What is RedNote – the Chinese-owned TikTok alternative that is trending in the App Store as bans threaten

On By Littum

Tens of millions of US users of TikTok, clamoring for a ban on the app, are migrating en masse to another Chinese-owned platform that has emerged as an alternative.

RedNote, 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 January 19 deadline by which TikTok could be suspended in the US unless its parent company, ByteDance, divests the app.

RedNote, known in China as Xiaohongshu, the Mandarin term for “little red book,” is gaining popularity in the United States. NurPhoto via Getty Images

Although primarily designed for Chinese users, the platform’s dynamic mix of lifestyle content, videos and community-building tools has resonated with TikTok’s dispossessed audience.

“The reason so many Americans are coming at once is because TikTok is getting banned in the US,” WakoGeek explaineda new RedNote userin 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, especially 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.

RedNote was the most downloaded free app in the Apple App Store as of Monday, January 13.

Red Note’s popularity has caught the attention of investors.

The app has raised $917 million in venture funding from backers such as Tencent, Alibaba and Sequoia China.

By 2024, it was reportedly valued at $17 billion after a secondary share sale, and its profits are expected to exceed $1 billion, according to Bloomberg.

Americans migrate to RedNote amid looming ban on TikTok. NurPhoto via Getty Images

Despite being Chinese-owned, RedNote’s rise suggests that users are prioritizing engaging content and community over geopolitical considerations.

However, it is 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 as it offers a wider 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.