Mooncakes are sweet. Algorithms aren’t. But when brands line up culture, keywords, and timing, Mid-Autumn Festival becomes a discovery engine – first on Douyin (short video + search), then on Xiaohongshu (RED) (reviews + intent), and finally on Baidu (capture the planners and researchers). The goal of this guide: show up where people actually look, and convert that attention into Q4 momentum, without fighting the algorithm blindfolded.

Douyin SEO – Be Findable in China’s Short-Video Search

Douyin is no longer just “viral videos”; it’s search + shopping at massive scale. ByteDance’s ecosystem reports hundreds of millions of monthly searches and deep shopping intent. Independent trackers put Douyin at ~746–766M users (MAU/DAU) in 2023-2025, a massive opportunity for Mid-Autumn visibility.  

Speak the way people search (in Chinese)

Treat captions, on-screen text, and subtitles like SEO fields. Use natural, Chinese, intent-based phrases that a shopper would type:

• 中秋礼物推荐 (Mid-Autumn gift ideas)
• 月饼礼盒开箱 (mooncake gift box unboxing)
• 中秋直播优惠 (Mid-Autumn livestream deals)

Short videos still rise on watch time, completion rate, and early engagement – so lead with a visual hook in the first 3 seconds and pin a comment that repeats your target query in Chinese. The rule is simple: videos that keep people watching and feel relevant spread further.

Ride (and name) the trend

Seasonal search behavior spikes around gift boxes, reunion, healthier options, and limited editions. Title and tag your video using the exact term clusters people are using (festival + product + benefit). Join trending formats – like recipes, unboxings, or gift guides – and use the same phrasing in your captions so you show up in Douyin search. ByteDance/Ocean Engine data show rapid growth in search activity, underscoring the value of trend-aligned keywords.

Format & cadence

• Series > one-offs: e.g., “7 days of Mid-Autumn gifts” creates habitual search behavior for your handle.
• Add a simple Chinese title screen (e.g. ‘中秋礼盒测评’) at the start. It grabs scrollers and helps your video match search queries.
• Live + short video sync: Post teaser clips with the exact search term you’ll emphasize in your livestream title.

Sealing the deal

Turn discovery into action: add product links, coupon codes, and clear CTAs in Chinese (“点我抢先下单”). Douyin’s full-funnel setup for brands (content → live → conversion) has been repeatedly validated by luxury and retail case studies throughout 2023–2024.

Xiaohongshu (RED) SEO: Win Where People Compare & Decide

RED has ~300M MAU, and ~70% use search. This is where shoppers research before they buy: gift reviews, unboxings, healthy mooncakes, outfit ideas, family-friendly experiences. If you want sustained attention during Mid-Autumn, rank in RED search.

Titles are your headline, and your SEO

Your first line is the note’s title and the preview in search results. Make it explicit and keyword-rich (in Chinese), e.g.:

• “2025中秋礼物清单：不踩雷的健康礼盒推荐”
• “低糖月饼怎么选？3款真实测评（附价格）”

Clear titles with the right keywords rank higher.

Write “mini-blog” captions (and place keywords naturally)

RED’s algorithm parses caption text and tags for topic matching. Use intent clusters (problem → solution → proof) in Chinese, and place target phrases in the opening lines, sub-heads, and closing Q&A. Think searchable utility first, aesthetics second.

Strong keywords plus high engagement (saves, comments, shares) drive wider reach.

Hashtags, but curated

Use 5–8 relevant hashtags that mirror how users search (#中秋礼盒 #月饼测评 #低糖月饼 #团圆送礼). Skip generic reach-bait. RED favors relevance + engagement, not volume.

Visuals that rank (and get clicked)

• Cover clarity: a clean product shot or unboxing moment with a short Chinese overlay (title) improves the click-through rate.
• Album structure: Step-by-step images (what, why, how much) get more saves, and saves help you rank higher on RED. (Engagement-led ranking is consistently cited in 2024–2025 algorithm explainers.)

Timing & cadence for Mid-Autumn

Start 3-4 weeks out to earn saves and search equity before the holiday. RED activity peaks in the late afternoon and evening, so post and engage when searchers are active. Platform and agency reports across 2024-2025 highlight heavier search + lifestyle planning behavior on RED.)

Baidu SEO – Capture Planners (and Corporate Gifting) in Open Search

Even with social commerce booming, Baidu remains China’s #1 search engine (≈60% share as of mid-2025). When shoppers or buyers leave apps and search Baidu for brand sites, reviews, or gifting options, you need to be there.

Build for China first (crawlability + speed)

• Simplified Chinese content that matches Mid-Autumn search intent (礼盒采购, 企业送礼, 团购, 发票/配送).
• Lightweight pages that render content in HTML (Baidu is less JS-friendly).
• Baidu prioritizes mobile. Use fast hosting or a CDN in or near Mainland China to keep mobile load times quick.

On-page signals Baidu still reads

• Titles/H1 with primary phrases up front: “2025中秋礼盒定制 | [Brand] 企业团购”.
• Meta description that explains value + delivery/regions.
• Internal links from your Mid-Autumn hub to product pages and FAQs.
• Use clear headings (H2/H3) for price, delivery, invoices, and minimum orders. This helps Baidu understand the page and helps users convert. Baidu still favors clear on-page signals, easy-to-read structure, and fresh updates.

Use Baidu’s ecosystem to flood page one

Create or update:

• Baidu Baike (encyclopedia-style brand entry)
• Zhidao/Zhihu Q&A answers around Mid-Autumn gifting categories
• Post on Baijiahao (Baidu’s content platform) and repurpose your best RED/Douyin insights to boost search visibility
  
  These tactics works because Baidu often elevates its own/affiliated properties and authoritative Chinese sources, giving your brand more ways to be discovered.
  
  

Seasonal landing pages that actually rank & convert

Spin up a Mid-Autumn hub: pricing tables, delivery timelines, corporate order form, downloadable spec sheet, and a simple FAQ in Chinese (“如何开具发票？最快几天送达？”).
Keep it live year-round and refresh annually to preserve equity. (Freshness and UX are ranking signals. Updating existing seasonal pages can preserve/grow rankings across years.

Your Mid-Autumn SEO Blueprint (Douyin + RED + Baidu)

4-5 weeks out: seed search demand

• Douyin: teaser series with exact Chinese query phrasing. Pin comments with the same search intent.
• RED: “mini-blog” notes that rank for “礼物推荐/测评/低糖月饼/企业送礼”.
• Baidu: launch/refresh a seasonal hub. Publish a Baijiahao explainer round-up.

2-3 weeks out: intent capture

• Douyin: “Unboxing” + “how to choose” videos. Host a livestream with a keyword-rich title and a simple coupon call-to-action.
• RED: push comparison and price-transparency notes. Answer comments (Q&A = search fuel).
• Baidu: outreach/PR for Chinese backlinks. Add long-tail FAQs you see trending.

Final week: conversion

• Douyin: Post final reminder videos that highlight shipping deadlines.
• RED: “速看/别踩雷” checklists that are easy to save and share.
• Baidu: Add a festive banner across your site that links to your Mid-Autumn hub. Update meta snippets with shipping deadlines.

Why this works (and fits your broader plan)

It mirrors what your other pieces already set up – culture + premium gifting + timing – but translates it into how people actually search on each platform. Douyin creates the spark, RED validates choices, Baidu closes the loop for corporate buyers and planners.

Net result: Discoverability now, momentum into Q4!

If you’d like help turning keywords into content – Chinese phrasing, titles, seasonal pages – Digital Crew can build the plan and execute it. We’ll carry it from Mid-Autumn straight into Singles’ Day.