The 2026 Xiaohongshu Playbook: What's Changed and What Still Works

If you've been running the same Xiaohongshu playbook since 2024, you're probably wondering why your engagement metrics look increasingly anemic. The platform has changed—fundamentally. And most destination marketers haven't caught up.

Let me be direct: the strategies that worked 18 months ago aren't just less effective now—they're actively hurting your brand. Xiaohongshu's algorithm has undergone its most significant evolution since the platform's pivot from cross-border e-commerce to lifestyle community. Understanding these changes isn't optional for anyone serious about the China market.

The Algorithm Shift: From Engagement to Intent

The most significant change in 2026 is Xiaohongshu's move away from surface-level engagement metrics. The old CES (Content Engagement Score) formula—which weighted likes, saves, comments, and shares—is no longer the primary driver of content distribution.

The new algorithm prioritizes what Xiaohongshu internally calls "mind-stay" (心智停留)—a measure of how deeply content resonates with users beyond simple interactions. This includes:

• Screenshots and image saves: Users who screenshot or save images are often doing so for purchase research (using image search on Taobao, for example). This signals high purchase intent.
• Dwell time: How long users spend actually reading or viewing your content, not just scrolling past.
• Return visits: Whether users come back to your content or profile after initial discovery.
• Search-to-content journeys: Content that satisfies search intent is heavily rewarded.

"The algorithm is no longer a judge of good versus bad content. It's become a guide, actively shaping user experience to deliver precision and richness."

— Internal Xiaohongshu product documentation, Q4 2025

What This Means for Destination Marketers

For DMOs and tourism brands, this shift has profound implications. The era of gaming the algorithm with engagement-bait content is over. Here's what actually works now:

1. Content Must Be the Ultimate Answer

With search being a dominant user behavior on Xiaohongshu (nearly 300 million daily search queries), your content needs to be the definitive answer to user queries. This means:

• Comprehensive destination guides that leave no question unanswered
• Detailed itineraries with specific recommendations
• Solutions to common travel pain points (visa processes, transportation, cultural tips)
• Long-form content that keeps users engaged for extended periods

2. From Soft Sells to "Hard Sells Done Softly"

Here's a counterintuitive truth: the best soft advertising in 2026 looks like hard advertising. Let that sink in.

The platform is cracking down on disguised promotional content. The algorithm can now identify the telltale signs of covert advertising—staged photos, unnatural language, forced product placements. This content gets suppressed.

What works instead? Transparent, high-value branded content. Think:

• "We spent 20 days testing every hotel in [destination]—here's our honest ranking"
• "Sponsored by [Tourism Board]: A complete guide to [destination] you won't find anywhere else"
• Clearly labeled partnerships that deliver genuine utility

Users don't hate advertising. They hate content that wastes their time. When your branded content is more useful than organic content, you win.

3. The Three-Value Framework

Content that achieves significant reach in 2026 must deliver value in at least one of three ways:

The most successful destination content combines at least two of these value types. Content that only entertains without providing utility will see diminishing returns.

The Search-First Strategy

Perhaps the most actionable shift for 2026 is adopting a search-first content strategy. Here's the new logic:

This means your content strategy should start with keyword research. What are Chinese travelers actually searching for about your destination? What questions are they asking? What problems are they trying to solve?

Build content that answers these queries comprehensively. The goal isn't to rank for broad terms like "Canada travel"—it's to own the long-tail queries where purchase intent is highest: "best time to see northern lights in Yellowknife" or "Vancouver dim sum restaurants Xiaohongshu recommendations."

Actionable Strategies for Q1 2026

Let me leave you with specific tactics you can implement this quarter:

1. Audit your existing content for "screenshot-worthiness." Does your content contain visuals or information users would want to save for later reference?
2. Invest in long-form content. Posts with 500+ characters consistently outperform shorter content in the new algorithm.
3. Build a keyword map of high-intent search terms related to your destination. Create content specifically targeting these queries.
4. Embrace transparency in sponsored content. Clear labeling combined with exceptional value outperforms disguised advertising.
5. Focus on utility over virality. One piece of genuinely useful content will outperform ten pieces of engagement-bait.