Xiaohongshu (also known internationally as Rednote) has traditionally operated as a closed ecosystem, restricting user interactions and brand communications within the app. A recent update has allowed brands to direct users to WeChat, China’s most powerful messaging and CRM platform. This opens a new pathway for brands to build private traffic and develop deeper customer relationships beyond Xiaohongshu.
What’s New: Xiaohongshu Enables Direct WeChat Contact
Previously, Xiaohongshu restricted the sharing of WeChat contact details, limiting brand-customer communication within the platform. Now, with the new “WeChat Business Card” (微信名片) feature — available to verified business accounts with recent advertising spend — brands can directly share WeChat IDs in private messages, enabling seamless off-platform engagement.
How it works:
- Set Up WeChat in DM Widget Settings: Add your WeChat ID within Xiaohongshu’s backend tools.
- Send WeChat Cards via DMs: Share your WeChat contact directly in chat.
- One-Click Copy: Users can instantly copy the ID and connect via WeChat.
- Add Shortcut Button: Include a “Contact via WeChat” option in the DM menu for easier access.
This update allows brands to smoothly transition users from Xiaohongshu’s discovery phase into WeChat’s private environment, where richer conversations, personalised service, and better conversions can happen.
New AIGC Note Tool: AI-Powered Content Creation for Xiaohongshu Marketing
Alongside its WeChat update, Xiaohongshu has launched a beta version of its AIGC (AI-Generated Content) Note Tool on the JuGuang (聚光) platform, designed to boost content production for business users.
Key benefits include:
- Improved Efficiency: Automatically generates posts, reducing manual workload — ideal for content teams managing Xiaohongshu at scale.
- Creative Variation: Produces content in multiple formats and tones, supporting more dynamic brand storytelling.
- Data-Driven Ideas: Paired with Xiaohongshu’s traffic insight tools, the AI helps surface high-impact topics with strong engagement potential.
Note: The AIGC feature is currently in closed beta and only accessible to verified business users through the JuGuang backend.
How Brands Can Leverage This Update
- Set Up the WeChat Business Card: Prepare your official or personal WeChat ID and link it in your backend settings.
- Optimise the Chat Menu: Add a “Contact via WeChat” shortcut to reduce friction.
- Drive Strategic Engagement: Prompt users to DM you and guide them toward WeChat for deeper conversations.
- Stay Platform Compliant: Avoid placing WeChat IDs in post captions or images — always redirect users within the private messaging function.
Final Thought
This update marks a turning point in Xiaohongshu’s evolution as a social commerce platform. With WeChat integration and AI-powered tools, brands have greater control over customer journeys — from discovery to CRM. For international brands targeting China, Xiaohongshu remains a must-have channel, and early adoption of these features offers a clear edge
Want to optimise your Xiaohongshu Marketing strategy? Please book a consultation with our team!