Back to Basics: How Brands Can Leverage Xiao Hong Shu, Instagram & TikTok – Setup, Differences, and Strategies for Maximum Impact

Xiao Hong Shu (RED), Instagram, and TikTok all support Stories, short videos, and carousels—but each serves a different audience and purpose. RED is strong for Chinese-speaking users and review-style carousels, Instagram blends aesthetics with shopping features, and TikTok leads in viral reach and direct sales via TikTok Shop. To maximise results, tailor content to each platform instead of cross-posting blindly. Use Stories for engagement, Reels/TikToks for discovery, and Carousels for depth. Pick your main platform based on your target audience and whether you have e-commerce integration.