Part 6: From Zero to Engagement – Building a Xiaohongshu Presence in 30 Days

If you’re a brand in Australia targeting the Chinese community, Xiaohongshu (also known as RedNote) can be a powerful way to build trust, awareness, and sales. But for many businesses, the biggest question is:

“Where do I even start?”

Here’s the good news – with the right plan, you can go from zero followers to genuine engagement in just 30 days. Below is a practical step-by-step roadmap we use at EzyMarketing to help new brands establish themselves on Xiaohongshu.

Week 1: Laying the Foundation

Goal: Get your account set up and ready to publish.

• Create/Verify Your Business Account – Register for an official RedNote business account and complete all brand information.

• Brand Assets – Prepare your logo, colour palette, and tone of voice for consistent branding.

• Competitor Scan – Research similar businesses in Australia to understand what works.

• Content Pillars – Decide on 3–4 recurring themes, e.g. product features, customer stories, behind-the-scenes, lifestyle tips.

Tip from EzyMarketing: Don’t overthink perfection in the beginning – authenticity matters more than glossy production.

Week 2: Soft Launch with Authentic Content

Goal: Publish your first batch of posts and start introducing yourself.

• Post 3–4 Foundational Notes:

  
  

  • Brand Introduction – Who you are, your story, and your purpose.

  • Behind-the-Scenes – Show your team, workspace, or process.

  • Lifestyle or Value Post – Tips, insights, or inspiration related to your industry.

  • Personal Touch – Share something relatable or unique to your brand.

  
  

• Use relevant hashtags and location tags to improve discovery.

• Engage with 5–10 similar accounts daily by commenting, liking, and following.

Tip: Early-stage growth on RedNote is all about being a “real person,” not a faceless brand.

Week 3: Consistency & Light Promotion

Goal: Build posting momentum and test light paid reach.

• Post 3 times a week – Short videos, photo stories, and text-image combinations.

• Experiment with Short-Form Video – Even 15–30 seconds can drive strong engagement.

• Boost Best-Performing Post – Use 聚光 (RedNote Ads Manager) to promote your most engaging post to a local Chinese audience.

• Community Building – Reply to every comment and DM to nurture relationships.

Tip: Paid promotion works best when paired with organic content – not as a replacement.

Week 4: Analyse, Adjust, Accelerate

Goal: Learn from your first month and double down on what works.

• Review Metrics – Look at saves, shares, and comments (not just likes).

• Identify Top Content Types – What format, topic, or style performed best?

• Plan Next Month’s Content – Based on results, plan 70% proven content and 30% experiments.

• Consider Collaborations – Partner with local influencers or complementary brands.

Tip: Your first 30 days are about establishing a voice, not chasing viral success. Long-term growth comes from trust and consistency.

Why This Works in the Australian Market

The Chinese community in Australia uses Xiaohongshu not just to shop, but to discover trusted recommendations and local experiences. By showing authenticity, consistency, and local relevance in your first 30 days, you set the foundation for sustainable growth – without burning out or overspending.

EzyMarketing can help you with every step – from setting up your business account, to content creation, to running targeted RedNote ads. If you want a done-for-you plan or personalised coaching, get in touch with us.