In order to help the brands on its platform reach their target users in a much more efficient and productive way, Xiaohongshu, a life sharing platform in China, launched a one-stop advertising service platform named “Spotlight” on Saturday to help supercharge brand exposure.
According to the company, its users have searched on the platform about 150 million times every day, generating over 30 million searching terms. Behind the search terms is not only traffic, but also a series of interactive behaviors such as praise, comments and collection, which often lead to consumption decisions.
With user lifetime value as the underlying design concept, the “Spotlight” platform covers two key decision-making scenarios: searching and browsing, as well as supporting intelligent product advertising and providing advertisers with integrated marketing solutions.
The “Spotlight” platform supports advertising in the form of posts with products or online shops attached. The platform can also help attract more of an audience for live-streamming. According to Xiaohongshu, more than 38% of the users attracted by advertising subsequently clicked through the live-streaming channel.
Xiaohongshu, a content platform founded in Shanghai in 2013, had been previously mired in some controversy regarding false advertising. On Friday, the platform launched a set of Community Guidelines for Businesses, setting out a code of conduct for merchants and brands to keep the platform an authentic space with transparent engagement.