I normally focus on evergreen content, however the tsunami of user migration from TikTok to Rednote ahead of the US TikTok ban has been quite a unique event in social media this last week. Olivia Plotnick took the time to jump on a live with me to discuss this migration to xiaohongshu and the implications.
For context as I believe the situation may develop very rapidly, the video interview linked below was recorded on January 16th 2025 and the last edit to the post was 20th January.
Table of Contents
Introducing Olivia
Olivia Plotnick is a social media marketing expert based in Shanghai, China. She is the founder of Wai Social, a boutique social media marketing agency and consultancy. The company specialises in working with business-to-consumer (B2C) brands that are seeking to market to Chinese consumers.
Olivia’s expertise encompasses a deep understanding of the Chinese social media landscape, including platforms like Red (Xiaohongshu) or RedNote as it’s currently being called online by new US users (#TikTokrefugees). She’s extremely knowledgeable about Chinese consumer trends and behaviour & provides strategic guidance to brands on navigating the complexities of the Chinese market.
Wai Social offers a range of services, including social media strategy development, content creation, account management, and KOL (Key Opinion Leader) marketing.
In addition to running her agency, Olivia also shares her insights on Chinese social media and marketing trends through a Substack newsletter, which I’ll link to at the end of this article. She has also been featured by many media outlets as an expert commentator on the recent influx as American users started switching from TikTok to Rednote.
Let’s start with a quick overview: What is Red?
Xiaohongshu, also known as Red or RedNote (the name translates to Little Red Book) is a Chinese social media platform launched in 2013. It is primarily used for product discovery and lifestyle inspiration. Users can find a variety of content, including images, videos, and text, similar to a blog format. This post isn’t about HOW to market on there so I’m not going to deep dive on this, but this really is a Chinese superAPP with a multitude of functions.
What are some of Red’s features?
Red offers a lot of functionality for users and creators, including:
- E-commerce
- live streaming
- Audio chat rooms (similar to Clubhouse)
- Travel content
- Skin care and beauty reviews
- all kinds of product reviews
How is Red similar to other Western social media platforms?
Red can be compared to a combination of several Western platforms, such as:
- Google (for product discovery)
- Instagram (for visual content)
- Pinterest (for inspiration)
- Yelp (for reviews)
- Amazon (for e-commerce)
- TripAdvisor (for travel content)
The vibe is probably most similar to a social version of Pinterest due to the demographic of Chinese users, but like I said above it’s a multifunctional SuperAPP which having started as a review platform is now used for shopping, make up tutorials, craft and travels ideas etc (& cat videos).
Who is the Demographic and What’s the Vibe on RedNote?
RedNote’s demographic skews heavily female, with women making up around 70% of the around 300 million regular users as per January 2025. The platform’s primary audience consists of millennials and Gen Zs who value quality, aesthetic appeal, and authenticity. RedNote thrives on peer recommendations and user-generated content, fostering a community that feels intimate and trustworthy.
The “vibe” is sophisticated yet approachable and content is generally of a really high quality. Users often post curated content showcasing their lifestyles, with topics ranging from beauty and fashion to travel and wellness. Unlike TikTok, which thrives on trends and high-energy entertainment, RedNote’s tone is more subdued and reflective, catering to users who are actively seeking inspiration and information rather than passively scrolling for entertainment.
To sum it up the user base is also
- From higher-tier cities in China (e.g., Shanghai, Beijing, Guangzhou)
- Affluent and well-educated (often abroad – meaning they also have language skills, which is significant in the present situation)
- Employed in white-collar jobs
What’s prompted the migration from TikTok to Rednote in the last week or so?
The past week has been a whirlwind for RedNote. Following discussions about a potential TikTok ban in the United States due to become effective on January 19th 2025, viral posts began encouraging American users that they should be switching from TikTok to RedNote. According to Reuters, this sudden influx saw over 700,000 new users sign up within two days, propelling the app to the top of social networking charts in the app stores.
This unexpected surge created an unexpected cultural melting pot on the platform. Initially, interactions between Chinese and American users have been heartwarming and humorous—with one notable trend being Chinese users playfully demanding new users pay the “cat tax” by posting pictures of their cats. However, the rapid growth has also brought challenges, as the platform is struggling to moderate the flood of English-language content, which threatens to lead to rising tensions and a shift away from the app’s original ethos.
Of course this isn’t just a protest about the TikTok ban, but also a protest against the whole social media environment in the US, with also the Meta Group being criticised for the changes in their moderation and DEI policies ahead of the change of presidency.
Many of those posts TikTok posts encouraging the migration to xiaohongshu inaccurately labelled Rednote as “the Chinese version of TikTok”. This inaccuracy, along with the app’s unfamiliar interface (& lack of automatic translation options on posts and comments), led to confusion among new users, some of whom were surprised to find Rednote was not a like-for-like replacement for TikTok. (Obviously not readers on here or they’d have known that!)
Up until now though, the app’s unique features and the positive community atmosphere have encouraged users to stay. Users (calling themselves “tiktok refugees”) report being impressed by the platform’s “Super App” nature, its integration of features from various Western apps, and the higher quality of content compared to platforms like TikTok and Instagram. Many have also remarked on the welcoming and friendly nature of the community (honestly, you would think nobody had ever been decent to them before), a stark contrast to their experiences on other social media platforms.
I usually would go to xiaohongshu for an immersive Chinese language experience, but my feed has changed hugely in the past week (my account is linked to an Austrian phone number).
The Challenges of so many American users transitioning to Rednote
The influx of American users to Red, while initially appearing positive, presents some unique challenges for the platform, its existing Chinese users, and the new American users themselves. Let’s take a closer look at those.
Moderation Challenges:
This sudden influx of English-language content is testing Red’s moderation systems to the limits, as they’re not equipped to handle this volume of content in a language other than Mandarin. The platform is struggling to keep up with the need to moderate large quantities of content in English, and this could lead to inconsistencies and delays in content moderation. There has been an increase in posts being flagged or removed, frustrating new users accustomed to different standards of free speech (& who obviously haven’t read the user terms of the platform – these are available in English).
This is further compounded by the fact that the type of content commonly posted by Americans, including discussions about guns, gender questions and potentially sensitive political topics, is different from what Chinese users are accustomed to and may be deemed inappropriate or even illegal under Chinese internet regulations.
This means that the team of Red are under pressure from Chinese users, the newcomers and probably also the Chinese government. They have a massive recruitment drive running right now, for English speakers.
Culture Clash and Potential for Animosity
The cultural differences between American and Chinese users could lead to misunderstandings over time and even animosity. What is considered acceptable or humorous in one culture may be offensive or confusing in the other. Jokes and memes, particularly those related to political figures or events, can easily be misinterpreted (especially when language skills are not perfect) and lead to tension. The different approaches to humour, communication styles, and social norms can create friction and misunderstandings. For instance, some American users’ attempts at humour, such as claiming to “colonise” the app, have been poorly received by Chinese users.
On the whole though, this hasn’t been an issue up until now & the exchanges around everyday life have been really wholesome and a pleasure to observe. Seeing US Americans realise that the average Chinese internet user is not an evil hacker, but a person with interests and worries similar to their own has to be a positive, however shortlived the “Rednote” experience might turn out to be for some people. Culturally, the migration has created an unprecedented exchange between Chinese and American users. Initially, this has led to some really charming interactions and mutual curiosity.
User Experience Disruptions
The presence of a large number of American users and their content could disrupt the user experience for Red’s existing Chinese users. The platform was designed primarily for a Chinese audience, and the sudden shift in the type and language of content could alienate Chinese users, who may find their familiar platform has become something entirely different. The influx of content in a foreign language may also make it more difficult for Chinese users to find the content they are looking for. (Has for me too, but then I’m not their prime client).
Since last week, the platform has added the option to translate both posts and comments, making it easier for both sets of users to interact. The question will be how easy it is for American users to create comments with both English and Chinese subtitles now that Capcut has also disappeared as part of the TikTok parent company, Bytedance, ban.
Free Speech Concerns and Censorship
American users, accustomed to “relatively” unrestricted free speech online, may find themselves frustrated by the censorship and content restrictions on Red. This irony is particularly poignant given that many American users migrated to Red seeking an alternative to perceived censorship on American platforms.
The Chinese government’s strict control over the internet and sensitivity to certain topics mean that discussions considered commonplace in the West, such as political commentary, criticism of the government, or discussions on sensitive social issues, are likely to be censored. This could lead to disillusionment and frustration among American users who are used to more open platforms.
Politically, this migration represents a rare reversal of the “Great Firewall” dynamic. For the first time in over a decade, a significant number of Western users are engaging on a Chinese platform and nobody (including the Chinese government) could have predicted this.
In the United States, lawmakers have already raised concerns about RedNote, suggesting that it, too, could face scrutiny or bans similar to TikTok. For Chinese authorities, the influx of foreign users poses challenges in maintaining content control and ensuring the platform aligns with domestic regulations.
Technical Hurdles
The current lack of a fully developed English-language interface on Red presents a significant technical hurdle for American users. Navigating the platform and creating content can be challenging for those unfamiliar with the Chinese language or the platform’s unique features. The lack of English language support also extends to customer service and help resources, which could further frustrate users who encounter difficulties using the platform.
I can’t imagine that creators will be willing to jump through lots of hoops to translate everything they need on an ongoing basis. It also has to be said that if you don’t have a Chinese ID then right now you don’t have access to livestreaming & effective monetisation. Many of the “tiktok refugees” are used to the idea that they can monetise via views, clicks and other interactions, but xiaohongshu’s algorithm doesn’t work in that way.
Moreover, RedNote’s backend team is facing mounting pressure to adapt quickly. With Chinese New Year around the corner, ensuring stability and maintaining the platform’s core user experience is critical. The company’s impending IPO in Hong Kong adds further urgency to managing this situation effectively.
As I mentioned above, they’ve already added translation as a standard as well as the option to search by English language posts.
What Should Both Foreign and Chinese Brands Consider Right Now for Their Marketing on RedNote?
For Foreign Brands:
- Observe Before Acting: Use this opportunity to study Chinese consumer behaviour and identify potential market gaps. Explore popular content and trends without rushing into creating English-language campaigns. It’s a fab place to do some free market research and get consumer insights.
RedNote provides a unique window into Chinese consumer behaviour. The platform’s e-commerce capabilities allow users to directly purchase products featured in posts, making it a valuable tool for market research and brand exposure. - Leverage Product Visibility: If your product appears organically in user-generated content, engage with the community by providing links or information. Avoid overtly promotional strategies that could alienate users.
- Understand the Platform’s Culture: Familiarise yourself with RedNote’s unique tone and user expectations. Even within China, Xiaohongshu has a very particular user base
In short, wait and drink tea – use the time to observe and learn. If you are going to run advertising on xiaohongshu it should be with the right strategy behind it.
For Chinese Brands:
- Use This also as Market Research: The influx of Western users offers a rare chance to gauge foreign interest in your products. Monitor feedback and adapt accordingly.
- Stay True to your Core Users: Prioritise your existing audience by maintaining the platform’s cultural identity and ensuring their experience remains unaffected.
- Be Cautious with English-Language Content: Avoid jumping on the bandwagon unless it aligns with your long-term strategy. Missteps could harm your brand’s reputation domestically and abroad.
Luckin Coffee was ridiculed by Chinese netizens for posting in English…
For marketing to succeed in addressing both consumer groups on the platform is really hard right now, and one of the only companies I’ve seen doing this really well is Duolingo (who have a massive YOY +250% uptake for Mandarin). Eg by targeting a Chinese song that went viral with an alternative text on TikTok and YouTube:
And the Duolingo nod to this:
The advice of Olivia is to hold off with any decisions around marketing strategies for Chinese brands thinking about international expansion. It’s a really tough call right now as Chinese New Year is just around the corner so you can’t wait too long before deciding to run your CNY campaign with or without targeting newcomers to RedNote. Of course you don’t want to waste your efforts on consumers who are unable to buy your products, however you need to think carefully how to exactly ensure your campaign has the intended impact.
Is Red a viable alternative to TikTok for American users and brands?
The answer to that has to be not right now. The app isn’t designed as a short video platform but more of a visual search and review platform.
The situation is really volatile and unpredictable – things changed SO fast this last week!! Remember that Rednote’s primary focus is on serving Chinese consumers & the chances are quite high that the US government will go ahead and also ban this from the APP store if it’s perceived as sufficient of a threat and the TikTok ban becomes permanent at a later point in time.
There are all kinds of rumours flying around about Rednote dividing the feeds of what users see according to IP address (a meh solution for someone like me who uses it for research and language learning).
In theory they could also go for a TikTok/Douyin split solution too, but why would they do that? Investing in a Western-focused platform would be unwise for them, given these circumstances in the US and the fact that they are focusing on profitability in the lead up to their planned IPO.
Is This Phenomenon Likely to Last?
The sustainability of this migration from Tiktok to Rednote is uncertain. While RedNote’s rise to global prominence is impressive, it’s unlikely to replace TikTok as the go-to platform for American users. The app’s core design and content moderation policies are tailored to a Chinese audience, making it an imperfect fit for most Western users.
Additionally, the political and technical challenges outlined above suggest that this surge is more of a flash-in-the-pan “Clubhouse” type moment than a lasting shift. As the dust settles, many American users may abandon the platform, leaving RedNote to refocus on its original demographic.
How many non-Chinese users will remain having decided that they enjoy this less toxic corner of the internet is something that none of us can answer right now. For marketers that might not be a very satisfactory answer, but anything that I tell you now, could be out of date in a couple of weeks time!
As per 20th January TikTok is back up and running, but who knows for how long and when the next time will be that a platform gets cut in that way.
The Migration from TikTok to Rednote – full video discussion
Sorry, for some reason my microphone was playing up so the sound quality on my side wasn’t as good as usual…
You can find more of Olivia’s content or reach out to work with her here:
- LinkedIn: https://www.linkedin.com/in/olivia-plotnick/
- Website: https://www.waisocial.com/
- Substack: https://substack.com/@whowhatwai
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Kathryn firmly believes that business is done between people, and therefore places her focus on building strong relationships that form a solid foundation for doing business.
When she's not travelling around the world, Kathryn enjoys playing clarinet in her town's wind orchestra or sharing her love of the outdoors with her Scout group.
