For some brands expanding into influencer marketing, one question appears again and again:

“Is there any difference between Instagram and Rednote(Xiaohongshu)?”

It’s a fair question. These two products both seem to be platforms where people can freely post text, beautiful images or video content. However, the page design and algorithm recommendations of these two platforms result in significant differences.

Although both platforms use recommendation engines, ranking signals, and feed algorithms, their logic, priorities, and ecosystem expectations are dramatically different. For some brands trying to engage both local and Chinese-speaking audiences, understanding these differences is essential.

In this blog, we break down:

• The shared foundations between IG and Rednote(Xiaohongshu)
• The key differences in how each platform ranks content
• What these differences mean for local brands targeting Chinese consumers
• How to build a dual-platform content and influencer strategy

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1. Shared Foundations: IG and rednote(Xiaohongshu)Algorithms Are “Cousins”

At their core, Instagram and Rednote(Xiaohongshu) operate on a similar structural logic:
a hybrid of ranking algorithms + social feeds.

1) Both use multi-algorithm systems

There is no single master algorithm.

• Instagram uses different ranking systems for Feed, Stories, Reels, and Explore.
  Each surface weighs different signals—relationships, interaction history, content type, etc.
• Rednote(Xiaohongshu) also uses a multi-layered system: Discovery Page, Following Feed, Search Feed, and Tag/Topic Feed.

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2) Core ranking signals are surprisingly similar

Both platforms evaluate:

• Interaction signals: likes, comments, shares, saves, profile visits, retention, completion rate
• Relevance: recent content users watched, clicked, searched
• Relationship strength: DMs, mutual follows, previous interactions
• Freshness: newer content often receives initial testing traffic

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3) Both platforms run “exploit + explore” logic

This is standard for modern recommender systems:

• Exploit: Show users what they already enjoy
• Explore: Push new content and test potential breakout posts

For creators, the shared formula is simple:

👉 Strong engagement + clear content theme = better algorithm performance on both.

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2. The Key Differences: Two Platforms, Two Ecosystems

Despite similar foundations, the algorithm goals of IG and Xiaohongshu are entirely different—because their product positioning and user behaviours are different.

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Difference 1: Social Graph (IG) vs Interest + Search [Rednote (Xiaohongshu)]

Instagram = “Social + Interest Platform”

• Feed still contains a large proportion of accounts you follow
• “Suggested Posts” use your social connections as signals
• Reels and Explore lean algorithmic—but social graph still influences recommendations
• Users treat IG as a social platform first

Rednote(Xiaohongshu) = “Interest + Search + Decision-Making Platform”

• Home feed is mostly recommendation-based, not social
• Users treat Rednote(Xiaohongshu) like a search engine more (as Google)
• Content discovery heavily depends on keywords in:
  • Title
  • Text body
  • Captions
  • Tags
• Users rely on Rednote(Xiaohongshu) to decide:
  • What to buy
  • Where to eat
  • Where to travel
  • Which skincare brand to trust
  • How to solve some problems

For brands targeting Chinese consumers:
👉 Rednote(Xiaohongshu) SEO (keywords, structure, tags) is far more important than on IG.

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Difference 2: Content Type Priority — Reels vs Notes

Instagram prioritizes Reels across the entire app

• Reels Watch History
• Reels in DMs
• Reels inserted into Feed, Explore, Stories
• Algorithm rewards:
  • Completion rate
  • Replay rate
  • Share-to-DM behaviour

IG is now almost fully video-first.

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Rednote(Xiaohongshu): Images + Videos + Long Notes all work

But the real priority is information density + authenticity + usefulness.

The algorithm favours:

• “How-to” guides
• Reviews
• Comparisons
• Storytelling
• Real experience

High-value signals:

• Saves
• Shares
• Keyword match
• High-quality comments

On IG, content must be entertaining.
On Rednote(Xiaohongshu), content must be useful and searchable.

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Difference 3: Commercial Logic — Ads vs Ads + Commerce

Instagram’s business model = attention + ads

Primarily:

• Ads
• Brand deals
• Social graph monetisation

Rednote(Xiaohongshu) = Ads + Social + Commerce

Rednote(Xiaohongshu)’s algorithm considers:

• “Can this content drive a purchase decision?”
• Does the content help users compare, evaluate, or decide?

Therefore the platform naturally amplifies:

• Reviews
• Comparisons
• Shopping guides
• “Avoid this” or “Best of” content
• Recommendations with clear consumer value

This creates a stronger link between:
👉 Discovery → Interest → Conversion

This is why Rednote(Xiaohongshu) is more powerful for UK brands targeting:

• Chinese tourists
• Chinese students
• Chinese-speaking expats
• Chinese residents
• China-based consumers researching UK brands

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Difference 4: Content Lifecycle — Short vs Long Tail

Instagram patterns

Content lifespan is short, especially Reels.
Most engagement occurs within 24–72 hours.

Rednote(Xiaohongshu) patterns

Content follows:

1. Initial testing flow
2. Secondary approval
3. Long-term search ranking

Old posts can resurface months later because search matters.

Thus:
👉 Treat every Rednote(Xiaohongshu) post as an SEO asset, not a one-time post.

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3. What This Means for UK Brands in 2026

If you’re posting the same content on both platforms:

UK brands should know:

Platform	Best For	Content Strategy Style
Instagram	Local awareness, lifestyle branding	Entertaining Reels, aesthetic visuals
Rednote(Xiaohongshu)	Chinese consumers in the UK & China	Reviews, guides, keywords, high-value notes

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4. How UK Brands Should Build a Dual-Platform Strategy

1. Differentiate content for each platform

• On IG → Think entertainment + vibe
• On Rednote(Xiaohongshu) → Think usefulness + decision support

2. Use influencers differently

• IG creators for lifestyle branding
• Rednote(Xiaohongshu) creators for reviews, comparisons, tutorials

3. SEO your Rednote(Xiaohongshu) posts

Just like Google SEO, optimise:

• Title
• Keywords
• Hashtags
• Captions
• Structure

4. Repurpose content smartly

One detailed Rednote(Xiaohongshu) Note can be:

• A Reel highlight
• An Instagram carousel
• A blog extraction
• A newsletter section
• A TikTok video

5. Track the right metrics per platform

• IG: CTR, followers, Reels reach
• Rednote(Xiaohongshu): saves, keyword rankings, comments asking for info

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Conclusion: Two Platforms, Two Logics — One Brand Strategy

Instagram and Rednote(Xiaohongshu) may look similar on the surface, but their algorithm priorities and user behaviours are fundamentally different.

For UK brands wanting to expand influence among Chinese-speaking consumers—whether tourists, residents, students, or global shoppers—Rednote(Xiaohongshu) offers the most powerful combination of:

• discovery
• trust-building
• purchase influence
• long-term audience growth

Paired with a smart IG strategy, brands can achieve a “bi-lingual, bi-platform, dual-market” presence that grows sustainably over time.

Ready to optimise your Instagram and Rednote(Xiaohongshu) strategy?
Our team helps many brands, especially USA, European and UK brands, build platform-specific content systems, influencer programs, and long-term digital growth engines.
👉 Get in touch to receive a tailored social media strategy.