Xiaohongshu and Weibo Campaigns for Kids and Family Brands

The note that disappears is the one nobody filed. Commercial notes on Xiaohongshu belong in Pugongying with the brand registered, and an unfiled paid note is a violation: reach gets throttled, the note can be pulled, and the creator carries a penalty they will remember the next time you approach them. So we commission fewer notes and file every one. That costs more per note than the grey route and it is the whole reason an account still ranks in category search six months later. Search is the point, not the feed: People use Xiaohongshu the way they use a search engine, and for a German pram, a wooden toy or a children's skincare line the win is that a search for the category term returns notes the brand did not write. So the term list comes first, before any creator brief: what a Chinese parent actually types, which is rarely your product name and often a problem, a room size, a pushchair boot test or a specific age in months. Every commissioned note is briefed to sit against one term, and we check what currently ranks for it before we spend anything. When we boost, and when we refuse to: Shutiao goes behind a note that has already earned it. The threshold is the note's save rate over its first forty eight hours against the account's own median, and below that we do not spend. Boosting a note the audience did not save buys impressions from people who will behave exactly like the ones who scrolled past. Juguang carries the search intent buying against the term list, and it runs continuously rather than in bursts, because the terms do not stop being searched when a campaign ends. How we pick creators: Follower count is the weakest signal on the platform and the one every deck leads with. We read the comments instead. The ratio that predicts performance is saves against likes, and the tell is comments that ask a question rather than pay a compliment. A parent in Hangzhou with nine thousand followers who answers every comment personally will move more prams than an account with four hundred thousand that broadcasts. We build the shortlist from notes we have read, not from an agency roster, and we tell you which names on your existing list we would drop. Weibo, and what we will not buy there: Weibo amplifies, it does not originate. Fensitong feed buys against interest and competitor follower packages, timed to land three to five days after the Xiaohongshu wave so the search demand it creates has somewhere to land. We do not buy hot search placements. They are purchased rankings, your buyer knows it, the platform purges them periodically, and the screenshot of your brand sitting in a bought slot outlives the campaign. What we count: Brand search index inside Xiaohongshu, which is the only number that tells you whether the wave created demand rather than impressions. Save rate by note and by creator. And the count of comments asking where to buy, which before a store exists is the most honest conversion proxy the platform offers. Not included: Store operations, customer service and logistics. Purchased engagement of any kind, and we will end an engagement over it. Creator contracts signed in our name; every agreement is between you and the creator through Pugongying, so the relationship survives us. Product samples, shipping and customs are yours to arrange, and they need to arrive before the brief does. Not for you if: There is no way to fulfil an order in China, in which case you are building demand for a grey market reseller. Your legal team cannot accept that a filed note carries a visible advertisement disclosure. You want a specific number of notes by a specific date, because that is a volume purchase and volume is exactly what this platform punishes.