Xiaohongshu vs Instagram: Which Should Singapore Businesses Use? (2026)
Updated: 3 hours ago
Short answer: Use Instagram to reach the general Singapore audience and Xiaohongshu (XHS / RedNote / 小红书) to reach Chinese-speaking customers who search before they visit. Instagram is a feed people scroll; Xiaohongshu works more like a search engine, so one good note can bring customers for months. Most Singapore restaurants, cafés and shops with Chinese-speaking customers do best running both from the same shoot.
Updated October 2026.
Key takeaways
Audience: Instagram had about 4.27 million users in Singapore in September 2026, around 64% of the population (NapoleonCat). Xiaohongshu reaches Chinese-speaking residents, new immigrants, students and visitors from China.
Discovery: Xiaohongshu says nearly 70% of its monthly active users search on the app, and daily searches reached about 600 million in Q4 2024.
Language: Instagram content is usually English; Xiaohongshu notes need native Chinese.
Shelf life: Instagram posts fade from feeds in days; XHS notes keep showing up in search for months.
Both from one shoot: one filming day can be cut into English and Chinese versions.
Xiaohongshu vs Instagram at a glance
Who uses it in Singapore: Instagram reaches a broad local audience; the largest age group is 25–34. Xiaohongshu reaches Chinese-speaking customers, including people new to Singapore and visitors from China, which was Singapore's largest visitor market in 2025 with 3.1 million arrivals (Singapore Tourism Board).
How people find you: on Instagram mostly through the feed, Reels, hashtags and ads. On Xiaohongshu mostly through search, for example "新加坡火锅" (Singapore hotpot) or a neighbourhood name.
What content works: Instagram rewards polished visuals and short Reels. Xiaohongshu rewards useful, honest notes: menus, prices, tips and real reviews.
Influencers: both have creators. On Xiaohongshu, store visits by everyday creators (KOCs, 博主探店) are a common way for new businesses to build reviews.
Account set-up: Instagram business accounts are free. A Xiaohongshu professional account with Blue V verification has a review fee of 600 yuan a year, paid to the platform.
When to choose Instagram
Your customers are mostly English-speaking locals.
You sell on visual appeal (fashion, design, events) and want to grow followers.
You need Meta ads that reach broad Singapore audiences.
When to choose Xiaohongshu
A good share of your customers speak Chinese, or you want to reach new immigrants, students or visitors from China.
People research before they visit: restaurants, cafés, beauty, education, property and services.
You want content that keeps working long after it is posted.
Why many Singapore businesses use both
Instagram and Xiaohongshu reach different customers, so running both usually adds new customers rather than repeating the same ones. The cost does not double: we plan one shoot so the footage can be cut into English versions for Instagram, TikTok and Facebook and native Chinese versions for Xiaohongshu and WeChat Channels.
What does it cost with Start Media?
One platform (for example Instagram or Xiaohongshu): SGD 1,600–2,500 a month.
XHS account management: SGD 1,600–2,500 a month for 6–15 notes.
Outsourced marketing package: SGD 3,900 a month (6-month minimum), covering Facebook, Instagram, TikTok, Xiaohongshu and WeChat with 10 short videos a month.
See all prices on our pricing page.
Frequently asked questions
Is Xiaohongshu better than Instagram for Singapore businesses?
Neither is better for every business. Instagram reaches the broad Singapore audience; Xiaohongshu reaches Chinese-speaking customers who search before they visit. Businesses with Chinese-speaking customers usually do best using both.
What is the difference between Xiaohongshu and Instagram?
Instagram is mainly a feed people scroll, with English content and Reels. Xiaohongshu works more like a search engine: people search for places and products, and native Chinese notes keep showing up in search for months.
Can I post the same content on Xiaohongshu and Instagram?
You can use the same footage, but not the same post. Xiaohongshu needs native Chinese titles and text written around what people search for; Instagram usually needs English captions and a different edit.
How much does it cost to run Xiaohongshu and Instagram in Singapore?
At Start Media, one platform costs SGD 1,600–2,500 a month, and the SGD 3,900 monthly package covers five platforms including Instagram and Xiaohongshu.
Not sure which platform fits your business? Get a free strategy call. 中文版：小红书和 Instagram 怎么选.
Sources: NapoleonCat, Instagram users in Singapore (September 2026); Xiaohongshu search figures as reported by China Daily (2024) and Tiger Brokers news (2025); Singapore Tourism Board visitor arrivals 2025.
Our service: Xiaohongshu (XHS) account management in Singapore
Want to know what would work for your business?
Send us your business name or Xiaohongshu account and Dawn's team will reply within 1 working day with a free Xiaohongshu account review. Free, no obligation.
WhatsApp Dawn on +65 8377 7718 or use our contact form · See all prices on our pricing page.
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