How HK creators can craft lasting content on Xiaohongshu

In today’s fast-paced digital landscape, creating content that resonates across different social platforms is both an art and a science for content creators. Having a prominent presence on both Instagram and Xiaohongshu, Hong Kong actress Grace Chan said successfully engaging audiences on each platform requires a deep understanding of their unique preferences and cultural nuances.

During MARKETING-INTERACTIVE's Content 360 Hong Kong, Chan shared that when she first approached Xiaohongshu, she tried not to post similar content from her Instagram on the Chinese social platform. "Instead, I try to find special things that I can add or tweak into it, because I'm still understanding that audience as well."

"But when I see what's posted on Xiaohongshu about me, it's quite interesting, because a lot of it is people who might have shown up at the pop up store for my chocolate brand and taken videos from behind the cabinet and went 'Oh, I saw Grace'. And those views actually are very organic and very high. And I think there is a culture where people don't want things to feel too created, they want to see the more authentic side, be it someone else taking that video for you and being able to see, what this person is truly like outside of just how he or she's performed online," she added.

Despite having her team manage her social platforms, Chan said the key to resonating with target audience on various platforms is the use of language. For example, Mandarin is strongly advised when creating content on Xiaohongshu as it targets Chinese audience. 

“They can read your subtitles, but then that's already a barrier to them. So if you're trying to reach that audience, speak their language, or I've read before that some content doesn't speak at all, so you can reach all the audiences, but then your image and your visual has to be so pinpointed in a way that everyone resonates," she added.

At the end of the day, it's really about understanding the target audience and how creators want to communicate with them, she added. “And once again, even in Hong Kong, you might think it's a smaller market, but it is a market nonetheless. So if you're trying to target this audience, speak their language and be able to resonate with them on that level first.”

Apart from language, in an era of artificial intelligence (AI) disruption, Chan also felt the need to embrace the new technology in content creation. “There’s an old saying, ‘If you can't beat them, join them’. AI, no matter what you think or no matter how you feel about it, it's going to last, at least for quite some time. So instead of being reluctant to use it, think of how you can utilise it to make your life easier.”

Taking one AI-generated video she saw online as an example, a teacher used AI to generate the future career of her students, which showed her what motivation could look like. “And perhaps it was because of this one little moment that inspires them to keep working hard at school so they can achieve that one day. AI is a good tool as well. So I hope everyone can also learn to gradually accept this tool.”

In terms of potential co-branded partnerships, Chan said content creators sometimes have a fluidity to do a bit of everything, suggesting brands offer creators a chance to work together.

“You're able to see their potential to do something, even if that one collaboration isn't ideal or doesn't meet the expectations that you have. It's okay to work with them. You learn from that. So and I think there's no harm in trying, because, as you can see now, social media keeps evolving, just like how Instagram evolved from having posts to Reels and videos,” she added.

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