Xiaohongshu Marketing Is Changing — And These 3 Types of Content Are Losing Traffic

Lately, more and more Singaporean business owners — from F&B and retail to beauty salons and gyms — have told me the same story:

“I’ve been posting on Xiaohongshu for months, and suddenly my reach dropped by half.”

Many assume it’s because their content quality has declined. In reality, Xiaohongshu’s rules have quietly changed. If you’re still using the same old playbook, your account could soon be left behind. The platform is now dialing down visibility for three types of content.

A woman studies her Chinese social media metrics on a laptop, looking concerned about the numbers.

The “Always-Perfect” Type

Morning runs at Marina Bay, queues stretching outside your shop, daily sales hitting five digits — those polished stories used to perform well. But now, customers feel the distance. It looks too perfect, too far from real life.

What’s performing better today? Moments that feel human — even slightly imperfect. For example: “On our café’s first day, it poured nonstop. Not a single customer came. Then the shop owner next door brought me a pot of soup — and even helped post our reopening on WeChat.”

That kind of moment feels real and warm. It builds emotional connection, which drives comments, shares, and long-term trust — not just temporary likes.

The “Pure How-To” Type

Posts like “Three steps to raise your restaurant’s average bill size” or “Five ways to increase your salon’s return rate” are informative — but they read like manuals. Readers save them, but they rarely engage.

A better approach is to blend knowledge with storytelling. For instance: “I tried three delivery platforms. Guess which one made the most profit? None — it was the handwritten takeaway slips my hawker neighbour taught me.”

This style invites conversation. Other business owners comment, share their experiences, and build a sense of community around your brand.

The “Trend-Chasing” Type

One day it’s the Sentosa event, the next day it’s Olympic-themed food — whatever is trending, you follow. The problem? No unique voice.

Accounts that focus deeply on one niche now perform far better. Think “Hidden Hawker Gems in Chinatown” or “Geylang Supper Map.” Even with just a few hundred followers, these creators attract loyal, high-value customers who trust their expertise.

So What Should You Do Instead?

Here are three strategies I recommend for Singapore business owners who want to thrive on Xiaohongshu marketing— and across WeChat Channels and short-video platforms like TikTok or Douyin.

Turn “Experts” into “Enthusiasts”

People trust people — not lecturers. If you’re a seasoned restaurant consultant, reposition yourself as “a foodie boss who tries three cafés a week.” If you’re an interior designer, be “the shop-front design addict who can’t stop exploring store layouts across Singapore.”

That shift makes your content feel relatable, approachable, and human.

Give Your How-Tos an Emotional Hook

Don’t just post “Three tips to increase turnover.” Try: “That night we finally had a full house. I stood behind the cashier and heard laughter from the kitchen. For the first time, I felt every late night was worth it.”

Authentic emotions — joy, frustration, pride — create the connection algorithms now reward.

Go Deep on One Passion

Whether it’s documenting hawker stall makeovers or collecting unique shop-sign designs across Singapore, depth beats breadth. Even if your niche feels small, genuine enthusiasm attracts the right followers — potential customers, collaborators, and advocates.

In community-driven platforms like Xiaohongshu, 100 engaged fans are worth more than 1,000 passive followers.

Final Thoughts

Xiaohongshu’s shift isn’t a punishment — it’s a reminder. People are tired of perfection and repetition. They want honesty, emotion, and expertise that feels real.

These principles are also relevant to WeChat Channels and short-video marketing. Whether you're placing ads, posting stories, or sharing behind-the-scenes footage, prioritize genuine storytelling rather than just selling.

About the Author: David Wei — Singapore storytelling coach and co-founder of Ember Spark. He helps businesses and entrepreneurs use Xiaohongshu, WeChat, and short-form video content to attract high-value Chinese-speaking customers.