From the 500 accounts with the fastest increase in followers, we can see the secret code for Xiaohongshu's "takeoff" in 2025

In the vast content ecosystem of Xiaohongshu, which creators and content tracks are on the rise? How will Xiaohongshu's content trends evolve in 2025? This article reveals the current status and future potential of Xiaohongshu's content ecosystem through an in-depth analysis of the 500 accounts with the fastest increase in followers in 2024.

Over the past year, Kas Data has been observing and recording the monthly fan growth of Xiaohongshu creators, and has summarized a series of innovative and distinctive content and forms to share with readers.

In order to obtain more comprehensive and in-depth information, at the beginning of 2025, we will further extend the statistical time dimension and use the 500 accounts with the fastest increase in followers in 2024 as research samples to explore with you: Which creators will have the highest attention in 2024? What development trend will Xiaohongshu's content ecology show? What other potential tracks and creative opportunities are worthy of our attention in 2025? What kind of creative inspiration can it bring to creators? Let's take a look together.

1. Which tracks are gaining followers the fastest?

First, let’s take a look at the overall situation of Xiaohongshu’s content ecology in 2024 from the two major data points of the increase in followers and track distribution of the TOP500 bloggers:

01 Fan growth period——

According to Kass's statistics, the number of followers of the top 500 bloggers on Xiaohongshu in 2024 is distributed in the range of 268,000-565,000, with a large span of numbers. Among them, there are 2 accounts with more than 5 million followers, 0 accounts with 4 million-5 million followers, 1 account with 3 million-4 million followers, 4 accounts with 2 million-3 million followers, and a total of 55 accounts with more than 1 million followers (including the 2 million+ accounts mentioned above).

In addition, accounts with an increase of less than 1 million followers account for a larger proportion. Specifically, there are 32 accounts with an increase of 800,000-1 million followers, 125 accounts with an increase of 600,000-800,000 followers, 130 accounts with an increase of 400,000-600,000 followers, and the remaining 148 accounts have an increase of 260,000-400,000 followers. If not limited to the TOP500, there are 366 accounts with an increase of 200,000-400,000 followers, that is, there will be 718 accounts with a total increase of more than 200,000 followers in 2024.

From the data, we can intuitively feel that the overall speed of Xiaohongshu bloggers' fan increase is relatively slow, and they have almost no advantage compared with other platforms. In fact, from the monthly fan increase list in the past year, among the top 20 bloggers, only a handful of accounts can increase their fans by more than 400,000 in a single month, while the rest of the accounts performed mediocrely, and most of the accounts increased their fans by less than 200,000.

This situation occurs, on the one hand, because although Xiaohongshu has grown rapidly in the past year, the number of users on the platform still lags behind other short video platforms. Data shows that by the end of 2024, Xiaohongshu's monthly active users peaked at 350 million, with an average of about 330 million; and in terms of daily active users, the latest data is 129 million in June 2024.

On the other hand, Xiaohongshu’s decentralized content distribution strategy weakens the explosive effect of traffic, thereby slowing down the speed at which bloggers gain followers.

However, the benefit brought by this is that the long-tail effect of account traffic is significant. According to Kass's observation, a major feature of Xiaohongshu bloggers is that the same account often appears on the list of increasing followers for many consecutive times. For example, in the past year, @姜妍小红姨儿 has been on the list 7 times, @七颗猩猩 has been on the list 5 times, and there are more bloggers who have been on the list two or three times. Compared with the short-lived situation of many short video bloggers, the traffic of Xiaohongshu bloggers appears to be more stable and long-lasting, and the influence of high-quality content will be released more lastingly.

02 Track Distribution——

Judging from the track distribution of the TOP500 accounts, Xiaohongshu's content ecology in 2024 will show the characteristics of wide coverage but high concentration of advantageous content tracks.

Specifically, the TOP500 accounts cover more than 30 categories including drama/funny, stars/celebrity, games, fashion/outfit, food, life vlog, sports and fitness, home, mother and baby, hobbies, beauty/skin care, pets, appearance, media, government affairs, etc. Among them, the distribution of the track categories with the top 15 accounts is shown in the figure below:

Data source: Kas Data

It can be seen that the top three categories of drama/funny, celebrity/famous person, and game accounts account for 41.6%, while the top five account for more than half, reaching 58.2%, showing a strong dominance in the track. Next, Kas will specifically analyze the bloggers and main content forms that have performed well in some advantageous tracks.

The first thing to mention is the drama/funny track, which ranks first with a 19.6% account share. In fact, since Kass started paying attention to the increase in followers of bloggers on Xiaohongshu, this track has always maintained a leading position on the platform. In many monthly increase in followers lists, the rate of drama/funny bloggers on the list is around 50%, and Kass has also conducted many analyses in past articles. Looking back on 2024, Kass summarizes the popular content types under the drama/funny track on Xiaohongshu into three major directions:

The first is the "short drama" represented by @七颗猩猩, @姜十七, etc. This type of work has strong content integrity and a strong story. Compared with pure plot/funny content, the creativity is more novel and easier to catch people's eyes. At the same time, it has more profound meaning and connotation, but at the same time, the difficulty of production is greatly increased, and the requirements for the creator team are very high. Most of them are operated by mature content teams.

@姜十七LittleRedBook screenshot

The second type is the "series plot" represented by @丁郑美子, @派小轩, etc. This type of work also has a certain degree of coherence, and most of them unfold under a large background or setting. For example, Ding Zhengmeizi's works are mostly "Daily Life of Dancers", and many of Pai Xiaoxuan's works are "When the boss XX, the workers will...", which can attract a group of more accurate loyal fans. But compared with the "short drama flow" mentioned above, this type of content is relatively scattered and does not require a complete plot structure. Each video only needs to grasp a point that can resonate with the audience, focusing on showing the entertainment of the story.

@丁郑美子Little Red Book screenshot

The third is the popular form of "one person plays multiple roles" represented by @刘大悦er, @晓茼丝er, etc. Whether this type of content can be loved by the audience depends on the performance of the person on the screen. They need to restore various life situations with slightly exaggerated performances, and strive to make daily trivial matters interesting. The contrast between different roles is the most attractive part for the audience.

@晓茼丝er Screenshot of Xiaohongshu

The second place is the star/celebrity track, which accounts for 11.4%. "Celebrity content" has always been an indispensable part of the Xiaohongshu community. Compared with other platforms that focus on publicity and promotion, the stars on Xiaohongshu have more "popularity". They are happy to share their daily lives, dressing tips, favorite items, etc. with fans.

In addition, Kass observed that since 2024, there has been an obvious phenomenon of "works bringing people" in the Xiaohongshu community. For example, during the hot broadcast of "Eternal Night Star River", the accounts of the male and female protagonists were on the list of fans that month; and the popularity of "Flowers and Youth" also made the new actor @赵昭仪 gain more attention on Xiaohongshu. This situation is not difficult to understand. Official data shows that 70% of the Xiaohongshu community are women, and young people born after 1995 and 2000 account for more than 85%. These user groups are highly consistent with the main consumers of film and television works. Therefore, whenever a new work is released, the relevant discussions on the platform will increase sharply.

The third place is the game track, which accounts for 10.6%. The game track can be regarded as the most surprising track of Xiaohongshu in the past year, because the advantages of game content have always been concentrated in live broadcast scenes, and the performance is not outstanding in platforms dominated by short videos and social networking. However, in the past year, Xiaohongshu game bloggers have sprung up like mushrooms after rain, showing the characteristics of large number, rapid growth and strong stamina.

Specifically, there are two main types of Xiaohongshu game accounts. One is the official game accounts such as @恋与深空, @网易蛋仔派对, @荣耀 of 王王, @原神, etc., which are responsible for official publicity and accepting user feedback; the other is the accounts operated by a group of game anchors represented by @麻辣毛蛋儿, @蛋仔饭特稀, @小莹子, @麻薯蛋, @才才Cary, etc., which have won the love of many fans through live broadcast and short video in parallel.

It is worth noting that almost all the game bloggers with the highest number of followers play the game "Egg Party", which has always been famous for its high degree of freedom and high sociality, and was originally very popular in the game market. The bloggers also combined the characteristics of the game well, not only popularizing the gameplay and skills in their own content, but also often interacting with other bloggers, "forming gangs" and "falling in love" in the world of Egg Party, forming a complex network of Egg Party anchors, adding plot and emotional elements to the account content, thereby increasing fan stickiness and achieving the effect of mutual empowerment.

@醒醒点灯那Little Red Book screenshot

Following closely behind is the fashion/outfit track, which accounts for 8.4%. As Xiaohongshu's traditional advantage track, many personal fashion bloggers who are good at planting and pulling out grass have continued to work on the platform in the past year. For example, @葡萄大人 became unexpectedly popular because of her review of a white coat. Her personality of "real review and confrontation if you don't agree" is very in line with the preferences of contemporary young people. The huge contrast between her image before and after changing clothes adds a unique highlight to the content, which has led to her rapid growth on Xiaohongshu. In one year, the account has grown from 0 to one million followers.

@葡萄大人Little Red Book screenshot

In addition, Kas also observed that many business bloggers have seized the bonus period of Xiaohongshu e-commerce, creating content and promoting good products on Xiaohongshu, such as @黄吉吉, @范小洛, @cookie's shoe cabinet, etc., all of which have established a firm foothold on Xiaohongshu through long-term broadcasting, massive materials, popular articles and popular products. It is worth noting that because Xiaohongshu is a holy place for seeding, for these businesses operating on the platform, everyone's discussion enthusiasm is relatively higher than other brands at the same level, and the path for users to buy products is greatly shortened.

@黄吉吉@范小洛@cookie's shoe cabinet screenshot from Xiaohongshu

The knowledge track has become more diversified in the past year. On the one hand, bloggers are covering a wider range of knowledge, including @崔玉涛 who focuses on baby care knowledge, @三哥说洗護 who focuses on daily clothing care, @马骏达Mars who focuses on popularizing knowledge about ancient Chinese architecture and gardens, and @乔伯伯 who teaches everyone to memorize a word in one second.

On the other hand, bloggers are also making their content more detailed and vertical, and their expressions are endless. For example, @国翠儿, a technical blogger who specializes in traditional culture, cleverly uses "fashion transition effects" to explain various traditional Chinese cultures. Real-life shooting and smooth editing bring about the collision of new technology and old culture, which is amazing.

@国翠儿Little Red Book screenshot

It is worth noting that women's independent knowledge has experienced explosive growth in the past year. For example, @万能X女士, @独立女生小课堂, @女生独立计划, @你的小美姐姐呀, @写给女儿的信, etc. have all achieved good results in increasing followers in the past year.

One obvious difference is that compared to previous women's knowledge content that focused on topics such as spiritual growth and spiritual enrichment, this year's more popular content on Xiaohongshu has become a variety of hands-on practical information, aimed at helping women solve "small" problems that they will actually encounter in real life, and teaching women how to get out of trouble from a realistic perspective.

@A letter to my daughter screenshot from Xiaohongshu

In addition to the top five tracks, the performance of other tracks is also remarkable. Here is a brief summary:

In the food track, the two content forms of fun eating broadcasts and food tutorials are leading the way and have achieved good performance on the platform;

@毛石富Little Red Book screenshot

The content shared by bloggers in the life vlog track is relatively complex, full of a strong sense of life and relaxation. Rather than carefully crafting the content, they focus more on showing their real life status and influencing their fans with their true self;

@秦思小红书 screenshot

In the sports field, in addition to the continued activity of a number of fitness experts with good figures, many Olympic athletes also began to appear frequently in front of the public due to the influence of the Paris Olympics;

The home furnishing track has grown up in the platform in the past two years. Compared with the simple popular science or explanation at the beginning, today's audience prefers the "practical teaching" content of bloggers, such as the transformation of old things and the renovation of old houses. These topics not only have the value of inspiring and guiding learning, but also can bring a good decompression feeling to some viewers.

@打打小窝 Xiaohongshu screenshot

Compared with the strong momentum in previous years, the maternal and infant parenting track now seems a bit "weak", especially among the bloggers with the highest number of followers, most of them are still "old faces" from that year, and they are a little lacking in momentum.

It is worth noting that the beauty/skin care track, as the "founding hero" of Xiaohongshu, has performed quite poorly, with only 13 people on the list in this statistics. In the past two years, this field has indeed failed to produce new influential Internet celebrities. With the increasingly fierce competition in the beauty field, it will obviously be more difficult for new bloggers to break through.

2. Which creators are the most popular?

Next, let’s take a more detailed look at the top 20 bloggers with the most followers in 2024:

Data source: Kas Data

In the 2024 Xiaohongshu bloggers’ followers ranking, the top 20 bloggers showed amazing followers growth, with the lowest followers growth reaching 1.338 million, and the blogger with the most followers growth exceeding 5.65 million. These bloggers come from 10 different tracks, covering drama/funny (6), stars/celebrity (5), media (2), government affairs (1), hobbies (1), life vlog (1), countryside (1), games (1), pets (1), and mother and baby (1).

It is worth noting that among the top 20, four accounts started from scratch: two athletes @孙颖莎 and @王楚勤, whose followers grew rapidly due to their outstanding performances at the Paris Olympics in August, @春晚, which attracted much attention due to its activities during the Spring Festival, and @避险逃生训练营, which gained a large number of fans due to the National Work Safety Month activities.

In addition, there are 4 authors who already have high social attention, including @雷军 (a well-known figure in the technology field), @姜妍小红姨儿 (a celebrity blogger focusing on food), @人民网 (an authoritative media account), and @虞书欣Esther (a celebrity account). The addition of these accounts further enriches the diversity of the fan growth rankings. However, these creators already have high popularity and have greater advantages than ordinary creators, so they will not be analyzed here.

The remaining 12 accounts are analyzed in detail, including:

@七颗猩猩 is a drama blogger who ushered in a second spring in her career with her role as the classic character "Nanny Wang Ma" in the domineering short drama. Against the backdrop of the explosion of short dramas this year, the @七颗猩猩 team keenly captured this trend and adapted the domineering short drama into a life-like one. The various "nervous" actions of the male and female protagonists in the short drama were further magnified in her works, and the "honest person" Wang Ma became the "mouth substitute" of thousands of viewers, complaining about the old routine of "lowering intelligence" in the short drama on their behalf. The practice of "revenge in person" gave the audience enough emotional value and catered to the preferences of many young people nowadays.

@七颗猩猩小红书 screenshot

@怪小琪 is addicted to funny reviews. The items she reviews are often strange and bizarre. She often loses control of her emotions due to "failures" and complains in Tangshan dialect. This behavior makes many of her works look a little "crazy", but perhaps it is precisely because of this unique spiritual world that her content is unique and arouses the curiosity of many netizens.

@怪小琪Little Red Book screenshot

@肚肚小盆友, a hobby blogger who likes to play with slime, combines decompression toys with fan interaction, accepts fan submissions, and tries various novel ways to play with slime, such as "wax iceberg" and "grid lace", etc. The precise entry point and unique gameplay have attracted a large number of relevant users.

@肚肚小盆友 Little Red Book screenshot

The first generation of top streamer @李子柒, who returned after three years of hiatus, released two videos in a row on the day of her return, which topped the hot searches on various platforms within half an hour, and gained 750,000 followers on Xiaohongshu that day. The new work not only continues the previous pastoral style, showing the quiet rural life to the audience, making people yearn for it, but also adds many intangible cultural heritage elements to promote my country's traditional culture and further deepen the connotation of the work.

@李子柒Little Red Book screenshot

Drama blogger @张天琪 is one of the representatives of the popular "blind box challenge" bloggers. Her image as a "tough and funny girl" also adds a new color to this series. When she challenged the horror chamber, she scared the NPC so much that he ran away; when she went to a massage parlor to experience the fascia knife massage on her legs, she was so painful that her eyes were swollen from crying, but she still insisted on "scratching"... Various hilarious operations attracted many users to stop and watch, and the account data also rose all the way.

@张天琪 Screenshot of Xiaohongshu

The long-established funny account @爆笑办公室 sets all the plots in the company context. Each member of the team has a unique personality, forming a diverse and vivid group of characters. Different characters have different reactions and effects under the same challenge, which not only enriches the level of the video, but also brings a very fresh experience to the audience.

@爆笑办公室小红书 screenshot

The official account of the love mobile game "Love and Deep Space" @Love and Deep Space focuses on sharing the latest game information, player benefits, behind-the-scenes stories of characters and other content, attracting the attention of many game players.

Life vlog blogger @宋黛cony not only records her life, but also adds elements such as love and the second dimension. Topics such as My Little Pony, Jellycat, and Disney are all popular contents on her account. In addition, her girlish appearance and style are very consistent with the content of her account, which has attracted many fans.

@宋黛cony Xiaohongshu screenshot

@心动送送員Nana's notes are mainly original animations. Each piece of content tells the audience a sweet, funny or slightly bumpy love story. These sweet love plots that used to only appear in romance novels have been made into exquisite animations. The form is novel and more in line with the aesthetic preferences of current audiences.

Image source: @心动邮送人Nana video screenshot

The protagonist of @刘格格 is a fifth-grade elementary school student. Her cute appearance and playful and lively personality make her stand out from the crowd of parent-child content. Gege's mother will share Gege's hairstyle, outfit, dance, study and other aspects with fans on the account to satisfy everyone's attention and curiosity about Gege. In addition, in the past year, they have also actively cooperated with other big Vs, such as @晨晨, @王七叶, etc., to further expand the influence of the account.

@刘格格Little Red Book screenshot

Pet blogger @五月妈和幼郎者 in the yard has focused her camera on a group of stray cats, and recorded their daily lives through videos, including their eating, resting, playing, and interactions with other cats. This realistic presentation allows viewers to observe the living conditions of stray cats up close, thus generating a strong emotional resonance. At the same time, in order to give the kittens a better life experience, she also creatively made summer cat beds, large drinking fountains and other devices, which added a lot of novelty to the content and won more people's love.

@五月妈和的小漂流者小红书快照

Drama blogger @刘大悦er plays multiple roles in a hilarious way, interpreting the various interesting stories of "the full-level human child" and "the unreliable mother", breaking through the conventional character settings to make the content more contrasting. In particular, the behavior of "Dayue's mother" largely restores the lifestyle and living habits of contemporary young people, which makes people feel very identified.

@刘大悦er Xiaohongshu screenshot

In general, the top 20 bloggers have a wide distribution of tracks and diverse content formats, and they are all old players who have been operating in the short video track for many years. This also confirms what Kas has always mentioned: It is relatively difficult to increase the number of fans on Xiaohongshu, and new bloggers need to put in more effort and patience if they want to stand out.

3. In 2025, which content will be more popular?

After reading the above content, I believe that every creator has his or her own inspiration. Based on his own observations, Kas has also distilled several creative trends that may become popular in 2025.

First of all, the rise of niche interests and circle culture has become a phenomenon that cannot be ignored. Content in niche fields such as card unpacking, handicrafts, and the second dimension are gradually becoming hot spots on the platform. Take card unpacking as an example. This track emerged in 2024 and became popular on the entire network, showing a strong ability to attract fans. For example, @霸气甜妹爱拆卡, who topped the fan growth list in June last year, is a full-time card unpacking blogger. Not only did she gain 440,000 fans in a single month, but she also gained more than 1.17 million fans in the past year. This data not only reflects the popularity of card unpacking culture, but also reveals the huge potential of niche and vertical content on Xiaohongshu.

@霸气甜妹爱打开卡 Xiaohongshu screenshot

In addition, content such as Sankeng clothing, niche sports, and handmade products have also successfully broken through the circle on Xiaohongshu, forming deep interest communities. This situation is not difficult to understand. Compared with the early short video content ecology that was more inclined to a single pan-entertainment attribute, the current short video ecology has gradually shown a more specialized, vertical, and segmented appearance in terms of entertainment tone. Through the platform's intelligent algorithm, accurate content push is achieved, allowing each niche interest to find its loyal followers.

Secondly, cultural confidence and the continued popularity of the new national trend are also important parts of Xiaohongshu's creation trends in 2025. In the past year, Xiaohongshu has had well-known influencers such as @李子柒 and @江寻千 digging deep into regional culture and intangible cultural heritage skills, promoting traditional crafts through modern means, and telling the behind-the-scenes stories of intangible cultural heritage inheritors, allowing more people to understand my country's traditions, thereby inspiring netizens' sense of identity and pride in Chinese culture.

At the same time, there are also many creators who, although their influence is currently relatively small, insist on producing high-quality content and shine in their professional fields. For example, @马骏达mars and @国翠儿 mentioned above, are all using their own ways to popularize Chinese traditional culture to users.

In fact, in the past two years, with the promotion of policies and the enhancement of netizens' national cultural identity, more and more users prefer traditional cultural stories that have history and resonance. Even in non-knowledge fields, many creators have won the favor of netizens by relying on elements of "traditional culture", such as @南翔不爱吃, @山白 and others. These cases will undoubtedly open up ideas for more creators.

@山白小红书 screenshot

Finally, content that meets women's emotional and knowledge needs is more likely to become popular on Xiaohongshu. As a community dominated by female users, the content on Xiaohongshu also reflects the needs and concerns of the female group. In addition to the rise of the "independent women" segment mentioned above last year, Kas also observed that love and couple elements continue to be popular on Xiaohongshu.

For example, among the top 20 bloggers, the story of Wang Ma and Zhao Guanjia in @七颗猩故事 is talked about with great relish, the love story of Dayue Ma and Dayue Ba in @刘大悦er is also very popular, and the content of @宋黛cony and @心动邮邮员Nana is even sweeter. Therefore, when creating content, if creators can pay more attention to satisfying women's emotional and knowledge needs and touch their hearts through highly emotional expressions, it will undoubtedly make their content more outstanding.

Screenshot of Xiaohongshu

The above is Kas’s complete analysis of the content ecology of Xiaohongshu in 2024. There is no doubt that the creation trend of Xiaohongshu in 2025 is bound to develop in a more diversified and personalized direction. Creators also need to keep up with the trend of the times and combine their own advantages to create more touching content.