💡 Subsection Title
If you’re a UK advertiser scratching your head about how to get Colombian creators to push mobile app installs on Xiaohongshu (aka RedNote), you’re not alone. Brands keep asking for a realistic playbook: where to find creators, how to brief them, what to expect for ROI, and whether the whole thing is worth the faff.
Two facts cut through the noise and explain why this matters. First: Xiaohongshu’s audience is massively product-minded — Kenan, Xiaohongshu’s COO, stated in 2024 that roughly 70% of monthly active users engage in product-search behaviour and 90% report that the platform’s content influences purchase decisions. Second: independent market reporting (MENAFN / EIN Presswire) highlights that marketing on RedNote has been delivering up to 2.6x higher ROI than certain competitors, making it a platform you can’t afford to ignore if your audience overlaps Chinese-speaking consumers or cross-border shoppers.
But that’s the platform-level story. The trick for UK advertisers is operational: how do you actually surface Colombian creators who can produce content that converts into app installs — not just pretty posts? In this guide I’ll walk you through realistic discovery channels, outreach scripts, what to measure, and a sample campaign structure tailored to get installs — plus a short data snapshot to help you compare options. I’ll reference the platform-level stats above and explain how they translate into install-focused tactics you can run from London, Manchester or wherever you’re based.
📊 Data Snapshot Table Title
| 🧩 Metric | Xiaohongshu (RedNote) | Local agencies / KOL networks | Programmatic / Ads |
|---|---|---|---|
| 👥 Monthly Active | 300,000,000 | Varies by partner | Varies by buy |
| 🔎 Product-search intent | 70% | Moderate | Low–Moderate |
| 🛒 Content influences purchasing | 90% | High for niche creators | Variable |
| 💰 Reported ROI uplift | 2.6x (vs competitors) | Depends on negotiation | Often lower CPA than creatives |
| ⚙️ Best use-case | Authentic product discovery & tutorials | Creator sourcing & bilingual localisations | Scale & retargeting |
Xiaohongshu’s platform-level metrics (300 million MAU; 70% product-search behaviour; 90% claim of content influencing purchases — cited from Xiaohongshu COO Kenan, 2024) make a clear case: creator content on this app is discovered and acted upon. The MENAFN / EIN Presswire market analysis reinforces this — noting that RedNote marketing has delivered a higher ROI compared to some competitors. For a UK advertiser, the practical takeaway is simple: creator-led, conversion-oriented content on Xiaohongshu is usually the most effective route for installs, while agencies and programmatic channels have roles for scale, localisation and retargeting.
😎 MaTitie SHOWTIME
Hi — I’m MaTitie, the author and resident deal-hunter who’s spent years testing how to get real conversion from tricky cross-border platforms.
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💡 Subsection Title
Alright — now the pragmatic bit. Finding Colombian creators who can post on Xiaohongshu and drive installs is a three-part job: discover, qualify, activate.
1) Discover — where to look
• BaoLiba and regional influencer directories: Start with global creator hubs (like BaoLiba) that list creators by country and category. They’re great for an initial shortlist and for seeing follower counts and recent work.
• In-platform search & tags: On Xiaohongshu, use bilingual keyword searches — Spanish and simplified Chinese — because many Colombian creators aiming at Chinese audiences will include Chinese tags or bilingual captions. Look for posts that combine travel, beauty, lifestyle or fintech topics with Chinese-language captions.
• Niche Chinese-language groups and cross-border micro-communities: Creators who post travel or product-unboxing content targeted at Chinese shoppers often collaborate across borders. Search for Colombia travel + haul + 中国买家 style content.
2) Qualify — what to check before you reach out
• Use hard metrics first: engagement rate, save/bookmark counts, comment quality (are comments real conversations or spam?), and whether the creator links to apps or provides install walkthroughs.
• Ask for sample performance: Request past case studies or anonymised KPIs for installs or conversion events. If they don’t have direct app-install numbers, look at search lift, mentions and UTM-tagged landing visits.
• Language capability and localisation: Confirm whether they can produce Chinese captions or work with a translator. Authenticity matters — users on Xiaohongshu expect localised, long-form experiences, not direct machine translations.
3) Activate — briefs and incentives that work
• Creative brief: focus on “how to use” and “why it saves time/money/looks better” rather than generic praise. Xiaohongshu users prefer step-by-step sharing, honest pros/cons, and visual demos.
• Install funnel: use a clear CTA, an attribution link or campaign SDK, and one-click install flows. A trackable promo code in Chinese is golden — easy to share and easy to attribute.
• Pricing: consider pay-for-performance (CPI) blended with a content fee. Given the platform’s product intent, hybrid deals reduce risk and encourage creators to optimise for installs.
A sample outreach script (short & UK-friendly):
“Hi [Name], love your recent post about [topic]. We’re launching [app] with a UK-based team targeting Chinese-speaking users interested in [niche]. Would you be open to a collab combining a demo post + an install promo code? We can discuss CPI + fixed creative fee. Happy to share KPIs and a brief.”
Use small pilots to test creative approaches (e.g., tutorial vs review), then scale high-performing formats.
🙋 Frequently Asked Questions
❓ How do I track installs properly from Xiaohongshu campaigns?
💬 Use an attribution SDK or tracking links (UTM + deep links). For short tests, a unique promo code per creator is a simple, reliable signal. Track installs, first-week retention and search lift on-platform. If you need post-install quality, add a retention KPI to the deal.
🛠️ Will language be a blocker when working with Colombian creators?
💬 Not necessarily — lots of creators collaborate with translators or bilingual copywriters. The key is to brief them on tone and to approve Chinese captions. If a creator can’t produce Chinese, consider a subtitled video or dedicated translator.
🧠 Is Xiaohongshu ROI really better than other platforms?
💬 According to third-party analysis cited in MENAFN / EIN Presswire, RedNote marketing has delivered as much as 2.6x higher ROI than some competitors. Combine that platform-level advantage with creator authenticity and you get a stronger conversion path — but you still need tight measurement and good creative.
🧩 Final Thoughts…
If your aim is installs, don’t chase vanity numbers. Prioritise creators who demonstrate product-led storytelling, bilingual reach, and a willingness to optimise for CPA/CPI. Xiaohongshu is a discovery-first platform — users come looking for products, so the potential for app installs is real, provided you build a campaign that respects local language, trust signals and platform behaviour.
Start small: a 3–5 creator pilot, hybrid payment, and clear tracking. Use BaoLiba to shortlist creators quickly, and lean on agencies only if you need mass localisation or legal-compliance support. If your app’s value props match Xiaohongshu audiences (beauty, lifestyle, travel, shopping, personal finance), you’re already in the right ballpark.
📚 Further Reading
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📌 Disclaimer
This post blends public sources (including statements from Xiaohongshu COO Kenan, 2024 and market analysis reported by MENAFN / EIN Presswire) with practical guidance and some AI-assisted drafting. It’s for informational purposes only — not legal or financial advice. Always validate campaign specifics with your legal/compliance teams and test in small pilots before scaling.
