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  Effective Brand Marketing on Xiaohongshu? Three Areas to Ponder Social media marketing has become a focal point for many brands looking to promote themselves and Xiaohongshu; a social media platform with a female user ratio of over 80% has quickly become fertile ground for brands looking to plant their seed. More and more brands have found success via the platform. For example, a Made-in-China skincare brand HomeFacialPro (HFP) founded in 2016 annual revenue scaled quickly to over $1 billion Renminbi (~ USD 145 million) in 2019. A big part of their marketing strategy involved using KOL marketing. From 2016 to 2018, HFP partnered with over 1,400 accounts to post over 6,000 sponsored content posts with estimated $100 million Renminbi spending on brand marketing campaigns. The ability of Xiaohongshu to drive traffic to brand websites acknowledged but how does a brand do this effectively on the platform to guarantee traffic. Moreover, at the end of 2019, the platform’s algorithm rule...