Why We Recommended Rednote (Xiaohongshu) Over WeChat for Reaching Chinese Communities in Australia— A Case Study from EzyMarketing

At EzyMarketing, we often meet local Australian businesses that want to expand into the Chinese community. One recent client approached us with a common request:

“We want to use WeChat to promote our products and services to the Chinese market in Sydney — can you help us build a WeChat Official Account?”

While we absolutely understand the appeal of WeChat, we advised the client to hold off on investing in a WeChat Official Account — and here’s why.

Why WeChat Might Not Be the Best Starting Point

WeChat is a powerful tool within the Chinese-speaking community — but only as a private communication channel. It’s mainly designed for one-on-one or group messaging, and not built for broad, discoverable marketing unless you already have a loyal audience. Without an existing follower base, building up visibility on WeChat is extremely slow and manual.

While many businesses are still used to promoting via WeChat Official Accounts, the platform is still primarily centred around text and image-based content. In today’s digital landscape, video has become the core of effective marketing and a key driver of engagement. Compared to traditional formats, video content is far more powerful in attracting attention, generating traffic, and building brand awareness. By consistently creating and distributing engaging video posts—combined with precision-targeted ads—we help brands quickly establish their presence within the Chinese community in Australia and achieve meaningful, localised results.

Our Recommendation: Start With Rednote (Xiaohongshu)

Instead of pouring resources into WeChat from scratch, we recommended the client to focus on Xiaohongshu (Rednote) — one of the most popular and fast-growing platforms among Chinese users in Australia, especially younger, trend-driven audiences.

Here’s why:

• Highly Discoverable: Xiaohongshu functions like a search engine and lifestyle hub. Users often search for product reviews, local businesses, services, and tips.

• Powerful Targeting: When you upgrade to a Professional Account, you gain access to 聚光广告系统 (Juguang Ads), which allows you to run location-based, interest-specific ads.

• You can target Chinese users in Sydney who have searched or viewed posts containing specific keywords within the last 30 days — that’s next-level precision.

• Video-Centric & Visual: Xiaohongshu favours short-form video and image-based content, and with our in-house video production and editing capabilities, we make sure your brand is shown in the best light.

Quick Execution, Real Results

The client immediately agreed and got started. Within a few days, we began:

• Filming short-form videos tailored to the client’s target audience.

• Setting up their Xiaohongshu Professional Account.

• Planning a series of paid, keyword-based campaigns using 聚光 (Juguang).

• Preparing consistent content that educates, engages, and converts.

Why This Approach Works for Australian Businesses

• Faster Exposure: No need to wait months to build followers organically.

• Better ROI: Your ad spend is directed at people who are already searching for similar services.

• Smarter Strategy: You’re building presence on a platform where Chinese-Australians are already actively spending time and looking for recommendations.

EzyMarketing’s Role

We helped this business go from zero to launch-ready on Xiaohongshu in just a week — handling:

✅ Strategic advice

✅ Video production

✅ Professional account setup

✅ Advertising configuration

✅ Content creation & posting

✅ Reporting and analytics

If you’re an Australian business wanting to reach the Chinese community effectively, don’t waste time on outdated or inefficient methods.

Let’s take a smarter, faster route — and let EzyMarketing help you every step of the way.

📩 Ready to grow? Contact us today.

🔗 www.ezymarketing.co