Many users are shifting to the Chinese app Xiaohongshu, also known as RedNote, as TikTok faces an upcoming ban in the United States scheduled for this Sunday (19).
Xiaohongshu, similar to TikTok, integrates brief videos with online shopping functions and has gained popularity in China, Malaysia, and Taiwan, boasting around 300 million users.
Most users of the app are young women who utilize it as a search engine for product suggestions, travel, dining options, as well as makeup tutorials and skincare tips.
RedNote is currently at the top of the US download charts in both the App Store and the Play Store. The hashtag “TikTok Refugee” gained over 100 million views on RedNote amid concerns about a potential TikTok ban.
TikTok versus RedNote1. Initial user interface:
TikTok has a section called “For You” featuring recommended videos for users, while RedNote has an “Explore” section with curated content. The equivalent of TikTok’s “For You” on RedNote is known as “Trends,” which showcases popular videos.
TikTok emphasizes brief videos and popular trends, focusing mainly on entertainment and mood. In contrast, RedNote offers comparable content but includes a section that categorizes posts related to topics like fashion, food, cosmetics, travel, and games.
Additional Features:
TikTok is focused on sharing videos while RedNote functions as both a video platform and an e-commerce site, enabling users to buy a range of items within the app.
Censorship and Sensitive Content:
TikTok moderates content based on worldwide standards, with different levels of restrictions based on the location. RedNote is recognized for its limited censorship regarding LGBTQIA+ issues and conversations about single women, but is more careful in China.
Five. Where something comes from and how well-liked it is:
TikTok is widely popular around the world, with a large user following in various countries such as the USA. RedNote, which initially targeted Chinese tourists, has gained popularity in places like Malaysia and Taiwan and is now expanding in the USA.
User engagement:
TikTok enables users to engage with, comment on, save, and share videos, while an account is needed for full interactions. In contrast, RedNote provides similar features but does not require an account to watch videos.
User community.
TikTok is popular among teenagers and young adults, while RedNote is mostly used by young women interested in beauty, fashion, and lifestyle products.
Eight. Stakeholders and Shareholders:
TikTok was created by ByteDance and has significant global backers, while RedNote was established by Miranda Qu and Charlwin Mao, with investors including Alibaba, Tencent, and Temasek.
American Response to RedNote
Chinese Xiaohongshu users are happy to assist new American users by providing guidance on navigating the Chinese internet and advising them to avoid discussing sensitive political topics that may be censored.
Some Chinese students sought assistance from Americans for English assignments.
The app was co-founded by Miranda Qu and Charlwin Mao, who is the current president and CEO of the company. Mao is worth an estimated 18 billion yuan (US$2.5 billion), while Qu has amassed 12 billion yuan (US$1.6 billion), as reported by the Hurun rich list in China, according to Reuters.
RedNote has been identified as a possible contender for going public on the stock market through an initial public offering (IPO), with backers including Alibaba, Tencent, Temasek, GSR Ventures, DST Global, and GGV Capital.