As one of China’s most influential lifestyle platforms, Xiaohongshu (also known as Rednote) remains a vital touchpoint for reaching Gen Z and Millennial consumers. For international brands entering or expanding in the Chinese market, staying up to date with the evolving updates of Xiaohongshu algorithm is essential to remain competitive.
In June 2025, the platform rolled out a significant algorithm upgrade, changing how content is distributed, evaluated, and monetised. This blog breaks down what’s new and what marketers need to do to adapt.
Why Xiaohongshu Matters for Global Brands
Xiaohongshu is not just a social media platform—it’s where Chinese consumers discover trends, validate purchases, and seek peer recommendations. With over 300 million monthly active users, many of whom are highly engaged in lifestyle, beauty, fashion, wellness, and travel verticals, Rednote has become a key channel in shaping purchasing behaviour in China.
What’s New in the 2025 Xiaohongshu Algorithm Update?
1. Xiaohongshu Algorithm: Shift to “Contribution Weight” in Content Distribution
The new Xiaohongshu algorithm is no longer just about content quality. Instead, content visibility is now determined by a weighted contribution model that rewards platform consistency and community engagement.
Key changes include:
- New accounts face a colder start: Accounts with fewer than 180 days of consistent activity receive limited visibility.
- Long-term content contribution pays off: Creators active for more than 180 days receive bonus exposure and traffic rewards.
- Inactive or low-engagement accounts are penalised: Accounts with poor engagement metrics may see a drop in organic reach.
Top creators benefit more: Verified and high-performing creators are seeing up to 28% higher monetisation conversion rates.
2. Xiaohongshu Algorithm: Content Strategy Adjustments
To succeed under the new algorithm, content strategy must adapt. Here’s what matters most:
- Originality is non-negotiable: Posts must be at least 60% original to be considered for broader promotion.
- Vertical focus is rewarded: Creators and brands should specialise in a single niche, such as skincare, home décor, or parenting, to strengthen content signals and increase exposure.
- Engagement hierarchy affects visibility: The algorithm values engagement in this order:
- Shares
- Comments
- Likes
This means that content that sparks discussion and is worth sharing ranks significantly higher in the feed.
3. Xiaohongshu Algorithm: AI-Powered “Traffic Pool Trial”
Xiaohongshu now uses an AI-driven pre-promotion test to determine whether a post deserves wider reach.
- Each new post enters a traffic pool trial, where it is shown to 100–500 users.
- Posts are automatically tagged by the system based on content and context.
- To move beyond the trial pool, the post must meet:
- Click-through rate (CTR) > 5%
- Engagement rate (ER) > 3%
Only posts that meet these thresholds are pushed to a broader audience, making data-backed content creation more critical than ever.
How to Succeed on Xiaohongshu in 2025
For brands and creators aiming to build visibility and conversion on Rednote, here’s what to prioritise:
- ✅ Focus on original, high-quality content
- ✅ Stay within an explicit content vertical to reinforce your brand’s authority
- ✅ Maximise engagement signals—prompt shares and conversations in every post
- ✅ Optimise thumbnails and titles for clicks (CTR matters more than ever)
- ✅ Post consistently over time to build credibility and unlock better algorithm performance
The 2025 Xiaohongshu algorithm update marks a significant shift toward authenticity, focus, and sustained contributions. For global brands, this is both a challenge and an opportunity: those who understand the new rules and build tailored, localised strategies will be in the best position to capture attention in China’s highly competitive digital space.
Need help adjusting your Rednote content strategy?
We help international brands localise their approach for Xiaohongshu—from content production and KOL collaboration to performance tracking and CRM integration.
👉 Contact us to discuss your 2025 Xiaohongshu strategy.