- Americans are flocking to Xiaohongshu as a potential TikTok ban looms in the US.
- Xiaohongshu, known as RedNote, offers similar short-form video content to TikTok.
- The app, founded in 2013, reached over 200 million users by 2019.
Americans are flocking to another China-based social media app as a potential TikTok ban looms.
Xiaohongshu has risen to the top of the App Store in the US as so-called TikTok refugees search for apps that provide similar short-form video content. The name translates to “little red book” in English but it’s referred to as RedNote or Red Book by English speakers.
Its format isn’t much different from TikTok, and some familiar faces have already started popping up in the “Explore” section. It’s unclear if users are posing as celebrities on the platform, but actor Selena Gomez’s alleged profile has a verified check mark next to her name. It looks like Gomez has been posting there since as early as 2023.
Jordan Hart/BI
Most of the app’s instructions are set in English once you choose the language, but there are still aspects written in Chinese. Xiaohongshu describes itself as “a lifestyle platform for young people” founded in 2013. The site says it reached over 200 million users in 2019.
“Users can record their daily lives, share their lifestyles, and interact based on their interests through short videos, pictures and texts,” it said on its “About” page.
It’s still up for debate on where most Americans will go for short-form video content if a TikTok ban goes into effect. Instagram reels, YouTube shorts, and apps like Lemon8 have all been touted as alternatives.
Here’s how to get started on RedNote.
Jordan Hart/BI
First, you’ll have to agree to terms of services related to how data is collected and shared. Then, you can create an account using your phone number.
You can decide what sort of content you’re interested in viewing, like fashion, food, and reading, and access feeds related to them. Like TikTok, there’s a “For You” page to browse videos and “Shop” section that doesn’t have much English translation.
Jordan Hart/BI
From there, it’s not much different from TikTok. You can like, share, comment, and favorite videos. Americans have taken the app by storm.
Your profile functions similarly to TikTok, with a bio, profile picture, and a customizable username.
Representatives for Xiaohongshu didn’t immediately respond to a request for comment from Business Insider.
Over on TikTok, users are still unsure which app will prevail, but RedNote has been the Apple App Store’s No. 1 download for the last few days.
