qualifying overseas, Hong Kong, Macau, and Taiwan entities, though available advertising functions vary by legal entity, product category, and documentation provided.¹ Source 1: sekkeidigitalgroup.com — Xiaohongshu Advertising: Formats, Setup & Compliance | SDG Source 2: digitalmarket.world — Independent Station Ad Placement — World Digital Economy Network