Meet RedNote: America found its new TikTok amid ban speculation

As TikTok faces a potential ban in the U.S., many users are migrating to RedNote, the international version of Xiaohongshu, seeking a similar platform for short video content and e-commerce. RedNote has quickly become the most downloaded app in the U.S. this month, capitalizing on its resemblance to TikTok.

RedNote at a glance:

• RedNote is often mistaken as “China’s TikTok,” but that title belongs to Douyin.
• RedNote combines elements of Pinterest and Instagram, focusing on e-commerce and short-form video.
• Founded in 2013 by Miranda Qu Fang (President) and Charlwin Mao (CEO).
• Began as PDF shopping guides and evolved into a $17 billion social media and e-commerce powerhouse.
• 300 million users, mostly young women, compared to TikTok’s 170 million U.S. users.
• Backed by major investors like Tencent, Alibaba, and GGV Capital, and considered an IPO contender.
• 700,000 new users joined in two days, boosting U.S. downloads by over 200% year-over-year.
• The company is enhancing moderation of English-language content and translation tools.
• User data, including IP addresses, browsing habits, and locations, is subject to Chinese data laws.
• Data may be shared with third parties or government authorities, raising privacy concerns.

RedNote’s surge in popularity can be attributed to its familiar interface and functionality, appealing to users transitioning from TikTok. However, both platforms share a significant similarity; they are both owned by Chinese-based companies. RedNote has attracted over 700,000 new users in just two days, leading to a 200% year-over-year increase in downloads this week, according to research firm Sensor Tower.

The app has amassed 300 million monthly active users globally, which pales in comparison to TikTok’s 1 billion, but still represents a robust following. It predominantly serves users in China, Malaysia, and Taiwan. While most content is in Mandarin, the platform allows users to switch languages.

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Users have discovered that RedNote differs from TikTok in various aspects. While it incorporates e-commerce, leveraging short video posts to promote products, it also resembles Instagram, offering features such as the ability to call and text other users and post long-form text in addition to photos and videos.

Co-founders Miranda Qu and Charlwin Mao, who launched the app in 2013, have positioned RedNote as a major player in the social media landscape, particularly among young women interested in beauty and skincare trends. The company, valued at over $17 billion, is eyeing an initial public offering (IPO) as interest from investors, including Tencent and Alibaba, grows.

TensorshareOfficial shared a video so you can observe the app: