Each Chinese platform plays by their own rulebook. Whether you're eyeing Douyin (China’s TikTok) or Rednote (Xiaohongshu), understanding how their algorithms work is the first step to actually reaching your audience in China.

Douyin’s Algorithm: High Control, Short Testing Window

Douyin uses a “layered exposure” system: when you post, your video is shown to a small group of users. If it performs well, it gets bumped up to the next layer.

But here’s the catch — it’s not just based on views or likes. The content must also comply with internal content rules, which aren’t always visible to outsiders. A phrase, a visual, or even background music can trigger auto-downgrades, killing your reach before it even starts.

Rednote: Aesthetics, Authenticity, and Local Values

Rednote skews toward aspirational but “real” content. Aesthetics matter — clean, soft-toned visuals often outperform loud or overly stylized ones.

But there’s another layer: trust. The algorithm favors creators who are seen as authentic and community-minded. Posts that feel “too commercial” without the right tone or cultural nuance can actually backfire.

What This Means for Foreign Creators‍

Your first few posts matter more than you think. If your early posts don’t perform or seem “off-brand” for the platform, you may get permanently limited in reach.‍

Post formatting and tone must be platform-native. What works on Instagram Reels might feel out-of-touch on Rednote. You need to localize not just your language, but your style.‍

Understanding trending values beats chasing trending hashtags. Stay aware of what’s being promoted or discouraged.

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