With over 300 million monthly active users and unprecedented engagement rates, Xiaohongshu (RedNote) is the most vibrant growth platform for creators, brands, and digital storytellers in 2025.
However, succeeding on RedNote requires a very different approach compared to TikTok or Instagram. The Xiaohongshu algorithm values relevance, informative value (“Dry Goods”), and visual aesthetics above sensationalism.
In this deep dive, we break down the top trends shaping the platform and share proven tactics to help your notes rank higher and gain organic viral reach.
1. Understand the CES Score Algorithm
Unlike platforms that rely heavily on follower count, RedNote uses a proprietary CES (Community Engagement Score) system to determine whether your post gets promoted to larger traffic tiers.
CES Formula = (Likes × 1) + (Collects/Saves × 2) + (Comments × 3) + (Shares × 4) + (Follows × 5)Why Saves (Collects) and Shares Matter Most:
On RedNote, a Collect (Star icon) carries double the weight of a simple Like. The algorithm interprets a save as proof that your content has long-term utility. Always ask yourself: “Does this post give viewers a reason to bookmark it for later?”
2. Master the “Golden First Cover” Rule
On Xiaohongshu’s 2-column explore grid, your cover image accounts for 80% of your click-through rate (CTR).
Key Design Principles for High-Converting Covers:
- Aspect Ratio: Always shoot in 3:4 or 9:16 vertical format to occupy maximum screen real estate.
- Bold Title Overlay: Place high-contrast text in the upper third of the image summarizing the exact benefit (e.g., “3 Secrets to Glass Skin in 7 Days”).
- Clear Lighting: Bright, warm, natural lighting consistently outperforms dark or overly filtered graphics.
- Visual Proof: Before/After comparisons or clean flat-lays with labeled tags drive immediate curiosity.
3. Top Content Formats Dominating in 2025
If you are planning your content calendar, these formats are experiencing the highest organic traction:
A. The “Step-by-Step Breakdown” (保姆级教程)
Known as “nanny-level tutorials” in the community, these are ultra-detailed guides leaving no ambiguity. Whether it’s a makeup technique, travel budgeting guide, or productivity tool setup, thoroughness wins.
B. Aesthetic Daily Vlogs (沉浸式 - Immersive Experience)
ASMR sounds, minimalist transitions, clean room aesthetics, and relaxing soundtrack choices create an immersive, soothing experience that keeps retention rates high.
C. De-Influencing & Honest Swatches
Users appreciate honesty. Comparing popular products and pointing out pros AND cons builds deep trust and drives comment discussions.
4. Hashtag & Search Keyword Optimization (SEO)
RedNote functions as a search engine. To ensure your notes continue receiving traffic months after posting:
- Include Target Keywords in the First 30 Characters: Place your primary topic in both the title and opening sentence.
- Use 3 to 5 Highly Relevant Tags: Combine 2 high-volume tags (e.g.,
#RedNoteTips,#OOTD) with 2 niche long-tail tags (e.g.,#PetiteFashionGuide,#4kVideoEditing). - Encourage Comments with an Open Question: End your caption with an engaging prompt like “Which shade would you wear?” or “Drop your questions below!”
Conclusion & Action Checklist
Growing on RedNote is all about delivering genuine value with exquisite visual taste.
Your 5-Step Action Plan:
- Optimize your profile with a clear niche and aesthetic banner
- Design vertical covers with compelling benefit titles
- Optimize for saves and bookmarks by sharing dense “dry goods”
- Tag relevant keywords for long-term search discovery
- Use RedNote Downloader to study top-performing creators’ media offline
Ready to dive in? Start creating and explore our library of guides to keep learning!
