Thinking about collaborating with creators on Xiaohongshu (also known as 小红书 or XHS), but not sure how to reach them?
Here’s the catch:
You can’t message creators through the XHS website.
That’s not a bug - it’s just how the platform works.
To connect with creators, you’ll need to use the XHS mobile app. That’s where everything happens.
Step Away From the Laptop and Into the App
Unlike other platforms, XHS is content-first. Creators don’t wait for messages - they discover opportunities through posts.
Think of it less like direct outreach, and more like putting up a digital signboard inviting collaboration. You make the first move, and creators come to you.
How to Attract XHS Creators (The Mad Hat Asia Way)
Download the XHS app
The web version doesn’t support DMs, so the app is essential.Create a 'Call for Collaboration' post
Share a short and clear introduction to what your brand is offering. It could be:An event
A product tasting
A brand campaign or soft launch
Include key information
The country you're based in (using your country flag helps signal location)
What you’re offering and what the creator will gain
Collaboration details: required follower count, whether it’s paid or unpaid
Use the right hashtags
Hashtags are how creators find your post. Use location- and topic-specific tags like:#新加坡博主 (Singapore creators)
#新加坡探店 (Singapore tasting invites)
Post your content using the right format
Open the app
Tap the + icon on the home screen
Choose 文字配图 (Text + Image)
Write your post and publish
Tips for Better Reach
Try posting at different times of day to improve visibility
Use high-quality, visually engaging images
Keep the tone conversational and friendly
Aim for: “We’re looking to collaborate — interested?” rather than a formal brief