How we are thinking beyond TikTok
By Lauren Mello, digital strategist
It’s official: TikTok’s looming January 19 ban has everyone spiraling. But instead of panicking, users are pivoting, and RedNote (aka Xiaohongshu) is their first stop. This Chinese app, blending lifestyle vibes with social shopping, just hit #1 on the US App Store with more than half a million downloads. Everyone is talking about it—from creators figuring out how to survive the shift to Duolingo trolling us about needing to learn Mandarin.
Meanwhile, the broader social media landscape is looking a little messy: Meta’s ditching fact-checkers, X is making block buttons irrelevant, and everyone’s scattering to Bluesky, Lemon8, and Mastodon to see what sticks.
RedNote isn’t just another TikTok clone, though, it’s the app everyone’s flocking to because it feels different. Users are craving what they had with TikTok: a place where they felt a sense of control over their feeds (ironic, considering RedNote’s Chinese roots and its reputation for heavy censorship). Still, no one wants to be the last one to the party. Its rapid rise underscores the collective fear of being left behind in the next big shift.
What This Means for Brands and Creators
Look, you don’t have to be everywhere to make an impact. The trick is focusing your energy on the platforms that matter most for your goals and audience. If you want to explore RedNote or any of the other new apps, here’s how to stay sane in the process:
Embrace the pivot: RedNote’s rise shows that younger audiences are eager to explore platforms that feel fresh. Regularly auditing your social platform performance will help you identify what’s working and where to prioritize.
Catch up on platform-specific user habits: Don’t be the person who jumps on without knowing the basics. For RedNote, a key cultural moment lies in its social shopping features and collaborative, lifestyle-driven content. It’s like TikTok meets Pinterest with a layer of curation that rewards exploration.
Newbie tip: Explore and understand RedNote’s comment culture—it’s all about thoughtful, conversation-driven exchanges, unlike TikTok’s quick-hit punchlines. On both platforms, comments are where real community-building happens, but on RedNote, they’re a deeper part of the experience.
Lead with purpose: Authenticity looks different on every platform. On RedNote, it’s less about high production and more about being useful and relatable. Whether it’s product reviews, how-tos, or lifestyle inspiration, prioritize content that aligns with your voice and mission.
Diversify your digital presence: Betting everything on one platform is a risky move in today’s landscape. Take note of how brands like Glossier and Gucci are exploring multiple online and in-person spaces simultaneously, including RedNote, while maintaining cohesive messaging. Your goal? Build connections across communities while staying adaptable to new opportunities.
Start small, but stay strategic: If you’re just diving into RedNote, start by observing trends and experimenting with content that feels authentic. You don’t need to be on every platform or master it all on day one, but showing up on the right platform (for YOU) matters.
What’s the TL;DR?
RedNote might be having its moment, but this is just the beginning of a broader shift. Brands and creators need to diversify their platforms and develop audiences in different spaces (preferably owned spaces). The platforms that thrive in 2025 will be the ones that give users the tools to connect, create, and, most importantly, feel at home.
RedNote looks to already be adapting to the rush of new users with a culture shift happening on the Mandarin app.