TikTok users are increasingly migrating to RedNote, the international version of Xiaohongshu, in anticipation of TikTok’s impending ban in the U.S. RedNote has quickly become the most downloaded app in the U.S. this month.
RedNote’s rise amid TikTok ban
Dubbed a haven for “TikTok refugees,” RedNote attracts users due to its resemblance to the ByteDance-owned TikTok. The app merges e-commerce with short video content, similar to TikTok’s format, and boasts 300 million monthly active users globally. In contrast, TikTok has 1 billion users worldwide.
In just two days, RedNote gained over 700,000 new users, resulting in a more than 200% increase in U.S. downloads year-over-year, according to research firm Sensor Tower. It is reportedly favored by young women and features content primarily in Mandarin, though it offers language options.
Concerns about data privacy and ownership
Experts warn that users might not escape the issues associated with TikTok by switching to RedNote. Technology industry analyst Charles King noted that the main similarity between the apps is their Chinese ownership. He cautioned that success factors for influencers on TikTok may not translate to RedNote, as they depend heavily on ByteDance’s algorithms.
Greg Rinckey, founding partner of Tully Rinckey PLLC, elaborated on privacy concerns, stating that RedNote’s privacy policy indicates it collects extensive data from users, including IP addresses and browsing habits. Rinckey underscored that these data practices may attract scrutiny from lawmakers and present national security risks given the app’s Chinese ownership.
Kyzer advised those holding U.S. security clearances to exercise caution when using RedNote and other similar platforms, citing potential risks associated with circumventing laws aimed at these Chinese-owned apps. She emphasized that the security clearance process evaluates intent and effects, making it crucial for users to be aware of the implications of their app usage.
RedNote’s content and features
The app distinguishes itself by combining aspects of Pinterest and Instagram, featuring not only short-form videos but also long-form text posts. Users can also call and text each other, expanding the platform’s communication capabilities. The most popular topics include e-commerce, beauty, and travel recommendations.
RedNote, founded in 2013 by Charlwin Mao and Miranda Qu Fang, has evolved from a collection of PDF shopping guides into a major social media and e-commerce platform with a valuation exceeding $17 billion. Company leaders are pursuing an IPO and are looking to develop multilingual interfaces as they navigate challenges stemming from the TikTok ban.
Despite the influx of new users, RedNote remains subject to Chinese data laws, posing potential risks similar to those associated with TikTok. According to Forbes, user data can be shared with third parties or government authorities under these regulations.
Featured image credit: Andy Wong/AP
