Choosing creators on Xiaohongshu: audience match before follower count

The usual shortcut

Brands often start with follower count because it is easy to compare. It tells you reach. It doesn’t tell you whether those followers are the people who would buy.

What the platform has said

Chinese media reported that at Xiaohongshu’s WILL 2026 conference (22 December 2025), the Dandelion creator platform was described as moving away from follower count as the core criterion, towards two dimensions: audience match and content ability to inspire interest. This is a media report, not the platform’s own text, and we don’t know the underlying algorithm.

A two-step check

First, audience match: does the creator’s audience look like your buyers, judging from the profile, recent posts and comments? Second, content: do their posts in your category prompt searches, saves or questions? Only then look at follower tier.

Five things to look at

profile positioning; recent posts in your category; what comments ask; whether sponsored posts carry disclosure; posting rhythm.

What goes into the agreement

usage rights, disclosure, responsibilities and timelines. We don’t promise creator acceptance, publishing dates or content performance.

What we can’t say

We have no data comparing follower tiers with outcomes, and we don’t quote market prices. This is a selection method, not a prediction of results.

Next step

Message us “KOC” with your brand name and product category. We look at top content angles on Xiaohongshu or Douyin, sample five candidate creators and send a one-page summary in three working days. Or book a 15-minute call. Learn more about our influencer marketing service, or read more in Insights.