TikTok Users Move to RedNote As January 19th TikTok Ban Looms Large

TikTok Users Move to RedNote As January 19th TikTok Ban Looms Large

 

As you’ve likely heard, the TikTok ban which has been looming over short-form video creators across the US for several years now is finally on the verge of coming into effect, and users are taking notice. Over the past few days, competing Chinese social video app, Xiaohongshu, otherwise known as RedNote or RED globally, became the number #1 most downloaded free app on the iPhone app store.

 

This mass adoption of over 700,000 new users to the app is a clear response to the coming Supreme Court ruling that would ban TikTok in the United States as soon as January 19th. The app, which has over 1 billion active monthly users, has been at the front line of short-form video’s proliferation since the late 2010s, almost single-handedly shifting the way in which people consume media online, and leading many large apps such as YouTube, Instagram, and X to focus more heavily on short-form content.

 

TikTok Users Move to RedNote As January 19th TikTok Ban Looms Large

Understanding RedNote: What is Xiaohongshu?

 

Founded in 2013, RedNote is not a new name in the social media scene. Rather, it has been a competitor of TikTok within the global Chinese community for many years, with over 300 million active monthly users. As is to be expected from such an app, common topics and subjects range wildly from health and beauty to comedy, fashion, pets, and more. However, as is common with social media platforms in China, there’s a bit more of an active emphasis on product promotion and KOL marketing than one might be familiar with from the average US or Western TikTok feed.

 

RedNote: The World’s “Shopping Inspiration” App

 

Referred to as the “No1 shopping inspiration app”, the role of Key-Opinion Leaders and Influencers in users’ shopping habits is clear, with it offering a fiercely competitive space for promotion and reviews. To keep this in check, RedNote has strict policies on content that attempt to lead customers away from the app for purchases elsewhere. This has made navigating the app’s moderation as a seller slightly more complex than one may initially expect.

 

However, regardless of the growing pains that some may have acclimating to the slightly different ecosystem RedNote provides, the switch that TikTok users are making to this Chinese competitor is not a particularly shocking one for those in the know.

 

So, what will this mean for TikTok users and the internet as a whole? What ripple effects are likely to occur from the toppling of this cultural juggernaut, and why has Xiaohongshu become the new home of so many, in their words, “#tiktokrefugees”? We sat down with Jacob Cheng, a digital marketing expert and content creator with a history on the RedNote platform to understand what this change might look like for the average user, and what it might mean for creators.

 

Screenshot of jacob cheng's rednote or littleredbook profile

 

So, Jacob, how different is RedNote from TikTok in the US? What differences do you foresee people noticing when they transition over?

 

Well, I haven’t published on TikTok US, but one obvious factor is that the language is different. RedNote, or LittleRedBook as it’s commonly referred to, is primarily for a Chinese audience and doesn’t offer the same accessibility for non-Chinese speaking audiences in most cases.

 

With that said, language aside, RedNote is mostly people sharing tips and experiences; you can think of it as a social media version of Reddit in the way that it helps people make decisions, especially for shopping. There are a lot of discussions of trends and styling, especially compared with YouTube Shorts and other competitors, at least from a user perspective.

 

TikTok is an excellent app, especially for entertainment, but the popular content feels different, it has a different format to it. Initially, RedNote’s audience was mainland Chinese women looking for advice on things like makeup, beauty, luxury, and entertainment, before expanding from mainland China and becoming more widely used by the international Chinese community.

 

It does well at targeting locally when compared with other apps. It’s not perfect, it doesn’t link the account based on city, but in terms of country-wide trends and interests, it’s good.

 

What about the paid version, Ju Guang?

 

Yes, there is a paid version of RedNote, called Ju Guang. It acts as a way for people to advertise in the RedNote algorithm, and gain visibility for videos. RedNote has an algorithm that prioritises early success and trends with short-term traffic, compared to something like YouTube, so it’s less likely to show older content. If you really want to push a video, Ju Guang is the best way.

 

What do you see as the positives of RedNote/LittleRedBook?

 

My experience of the positives for RedNote is that there’s a large active audience for quality content. The difficult part is consistently being unique and helpful. If you can consistently create useful content, you can get great visibility, similar to TikTok. One thing to note is that there isn’t a clear way to monetise LittleRedBook through the app itself, as it doesn’t really pay creators. However, KOLs generate income by attaching products to videos, including connecting with eCommerce suppliers, but there are very strict rules with how you can promote.

 

Would you say RedNote’s policies are more strict than TikTok?

 

Yes, there are a lot of limitations on what you can talk about. Topics like Taiwan, or topics that seem negative towards the Chinese Government might get you banned. You also can’t really talk negatively about RedNote itself, or positively about competing apps. Certain terms are sensitive and can lead to limited exposure. It’s a black box algorithm, which can be confusing to people overseas.

 

This would be relevant for those that are TikTok Refugees, which is likely to be a concern for RedNote itself in terms of potential political conflict, but is very positively received by the app’s members. It’s good that RedNote is the app people are turning to, and people have been very excited to see new demographics joining the app. Just set your expectations appropriately as to what can and can’t be posted, as well as the language barrier.

 

Do you have any advice for businesses shifting from TikTok to RedNote?

 

We are writing a RedNote 101 post, so check back here and we will link to it once it’s done.

 

The algorithm for RedNote is different. It’s a different platform with a different content style and a very specific Chinese audience. Visual and text posts are popular, as are sharing strategies and vlogs of places you’ve gone. Chinese people want to see the differences in places compared to China and newcomers sharing their experience of Chinese culture.

 

You can also share opinions on books and media, but just always remember to stay positive and people will reward you.

 

What have you done to develop a following on RedNote?

 

I’ve taken three main approaches to developing an audience on RedNote:

 

  1. Sharing unique knowledge. Share your life, share your story, and people will connect with you and want to know more.
  2. LRB goes more commercial. Compared to other platforms, people are sharing life experiences but there’s a lot of advertising (it’s called the number 1 shopping inspiration app for a reason).
  3. Grow a network, talk to other influencers and collaborate. If you want, feel free to collaborate with us! We’re always looking to meet new driven people who are passionate about online content.

 

Do you see RedNote becoming the main app for short-form content?

 

I wouldn’t say yes or no, it’s an ever-changing world. RedNote isn’t ready to take over the world, as it’s a very Chinese app, but it can be used by people overseas. Now, it might be a headache for RedNote as a business to think about. It might rely on external impacts. If Trump comes on board and decides it’d be better, he might return TikTok; the ban might not be a long-lasting thing. We don’t know the future, but it’ll be interesting to see.

 

There are limitations to RedNote becoming the top app long-term. TikTok has auto-translate, while LRB is very different, and isn’t set up for other countries automatically. We’ll see if LRB shifts in that direction. They weren’t profitable until very recently, and I’m sure that the idea that TikTok’s audience would be moving over in droves didn’t occur to them.

 

So, Where to Now?

 

Only time will tell how the current ban pans out, with a lot of unanswered questions that will likely see more clarification over the next few weeks. What we can say is that the ban will not see a huge impact immediately, as while the ban would remove the TikTok app from the app store, it’s likely that those with the app downloaded would have access to a version no longer receiving updates which would break over time.

 

Additionally, it will be hard to say whether the shift to RedNote ends up seeing long-term growth for the Chinese app, but it will be interesting to see how they respond to this newfound Western exposure. If you’re interested in learning more about this, feel free to connect with Trafficon. We’re always excited to speak with people in the influencer and social media space, so connect with us today!

 

About Me

Trafficon is a team of experienced digital marketing specialists dedicated to providing online businesses across Australia and beyond with the skills they need to thrive and grow. With a focus on website design, SEO, content, and SEM, Trafficon is the key to a better online experience.

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