This week I chat with Rui (@???) a top-tier fashion and beauty influencer on Xiaohongshu with nearly 2 million followers. Our conversation covers a wide variety of topics including how she got started on Xiaohongshu, what type of content she produces and why, what her fans think of sponsored content, the pros and cons of being a Chinese KOL based in NYC, and much, much more.
Her background:
Rui is originally from China, currently based in NYC
She studied statistics at Boston University
Now studying art management at FIT
She had been active on Xiaohongshu for a while, but about two years ago her account really took off
She now has almost 2 million followers
Her content:
She mainly posts three types of content: fashion, beauty, and study/life abroad related
Fashion is her favorite and what she is most passionate about
Beauty is very popular with young, female consumers and there are more opportunities to collaborate with a top luxury brand’s beauty dept. than their fashion dept.; allows you to get a foot in the door
Study/life abroad – a large portion of her audience studies/lives abroad so this is content they can relate to
Why she loves Xiaohongshu and why brands should too:
She loves shopping and this platform is all about shopping
Weibo is too news focused and back when she started the content types were limited
Users go on Xiaohongshu with a shopping mindset
Much easier to find your targeted audience here
What her fans think of sponsored content:
She feels that fans are supportive of sponsored content as long as it is done right.
They understand that KOLs need to partner with brands in order to have an income, and your audience wants you to become better and they want to go along on your journey, so if you get the opportunity to work with a top brand they are excited for you
She also has a personal Weibo account that she doesn’t publicize, but some loyal fans will find and follow, and she uses this as a place to let off steam, show the whole process of collaborating with brands, share behind the scenes, all the work and struggle that goes into these collaborations
You’re a KOL, not a celebrity, so people like to see that you’re a real person with real struggles
The pros and cons of being a Chinese KOL based in NYC:
Pros: Chinese people are generally curious about life abroad so her posts will attract more attention
Cons: She feels like people work harder and grow more quickly in China; There are many events in Shanghai that she is unable to attend
Trends and other interesting takeaways:
Brands have begun moving beyond regular collaborations to create campaigns specifically designed around an influencer’s content and style
She has tried vlogs but isn’t doing them regularly; they are very time consuming to produce and go against the short video trend so she still hasn’t made her mind up about them
?????? is a Douyin content creator who has become popular very recently for his very fast vlogs
As a content creator, Douyin and Xiaohongshu can be difficult because they both open up to an explore page and the algorithm shows users content it thinks they will like, regardless of whether they follow the person or not, so even though you have a huge following, they have to seek you out, won’t always see your posts, no matter how big you get you still need to think about how to get your posts featured
Guest: Rui
Email: daruiruiwang@163.com
Xiaohongshu Account: @???
Host: Lauren Hallanan
Website: www.laurenhallanan.com
LinkedIn: https://www.linkedin.com/in/lauren-hallanan/
WeChat: H1212118514
Thanks to our sponsors PARKLU: www.parklu.com and The Meet Group www.themeetgroup.com/blog
For additional information and show notes head over to www.chinainfluencermarketing.com
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