How to Read A Little Red Book Account

Platform Guides Little Red Book 9 min read

How to Read Little Red Book (Xiaohongshu)

A screen by screen guide for foreign brands planning a Little Red Book account. What shoppers see in the feed, in search, on a brand account and on a creator's page.

By Shanghai Jungle · Published October 2026

Little Red Book (Xiaohongshu, also called RedNote) is where Chinese shoppers research products before they buy. They search for a brand or a problem, read notes from other users and creators, and save the ones they want to come back to.

If your brand is planning a Little Red Book account, it helps to know what your future customers see before you post anything. We went through the app in October 2026 and marked what each part means: the home feed, search, a luxury perfume brand's account, one of its notes, the comments, and a beauty creator's page.

Every screenshot below has numbered boxes. The numbered notes beside it explain each one. Commenters' names and photos are blurred.

The Home Feed

Most users open the app on the Explore feed, a two column grid of notes picked by the algorithm.

1. 关注 · 发现 · 同城 (Following, Explore, Nearby). Explore is the algorithm feed most people open on.
2. Channels such as 热点 (trending), 直播 (live) and 短剧 (short dramas).
3. Notes appear as two columns of covers with a title. The cover and title decide whether anyone taps.
4. Likes show on every card.
5. 直播中 (live now): this account is streaming live.
6. 市集 (marketplace): Little Red Book's own shop.

Your note competes with every other cover in this grid. A clear cover image and a title that names the problem it solves matter more here than on any Western platform.

Search

People search Little Red Book the way Europeans use Google before buying, often by brand plus category.

1. A search for a brand name plus 香水 (perfume).
2. 推荐女生 · 全系列测评 · 推荐: suggestions for women, full range reviews and recommendations.
3. 3847+件商品: products for this search in Little Red Book's shop.
4. Chinese nicknames for the brand's best known perfumes. Buyers search by nickname, not by the official product name.
5. 哪里买便宜 · 价格: where to buy it cheaper, and price.
6. 按住提问 (hold to ask): ask the app's AI a question by voice.

Check the search suggestions for your brand. They show what Chinese shoppers already ask about you, including nicknames for your products and questions about price, which tells you what your notes need to answer.

A Brand Account

A brand account combines a profile, notes and an in-app store on one page.

1. Account name, the company behind it with a verified badge, and the IP location.
2. 6.6万粉丝 · 13.9万获赞与收藏: 66,000 followers and 139,000 likes and saves.
3. The bio.
4. 店铺 4.7分: the brand's store inside the app, its rating and 3 products with prices.
5. 笔记 · 商品 (notes, products): tabs for notes and products.
6. 置顶 (pinned): a pinned note, always shown first.
7. 1234: likes on each note.

A Note

A note is the basic post on Little Red Book: a set of images or a video with a title and text.

1. The account and a 关注 (follow) button.
2. The images. This note shows the brand's new celebrity ambassador.
3. 1/2: the note has 2 images.
4. Title and text, written like a short post.
5. 352 · 15 · 20: likes, saves and comments.

Comments

Comments on Little Red Book show more about the commenter than most Western platforms do.

1. 韩国 · 翻译 (Korea, translate): every comment shows the writer's location and a translate button.
2. Users reply with pictures, here another photo of the ambassador.
3. 新代言 (new ambassador): most comments on this note are about the ambassador, few about the scent.
4. Little Red Book turns words in comments into blue search links.
5. 昨天 15:02 安徽: time and province.

Celebrity notes bring reach, mostly from the celebrity's fans. Notes about the product itself, from users and creators, are what shoppers read when they are close to buying.

A Video Note

Video notes play full screen with the same likes, saves and comments as image notes.

1. The brand account with a 立即关注 (follow now) button.
2. Hashtags link to a topic page with every note on that topic.
3. 弹 (bullet comments): comments that scroll across the video.
4. 269 · 137 · 13: likes, saves and comments. This video has far more saves than the photo note.

A Creator Account

Most product content on Little Red Book comes from creators, not from brands.

1. Creator name, Little Red Book ID and IP location.
2. 30.6万粉丝 · 1107.5万获赞与收藏: 306,000 followers and 11 million likes and saves.
3. 上蒲公英找我合作 (book me on Pugongying): 蒲公英 is Little Red Book's official platform where brands book creators for paid posts.
4. 美妆博主 · 106条原创内容: beauty creator, 106 original notes.
5. Collections by topic, including 香水 (perfume).
6. Covers with the product lineup and text on the image.

Creators like this one are where most product research on Little Red Book happens. Our guide to influencer marketing in China covers how brands choose and brief creators.

A Creator Note

A creator's roundup note shows what product content that performs looks like.

1. 1/8: 8 images in one note.
2. The scent notes are written on the image itself, so people can read them while they scroll.
3. 年度爱用香水 (my perfumes of the year): a typical roundup title.
4. 7313 · 5185 · 177: likes, saves and comments.

Watch saves as well as likes. This note has 7,313 likes and 5,185 saves. People save notes they want to come back to before they buy, so saves show you what is turning into purchases.

What It Takes to Run a Brand Account

On Little Red Book, a brand account is only one part of the picture. Most of what shoppers read about a brand comes from creators and other users, and the brand's job is to make sure there is enough good content for every search a shopper might make.

Setting up a brand account, finding the right creators and running both on a steady schedule is complex work. Our overview of KOLs and KOCs in China explains how brands combine large and small creators.

Frequently Asked Questions

What is Little Red Book?

Little Red Book (小红书, Xiaohongshu, also called RedNote) is a Chinese app where users share notes, short posts with images or video, about products, travel, food and lifestyle. Many Chinese shoppers search it before buying.

What is a note on Little Red Book?

A note (笔记) is the basic post on Little Red Book. It is a set of images or a video with a title and text. Notes can be liked, saved and commented on, and appear in the Explore feed and in search.

What is Pugongying (蒲公英)?

Pugongying is Little Red Book's official platform for paid creator collaborations. Brands use it to find creators, book paid notes and track their results.

Why do saves matter on Little Red Book?

Users save notes they want to come back to, often before a purchase. A high number of saves compared to likes shows that readers see the note as useful buying advice.

Can foreign brands open a Little Red Book account?

Yes. Foreign brands can open a verified brand account, and can also open a store inside the app to sell directly to Little Red Book users.

Shanghai Jungle

Shanghai Jungle is a China market entry agency and Tmall Partner with locations in Shanghai, Copenhagen, and Stuttgart. We set up and run Little Red Book accounts, creator campaigns and e-commerce stores for foreign brands. Get in touch →