What Is RedNote And Do You Need To Be There?
RedNote, known as Xiaohongshu (小红书), is a Chinese social media and e-commerce platform that blends elements of Instagram and Pinterest. So, let’s cut to the chase. Why are we talking about RedNote? On the heels of TikTok’s looming shutdown on January 19, American users are flocking to Xiaohongshu (known as RedNote in English). The app surged to the №1 spot for free apps on the U.S. App Store. It is also the top Social Networking app across all free iPhone apps.
What is RedNote / Red Book?
The RedNote platform was launched in 2013, and its Chinese name translates to “Little Red Book.” The Little Red Book was put out by the military newspaper of the People’s Republic of China from April 1964 until about 1976. The Little Red Book (official title Quotations from Chairman Mao Zedong Chinese: 毛主席语录; pinyin: Máo zhǔxí yǔlù) is a book of the sayings of Mao Zedong. The preface written by Lin Biao is a collection of quotes taken from Mao Zedong’s speeches and books. It’s said that the naming convention by founders Miranda Qu and Charlwin Mao was intended to be ironic!
TikTok Refugees
The surge in new RedNote users has been significant, with reports indicating that over 700,000 American users have joined, referring to themselves as “TikTok refugees.” This influx has prompted RedNote to expedite the development of content moderation and translation tools to better serve its expanding user base.
What Does RedNote Do?
The platform allows users to share and discover lifestyle content, including beauty, fashion, travel, and food. It supports a mixed-media interface where users can post photos, videos, and text, fostering a community-driven space for recommendations and discussions. Additionally, RedNote integrates e-commerce features, enabling users to purchase products directly through the app. RedNote primarily operates in Mandarin, catering to a predominantly Chinese-speaking user base. However, with the recent influx of international users, particularly from the United States, the platform is developing English tools.
The platform employs an algorithmic feed that curates content based on user interests, emphasising authentic user-generated content over influencer-driven posts. This approach encourages organic engagement and community building among users with shared interests.
Top Brands Using RedNote
Notable brands utilising RedNote’s platform include:
Sulwhasoo
This high-end Korean cosmetics brand was identified as the most influential cosmetic brand on Xiaohongshu as of May 2024, achieving a brand index score of 93.67 out of 100.
Colorkey, Proya, and Flortte
These budget-friendly domestic cosmetic brands also ranked among the top ten on the platform, indicating strong local brand performance.
Kotex
In the personal care sector, Kotex was identified as the most influential brand on Xiaohongshu as of May 2024, with a score of 94.72 out of 100.
L’Oréal Pro and Lotion
These brands followed closely in the personal care category, demonstrating significant influence on the platform.
Off-White and Sergio Rossi
These luxury brands have engaged with Xiaohongshu to discuss digital innovation and luxury lifestyle strategies, indicating their interest in the platform’s potential for reaching Chinese consumers.
Procter & Gamble (P&G)
P&G has intensified its marketing efforts on Xiaohongshu, to promote products like Pantene shampoo, aiming to reverse sales slumps and adapt to Chinese consumers’ preference for online shopping.
These brands utilise RedNote’s unique combination of user-generated content and integrated e-commerce to connect with consumers, promote products, and drive sales within the Chinese market.
What Your Brand Should Know Before Signing Up To RedNote
Before signing up to RedNote, brands should understand that the platform thrives on authenticity and community-driven engagement. Users value genuine recommendations and peer-to-peer sharing over overt advertising, so brands need to craft relatable, user-focused content.
RedNote has the same look and feel as TikTok, but the two platforms are different. Understanding the platform’s audience is essential, as RedNote primarily caters to Chinese-speaking users with a strong preference for lifestyle, beauty, fashion, and travel content.
Additionally, integrating e-commerce capabilities into your strategy is crucial since RedNote allows seamless shopping experiences directly within the app. Brands must also navigate potential challenges, such as adhering to Chinese regulatory requirements and ensuring culturally relevant content.
Is it a substitute for TikTok? No. Should brands jump onto the platform? We always encourage brands to check out new platforms. But considering if the platform is a fit for your demographics is key. Additionally, consider if you have the resources (language especially) to succeed on the platform before incorporating it into your strategy. If you’re using TikTok from the USA to target the rest of the world, you can always utilise a VPN to continue marketing should the TikTok ban go ahead.
