RedNote, also known as Xiaohongshu or “Little Red Book,” has recently climbed to the top of the U.S. App Store charts. This Chinese platform, blending the aesthetics of Pinterest, the algorithmic allure of TikTok, and the visual storytelling of Instagram, is captivating users worldwide, especially in the United States.
If you are interested in how to optimize platforms like TikTok or RedNote and to improve your management of social media accounts, or e-commerce operations, please feel free to contact us !
A Brief History of RedNote
Launched in 2013, RedNote began as a platform for Chinese users to share product reviews and travel tips. Over the years, it has grown into a billion-dollar company and one of China’s most popular social media platforms. Often referred to as “China’s Instagram,” RedNote focuses on visually appealing, lifestyle-oriented content that resonates deeply with millennials and Gen Z.
A Quick Look at RedNote’s History
Founded in 2013, RedNote started as a place for Chinese users to share product reviews and travel tips. Over time, it has turned into a billion-dollar company and one of China’s most popular social media platforms. Known as "China’s Instagram," RedNote focuses on visually appealing, lifestyle content that resonates with younger audiences, particularly millennials and Gen Z.
By 2024, the app hit over 300 million active users, with 38.65% born in the 1990s and 39.21% born in the 2000s. Most users live in first- and second-tier cities, accounting for 85.31% of the total user base, though this has dropped from 90% in 2022. The app remains especially popular with young women, who make up 79.13% of users. However, efforts to appeal to more men have shown success, with male users growing from 60 million in 2021 to 63 million in 2024.
What Makes RedNote Special ?
Unlike TikTok, RedNote’s algorithm focuses on content users like, rather than just showing posts from accounts they follow. This helps make content feel more authentic and gives users more control over what they see.
RedNote also combines social media with e-commerce, letting users discover, engage with, and buy products directly on the app. This makes the platform feel more trustworthy, with recommendations coming from real people rather than just ads. Many users rely on RedNote for everything from discovering small brands to getting travel tips or finding the latest fashion trends.
The app also separates Key Opinion Leaders (KOLs) and Key Opinion Consumers (KOCs), who are seen as more trustworthy than traditional ads. These influencers offer personal recommendations based on shared interests, helping users make better decisions.
Why Is RedNote Getting So Popular in the U.S.?
RedNote’s sudden rise in the U.S. is closely linked to uncertainty around TikTok’s future. With TikTok possibly facing a ban, many creators are turning to RedNote as a new platform. The hashtag “#tiktokrefugee” has been used in over 800 million views and 14.77 million discussions, showing how many people are moving to RedNote.
From January 8th to 14th, 2025, U.S. downloads of RedNote increased by more than twenty times, making up 22% of all downloads that week compared to just 2% in 2024. On January 15th, RedNote even topped the App Store charts in 87 countries, including the U.K., Italy, and Australia.
Despite the language barrier, more Western users are joining RedNote. The app rolled out real-time translation features in January 2025, making it easier to connect across cultures.
Cross-Cultural Sharing
As more people from the West join RedNote, they’re bringing their unique styles and ideas, mixing with the content from Chinese influencers. This creates a cultural exchange, where Chinese creators share global fashion, beauty products, and lifestyle tips with Western audiences, while Americans add their creativity to the platform.
Brands are also getting in on the action. Local companies have started creating content to connect with Western users, using RedNote’s global reach to expand their influence and better understand international audiences.
The Future of Social Media
RedNote’s growth shows that there’s a big demand for diverse, global social media experiences. Whether you love its Pinterest-style visuals, TikTok-like algorithms, or Instagram-style storytelling, RedNote is quickly becoming a global platform.
Its ability to inspire, connect people, and even let you shop all in one place has made it a trusted app, especially in China. As it continues to grow around the world, RedNote is proving that social media can be more than just about likes—it’s about bringing people together from different cultures and creating new global trends.
If you are interested in how to optimize platforms like TikTok or RedNote and to improve your management of social media accounts, or e-commerce operations, please feel free to contact us!
Rougelink, with offices in Paris, Shanghai, and Hangzhou, specializes in e-commerce and digital marketing services. As a strategic partner of TikTok, Douyin ( TikTok China ), and Xiaohongshu, we work with international brands to implement online strategies in Europe, US and China, offering comprehensive solutions across the entire e-commerce value chain.
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