On July 8, rednote announced a new round of brand upgrades, updating its brand slogan from “Life Guide” to “Your Life Interest Community,” further clarifying the platform's core logic: content no longer prioritizes ‘practicality’ as its primary value but instead builds community connections through “authentic expression under interest tags.”
According to official data from FoxData, as of July 17, 2025, Xiaohongshu's daily active users peaked at approximately 46 million.
Among these, the fastest-growing sections of user-generated content include:
These types of content share the following characteristics: they are non-utilitarian, non-utilitarian, but highly emotionally resonant.
In the past, users sought “solutions to problems” through content platforms—such as travel recommendations, fashion tips, and skincare reviews. The effectiveness of content was determined by its “accuracy and authority.”
Now, we see users increasingly using content to “express themselves” and seek out others with “similar life experiences.”
Content has become a “reflection of daily life” rather than a one-time task guide. For example:
This content does not typically provide replicable techniques or standard templates, but it has extremely strong user-to-user spreadability and replayability.
For brands, this change means that you are not just creating content, but rather a way of expressing yourself that fits into the rhythm of your users' lives.
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Challenges |
Fundamental Issues |
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Unpredictable timing of dissemination |
Lack of real-time insight into internal topic trends and sentiment on the platform, missing out on high-frequency windows of user sentiment |
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Content fails to resonate |
Insufficient understanding of subculture, with expression styles and contexts that do not align with the community's communication norms, making it difficult to trigger secondary creation and sharing |
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Difficulty in maintaining long-term user relationships |
Short content lifecycle, with no data to identify repeat visit motivations or emotional connection cues, making it impossible to integrate into users' ongoing interest timelines |
Content that aligns with the logic of interest-based communities does not conform to standardized conversion models.
It requires creators to engage with users in the long term as “companions” and “life documenters.” This highlights a core requirement:
brands must possess “signal recognition capabilities” within the content environment—predicting interest trends, understanding user context, and capturing expression touchpoints.
In interest-based communities, content undergoes multiple non-linear paths from creation to dissemination. The true drivers of user response often lie in subtle emotional actions—a holiday record, a character dialogue clip, or an emotional creation explanation.
This requires content creators and brands to proactively master the following three dimensions of data capabilities:
👉 In these areas, many teams are increasingly leveraging structured tools for auxiliary analysis. Among them, FoxData, a data platform with trend tracking, sentiment modeling, and competitive strategy analysis capabilities, is helping international users refine their:
Content strategies that previously relied on experiential intuition can now be supported by data models to establish quantitative mechanisms, enabling more rhythmically paced and reusable content planning.
FoxData provides the following practical application modules for content-oriented brands and products, which are tailored to the characteristics of interest community platforms to assist in the “digital definition of content narrative paths”:
This enables real-time tracking of keyword popularity, helping brands to anticipate potential content hotspots in advance and formulate more timely content distribution and creation strategies.
Based on user behavior data and multi-dimensional tag identification, FoxData can intelligently generate accurate and highly matched user profiles, helping brands quickly identify groups of people with similar interests and improve the accuracy and conversion efficiency of content distribution. Through profile insights, you can more clearly understand who your content should be targeted at.
FoxData can combine Smart Review Summary and analysis to gradually build a user feedback map. This structured emotional relationship identification helps brands accurately identify users' psychological needs and motivations for participation.
At the same time, FoxData also has the ability to deeply analyze user behavior paths, identify trigger points for high engagement metrics such as “activity and retention,” and use data to trace the source of long-term user stickiness to content.
Overall, the retention trend of the Xiaohongshu app is outstanding, especially with high retention rates at the end of Day 30, indicating strong user stickiness and content retention capabilities.
Finally, in a globalized communication environment characterized by multiple languages and cultural backgrounds, localization efforts are also crucial. By conducting comparative analyses of language expression methods, we can enhance the semantic compatibility and cultural resonance of content or brands within the semantic frameworks of global audiences.
According to FoxData's Rating & Reviews function, it can be seen that the rednote has high ratings in countries around the world.
✅ These features enable teams to sense changes in the content field at an earlier stage based on data, rather than “waiting until the data is settled to realize they have missed out.”
Platforms such as rednote are driving a profound structural transformation in the entire content ecosystem—no longer maximizing information flow through algorithms, but instead forming new communication pathways with “people as the starting point of content.”
In the face of this trend, brands should not merely ask, “Which platform should I join?” but rather, “Has my content already become part of users' expression of their own life contexts?”
This is not just a matter of communication capability but also data capability.
If you wish to:
FoxData can serve as your new content strategy support system.
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