Are you thinking about launching an influencer campaign to target your Chinese audience in Australia? If you’re looking to reach a highly engaged, trend-savvy audience, particularly young female consumers, then RED, also known as RED Note, should be at the top of your list. With over 260 million monthly active users and a unique mix of social media, content discovery, and e-commerce, RED is a powerhouse platform for brand building.
But how do you actually plan an influencer campaign that works on RED?
Here’s your essential, step-by-step guide to doing it right – without getting lost on your new journey.
Step 1: Is Your Product Right for RED?
Before diving into campaign planning, it’s important to ask: Is your product even suitable for RED?
The easiest way to find out? Search it.
Use RED’s in-app search function to look up your product category. This gives you an immediate snapshot of whether people are talking about your niche, what kind of content performs well, and how competitive the space is.
Also, be mindful that RED has its own content and industry restrictions. Certain sectors, such as gambling, finance, and real estate, may face limitations or even be banned. Doing your homework upfront helps you avoid compliance issues down the line.
Step 2: Identify Content Trends and Platform Restrictions
Once you’ve confirmed that your product is RED-friendly, the next step is research.
What’s trending? What are people saying? And equally important – what are people not allowed to say?
Understanding the style, tone, and expectations on RED is crucial. It’s a lifestyle-driven platform, so soft-sell, storytelling-style content works best. Influencers often use personal narratives to frame product experiences, and users value authenticity over polish.
Don’t forget to also take note of this article: Want to Survive on RED? Learn to Walk the ‘Red Line’!
Step 3: Find the Right Influencers
Here’s where things get exciting — but also a little tricky.
Over 70% of RED users are female, primarily Gen Z and young millennial women. They dominate categories like beauty, fashion, skincare, food, fitness, travel, and motherhood. That’s why influencer selection isn’t just about numbers – it’s about fit.
In fact, on RED, content quality and relatability outweigh follower count. Thanks to the platform’s algorithm, even micro-influencers can achieve huge organic reach if their posts strike the right chord.
When selecting influencers, ask yourself:
- Do they align with my brand tone and values?
- Is their content consistently engaging and shareable?
- Have they worked with similar products before – and with what results?
It helps to look at the engagement, comments, and user feedback on their past posts, not just vanity metrics.
Step 4: Negotiate & Plan the Collaboration
Once you’ve shortlisted your ideal influencers, it’s time to talk business.
Just like any influencer campaign, you’ll need to agree on:
- Deliverables (e.g. number of posts, video or photo format, hashtags, messaging)
- Timelines (especially if your campaign is tied to product launches or shopping festivals)
- Budget (rates vary widely depending on the influencer’s follower count and category)
Don’t forget to allow extra time for content review and revisions – more on that below.
Step 5: Content Review & Publish
This is the step where many brands stumble: content localisation.
RED isn’t like Facebook, Instagram or TikTok. What works in the West may not work in China. From language and cultural references to visual presentation, every detail counts. Even small word choices can make or break your brand’s first impression.
That’s why it’s critical to review content from a localised, culturally aware perspective. Make sure your posts:
- Use appropriate and engaging Chinese language
- Respect cultural nuances
- Fit seamlessly into the RED content ecosystem
If you’re unsure how to navigate this, partnering with a local Chinese marketing agency is the best way to ensure your campaign lands the right way.
Bonus Tip: Let CHIN Marketing Help
At CHIN Marketing, we’ve helped over 50 Australian brands successfully launch RED influencer campaigns – building genuine, long-term brand influence in the Chinese market.
From influencer scouting and campaign planning to content localisation and performance tracking, we know what it takes to get results on RED.
So if you’re ready to make a splash in China’s social media world, we’re here to guide you every step of the way.
Get in touch with our team today and let’s plan your next big move. Call 1300 792 446 or email us at info@chincommunications.com.au.