In 2025, XiaoHongShu (RED) has rolled out major updates to its content and algorithm rules. These changes affect how posts are shown and what kind of content gets more visibility. Factors such as originality, engagement rate, and niche consistency are now central to content visibility and reach.This article outlines the key updates, decodes platform algorithm changes, and offers actionable optimization strategies to help brands and creators thrive in the evolving content ecosystem.
1. Greater Emphasis on Original Content
XiaoHongShu’s algorithm is placing greater emphasis on high-quality, original content—specifically notes with over 60% originality and a minimum of 600 characters.
Content that is repurposed, duplicated, or plagiarized will face strict visibility limitations.
✅ Tip: Focus on sharing authentic, first-hand experiences. Incorporate relevant keywords to boost search performance, and embed interactive elements (e.g., discussion prompts, polls) to increase comments and content scores.
2. Stronger Focus on Niche Expertise
XiaoHongShu encourages creators to consistently focus on a single content vertical (e.g., beauty, home decor). This helps establish authority and increases the likelihood of algorithmic promotion.
Accounts that frequently change direction or style may be flagged as low-authority by the system.
✅ Tip: Build a “professional account” identity by maintaining a consistent style and topic focus, allowing the algorithm to accurately categorize and promote your content.
3. Engagement Rate Becomes a Core Visibility Metric
User engagement is now a key determinant of content reach. The platform prioritizes content based on interaction type in the following order: shares > comments > saves > likes.
✅ Tip: End your post with a question or invite users to share their thoughts. Replying to comments also helps extend engagement time.
4. Account Activity Now Part of Platform Evaluation
Daily logins, consistent posting (at least 3 posts per week), and active community engagement all contribute to account credibility and content exposure.
Creators and brand accounts should also avoid violations such as artificial traffic or sensitive keywords, which could lead to risk classification and reduced visibility.
✅ Tip: Maintain a regular posting schedule, join platform campaigns, and ensure your account remains in good standing
5. Optimizing Keywords and Hashtags
Long-form posts with 3–5 relevant keywords and trending hashtags get extra visibility. However, keyword stuffing or irrelevant tags may trigger penalties.
✅ Tip: Research current trends, use keywords naturally in your writing, and choose hashtags that match your content topic.
Conclusion: Embrace the Rules, Unlock Growth
With the 2025 content ecosystem upgrade, XiaoHongShu is placing greater value on professional content creation, genuine user engagement, and long-term relevance.
By following the latest rules, both creators and brands can achieve sustainable growth and increase their visibility in a competitive landscape.
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Source:
2025小红书新规核心变动，小红书
