By Wendy Morley
Published Jan 20, 2025
The TikTok ban in the US is creating unexpected opportunities for RedNote, the Chinese social platform also known as Xiao Hong Shu or Little Red Book. While often compared to TikTok, RedNote’s business model more closely resembles a hybrid of Instagram and Pinterest, focusing on curated visual content and detailed user guides rather than short-form videos.
Content differentiation
Unlike TikTok’s algorithm-driven entertainment focus, RedNote positions itself as a content search engine emphasizing high-quality user-created guides and recommendations. The platform actively deprioritizes short-form videos in favor of well-researched, lasting content that serves as a resource for users.
“The platform remains deeply focused on domestic growth, a core driver as it prepares for a potential IPO,” says Subramania Bhatt, CEO of China Trading Desk, noting that international expansion may not be an immediate priority despite growing interest from US users.
Market challenges
While RedNote is attracting US users seeking alternatives to TikTok, significant barriers remain. The platform currently lacks automatic translation features for captions and text, creating accessibility issues for non-Chinese speakers. Content moderation presents another hurdle, with international users reporting extended approval delays as posts undergo review under China’s regulatory requirements.
The platform has begun addressing these challenges by expanding its English-speaking content review team. However, current user migration numbers remain relatively modest, with estimates ranging from 100,000 to just over 1 million compared to TikTok’s 170 million US users.
Travel opportunity
The platform’s potential impact on travel content creation is particularly noteworthy. While TikTok’s travel-related content currently dominates with 11.4 million posts under #TravelTikTok, RedNote’s distinct approach to content curation could attract a different type of travel influencer and consumer.
This shift is already evident in RedNote’s domestic trends. The platform’s “Light Life” movement, which gained traction in December 2024, emphasizes minimalism, wellness and sustainability. This trend resonates strongly with RedNote’s predominantly female audience, with 79% engaging with content focused on thoughtful, eco-conscious consumption.
For brands targeting international travelers, RedNote’s emerging position could offer new marketing opportunities, particularly if the platform successfully navigates its expansion challenges while maintaining its distinct content-first approach.
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