As Xiaohongshu (RedNote) continues to grow in Malaysia, more businesses and creators are using the platform to reach both local and international audiences. However, many brands still evaluate their content based solely on likes, saves, or views. When content doesn’t perform as expected, it’s easy to blame the algorithm—while ignoring the real issues already hidden within your analytics dashboard.
This guide will walk you through how to access Xiaohongshu’s analytics and highlight the core metrics your brand should track. By mastering these analytics, you can optimize your content strategy, boost organic traffic, and maximize your marketing ROI.
1. How to Access the Xiaohongshu Analytics
Many creators post daily without knowing where to find accurate, official performance data. To audit your account health, follow these steps to access the data center:
- Step 1: Go to your Xiaohongshu profile page.
- Step 2: Tap on the Creator Center.
- Step 3: Look for the data insights growth section (often labeled under note performance/growth) to enter the analytics dashboard.
- Step 4: Select Account Overview. This dashboard displays your overall account health and should be reviewed regularly by your marketing team.
2. Two Core Metrics Every Brand Should Monitor
Once you enter the “Account Overview”, you’ll see a radar chart that provides an overview of your account’s performance. If all indicators appear normal, your account is generally in good health.
At this stage, brands should focus on two important metrics.
1. Profile Visits
Profile Visits show how many users have visited your brand profile within a given period. This is one of the strongest indicators of brand interest.
If your posts receive high exposure but profile visits remain low, it usually means users are seeing your content but aren’t interested enough to learn more about your brand. This often suggests that your brand positioning, profile presentation, or content strategy could be further optimized.
2. Traffic Sources
The Traffic Source report helps you understand exactly where users are discovering your content. Each traffic source provides valuable insights that can help shape your content strategy.
Common traffic sources include:
- Search: Users discover your content by searching for your account name or relevant keywords. A high percentage of search traffic usually indicates strong keyword optimization and long-term search visibility.
- Profile: Users visit your main profile first, then click around to read your other posts.
- Recommended Feed: Your content is recommended by XiaoHongShu’s algorithm to new audiences through the home feed.
- Other Sources: Traffic generated through shares, saves, comments, topic pages, and other discovery channels.
3. Five Key Post-Level Metrics
While account-level analytics provide an overview of your overall performance, post-level analytics reveal how each piece of content performs and what drives its growth.
Beyond total views, brands should pay close attention to the following metrics.
➤ Impressions
Impressions measure how many times your content has been displayed to users. They also indicate whether Xiaohongshu continues recommending your content to a wider audience.
If impressions remain consistently low, review the following:
- Account Status: Ensure your account hasn’t been affected by policy violations or other issues that could reduce visibility.
- SEO Keyword Optimization: Review your hashtags, captions, and keywords to ensure they’re relevant to your target audience. Weak keyword optimization can make it harder for Xiaohongshu to recommend your content.
(Related Article | Optimizing XiaoHongShu Marketing: 5 Operational Details Crucial for Enterprise Success)
➤ Cover Click-Through Rate (CTR)
Generating impressions is only the first step. Your cover image and title are what encourage users to click.
A higher click-through rate generally indicates that your cover design and headline successfully capture users’ attention. If your CTR remains low, consider improving your cover visuals and title to make your content more compelling.
➤ 2-Second Exit Rate
Once a user clicks in, retention becomes an important measure of content quality.
If a brand relies on misleading clickbait, users will quickly back out when the content doesn’t match their expectations. A high exit rate usually indicates that your content isn’t meeting audience expectations, which may also affect how widely it is recommended by the platform.
➤ 5-Second View Rate
For video content, retention in the first 5 seconds is an important ranking signal for the algorithm. High completion rates signal to Xiaohongshu (XHS) that your content is engaging, increasing the likelihood of reaching a wider audience.
Here are a few ways to improve your view rate:
- Keep your content concise and maintain a strong pace.
- Use supporting visuals (B-roll), captions, or transitions to create a more engaging viewing experience.
- Start with a compelling hook that encourages viewers to keep watching.
➤ Post Diagnosis
Xiaohongshu provides a Post Diagnosis tool that evaluates your posts across multiple dimensions, including:
- Traffic Conversion
- Hook Effectiveness
- Engagement Performance
- Content Depth
- Video Quality
If any category is marked as “Needs Improvement”, focus on improving that specific area first before making broader changes. This makes it easier to identify what’s actually affecting your content performance.
Conclusion
The value of analytics isn’t just about measuring past performance—it’s about making better decisions for your next piece of content.
When brands understand where their traffic comes from, why users stay engaged, and what drives meaningful interactions, they can continuously refine their content strategy and improve overall performance.
Brands that consistently succeed on Xiaohongshu don’t rely on luck or a single viral post. Instead, they leverage data to refine their strategy, optimize every piece of content, and build sustainable brand growth over time.
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天天发帖不一定有用：XHS 数据这样看！, cacaFly Malaysia XHS
