Have you ever crafted what you believed to be the perfect Xiaohongshu post—meticulously planned content with stunning visuals—only to watch it languish with minimal engagement? While similar content from other creators goes viral effortlessly, you may have wondered if there's a secret formula for success. The answer may lie in Xiaohongshu's new "Content Heating" feature currently being tested on its Dandelion platform.
In early December, Xiaohongshu quietly launched this experimental product, initially making it available to brands and authorized agencies. Although not officially announced, industry observers expect a full rollout soon. As the saying goes, "the early bird catches the worm," so we're breaking down everything you need to know about this potentially game-changing feature.
Understanding Dandelion's "Content Heating"
Conceptually, "Content Heating" serves as a brand-exclusive version of Xiaohongshu's existing "French Fries" promotion tool. While individual creators and MCN agencies could previously boost collaborative posts through French Fries, brands lacked direct participation—an oversight this new feature corrects.
However, viewing "Content Heating" as simply another promotion tool would be misguided. The feature represents a milestone in Xiaohongshu's commercial strategy, completing its ecosystem by enabling nearly all platform participants—from individual creators to advertising agencies—to participate in paid visibility solutions.
Key Differences: "Content Heating" vs. "French Fries"
While both aim to increase post visibility, significant operational differences exist:
- Content Lifespan: French Fries supports posts up to 90 days old, while "Content Heating" limits eligibility to 30-day-old content, forcing brands to refresh their promotional material more frequently.
- Audience Targeting: Unlike French Fries' customizable parameters, "Content Heating" offers no audience selection—just budget setting. This suggests the feature amplifies natural reach rather than accessing separate traffic pools.
- Spending Caps: "Content Heating" imposes strict limits: 5,000 RMB maximum per post or 50,000 impressions, whichever comes first—a marked contrast to French Fries' open-ended budgeting.
These constraints position "Content Heating" as more of a content validation tool than traditional advertising. Brands can quickly test post performance before committing to broader campaigns through other channels.
Practical Implementation Guide
Currently accessible through two pathways—the app's navigation bar or Dandelion's order management system—the feature operates via a simple three-step process:
- Select eligible posts from the available list
- Set budget and duration parameters
- Complete payment using Dandelion platform credits
Important operational notes: campaigns cannot be paused mid-stream, and the system may automatically remove posts that undergo edits, violate community guidelines, or maintain click-through rates below 2%.
Addressing Common Questions
Availability: Currently limited to brands and authorized agencies during this testing phase, with individual creators restricted to French Fries functionality.
Audience Reach: Early indicators suggest the feature extends content to untapped segments within a post's natural audience pool rather than expanding beyond established interest categories.
Platform Comparison: While "Content Heating" appears to deliver higher-quality traffic due to its natural reach amplification, its spending limitations make it complementary rather than competitive with Xiaohongshu's full advertising suite.
Strategic Implications
The introduction of "Content Heating" completes Xiaohongshu's commercial ecosystem, offering brands a new tool for optimizing their content strategy. While functionally distinct from existing promotion options, its emphasis on quality validation through natural reach amplification presents unique advantages. Brands would be wise to monitor the feature's development closely, as early adoption during the rollout phase could provide significant competitive benefits in China's increasingly crowded social commerce landscape.