VisitScotland joined Chinese social media platform RedNote (Xiaohongshu) in 2023, regularly publishing photo and video posts. When Dragon Trail began managing the account in August 2025, our objective was to create content that would reach a larger audience on the platform, attracting new followers and potential visitors to Scotland.
Between October and December 2025, Dragon Trail created a series of three short videos for VisitScotland’s RedNote account that far surpassed any views or engagements in the two years previous, and did so organically. In total, the videos resulted in:
• 85,000+ views
• 4,600+ engagements (likes, shares, collects, and comments)
• 7,855 new followers
Moreover, the videos’ audience was predominantly women aged 25 to 44, based in first-tier cities and overseas – not only a core demographic for the RedNote platform, but also those users who are most likely to travel overseas and make travel decisions.
The first video in the series introduced the Scottish Borders region, including attractions, nature, and food, all set to a traditional Scottish soundtrack. The second video, titled “Five Reasons to Visit Scotland” featured humorous and cute footage of Highland Cows. Published in December, the last video, “The Cutest Winter Lights” took viewers on a mini tour of a street in Scotland with very cute Christmas lights.
The viral, organic success of these videos lies in their precise alignment with RedNote’s content dissemination logic: integrating emotional value, practical utility, and regional characteristics while resonating with the platform’s user preferences.
The posts spanned two high-appeal categories: cute and heartwarming content that evokes strong emotional resonance, and practical guides to lesser-known hidden gems that cater to users’ search needs. This dual focus ensured broad appeal while filling gaps in niche travel content.
On RedNote, the text that goes with each post is also important – content creators can’t rely on photos or videos alone to appeal to users. In the case of VisitScotland’s viral video posts, the accompanying text was written in colloquial, conversational copy, fostering a sense of intimacy and resembling authentic travel sharing rather than official promotion – perfectly matching RedNote’s “genuine recommendation” community ethos. Moreover, the text is structured with emojis and short phrases, breaking down each attraction’s highlights, and striking a balance between information density and readability. This mobile-friendly structure adapts to users’ reading habits and boosts completion rates.
The strategic use of high-traffic hashtags such as #ScotlandTravel and #UKTravel, paired with niche and seasonal tags like #ChristmasEve, #Christmas, and #OffTheBeatenPathTravel also effectively reached users across different interest groups – and tied into seasonal trends boosted by RedNote’s algorithm – further increasing post visibility.
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