What Is RedNote’s New Koubeitong Function?

Koubeitong (口碑通) is a new marketing and advertising function available through leading Chinese social media platform RedNote (aka Xiaohongshu). Its name in English translates as “reputationologist” or “reputation expert”. Brands can use Koubeitong as a reputation and user-generated content (UGC) monitoring tool, as it allows you to easily see and see through all UGC posts mentioning your brand keywords. Then, you can comment on those posts, pay to boost the reach of the posts you like best, and also directly contact the authors of the posts.

What are the benefits of RedNote’s Koubeitong for brands? It saves time to search for content on RedNote mentioning your brand, with tools to filter the posts by time, keywords, and popularity. Importantly, it helps you to find new KOCs (key opinion consumers) who are already promoting your brand, easily boost UGC, and promote sales, too.

Brands can then talk to these RedNote content creators about collaborating further – tell them you’re going to pay to boost their post, and then ask if they would also be interested to add a comment on their post with a call-to-action sales link. Whether or not they say yes, you can also comment on the post from your own account with a sales link, and boost the reach of the original post.

How does it work in practice? Starting in May 2025, Dragon Trail ran a seven-week campaign for Tourism Events Queensland (TEQ) on RedNote, with the goal of promoting China Southern Airlines’ increased flights to Brisbane. The campaign included original content published from TEQ’s account, collaboration with KOCs, and a Koubeitong campaign with 40 RedNote posts boosted, alongside media buy and comments with calls-to-action posted by TEQ. In the end, we found that the Koubeitong part of the campaign delivered some of the best results for click through rates, costs per engagement, and cost per click.

Koubeitong is technically only available to accounts that have received more than 200 brand mentions over the last 90 days, though there may be ways to bypass this requirement if needed.

Dragon Trail offers services in opening and managing RedNote/Xiaohongshu accounts including account verification, content creation, media buy, KOL and KOC marketing, Koubeitong, and more. Contact us to find out how we can help you to connect to Chinese consumers through RedNote.