WeChat launches a game-changing content creation platform* akin to Xiaohongshu (Little Red Book or LRB or 小红书 or XHS), with new opportunities for creators and businesses.
Here’s something you probably didn’t expect—WeChat, China’s go-to super-app, has quietly launched a feature* that’s stirring up a bit of buzz, though not officially named. It’s being called “Little Green Book” (小绿书 or XLS or LGB) by users, and it’s already drawing comparisons to one of its biggest competitors in the social media space: Xiaohongshu, or Little Red Book. Yeah, the name makes sense—WeChat’s signature green, after all.
So, what’s this new feature all about? Well, in a nutshell, it’s a tool that lets users post short-form content—think images, notes, and quick stories—that looks an awful lot like what people are doing on Xiaohongshu. But here’s the kicker: it’s built right into WeChat’s massive ecosystem, and that gives it a whole new kind of power. Imagine seamlessly sharing content and promoting products to over a billion users, without having to jump between apps.
And yet, hardly anyone outside of China has heard about it. It’s still flying under the radar—especially in the English-speaking world. But that’s likely about to change, and fast. Keep reading and you’ll be one of the first to know what could be WeChat’s next big move in the world of social media and e-commerce. Spoiler: it’s got serious potential.
“Little Green Book”: A Sneaky Evolution Inside WeChat’s Ecosystem
WeChat’s been tinkering with “Little Green Book” since early 2023, but the real turning point hit in the last couple of months. The key? Content from Little Green Book can now be recommended to non-followers. This is huge—it’s a shift from private content, seen only by followers, to public visibility. Suddenly, posts have a much bigger audience potential.
At first, the feature was barely noticeable. People could post images and notes, but there wasn’t much visibility, and no standout tools to boost engagement. Then, WeChat quietly started surfacing Little Green Book posts beyond a creator’s follower list. Now, it’s starting to get real traction.
Now, while WeChat hasn’t specifically tied product sales to Little Green Book, it did make selling easier overall for public account owners. Creators with just 100 followers can tag products in image posts. It’s not exclusive to Little Green Book, but the timing aligns, giving creators more reason to dive into the feature as it grows.
So, what started as a quiet experiment is evolving into something much bigger. Little Green Book is now stepping out of the shadows, with the potential to go head-to-head with Xiaohongshu, but with that seamless WeChat integration that could make it even more powerful.
Is Baidu Falling for Little Green Book?
Here’s an interesting twist: WeChat posts are crawlable by search engines like Baidu, and Baidu does index and rank them. Now, here’s where it gets curious. In August 2024, SEOclarity shows a massive spike in WeChat posts ranking on Baidu. Coincidence? I doubt it. My educated guess? Baidu’s picking up on Little Green Book content and ranking it because, frankly, it’s as appealing to the algorithm as it is to users.
Can I prove this? Not quite. I ran some random checks on the rankings SEOclarity reported, but none of the posts seemed to match the Little Green Book format. But let’s not write off the idea just yet—my checks were limited. It’s very possible that this surge in rankings is linked to Baidu enjoying the fresh, user-friendly Little Green Book posts. Just something to keep in mind.
What Exactly Is “Little Green Book”? And How Does It Stack Up Against Xiaohongshu?
So, what’s all the fuss about? “Little Green Book” is basically WeChat’s new playground for short-form, visual content. Think photo-heavy posts, mini-notes, and quick tips. It’s not trying to replace your public account or WeChat Moments, but rather complement them. Imagine a clean, scrollable feed with images, product tags, and punchy text. Simple, direct, and very user-friendly.
Now, if this sounds like Xiaohongshu (Little Red Book), you’re not wrong. The comparison is pretty obvious—both are about creating visually-driven content and integrating e-commerce features. But here’s the catch: WeChat’s version fits neatly into its all-encompassing ecosystem. You don’t need a separate app, and it ties right into your existing public account, so creators don’t have to start from scratch.
On the content side, Little Green Book leans toward lifestyle, shopping tips, and personal experiences, just like Xiaohongshu. But the big difference? It’s got WeChat’s audience of over a billion users behind it, and the potential for reach is much bigger.
Little Green Book vs. Little Red Book: How Do They Stack Up?
On the surface, “Little Green Book” feels a lot like Xiaohongshu (Little Red Book). Both focus on visually-driven, user-generated content with a big emphasis on lifestyle and product recommendations. But the differences start to show when you dig deeper.
First off, Xiaohongshu has a huge community vibe. It’s all about sharing personal experiences—fashion tips, beauty routines, travel guides. Little Green Book? It’s more integrated into WeChat’s ecosystem, and that’s a big deal. You don’t need a separate app. Everything, from posting to product tagging, happens within WeChat’s existing structure. Seamless, really.
Another major difference: Xiaohongshu users are more niche—heavy on fashion and lifestyle. Little Green Book, with WeChat’s diverse audience of over a billion people, has the potential to cover a much wider range of content. And with WeChat’s built-in social sharing, Little Green Book posts can spread faster, with broader reach.
That said, Xiaohongshu still has the edge in terms of depth. It’s been around longer, and its content quality, especially the image-to-text balance, is more polished. But Little Green Book’s strength is its potential—being part of WeChat gives it the backing and flexibility to evolve quickly.
Your Brand’s big Chance on WeChat is also WeChat’s big Chance
The true power of WeChat’s “Little Green Book” lies in its ability to push official account content beyond the boundaries of a creator’s follower base. Traditionally, public account posts were mainly seen by existing followers, but Little Green Book changes the game. These posts—essentially WeChat Official Account posts with a Xiaohongshu-like format—now have the chance to be recommended to non-followers, unlocking huge potential for broader visibility.
For official account owners, this means even with just 100 followers, the real win comes from the exposure: your content can now reach users who don’t already follow you. This shift from private domain to public domain content is why we refer to it as “Little Green Book.” Just like on Xiaohongshu, your posts can be surfaced to new audiences, offering a unique opportunity for growth and monetization.
Strategically, this feature plays a crucial role for WeChat. As the app continues to evolve beyond messaging and into a full-fledged content and e-commerce hub, Little Green Book gives WeChat a stronger foothold in the user-generated content space. By lowering the barriers for exposure and making it easier for businesses to engage with users, WeChat is not only keeping up with platforms like Xiaohongshu, but it’s integrating these capabilities into its already massive ecosystem.
This combination of content creation, product promotion, and recommendation algorithms positions Little Green Book as a key feature in WeChat’s strategy to dominate the social media and e-commerce landscape, allowing businesses and creators to grow organically while capitalizing on WeChat’s vast user base.
So, Where Do You Find This New WeChat Marketing Channel?
Here’s the kicker: it’s not some shiny new app, a WeChat mini program, or even a separate feature hidden within WeChat. If you thought Little Green Book was its own standalone product, time to debunk that myth. It’s still just WeChat Official Account posts—but with a twist.
These posts, now formatted much like Xiaohongshu (Little Red Book), can be recommended to users who don’t follow your account. That’s the real game-changer. They’re still public account posts at their core, but this new reach and visibility is what makes them so powerful. And by the way, “Little Green Book” or “小绿书” isn’t an official name given by WeChat. It’s a term coined by the community due to the visual and behavioral similarities these posts share with Little Red Book.
So, no need to look for a new feature tab or app—just focus on how you’re using your WeChat Official Account. Little Green Book is already part of it, waiting for you to leverage its potential.
*The public accessibility of Little Green Book posts is still new, and we’re still figuring out when WeChat decides to push a post to non-followers and when it doesn’t. It’s not clear yet what triggers that extra reach. We’re experimenting with different approaches to help our clients make the most of this new format.
Our first insights were shared by my colleague Onsing on LinkedIn: https://www.linkedin.com/feed/update/urn:li:activity:7236216699627134976/
We’re constantly learning and will continue to refine strategies as we go. Stay tuned for more updates as we crack the code.
