Xiaohongshu (小红书), or “Little Red Book,” is a thriving platform in Malaysia, with over 2.5 million local users exploring lifestyle trends, reviews, and purchases. For brands, cracking Xiaohongshu’s algorithm is the key to reaching this engaged audience. Unlike Google, Xiaohongshu’s system prioritizes in-platform signals to rank content in search and Explore feeds. Here’s what Malaysian brands need to understand to succeed in 2025.
Initial Exposure: The First 24 Hours Matter
Every post gets a small initial push to a test audience based on its keywords and hashtags. Xiaohongshu’s algorithm watches how users react in the first 24 hours—views, likes, and comments determine if it’s worth amplifying. Post at peak times (7-9 AM or 8-10 PM MYT) with strong hooks (e.g., “KL’s Hidden Condo Gems”) to maximize early traction.
Engagement Rate: Likes, Saves, and Comments Drive Rankings
Engagement is king. The algorithm tracks likes, saves (收藏率), and comments as signals of value. A post with 500 saves outperforms one with 500 views alone. Encourage interaction—ask “Which Penang property would you buy?” or add CTAs like “Save this for your next investment!”—to boost your score.
Account Authority: Consistency Builds Trust
Your account’s strength matters. Xiaohongshu favors profiles with regular posting (2-3 times weekly), a clear niche (e.g., real estate, beauty), and growing followers. A Malaysian property agent posting weekly condo tours builds more authority than sporadic updates, earning higher visibility over time.
Content Quality: Originality and Visuals Rule
Duplicate or low-effort posts get buried. Xiaohongshu rewards fresh, authentic content—think a unique “Why I Love Selling Johor Homes” story over generic listings. High-quality visuals (1080x1350px, 3:4 ratio) like property videos or product close-ups also lift rankings, as users linger and share.
Search Relevance: Keywords and Hashtags Are Key
Xiaohongshu’s search-driven nature (over 60% of its 300M+ global users use it) demands optimization. Use 3-5 keywords in titles and captions (e.g., “Malaysia skincare 2025”) and mix trending (#MalaysiaTravel) with niche hashtags (#KLCondos). Relevant, targeted terms ensure your post surfaces when users browse.
Avoiding Pitfalls: Stay Compliant
The algorithm penalizes violations—external links, spammy comments, or overused hashtags can tank your reach. Keep content in-platform (e.g., “DM for details” instead of website URLs) and avoid keyword stuffing to maintain visibility and trust.
Why It Matters for Malaysian Brands
With Malaysia’s diverse market—especially its 22.6% ethnic Chinese population—Xiaohongshu is a prime channel for brands in property, beauty, travel, and more. Understanding the algorithm lets you turn casual scrolls into sales, tapping into a high-intent audience that trusts Xiaohongshu’s community over traditional ads.
Master Xiaohongshu with Expert Help Today!
Don’t let Xiaohongshu’s algorithm intimidate you—it’s your gateway to millions of Malaysian customers. Ready to rank higher and grow your brand? Contact Xiaohongshu experts at +6012- 696 3011 for a free consultation—unlock your 2025 success now!
