January 21, 2025, 9:12 am | Read time: 5 minutes
The social media landscape in the US is experiencing a shift. Following a threatened ban on TikTok by the Supreme Court, users are switching to the Chinese app RedNote in droves. Within a few days, it recorded numerous new downloads and rose to the top of the app store charts. But this switch is more than just an escape.
The potential closure of TikTok in the US has led to a veritable exodus of users. With the threat of a ban looming, millions of Americans looked for alternatives and found them in RedNote. The latter is a Chinese platform that was originally developed for travel and lifestyle content. Within a week, downloads in the USA multiplied. But RedNote is more than just a TikTok replacement. It represents a new kind of cultural exchange and has developed into a global phenomenon in a very short space of time.
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Origin and Development of RedNote
Xiaohongshu, as RedNote is known in China, was founded in 2013 by Charlwin Mao and Miranda Qu in Shanghai. Their goal was to create a platform that would serve as a “guide” for Chinese travelers to international shopping and travel destinations. The original name, “Hong Kong Shopping Guide,” emphasized the focus on finding products and experiences abroad. Over time, however, RedNote has evolved from a pure travel app into a versatile lifestyle platform that now attracts 300 million monthly active users worldwide, according to Chinese research company Qian Gua.
The app offers content reminiscent of Instagram and Pinterest but with a unique feature. The algorithm is based less on a user’s followers and more on individual interests. This encourages original content and prevents the dominance of influencers that is often seen on other platforms. Users can share photos, videos, and texts, buy products, and even have live chats. RedNote is particularly popular with young women. According to TechCrunch, 79% of users are female, which explains the focus on fashion, beauty, and shopping.
Differences to TikTok and GlobalAaccessibility
In contrast to TikTok, which focuses primarily on short videos, RedNote places more emphasis on a wide range of content. From travel recommendations and beauty tips to shopping trends, the platform covers a broad spectrum. One key difference is that TikTok is regionally adapted. For example, there is Douyin, the Chinese version of TikTok, which is only accessible in China. RedNote, on the other hand, offers a global platform on which users from different countries can interact. This is supported by the uncomplicated registration process. Unlike many other Chinese apps, RedNote does not require a Chinese phone number.
Global reach was part of RedNote’s vision from the very beginning. The name “Little Red Book” ironically alludes to Mao’s famous book of quotations, but does not represent a political orientation. Instead, “Red” often stands for popularity and enthusiasm in Chinese – an apt description of the platform.
RedNote’s New Popularity in the USA
With the impending TikTok ban, RedNote experienced a sudden surge in popularity in the US. Within a few days, the app rose to the top of the download charts in Apple’s App Store. As the news portal CNN reports, citing the market research company Sensor Tower, the number of mobile downloads of Xiaohongshu or RedNote in the USA almost tripled in the second week of January 2025 compared to the previous week. Many of these new users self-identify as “TikTok Refugees” – a term used to describe forced migration.
American users find RedNote not only a platform that can replace their TikTok habits but also a place to interact with Chinese users. However, many posts here are written in Mandarin, which is a hurdle for many and is likely to make interaction on RedNote more difficult. Nevertheless, while TikTok has become the center of discussion due to political tensions between the USA and China, RedNote has become an unexpected bridge between the cultures. This is reflected in humorous interactions, such as the posting of cat pictures, which are seen as an “entry fee” for the community.
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Challenges and Doubts About Data Protection
Despite its popularity, RedNote also faces challenges. Like all Chinese platforms, the app is subject to strict censorship. Content on sensitive topics such as LGBTQ rights or criticism of the government is often removed. RedNote also does not meet the desired standards in terms of data protection and the use of image and video material.
To use the app, users must agree to the terms and conditions. However, these are only written in Chinese and are, therefore, incomprehensible to most users without translation. They are, therefore, often unaware that they are giving RedNote all rights to the use of their posted content. Furthermore, both the app’s operators and Chinese authorities have access to all user and location data, as demonstrated by gamer @aka_Scratch in an X-Post:
Nevertheless, many users see the platform as an opportunity to overcome cultural barriers. In particular, the increasing demand for Mandarin courses and exchanges on everyday topics show that RedNote could be more than just a replacement app. However, whether this dynamic will continue in the long term depends on both users and political decisions.