No, RedNote is not the new TikTok – and here’s why

Chinese social app RedNote [iOS/Android], also known as 小红书 (Xiaohongshu) in China, has gained immense popularity in the last week as a potential TikTok alternative. It is quickly attracting TikTok users looking for a new platform.

What is RedNote?

RedNote launched in 2013 as a shopping platform but has since transformed into one of China’s most popular social networking platforms. It is commonly used for sharing tips on travel, lifestyle, makeup, and fashion. As noted by Reuters, “the site has become a de facto search engine for its 300 million-plus users looking for travel tips, [skincare], and restaurant recommendations.”

For many US users, the migration to RedNote is a response to the US government’s ban on TikTok due to privacy and national security concerns. Before Monday, the app had fewer than 700,000 daily users across both iOS and Android devices in the US. However, an influx of self-proclaimed “TikTok refugees” has caused an uptick of nearly 3 million daily active users, Reuters reported on Tuesday.

What does RedNote mean?

Xiaohongshu translates to “Little Red Book.” It’s a cheeky reference to Mao Zedong, the founding father of Communist (aka, “Red”) China.

Why is RedNote gaining traction now?

RedNote’s overnight virality is largely due to American TikTok users, particularly younger people, poking fun at the TikTok ban and the US government’s reasons for wanting to implement it in the first place. As Wired’s Megan Farokhmanesh states, “It’s TikTok users who are having the last laugh.

TikTok has become well known for viral cultural moments and trends, so it’s unsurprising that an explosion of viral posts, trending memes, and funny cultural exchanges between American and Chinese users has propelled RedNote into the mainstream.

How does RedNote work?

I noticed that RedNote does have some similarities to TikTok, Instagram’s Reels, and YouTube Shorts in the sense that your Explore page will be an amalgamation of short video clips and posts related to your interests and the content you’ve been viewing and liking.

However, RedNote has more curated sections than other apps I’ve seen. You can view sections dedicated to household products, food, fashion, travel, music, film/TV, skincare, art, emotions, and even “science popularization.”

Is RedNote a decent TikTok alternative?

I would say, no. While the hype around RedNote seems huge now, it’s most likely just a trend — not an enduring alternative to TikTok. TikTok is a global app with a global user base, and about 170 million users in the US alone.

RedNote has not expanded its platform to foster that same type of popularity. RedNote is a closer equivalent to Instagram and Pinterest, whereas TikTok runs on viral moments, trendy and niche cultural discourse, and lifestyle content.