Why XHS (Little Red Book) Is Not the Same as Facebook, Instagram, or TikTok

Many people assume that Xiaohongshu (XHS) a.k.a Little Red Book is just another social media platform like Facebook, Instagram, or TikTok—but that’s a huge misconception. While these platforms may seem similar on the surface, Xiaohongshu operates on a completely different content strategy, audience behavior, and business model.

If you try to use Facebook/Instagram/TikTok strategies on XHS, you’ll likely struggle to get traction. To succeed on Xiaohongshu, you first need to understand why it’s different and how to play by its rules.

XHS Is a Content Discovery Platform, Not Just a Social Media App

Unlike Facebook and Instagram, where content is mostly pushed to your existing followers, XHS prioritizes content discovery. This means that even if you have zero followers, your post can still reach thousands of users if the algorithm finds it valuable.

🔹 Facebook & Instagram: Primarily work on a follower-based model. If you don’t have many followers, your posts get little exposure.
🔹 Xiaohongshu: Prioritizes content over followers, meaning a new account can go viral purely based on content quality.

👉 XHS = A combination of Instagram (visual content) + Google (search-based discovery).

XHS Users Want “Real-Life” Content, Not Overly Polished Marketing

On Instagram and TikTok, flashy, viral, and high-production content dominates. However, on Xiaohongshu, authenticity is king.

🚫 Facebook/Instagram/TikTok:

• Highly edited videos/photos with professional production.
• Influencers use staged content that looks like an advertisement.
• Engagement comes mostly from entertainment value.

✅ Xiaohongshu:

• Users prefer genuine, unfiltered content.
• People want personal experiences & recommendations over ads.
• Comments and discussions are more in-depth rather than just quick likes.

👉 Example: Instead of a polished TikTok-style video saying "Buy this beauty product now!", an XHS post would be:
"I struggled with acne for years. I tested this product for 3 months—here's my honest review."

XHS Is Search-Driven, Unlike Facebook & TikTok

Another key difference is that XHS functions more like a search engine than a social media platform.

🔹 Facebook & Instagram: Content disappears quickly in feeds & stories, making older posts hard to find.
🔹 TikTok: Focuses on short-term trends—virality today, forgotten tomorrow.
🔹 XHS: Users search for content like on Google, and old posts can still generate traffic months later.

👉 Why does this matter?
If you create evergreen, valuable content on XHS, your post can keep attracting views, comments, and engagement for months or even years.

XHS Is More About “Community Trust” Than Just Viral Content

🚫 TikTok & Instagram:

• Designed for entertainment, trends, and mass virality.
• Users passively consume content with little in-depth discussion.

✅ XHS:

• Users actively engage, discuss, and ask questions.
• Comment sections often become mini-forums where people exchange experiences.

👉 Example: If you post about starting a business in Malaysia, people will ask detailed questions in the comments, and those discussions will help the post stay relevant longer.

XHS Is an E-Commerce Powerhouse, Not Just a Social App

One of the biggest differences is how Xiaohongshu integrates social commerce.

🔹 Facebook & Instagram: Have e-commerce features, but most purchases happen outside the platform.
🔹 TikTok: Mainly trend-based impulse buying (short-lived fads).
🔹 XHS: Acts as a trusted research platform before purchasing. Users see real reviews, case studies, and discussions before making a decision.

👉 If you want to sell on XHS, hard-selling doesn’t work. You need to build trust first through content, storytelling, and real engagement.

XHS vs. Facebook, Instagram, TikTok

How to Win on Xiaohongshu

Now that you understand the differences, how should you adjust your strategy for XHS?

1️⃣ Forget the “Short-Term Viral” Mindset → Focus on valuable, long-lasting content.
2️⃣ Engage in Real Conversations → Comment sections are key to building authority.
3️⃣ Create Searchable Content → Think of XHS more like Google than Instagram.
4️⃣ Prioritize Trust Over Promotion → If users trust your content, sales will come naturally.
5️⃣ Consistency is Key → Unlike TikTok, where trends matter more, consistent posting wins in the long run on XHS.

Xiaohongshu is Not “Just Another Social Media”

If you’re looking to grow a brand, business, or personal influence, Xiaohongshu offers long-term, organic reach—but only if you play by its rules. It’s not about trendy, fast-moving content like TikTok or algorithm-based social networking like Instagram.

🔹 Use XHS as a content library, not just a social feed.
🔹 Create deep, valuable content instead of chasing quick likes.
🔹 Engage in discussions to build trust, not just push content.

Understanding why XHS is different will help you avoid mistakes, grow faster, and ultimately leverage its full potential for business and brand-building. 

About The Author ~ TREEY® 

We elevate brands' online presence with SEO and Google Ads expertise since 2012. We work with only 2 companies per industry, helping them outrank 90% of competitors on Google Ads. No management fees on ad spend—just results, ethics, and zero conflicts of interest!