Rednote Game Marketing: A Guide for Game Studios

Rednote works less like a video feed and more like a search engine people browse for fun. Posts keep being found for months, and the games that do well are the ones people want to save and come back to.

小红书, known in English as Rednote, began as a place for sharing product recommendations and lifestyle tips. It is now where a large and engaged audience researches everything from travel to skincare to what to play next. Posts are called notes (笔记), and they can be image sets with text, short videos, or both.

How discovery works on Rednote

A large share of Rednote traffic comes from search and from interest tags rather than from a pure recommendation feed. People arrive with a question in mind, such as a cosy game to play on a weekend or a game with a particular art style, and they save the answers to collections they come back to.

That gives Rednote an unusually long tail. A note from months ago can still be the top answer for a search today, which makes content here closer to an evergreen asset than a one time spike.

What kind of posts perform

• Recommendations and lists. Posts that answer a question, such as games like one the reader already loves, fit naturally with how people search.
• Aesthetic showcases. Carefully composed screenshots, character art and cosy scenes, framed as an experience rather than as a trailer.
• Personal stories. A creator describing how a game made them feel, or how it fits into their routine, reads as genuine and is highly shareable.
• Short videos with a clear hook. Similar to Douyin, but usually framed around mood and discovery rather than pure spectacle.

Captions and tags matter more here than on the other platforms, because they are what makes a note findable. Creators who know the platform write them with search in mind.

Which games fit Rednote

Rednote is strongest for games whose look and feel is their best selling point: cosy games, narrative games, art led titles, management and life sims, and anything with a distinctive visual identity. Its audience skews differently from Douyin and Bilibili, which makes it a useful way to reach players who would not find your game through a core gaming channel.

Games whose appeal is mostly mechanical depth tend to do better on Bilibili, and games with a fast visual hook tend to travel furthest on Douyin. Most campaigns use more than one, as our platform comparison explains.

Running a Rednote campaign

• Supply high quality stills as well as video. Image notes are a core format here, so screenshots and art matter as much as gameplay capture.
• Let creators frame the game in their own way. A note that reads like a press release performs poorly. Our guide to writing campaign guidelines covers how to set rules without writing the post for them.
• Measure over a longer window. Because notes keep being discovered through search, views on Rednote often keep building after the first week.

On NIWO, Rednote runs in the same campaign as Douyin and Bilibili. You set one budget and one rate per thousand verified views, and creators on all three platforms choose to take part.