Tens of millions of American TikTok users who are calling for the app to be banned are migrating en masse to another Chinese-owned platform that has emerged as an alternative.
RedNote, which is 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 the so-called “TikTok Refugees” comes ahead of a January 19 deadline when TikTok could face a US suspension if its parent company, ByteDance, does not remove the app.
While designed primarily for Chinese users, the platform’s dynamic mix of lifestyle content, videos and community-building tools has resonated with TikTok’s shifting audience.
“The reason there are so many Americans coming right away is because TikTok is about to be banned in the US,” WakoGeek, a new RedNote user, explained in a video.
The app offers features reminiscent of TikTok, including short-form videos and engaging communities, while also distinguishing itself with its emphasis on lifestyle inspiration, product reviews, and shopping options.
During the COVID-19 pandemic, Red Note saw explosive growth among young Chinese users, especially women, who now account for 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.
The popularity of Red Note has attracted the attention of investors.
The app has raised $917 million in venture funding from backers such as Tencent, Alibaba and Sequoia China.
In 2024, it was reportedly valued at $17 billion after a secondary share sale, and its profits are projected to exceed $1 billion, according to Bloomberg.
Despite being Chinese-owned, RedNote’s growth 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 more similar to Instagram in that it offers a wider range of lifestyle content, including photos, in-depth reviews and community discussions.
This distinction may appeal to users looking for a more comprehensive platform for lifestyle inspiration and sharing.
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