Xiaohongshu KOC marketing has become a key driver of influencer performance on the platform. Influencer marketing on Xiaohongshu has shifted, as companies no longer see consistent returns by working only with high-profile creators.
Instead, stronger results are emerging when brands combine the visibility of KOLs with trust-driven content from KOCs, aligning influence with how users research and validate purchasing decisions.
Table of Contents
Why Influence Works Differently on Xiaohongshu
Xiaohongshu users behave more like researchers than scrollers. They search, save, compare, and revisit content before making decisions. Because of this, influence on the platform is built through credibility and relevance, not popularity alone.
Content that feels overly produced or sales-driven often struggles to convert. Posts that reflect real experiences and honest opinions tend to perform better, especially during the decision stage.
Learn why influence works differently through Xiaohongshu marketing Malaysia and how brands can turn authentic influence into measurable results.
KOL vs KOC: What’s the Real Difference in Xiaohongshu?
The difference between KOLs and KOCs goes beyond follower count. It shows clearly in how content is created, presented, and consumed.
KOLs Post Content on Xiaohongshu for Brand Awareness
KOLs on Xiaohongshu are influential during the discovery and aspiration stage by shaping first impressions and setting the overall brand context before deeper evaluation begins.
| KOL Content | Posts Help Brands | Examples |
| Professionally shot and visually polished content | Build awareness and aspiration during early discovery | A fashion KOL sharing a curated outfit lookbook featuring a luxury handbag |
| Lifestyle-focused visuals aligned with brand storytelling | Shape brand image and reinforce premium positioning | A beauty KOL posting a step-by-step skincare routine using premium products |
| Aspirational experiences presented through daily-life moments | Introduce products to new audiences and markets | A lifestyle KOL documenting a hotel stay, café visit, or boutique shopping experience |
KOL-led content is most effective when brands aim to launch new products or collections, enter new markets, establish premium positioning, and create strong first impressions.
This content performs strongest at the discovery stage, where visual impact and brand association matter more than detailed comparison.
KOCs Are More Convincing to Buyers for Research and Validation
KOCs on Xiaohongshu play a critical role during the research and validation stage by influencing buyer confidence through relatable, experience-based content instead of overt promotion.
| KOC Content | Posts Help Brands | Examples |
| Casual, phone-shot content in everyday settings | Build trust through authenticity and relatability | A shopper explaining why they chose one handbag after comparing several brands |
| Experience-driven reviews focused on real usage | Support product research and comparison | A skincare user documenting visible skin changes after two weeks of use |
| Honest opinions shared through detailed captions and replies | Address buyer concerns and reduce purchase hesitation | A buyer explaining whether a product felt worth the price after extended use |
| Interactive follow-ups through comments and updates | Encourage saving, sharing, and repeat engagement | A creator replying to questions about sizing, pricing, or usage in the comments |
Companies find that working with multiple KOCs delivers stronger ROI than relying on a single large creator, as trust is built across diverse and realistic experiences.
Learn how to work with key opinion leaders, choose the KOL, brand collaboration strategies that drive effective and credible brand collaborations in Malaysia.
4 Common Mistakes Brands Make With KOL and KOC Campaigns
ROI issues usually come from strategy gaps rather than creator quality.
Common mistakes include:
- Choosing creators based only on follower size
- Using the same content brief for KOLs and KOCs
- Expecting direct sales from awareness-led posts
- Treating Xiaohongshu like a fast-scroll social platform
Results improve when KOLs and KOCs are given different roles instead of being used interchangeably.
Using KOLs and KOCs Together Strategically
The strongest Xiaohongshu marketing ROI strategies combine both formats.
A practical structure often looks like this:
- KOL posts introduce the product and shape perception
- KOC posts validate the product through real experiences and honest feedback
This layered approach:
- Builds visibility and trust at the same time
- Shortens the decision-making process
- Improves conversion quality and ROI
Newnorm’s Xiaohongshu influencer strategies are planned with clear role separation, ensuring each creator type supports a specific stage of the buyer journey.
Collaborate with KOCs to Increase Xiaohongshu Conversion
Xiaohongshu builds influence through trust. While KOLs attract attention, KOCs provide the reassurance buyers need before committing.
Companies that rely only on polished influence often miss this final step. Those that include KOCs build credibility that directly supports conversion and long-term ROI.
Newnormz helps brands design Xiaohongshu KOC marketing strategies that balance aspiration, authenticity, and conversion, ensuring influencer efforts translate into measurable business outcomes.
Contact us to discuss a KOL vs. KOC strategy tailored to your brand goals and target audience.
Frequently Asked Questions (FAQs)
