This is a pivotal moment for RedNote, as it is rapidly attracting millions of new accounts to its international platform, largely due to the significant migration of TikTok users.
Why is RedNote Gaining Popularity?
RedNote is known in the Western world, and XiaoHongShu (Little Red Book) in China and Asia, has seen an influx of over 3 million users (Similarweb USA) on one day, migrating from TikTok amid uncertainties surrounding their accounts. This trend raises the question: Why is RedNote becoming a preferred platform over competitors like YouTube, Instagram Reels?
My personal guess is that RedNote runs in a similar ‘system’ as TikTok and a preferred channel for those targeting Asian Chinese. Afterall, there are 300 million users on XHS globally.
While transitioning your followers to RedNote, here are essential points to keep in mind:
1. Platform Versions: RedNote operates two distinct platforms: the Chinese version (XiaoHongShu) and the global version. These platforms cannot integrate; registering with a foreign mobile number places you on the international version.
2. User Demographics: XiaoHongShu is a popular channel for sourcing beauty news, shopping, travel content, and more. Approximately 90% of its content is user-generated. The platform has a predominantly female audience, with 70% of followers born before 1995 and 30% born after 2000, primarily from tier 1 and tier 2 cities with significant purchasing power. For RedNote, the audience are younger and international.
3. Monetization Strategies: XiaoHongShu excels in brand building through Key Opinion Consumer (KOC) user-generated content (UGC) strategies that effectively launch products. It serves as an ideal platform for live-streaming engagements. In China, many KOCs and Key Opinion Leaders (KOLs) collaborate with agencies to optimize brand campaigns. Even with as few as 1,000 followers, accounts producing quality content may attract direct collab opportunity from brands or agencies. XHS does not offer monetary returns to accounts based on engagement rate.
4. Content Guidelines: Unlike TikTok’s flexible content sharing, RedNote adheres to specific rules and algorithms. Ensure your content complies with these guidelines to avoid account suspension due to non-compliance with local regulations. If blocked, you can appeal; however, account recovery may take time and could hinder follower growth.
Conclusion
Understanding that RedNote functions differently than TikTok and their audience are more matured female. RedNote monetization opportunities rely on brands and agencies engagement rather than relying on platform payments. If you could create relevant content, you can start monetising as a KOC by creating high quality postings on a regular basis. In all, your content engagement rate is the key of your success.
@Redlineasia is a cross-border marketing agency that helps brands gain China market through online campaign, without them moving into China.
