Xiaohongshu is a potent platform for creating and sharing content, significantly influencing consumer behaviour and purchasing decisions in the age of social search. As of January 2024, 70% of Xiaohongshu’s monthly active users use the search function, and up to 42% of new users use the search function instead of just browsing on their first day on the platform.
Xiaohongshu has its own rules and regulations that are quite different from those of other platforms. Users and creators may face content violations if they post inappropriate content on Xiaohongshu, which could result in consequences such as loss of credibility and legal issues. Common penalties include warnings and being prohibited from posting or replying for a few days. Typically, this is 24 hours，7 days, 14 days, a month, or indefinitely.
This blog is inspired by recent cases we have handled. We will share some insights on how to avoid content violations Xiaohongshu content violation to ensure your marketing content remains compliant and effective on the platform.
Potential Xiaohongshu Content Violation
When creating content and promoting your brand on Xiaohongshu, you should be fully aware of potential violations. Understanding these risks will help you stay compliant and ensure your content remains effective, ultimately supporting your brand’s success on the platform.
Diverting Audiences to Other Platforms
Avoid Sharing Personal Contact Information: Refrain from posting mobile phone numbers, WeChat accounts, or email addresses. Instead, use the platform’s communication tools to interact with your audience.
Limit External Links: Do not post website links, QR codes, watermarks, or any contact information related to other platforms. Keeping content native to Xiaohongshu helps maintain engagement and complies with platform guidelines.
Data Plagiarism
Maintain Authenticity: Avoid coordinating with stakeholders to manage multiple accounts for the purpose of mass publishing, liking, collecting, commenting, and following. Such activities can lead to penalties.
Steer Clear of Reciprocal Fan Groups: Participating in or organising fan groups for paid interactions like likes, comments, and follows is considered a breach of ethical content practices.
Reject Fake Engagement: Do not use paid platforms to engage fake users to boost interactions on your posts. Authentic engagement builds trust and a genuine audience.
Content Restriction Risks
Adhere to Advertising Policies: Only official or professional accounts can publish advertising content. Ensure all promotional material complies with Xiaohongshu’s content creation policy to avoid being flagged for violations.
Avoid Plagiarized Content: Ensure all your content is original and properly credited if it includes external sources.
Be Mindful of Language: Avoid using sensitive or banned words that may trigger content restrictions.
Avoid Misleading Ads: Do not engage in false advertising or post content with strong intentions to redirect users to other platforms. Keep your promotional content transparent and platform-specific.
Account Management Risks
Use Consistent Account Practices: Switching between multiple accounts on the same device can raise red flags. Stick to one account per device to avoid potential issues.
Avoid Mass Deletions or Hiding of Content: Deleting or hiding content in batches can be perceived as suspicious activity. Manage your content thoughtfully and responsibly.
Regular Updates, Not Batches: Instead of batch updating notes, aim for regular, spaced-out updates to maintain a natural posting rhythm.
Why Xiaohongshu Employ Strict Content Policy
Xiaohongshu is positioned as a content-sharing community with a strict content review system to ensure a positive user experience and the healthy development of the community. It also has a unique policy of not diverting traffic to external platforms, aiming to maintain traffic within the community. Some readers may be curious about how to achieve sales without sharing contact or pricing information with potential customers.
Xiaohongshu is positioned as a content-sharing community with a strict content review system to ensure a positive user experience and the healthy development of the community. It also has a unique policy of not diverting traffic to external platforms, aiming to maintain traffic within the community. Some readers may be curious about achieving sales without sharing contact or pricing information with potential customers.
The correct way to engage with the Xiaohongshu audience is to obtain a verified business account, which offers more opportunities. Xiaohongshu actively supports e-commerce and commercial development within the platform, providing brands with opportunities to engage with audiences and drive conversions through approved channels.
Still confused and in need of further clarification? Why not schedule a consultancy session with us? We will assist you in navigating these policies and restrictions to help you maximise your potential on this influential marketing platform.
For additional Xiaohongshu-related information, you can also check out the articles below:
Xiaohongshu Ads: Unleashing Success in the Chinese Market
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