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A Chinese social app is quietly shaping preschool decisions.
Xiaohongshu isn’t just lifestyle content. I explain how forward-thinking preschools use it to engage Chinese-speaking parents in Singapore.
Parents today don’t just rely on word-of-mouth when choosing a preschool in Singapore. They’re scrolling through social platforms like Facebook, Instagram, TikTok—and increasingly, Xiaohongshu (RED 小红书).
Originally seen as a lifestyle and product-review platform, Xiaohongshu has grown into a decision-making hub for affluent Chinese-speaking parents. According to Statista (2024), Xiaohongshu has over 260 million monthly active users, with its overseas presence growing fast.
For preschools in Singapore, this presents a niche but powerful marketing opportunity: tapping into Chinese-speaking families who often prioritize education quality, bilingual curriculum, and cultural alignment.
Related: Why SEO is underutilized in the education sector
Parents search keywords like “新加坡 幼儿园 推荐” (“Singapore preschool recommendation”). What they find are real experiences from other parents—photos, stories, and feedback that feel more authentic than ads.
Unlike Facebook lead ads, Xiaohongshu thrives on authentic photos and lifestyle-style videos. Preschools that show children engaging in bilingual activities, parent-teacher interactions, and modern facilities tend to attract more organic interest.
Many Singapore-based Chinese parents still consume content from mainland Chinese Xiaohongshu users. That means an international angle can influence local preschool decisions, making Xiaohongshu uniquely powerful.
Related: Facebook lead costs for preschools explained
Connect with our expert team to transform your enrolment process with proven digital marketing strategies that deliver real results.
Connect with us! →One Singapore preschool ran a 3-month Xiaohongshu campaign with 20 parent-influencers. Posts showcasing their Chinese immersion curriculum achieved:
• 120k+ impressions from Singapore and Malaysia.
• 300+ parent inquiries via WhatsApp and WeChat.
• Enrolments that reduced CPL by 27% compared to Meta Ads.
This school invested in long-form video storytelling on Xiaohongshu, highlighting testimonials from Chinese-speaking parents. Within 60 days:
• 80% of leads cited Xiaohongshu as their discovery channel.
• Their cost per enrolment (CPE) was 40% lower than their Google Ads campaigns.
| Metric | Xiaohongshu (Singapore campaigns) | Facebook Ads | Google Ads |
|---|---|---|---|
| Avg. CPC (clicks) | SGD $0.35 – $0.70 | SGD $1.20 | SGD $1.50+ |
| Avg. CPL (preschool leads) | SGD $18 – $28 | SGD $35 – $50 | SGD $45 – $70 |
| Engagement Rate (organic) | 8% – 12% | 2% – 4% | N/A |
| Trust Factor (parent surveys) | High | Medium | Medium |
Source: Thrive Media SG client data (2024–2025), cross-referenced with Marketing-Interactive
Key questions about using Xiaohongshu for preschool marketing in Singapore and Southeast Asia.
Preschools that rely solely on Meta or Google risk:
• Paying 30–50% more per lead.
• Missing bilingual parents who don’t browse English-first platforms.
• Falling into vanity metrics traps like high CTR without enrolments.
See: Boosting CTR doesn’t always mean boosting revenue
To compare, check our Google Ads benchmarks for tuition centres in Singapore.
Test terms like:
• 新加坡 幼儿园
• 双语 幼儿园
• 蒙特梭利 学前班
Xiaohongshu thrives on authenticity. A staged ad doesn’t perform as well as real parent experiences.
Don’t stop at leads. Measure cost per enrolment (CPE) and campaign ROI.
Read: Why cheap leads cost you the most in the long run
Combine Xiaohongshu with TikTok and Meta Ads to reach millennial parents from different backgrounds.
Compare: TikTok vs Meta Ads for millennial parents
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