After a whirlwind weekend, TikTok is back—for now. On Monday, January 20, President Donald Trump signed an executive order delaying the enforcement of the TikTok ban that was supposed to take effect on January 19. The executive order delayed the ban by 75 days and came with a warning that he could impose tariffs on China if the country failed to approve a US deal with TikTok. President Trump also suggested that the US government should own half of TikTok's US business in exchange for keeping the app up and running.

With the fate of TikTok still hanging in the balance, a new Chinese social app called Xiaohongshu (小红书) is trending among users for its similarities to TikTok. Also known as RedNote in the US, the app has reportedly received over 700,000 new users and has maintained its position as the number one free app in Apple’s app store since last week. In the event that TikTok is banned in 75 days, RedNote is poised to help the new “TikTok refugees” settle into a new online community. However, RedNote was not developed with an international audience in mind, and as such, its newfound American user base will have to adapt to the platform’s unique ecosystem.

If you’re new to RedNote, here’s what you need to know about the platform and how to set your brand up for success.

What is RedNote, and who is on the app? 

While RedNote is seen as a TikTok alternative, Elisa Harca, co-founder and CEO of Red Ant Asia, says the RedNote user shares more similarities with the Instagram user than with TikTok users. Douyin is a better Chinese comparison to TikTok, but it’s also owned by ByteDance, TikTok’s owner, making widespread Western adoption unlikely.

“[RedNote] is not the Chinese version of TikTok; it resembles a blend of Instagram, Pinterest, and Amazon,” she explains. “Its user base tends to be more mature, urbanite, and focused on lifestyle, travel, fashion, and beauty.”

Harca adds that RedNote users typically have higher disposable incomes compared to Douyin users. The average price of products sold on Douyin is around $10, while on RedNote, it's generally two to three times that amount. Notably, Douyin users also exhibit the highest return rates among social media platforms in China.

According to Allie Rooke, CEO of Clean Beauty Asia, Rednote was originally created for Chinese women who went overseas to share what they bought with friends back home. The platform is noted to skew towards educated, wealthier, and predominantly female users, with approximately 70% of users being female.

“This suggests a potentially more affluent and mature audience compared to TikTok, which is known for having a broader and younger demographic,” says Rooke.

For brands, Harca argues that RedNote serves as a gateway to reach a broader audience, particularly among the global Chinese consumer and the traveling Chinese demographic. For international brands wanting to engage Chinese consumers, a presence on Xiaohongshu is crucial, according to Charlie Gu, CEO of Kollective Influence, a cross-border marketing agency that advises beauty and fashion brands on their China strategy.

“Many consumers first discover niche beauty products on [RedNote] and then go to cross-border e-commerce sites like Tmall Global and Douyin to purchase them,” says Gu. “With its strong female user base. [RedNote] plays a crucial role in helping niche brands get discovered and driving traffic to e-commerce platforms.”

Gabby Chen, President of Global Expansion at C-beauty brand Florasis, says RedNote has become a go-to platform for consumers who want to discover new beauty products and share their skincare routines.

“The beauty audience on RedNote is more niche and focused, especially within the Chinese market,” she says. “Its strong connection with influencer culture and e-commerce makes it a highly effective platform for beauty brands to build brand identity, foster customer loyalty, and drive sales.”

Additionally, Red Note’s community-driven nature allows brands to engage more authentically with consumers and provides a coherent integration of content and commerce, offering a more dependable long-term strategy.

What makes RedNote’s algorithm different? 

RedNote’s algorithm differs significantly from TikTok’s and even Douyin's. According to Harca, RedNote prioritizes user reviews and product sharing, whereas Douyin emphasizes user interests and preferences. “This focus on user-generated content (UGC) and reviews gives RedNote a unique quality that can significantly influence purchasing decisions,” she says.

Unlike TikTok, which was designed to prioritize short, viral content that can be consumed quickly, RedNote prioritizes engagement through in-depth, authentic product reviews, long-form content, and user-generated advice and tips. This fosters a more involved and engaged community.

“This distinction highlights why Red Note is becoming a preferred platform for beauty brands that want to build deeper relationships with consumers, especially those looking for quality insights and authentic brand narratives,” says Chen.

“Many American users have noted how few ads there are on Xiaohongshu compared to other platforms, and that the content feels more genuine and less commercial,” says Rooke.

RedNote’s algorithm operates more like a search engine. While its algorithm still serves content that it thinks the user may like, many users actively use the search bar to find out about products and brands they like rather than just scrolling their feed. Unlike TikTok, RedNote does not pay creators for views. The primary revenue stream for creators comes from brands paying them.

Content also has a longer life expectancy on Rednote. The app prioritizes content with authentic views and engagement. RedNote is currently recommending hashtags to English-speaking users, which suggests that the platform may be guiding their experience as these new users get used to the app.

“If you have a piece of content that performs well, it will be there when people search for it,” says Rooke.

What types of content perform best on RedNote?

RedNote users are drawn to genuine, in-depth beauty advice, product reviews, and celebrity beauty routines. The platform is also seeing success with content from influencers with medical backgrounds who offer expert skincare advice. Useful content that is both informative and helpful resonates best on the platform, particularly in the beauty space.

“It’s not about entertainment; it’s about education,” says Harca. “But of course, educational content that is entertaining is the holy grail.”

Lisa Eldridge is a globally recognized beauty brand that has found success on the platform by creating valuable content that aligns with her vision as a makeup educator.

“She truly understands Asian beauty and creates looks that fit seamlessly with the market needs and interests, yet always stay authentic to her vision and approach to makeup,” says Harca.

Red Ant Asia has developed RedNote strategies for brands like Lisa Eldridge, Glow Recipe, and Omorovicza. Omorovicza’s latest post highlights one of RedNote’s fun and useful features: the lucky draw. The brand invited both new “TikTok refugees” and existing users to share their skincare tips and tricks. The post is bilingual, including both Chinese-speaking fans and an English-speaking audience. Five participants will be randomly selected to receive a bottle of Omorovicza’s Queen of Hungary Mist.

RedNote can be a useful tool for raising brand awareness, even for brands that are not available in China. “Chinese [people] who use RedNote live all over the world, and we have seen brands like Lisa Eldridge use this strategy very effectively; she does not sell in China but is gaining traction and seeing a halo effect elsewhere,” says Rooke.

A brand’s presence on RedNote can attract global Chinese consumers, driving incremental growth in existing markets. This demographic's influence on global trends and purchasing decisions can enhance brand appeal and reach, increasing awareness and sales.

“Even brands without Chinese distribution channels benefit significantly from having a presence on RedNote, especially as the app is expanding to a wider international audience and encouraging cultural exchanges,” adds Harca.

RedNote’s content creator ecosystem relies heavily on key opinion leaders (KOLs) and key opinion consumers (KOCs), which are different from influencers. According to Jing Daily, KOLs are trusted authorities in specific niches who share authentic insights based on their expertise and professional achievements. They’re often distinguished from influencers due to the latter’s focus on monetized promotions. KOCs create authentic product reviews that foster trust and engagement among users. This not only reduces marketing expenses for brands but also amplifies their credibility.

“To gain traction on RedNote, beauty brands should focus on building authentic relationships with KOLs and influencers who are trusted by the audience,” says Chen. “Brands should also ensure they have a strong storytelling element. Interactive content, such as live-streaming tutorials, Q&A sessions, and beauty challenges, works well on the platform. Additionally, brands should invest in community-building efforts through engaging with consumers directly, addressing their concerns, and offering them value beyond the product itself.”

Engaging with loyal customers and KOCs and encouraging them to share authentic product reviews is the basis of a successful RedNote strategy. According to Gu, KOCs can also help test which products resonate most with consumers. “Focusing on a hero product can help you make an initial breakthrough,” he suggests.

While RedNote may have started as an awareness-building platform, it has expanded its capabilities for direct sales. According to Gu, one successful approach involves collaborating with Key Opinion Sales (KOS). Brands incentivize these top salespeople to utilize Xiaohongshu for consumer education and to direct traffic to offline stores.

Brands of any size can find an audience on RedNote. While e-commerce success may not be the primary goal, smaller brands can grow within the Chinese diaspora by strategically engaging with and seeding their products through UGC. Larger brands, with bigger budgets, are better positioned to capitalize on RedNote's commerce aspect due to their resources.

“Smaller beauty brands can gain visibility by tapping into the right KOLs, creating a strong brand identity, and focusing on community-building efforts,” says Chen. “It is possible for indie brands to outshine larger players by offering something distinct and culturally relevant.”

RedNote’s algorithm levels the playing field for smaller brands by recommending content based on user interests and search history rather than brand size.

“Many consumers use [RedNote] to discover niche products that aren’t available elsewhere, making it a critical platform for emerging brands to get noticed,” says Gu.

Can Red Note replicate TikTok Shop's success in driving sales for brands?

Brands are unlikely to see a sales increase from RedNote as the platform currently doesn't process deliveries or orders outside of China. Harca believes this is why it shouldn't be viewed as a replacement for its TikTok operations in Western markets.

Brands that already operate in China can open a store on RedNote to reach Chinese customers. These brands should take advantage of a new affiliate program allows content creators to promote products from the RedNote Marketplace. Beauty brands can leverage this program to drive influencer-led sales. Influencers can partner with brands, but brands remain responsible for product compliance. For international brands without direct sales channels in China, RedNote can drive traffic to its e-commerce website, but it’s not as quick and easy for consumers to make a purchase as TikTok Shop.

“If a brand has a RedNote store, live streaming is a very important aspect,” says Harca. “Brands can’t expect to stay dormant and drive sales; they need to invest time and budget into working with the live streaming community on RedNote. This is actively promoted by RedNote to ensure they generate more income in the platform and, in exchange, offer you traffic.”

Rooke noted that despite some successful RedNote live streams, RedNote's live streaming sales volumes are significantly lower than Douyin's. TikTok live streams use steep discounts to attract buyers, but RedNote creators prefer "quiet selling," which uses slow-paced, narrative-driven streams to appeal to wealthy shoppers who are looking for both education and entertainment.

“Brands should use Red Note to build strong storytelling narratives that connect with consumers' interests, values, and beauty needs,” recommends Chen. “To drive purchases, brands can leverage the platform’s cohesive online shopping features by embedding product links into reviews and tutorials.”

For brands that haven’t set up an account on RedNote, now is a great time to consider launching on the platform. “It’s an excellent discovery app; that’s why we say it’s a must have for any brand or service who wants to reach the global Chinese consumers,” says Harca. “That said, as the landscape evolves, brands should approach this carefully. There’s potential and an expected response from the Chinese government that could affect how new accounts operate, particularly regarding hashtag use and traffic. Being aware of these dynamics can help brands navigate their entry into the platform more smoothly.”