Tens of millions of American users of TikTok who are girding for a ban of the app are migrating en masse to another Chinese-owned platform that has emerged as an alternative.
RedNote, which is known in China as Xiaohongshu, the Mandarin term for “little red book,” is the most downloaded free app on the Apple App Store as of Monday.
The digital migration of so-called “TikTok Refugees” comes ahead of the Jan. 19 deadline when TikTok could face suspension in the US unless its parent company, ByteDance, divests the app.
While primarily designed for Chinese users, the platform’s dynamic mix of lifestyle content, videos, and community-building tools has resonated with TikTok’s displaced audience.
“The reason there are so many Americans coming over all at once is because TikTok is about to be banned in the US,” explained WakoGeek, a new RedNote user, in a video.
The app offers features reminiscent of TikTok, including short-form videos and engaging communities, while also standing out with its emphasis on lifestyle inspiration, product reviews, and shopping options.
During the COVID-19 pandemic, Red Note saw explosive growth among younger Chinese users, particularly women, who now make up 79% of its 300 million monthly active users.
Its social shopping features and focus on community-building have made it a hit in both China and the US.
Red Note’s popularity has caught the attention of investors.
The app has raised $917 million in venture funding from backers like Tencent, Alibaba and Sequoia China.
In 2024, it was reportedly valued at $17 billion following a secondary share sale, and its profits are projected to exceed $1 billion, according to Bloomberg.
Despite being Chinese-owned, RedNote’s rise suggests that users prioritize engaging content and community over geopolitical considerations.
However, it’s important to note that RedNote is not a direct clone of TikTok.
While TikTok focuses on short-form video content, RedNote has been described as being more similar to Instagram in that it offers a broader range of lifestyle content, including photos, detailed reviews and community discussions.
This distinction may appeal to users seeking a more comprehensive platform for lifestyle inspiration and sharing.
