RedNote, a Chinese lifestyle app, saw a surge in downloads in the West following the threat of a TikTok ban. But can it overcome its limitations and build a lasting international presence?
If TikTok is known for passive scrolling and entertainment, RedNote, also known as Xiaohongshu in China, is considered a practical guide for daily living. It functions as China's digital lifestyle guide, offering advice and information on a wide range of topics. Jacob Cooke, CEO of WPIC Marketing + Technologies, a Beijing-based firm that advises global brands in Asian markets, observes the growing popularity of RedNote in the US.
More than one million Americans have been downloading the platform, partly driven by the looming ban on TikTok in the US. Users on RedNote engage in cultural exchange, sharing memes, makeup tips, and even Mandarin basics. Celebrities like Pedro Pascal, Kevin Hart, and Selena Gomez have joined the fun, propelling RedNote to the top of the US Apple App Store and leading to a global surge in downloads.However, the cultural exchange facilitated by RedNote might be short-lived. With the US government delaying the TikTok ban and signaling its support for the app, many creators who initially flocked to RedNote as an alternative are returning to TikTok. RedNote lacks monetization avenues for non-Chinese accounts, making it less appealing for content creators seeking to profit from their work. Furthermore, the platform's focus on practical advice and its Chinese-centric features might not resonate with Western users who are accustomed to different social media consumption patterns.RedNote's success in the West hinges on several factors. It needs to scale significantly, adapt its user interface and algorithm to international audiences, and develop a robust translation function to cater to non-Chinese speakers. Navigating content moderation within a Chinese app framework, while complying with Western standards, will also be crucial. Ultimately, RedNote faces an uphill battle in establishing a lasting presence in the West, given its current limitations and the strong pull of established social media platforms like TikTok.
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