With the TikTok ban looming, millions of users are migrating to RedNote and other TikTok clones like Neptune, Triller, and Zigazoo. But what’s all the buzz about, and should your brand consider jumping to Rednote?

What is RedNote?

RedNote is a Chinese-owned social media platform operating under the oversight of the Chinese government. The app’s original name is “Xiaohongshu,” which translates to “Little Red Book,” though it’s marketed as “RedNote” in English.

The platform offers two primary feeds:

• The “Home” feed, which resembles Instagram’s Explore page or Pinterest’s layout.
• The “Trending” feed, which mirrors TikTok’s For You Page in nearly every way.

Why Are So Many People Signing Up for RedNote?

A large portion of young TikTok users seems to view migrating to RedNote as either a rebellious act or a humorous response to the U.S. government’s skepticism toward Chinese-owned platforms. We’ve seen the term “TikTok Refugee” going viral on TikTok, as the ban looms. 

Others are drawn to the app’s similar user experience to TikTok’s For You Page, which makes the transition feel familiar. There have been over 200,000 posts on TikTok made about RedNote, as the TikTok ban looms.

Is RedNote a Flash in the Pan?

It’s too soon to tell. As it stands, YouTube and Instagram remain dominant players in the U.S. social media landscape for video content. RedNote’s reliance on features like manual translation (with users frequently copying and pasting text into Google Translate) could limit its appeal. It’s also possible RedNote could be banned as well, for the same reasons as TikTok.

However, skeptics once dismissed TikTok as a fleeting trend when it first emerged. RedNote’s future will depend on its ability to overcome these hurdles and capture sustained user interest.

Should Your Brand Switch to RedNote?

For most brands, the answer is likely no. Instead, we recommend focusing on established platforms with proven audiences, such as YouTube Shorts and Instagram Reels, to test and optimize your short-form content. If your brand is already active on these platforms and you’re considering RedNote, now is a good time to lock in your handle.

Of course, every brand is in a unique position with different audiences, needs, plans, and budgets. We are helping each of our partners think through what’s best for them both short and long-term and will continue to update as we have more information.