Traffic Logic & CES Scoring Explained

Xiaohongshu (Little Red Book) has become a dominant platform in content-driven e-commerce, especially among Chinese Gen Z users. To achieve viral exposure, creators and brands must understand how its recommendation algorithm and CES scoring system work. This guide explains the latest 2025 updates to Xiaohongshu's content distribution model.

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Section 1: How Xiaohongshu’s Algorithm Distributes Traffic

Xiaohongshu’s algorithm is based on a multi-layered recommendation system, designed to reward high-quality and highly engaging content.

1.1 Note Inclusion: First Barrier to Visibility

When a user posts a note:

• It undergoes automated review.
• Violating content (e.g., spam, ads, banned topics) is restricted to followers only, with no exposure in recommendations.
• Compliant content is officially “included”, becoming eligible for further distribution.

1.2 Tag-Based Classification and Initial Push

After inclusion:

• Xiaohongshu uses AI tagging to assign topic labels to the note.
• Tags determine the initial recommendation group (based on user interest graphs).
• The note is then pushed into a starter traffic pool.

1.3 Traffic Pool Tiers: Growth via Performance

Xiaohongshu uses a progressive traffic pool model, which controls how many users see a note:

Stage	Estimated Views	Criteria to Advance
Pool 1	200–500	Basic engagement (likes, saves)
Pool 2	2,000+	Good CES score
Pool 3	10,000+	High CES + follow conversion

• The system monitors real-time engagement.
• High-performing notes are promoted to larger pools, expanding reach exponentially.
• Low-engagement notes may be throttled or stop gaining views.

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Section 2: CES (Community Engagement Score) Explained

The CES score is Xiaohongshu’s internal metric for measuring content performance and engagement depth.

2.1 CES Formula (2025 Version)

CES = Likes x1 + Saves x1 + Comments x4 + Shares x4 + Follows x8

Each interaction type reflects a different level of user intent:

Interaction	Weight	Meaning
Likes	x1	Surface-level interest
Saves	x1	Content perceived as useful
Comments	x4	Active engagement & community feedback
Shares	x4	Content worth spreading to others
Follows	x8	Highest signal of content value

Pro Tip: Reply to user comments promptly. It increases comment count, builds trust, and improves CES—giving your note a higher chance of entering larger traffic pools.

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Section 3: How to Optimize for the Algorithm

To succeed on Xiaohongshu in 2025, creators must align with the platform’s algorithmic priorities:

Focus on High-CES Actions:

• Encourage discussion through CTAs like “What do you think?”
• Create shareable visuals and clear summaries
• Use compelling hooks to drive follows from a single note

Avoid Common Mistakes:

• Don’t post unoriginal or overly commercial content
• Avoid clickbait titles without real value
• Never neglect tag accuracy, as it determines your initial audience

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Final Thoughts

Mastering Xiaohongshu’s algorithm is not just about luck—it's about strategy. By understanding:

• How notes are included, tagged, and promoted
• How CES is calculated and why it matters
• How to drive the right types of engagement

You can consistently boost your content’s visibility and unlock meaningful growth in China’s fastest-growing content platform.