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By

TEAM LEWIS

Published on

January 22, 2025

Tags

China, Marketing in China, Social Media Marketing

When TikTok faced a near-ban in the US, it left creators and brands scrambling for alternatives to share their content and connect with audiences. Enter Xiaohongshu, or RedNote – a platform that’s been gaining traction and is now welcoming a wave of TikTok “refugees” eager to explore new digital territories.

What makes RedNote so appealing? It’s a unique mix of social networking, content sharing, and e-commerce that feels like the perfect blend of creativity and practicality. US users are flocking to the app, drawn by its vibrant community and the opportunity to keep posting (and consuming) content.

For marketers, this sudden surge in global interest and app downloads in international markets opens up exciting possibilities, with marketing publications wondering if ad spends would migrate to the platform. But before diving in, it’s essential to understand how the platform works and how to make the most of its features.

Here are five things you need to know about RedNote to tap into its growing potential.

1. Understand the platform’s unique ecosystem

RedNote isn’t just another social media app; it’s a community driven ecosystem with social elements in a trusted space. To succeed, marketers need to explore its features, understand user behavior, and stay updated on content trends. Observing how users interact with posts and make purchasing decisions will allow marketers to craft strategies that feel natural to the platform.

2. Embrace cross-cultural engagement

With its growing international audience – especially after the influx of TikTok users – RedNote has become a hub for cultural exchange. Marketers should create content that resonates with both Chinese and global users, paying close attention to cultural nuances and shared interests. The platform’s built-in translation tools can help overcome language barriers and foster meaningful interactions with a more diverse audience.

3. Prioritise on authentic user-generated content

Authenticity reigns supreme on RedNote – which is why content on the platform is highly trusted by its audiences. User-generated content (UGC) drives much of the platform’s engagement. Brands should encourage users to share their experiences with products and actively interact with their content. Highlighting UGC on official accounts, running challenges, and celebrating customer stories can build a loyal community and strengthen credibility.

4. Master short-form content and live streaming

Short-form videos and live streams dominate on RedNote. To stand out, marketers should create attention-grabbing, shareable content tailored to the platform’s style. Live streaming, in particular, offers a dynamic way to showcase products, answer questions in real time, and create a more personal connection with followers. These formats are a proven way to drive engagement and boost social commerce efforts.

Webinar: China Social trends

5. Optimise for search and seamless shopping experiences

RedNote acts as a search engine for younger audiences, making it critical for marketers to optimize their content. Use relevant keywords, include detailed product descriptions, and feature high-quality visuals to improve discoverability. The platform’s seamless shopping features also allow users to make purchases without ever having to leave the app, so ensuring your products are easy to find and buy can significantly enhance conversions.

Related content: Mainland China Marketing Handbook

By keeping these five points in mind, marketers can harness the full potential of RedNote and build meaningful connections with its vibrant and diverse user base.

Thinking about where to start with your RedNote strategy? Drop us a note at [email protected] to have a chat!

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