NEW YORK: RedNote, a Chinese social media app also called Xiaohongshu in its home country, has seen a dramatic surge in popularity among US users. According to analytics firm Similarweb, nearly three million Americans joined the app in a single day this week, as many TikTok users, calling themselves "TikTok Refugees," searched for alternatives.
Data from Similarweb showed that the app's daily active users in the US skyrocketed to approximately 3.4 million across iOS and Android platforms by January 13. This was a sharp increase from less than 7,00,000 the day before and about 3,00,000 just a week earlier.
The sudden interest in RedNote comes as the US government inches closer to banning TikTok, which boasts 170 million American users, citing national security risks. The ban has caused a significant shift, propelling RedNote to the top of app store download charts. On January 15, Chinese state media reported that more than 7,00,000 new users had joined RedNote within just two days.
RedNote has also outpaced TikTok's sibling app, Lemon8, which experienced a more modest rise in user activity. Lemon8 saw its daily active users grow to 1.7 million on January 15, up from around 1.1 million in the preceding weeks.
Meanwhile, TikTok's US user base has seen a slight decline as the ban deadline looms. Similarweb reported a 2.1% drop in daily active users, bringing the number down to about 82.2 million.
On RedNote, many Chinese users have warmly welcomed the influx of US users, engaging in discussions about Chinese culture, popular cuisine, travel destinations, and even the country’s birth policies. However, some US users have tested the platform’s boundaries, potentially clashing with Beijing's strict censorship rules under its "Great Firewall," which blocks foreign platforms like Instagram and X.
US TikTok influencers and creators, who have relied on the platform for their careers, had been hoping for a solution to the impending ban. But as the January 19 deadline nears, many appear to have accepted the inevitable and are exploring alternatives like RedNote.
What is RedNote?
RedNote is often described as China's version of Instagram, catering to users interested in lifestyle topics. The name Xiaohongshu has historical roots, referencing a collection of quotes by former Chinese leader Mao Zedong.
Today, the app is a key search engine in China for lifestyle tips, with popular subjects including beauty, fashion, travel, and food. The majority of its users are young and female. Unlike TikTok or Instagram, RedNote has a unique interface that allows users to view multiple posts, whether videos, photos, or longer texts, all at once.
Beyond content sharing, the app also lets users engage in discussions, connect through calls, and shop. Recently, RedNote has been working on improving its livestream sales features. As of 2023, RedNote reported more than 300 million monthly active users.
Who Created RedNote?
RedNote was co-founded in 2013 by Miranda Qu, who serves as president, and Charlwin Mao, the CEO. Initially launched as "Hong Kong Shopping Guide," the app aimed to help Chinese tourists find recommendations while traveling.
Does RedNote Plan to Expand Globally?
While most of RedNote’s users are still based in China, the app is starting to see an influx of international users. Though the app does offer language-switching options, much of the content is still in Mandarin. The wave of new users from TikTok seems to have caught RedNote by surprise, and the company is now working on tools to help moderate English-language content and enhance translation features.