If you’ve ever posted a polished campaign on Xiaohongshu (aka RED) only to be underwhelmed by the number of likes—don’t panic. In fact, don’t even judge. Because in Australia, the real action happens behind the scenes.
In China, RED is a platform for visibility. In Australia, it’s a platform for decisions. Our Chinese-Australian audience uses RED very differently: they don’t always “like” publicly, but they’re constantly searching, bookmarking, and DMing.
One RED post we ran for a Perth client had under 50 likes—yet the inbox was flooded with genuine enquiries within hours. Why? Because this platform isn’t just about influence—it’s about intimacy.
In a diaspora market, where trust is hard-earned and personal connection is gold, RED acts like a digital whisper. It’s where people ask for recommendations, save posts for later, and quietly reach out when they’re ready to take action.
If you’re only looking at surface metrics, you’re missing the real ROI. The true measure of success on RED in Australia isn’t the dopamine-hit of double taps—it’s the depth of the conversations that follow.
At Sensory Media, we’ve spent years decoding RED’s unique rhythm in Australia. From strategy to storytelling, content to conversion, we design campaigns that move hearts before they move fingers. And yes—we measure performance by leads, not likes.
So next time you post on RED, don’t chase noise. Chase resonance.