Marketing in China on XiaoHongShu

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Are you an independent online ESL teacher hoping to teach students from China? Do you want to tap into the world’s largest online ESL market?

China is the largest ESL market in the world and with the recent regulatory changes there is a huge potential for independent online ESL teachers to expand their businesses there.

In this course, you will learn how to advertise your online ESL classes to Chinese students using the social media app XiaoHongShu (Little Red Book).

What is XiaoHongShu?

With over 100 million active users, XiaoHongShu (Little Red Book) is a China’s Instagram equivalent. It is a microblogging and social e-commerce platform popular with wealthier Chinese mothers interested in anything from education and parenting to luxury goods and travel.

Whether you are just making those first steps from teaching with platforms like VIPkid to independent teaching, or you already have a solid base of independent students and years of experience behind you, this course is for you.

In this course, you will learn:

  • How to set up and optimise your XiaoHongShu profile;
  • Putting together a XiaoHongShu marketing strategy;
  • What and how to post on XiaoHongShu;
  • Understanding the XiaoHongShu algorithm and how to optimise your post titles, descriptions and hashtags;
  • How to engage authentically with other users on XiaoHongShu to increase reach;
  • Funnelling XiaoHongShu followers across to WeChat and converting into paying students.

Who am I?

My name is Katie, and I’ll be the lead tutor for this course.

For the past two years, I co-founded and have been the Education Director of an online ESL start-up based in mainland China. In this role, I have cooperated very closely with my Chinese colleagues, gaining a unique insight into the ESL industry in China and learning which marketing techniques actually work.

I am also a qualified teacher with experience teaching in the UK, Japan and China, as well as teaching online (both independently and with various platforms) since 2013. I also lived and studied in China previously and speak a high level of Mandarin.

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