Key Takeaways
- Rednote, known as Xiaohongshu in China, is a social media platform blending lifestyle content, social interaction, and e-commerce. Founded in 2013, it has over 300 million monthly users.
- Users create accounts to share visually rich posts, engage with others, and shop for products directly within the app, offering a unique blend of social and commercial features.
- Its mix of practical inspiration and e-commerce, combined with TikTok’s uncertain future in markets like the US, has driven users to explore Rednote as a compelling alternative.
- Though Chinese ownership invites scrutiny, Rednote has avoided major backlash so far. Its future may hinge on balancing global trust with its Chinese roots.
Donald Trump is no stranger to making headlines. Still, his recent assurance to work toward a solution for TikTok’s US ban conundrum has left many wondering: will TikTok users stay loyal, or will they continue flocking to Rednote?
If you’ve been near the app store lately, you’ve likely noticed Rednote, also known as Xiaohongshu app, shooting to the top of the charts. Dubbed by some as the TikTok alternative, this Chinese-born social media platform with over 300 million monthly active users has found itself in the spotlight as Americans search for their next digital hangout. But what is Rednote exactly, and does it have what it takes to thrive in a post-TikTok world—or even alongside it?
In this article, we’ll unpack everything you need to know about Rednote: its rise to prominence, how it works, and why it’s being hailed as more than just a TikTok substitute.
What is Rednote (Xiaohongshu)?
To understand Rednote, we first need to hop on a virtual flight to Shanghai, where Miranda Qu and Charlwin Mao founded Xiaohongshu Inc., the company behind the app, in 2013. Originally, Xiaohongshu—which translates to “Little Red Book”—began as a community for users to share overseas shopping tips. Fast-forward to today, and it’s a global social media platform.
Rednote is part social media platform, lifestyle magazine, and shopping mall. Users post visually stunning content about everything from beauty and fitness to food and travel. Contrasting TikTok’s frenetic, high-energy vibe, Rednote feels more like sipping tea at a chic café—calm, curated, and oh-so-stylish.
Although the platform is privately owned, big players like Tencent and Alibaba have invested heavily, signaling its potential to become a global giant.
How Does Rednote Work?
If Instagram and Pinterest had a meticulously organized child, it would be Rednote. Here’s a quick crash course on how to navigate this digital wonderland:
- Account Setup: Signing up is as simple as choosing your favorite coffee order—use your phone number, email, or even WeChat to get started.
- Curated Feeds: Once inside, the app’s algorithm curates a personalized feed based on your interests. Whether you’re into minimalist home decor or K-beauty, Rednote knows what you’re looking for (sometimes even before you do).
- Engagement: Like posts, leave comments, or save ideas for later. Think of it as building your dream Pinterest board, but with a social twist.
- Monetization Opportunities: While you can’t directly monetize through ad revenue, many creators collaborate with brands or use affiliate links to turn their hobbies into side hustles.
Here’s where Rednote sets itself apart: its seamless integration with e-commerce. Love that outfit in the post? You can often buy it directly through the app. The added e-commerce value gives it an edge over TikTok.
Rednote Algorithm Explained
Ah, the mysterious algorithm—every social media user’s best friend and worst enemy. Rednote’s algorithm prioritizes relevance and authenticity, but how does it decide what lands on your feed?
Rednote Ranking Signals
- Content Quality: High-quality visuals paired with detailed captions take the crown. No blurry selfies or cryptic emojis here—users are encouraged to craft posts that inspire, educate, or entertain.
- Engagement Metrics: The usual suspects—likes, comments, saves, and shares—are crucial. If your content sparks conversation or compels users to hit that heart, you’re golden.
- Relevance: Your behavior matters. The algorithm observes your browsing habits, then curates content tailored to your preferences. Love fitness tips? Expect an influx of weight-loss hacks or exercise guides
- Community Standards: While polished content is great, authenticity reigns supreme. Overly commercial or inauthentic posts may be penalized. Rednote users prefer relatable, real-life insights over glossy ads.
- Timeliness: Fresh, trending content gets a boost, keeping your feed lively and up-to-date.
So, if you’re dreaming of becoming Rednote-famous, invest in good lighting and a heartfelt caption.
Biggest Accounts on Rednote
Rednote boasts an impressive roster of creators, with some of the platform’s most-followed accounts belonging to household names.
- Fan Bingbing: Chinese actress Fan Bingbing leads the pack, with an account that has attracted approximately 15 million followers. Known for her dazzling performances in films like X-Men: Days of Future Past, Fan Bingbing shares beauty tips, fashion inspiration, and glimpses of her personal life—content that aligns perfectly with Rednote’s lifestyle focus.
- Zhao Lusi: Not far behind is Zhao Lusi, a younger actress famed for her roles in romantic comedies. With her girl-next-door charm, she effortlessly attracts Rednote users looking for light-hearted, engaging content.
- Lin Yun: Then there’s Lin Yun, a popular actress and fashionista who keeps fans hooked with her impeccable style and candid behind-the-scenes shares.
But with Rednote’s growing international appeal, a big question looms: Will the influx of new users bolster the followings of these already iconic accounts, or will it pave the way for fresh talent to rise? New creators could find their niche as global users seek relatable content in their languages and cultures.
Rednote vs. TikTok
At first glance, Rednote and TikTok might look like two peas in a pod—both are visually driven platforms with massive user bases and a knack for keeping users glued to their screens. But beneath the surface, these two apps diverge in ways that make them cater to very different audiences.
Content Focus
TikTok thrives on the fast-paced, short-form video format designed to entertain and go viral. Think dance challenges, comedy skits, and bite-sized storytelling. Rednote, in contrast, emphasizes practicality and inspiration. Its content often combines visually appealing images with detailed captions that provide depth, whether it’s a recipe, a travel itinerary, or a skincare routine.
User Demographic
TikTok’s user base skews younger, with a large portion of Gen Z embracing the platform for its playful, often chaotic energy. Rednote appeals to users seeking substance over spectacle. It has cultivated a reputation for being more grounded, attracting those who value meaningful, actionable content.
E-Commerce Integration
While TikTok has experimented with shopping features, Rednote has fully committed to integrating social-commerce. The app seamlessly blends product discovery with direct purchasing options, creating an environment where users can go from inspired to checkout in minutes.
In essence, TikTok is the exhilarating energy of a Friday night dance party, while Rednote feels more like a Saturday afternoon coffee date—relaxed, reflective, and just as engaging.
Who Owns Rednote?
Xingyin Information Technology Co is the private company that owns Rednote. It is the brainchild of Xiaohongshu Inc., led by co-founders Miranda Qu and Charlwin Mao. With significant backing from Chinese tech giants Tencent and Alibaba and venture capital firms like DST Global and Hillhouse Investment, Xiaohongshu has become a social media and e-commerce powerhouse. By 2024, the company’s valuation was $17 billion, achieving profitability with $500 million in net profit and $3.7 billion in revenue.
Since its rebranding as “Rednote” in January 2025, the platform has experienced a surge in global popularity, particularly following the US TikTok ban that led to millions of American users joining the app.
Will Rednote Be Banned?
Given the geopolitical climate, any Chinese-owned app faces the looming question: will it be banned? While TikTok has become the poster child for these debates, Rednote has managed to stay under the radar so far. However, its growing popularity could change that dynamic, particularly in regions like the US, where scrutiny of Chinese tech is intensifying.
Rednote has emphasized its dedication to data privacy, transparency, and compliance with international regulations to address potential concerns. The app has yet to face significant political backlash, but as its user base expands, its policies and operations could attract greater attention from regulators and policymakers.
That said, banning a platform as dynamic as Rednote would be no small feat—especially one winning over users with its charm and practicality.
Closing Thoughts
Rednote isn’t trying to be TikTok, Instagram, or Pinterest—it has its own identity as a platform where creativity meets practicality. Its appeal lies in the simplicity of its purpose: a place to share ideas, find inspiration, and maybe even shop for something you didn’t know you needed.
As it grows, its success will depend on how it navigates global expansion while staying true to the authentic community feel that has drawn millions to the app. For now, it stands as a refreshing alternative—a quieter, more intentional space that feels just a little closer to real life.
