Xiaohongshu Advertising 101: Which Ad Format Should Your Brand Use?

Posted on November 7, 2025 | By AdXingmei Insights Team

You’ve built a Xiaohongshu (Little Red Book/RED) account. You’ve nailed your seeding strategy with KOCs. Now, it’s time to amplify your reach with paid ads.

But Xiaohongshu’s ad system isn’t like Google or Facebook. It has unique formats designed to fit its "discovery-first" culture— and choosing the wrong one can waste your budget fast.

The best Xiaohongshu ads don’t feel like ads. They blend into the user’s feed, solving a problem or inspiring a desire—while driving clicks to your store.

This guide breaks down the 4 core ad formats, when to use them, and how to get the highest ROI for your brand.

1. Feed Ads: The "Native" Way to Build Awareness

Feed Ads look like regular user posts in the RED feed—photos, videos, or carousels with a small "Sponsored" tag. They’re the most popular ad format because they feel organic.

Best for: Brand awareness and product discovery

• How they work: You target users by interests (e.g., "luxury travel"), demographics (e.g., "25–35 in Shanghai"), or behaviors (e.g., "searched for 'beach resorts'").
• Pro tip: Use content that mirrors your best KOC posts (e.g., a "day in the life" at your resort) — users engage more with familiar formats.
• Cost: CPC (Cost-Per-Click) ranges from $0.50–$2.00, depending on competition.

2. Search Ads: Capture Users Who Are Already Looking

Search Ads appear when users search for keywords (e.g., "best Italian restaurant in Milan" or "organic face cream"). They’re like "Google Ads for Xiaohongshu."

Best for: High-intent users ready to buy or book

• How they work: You bid on keywords relevant to your brand. The highest bidder (with good content quality) gets top placement in search results.
• Pro tip: Target long-tail keywords (e.g., "family-friendly beach resort in Bali" instead of "Bali resort")—they’re cheaper and attract more qualified users.
• Cost: CPC ranges from $0.80–$3.00, with competitive keywords (e.g., "luxury skincare") costing more.

3. Story Ads: Short-Form Videos for Gen Z

Story Ads are 15–30 second vertical videos in the "Stories" section (similar to Instagram Stories). They’re full-screen and highly engaging for younger users.

Best for: Youth-focused brands or trend-driven products

• How they work: Users tap through stories, and your ad appears between organic content. Add a "Swipe Up" button to send users to your store.
• Pro tip: Open with a hook (e.g., "Guess how much this luxury villa costs?")—you have 3 seconds to stop users from swiping.
• Cost: CPM (Cost-Per-Mille, 1,000 views) ranges from $15–$30.

4. Brand Partnership Ads: Collaborate with KOLs for Trust

These ads combine paid promotion with influencer content. You work with a KOL to create a post, then boost it as an ad to their audience + similar users.

Best for: Brands needing to build credibility fast

• How they work: The KOL’s authentic review is labeled "Brand Partnership," but feels more trustworthy than a brand-owned ad.
• Pro tip: Choose KOLs with audiences that match your target (e.g., a "mommy blogger" for family resorts) — relevance beats follower count.
• Cost: Combined KOL fee + ad spend (varies, but starts at $2,000 for mid-tier KOLs).

Which Ad Format Should You Choose?

Start with this simple flow:

1. New to China? Use Feed Ads + KOC Partnership Ads to build awareness and trust.
2. Have existing interest? Add Search Ads to capture users searching for your niche.
3. Targeting Gen Z? Test Story Ads to boost engagement with short videos.

Most brands see the best results with a mix: 60% Feed/Search Ads + 40% Partnership Ads.