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Guide4 min read

How to Reach the Right Audience

To succeed on Xiaohongshu (Little Red Book) in 2025, content creators and brands must understand where their note's traffic originates. Xiaohongshu’s traffic ecosystem is driven by three main sources:

  • Following Page
  • Search Page
  • Discover Page

Each channel plays a unique role in visibility, engagement, and growth. Let’s explore how they work and how to optimize for each.

Traffic Source Breakdown

Traffic SourceShare of Total TrafficDescription
Discover Page70–80%Main algorithmic feed powered by CES score
Search Page10–20%Intent-driven traffic from user searches
Following Page10–20%Loyal audience from your followers

1. Following Page — Your Private Traffic Base

Share: ~10–20% Audience: Your current followers

This section delivers content to people who’ve already followed you. It’s not affected by algorithm performance or engagement scoring.

Optimization Tips:

  • Post consistently to stay top-of-mind
  • Build creator-audience intimacy with behind-the-scenes content
  • Actively reply to comments and DMs to deepen loyalty

Note: This traffic doesn’t help notes go viral but is vital for retention and trust. Think of it as your owned media channel.

2. Search Page — Long-Tail, High-Intent Traffic

Share: ~10–20% Audience: Users actively looking for answers, reviews, inspiration

Search traffic is highly targeted and conversion-friendly. Users here have a clear purpose—this makes search traffic very valuable.

Optimization Tips:

  • Do keyword research to align with common search terms (e.g., "留学APP推荐", "轻食食谱")
  • Add searchable titles and captions to your notes
  • Structure content to answer specific questions or comparisons

Example: A note titled “适合独居女生的10个效率APP推荐” can rank well for both “效率APP” and “独居女生”。

3. Discover Page — Main Algorithmic Engine (CES Driven)

Share: 70–80% Audience: Algorithm-matched users based on behavior & interest

This is the most powerful and competitive source. The platform pushes high-CES content into increasingly larger traffic pools.

Optimization Tips:

  • Hook users early with scroll-stopping visuals or headlines
  • Focus on engagement within the first 1–2 hours (likes, shares, comments)
  • Follow the CES formula strictly: CES = Likes x1 + Saves x1 + Comments x4 + Shares x4 + Follows x8

Pro Tip: High Discover exposure = high follower growth + new search impressions. It’s the flywheel effect.

Strategic Content Planning: How to Target All Three

GoalChannelTactics
Build loyaltyFollowingAuthentic content, personal stories, community replies
Drive conversionSearchKeyword-rich content, problem-solving formats
Go viralDiscoverHigh-engagement formats, trending hooks, CES optimization

Final Thoughts

To thrive on Xiaohongshu in 2025, think like a media strategist:

  • Use Following Page to nurture your core audience
  • Use Search Page to bring in high-conversion leads
  • Use Discover Page to unlock exponential growth

A well-rounded content strategy touches all three—and that's how notes grow from seen to viral.

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