Rise of Xiaohongshu (RedNote): marketing opportunities amid TikTok's US uncertainty
Marketing opportunities emerge as RedNote captures TikTok's displaced audience.
Imagine waking up one morning to find your favorite social media app completely dark. That's exactly what happened to millions of TikTok users across the United States on January 19, 2025.
The app's sudden shutdown sent shockwaves through the creator community – but in a plot twist that could rival any viral TikTok drama, the platform buzzed back to life just 12 hours later.
The reason? A last-minute 75-day extension from President Trump himself, giving the app a temporary lifeline that has everyone from casual scrollers to professional creators holding their breath.
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But here's where things get really interesting: while existing TikTok users can still get their daily dose of viral dances and cooking hacks, both Google and Apple have pulled the plug on new downloads. TikTok, along with its ByteDance siblings Lemon8 and CapCut, have vanished from app stores.
The result? A wild rush that nobody saw coming – phones with TikTok already installed are now hot commodities on eBay, with some selling for thousands of dollars. Talk about a plot twist in the social media saga!
Amid this chaos, a surprising beneficiary has emerged: Xiaohongshu (RedNote), the Chinese social commerce platform that's rapidly gaining traction among American users. With over 700,000 new users joining in just one week, this shift presents unprecedented opportunities for global marketers.
Short on time?
Here is a table of content for you:
- What's happening with Xiaohongshu in the US?
- Marketing implications and opportunities
- The future of social commerce advertising
- Regional impact and considerations
What is happening with Xiaohongshu in the US?
Amid TikTok's recent service interruption and ongoing ownership battles, Xiaohongshu has emerged as a surprising alternative for content creators and users. The platform, which combines social media with e-commerce capabilities, has quickly adapted to its new international audience by implementing English-language interfaces and hiring English-speaking content moderators.
The numbers tell an impressive story of Xiaohongshu's rapid ascent. According to media intelligence firm CARMA, global mentions of "TikTok refugees" reached 77,200, while Xiaohongshu's brand sentiment improved from 28.7% to 33.7% positive during the migration period.
The platform has climbed to #27 on the social networking chart and has already accumulated over 10 million downloads in the Google Play Store. This remarkable growth, coupled with its sudden rise to becoming the top downloaded app in the US, followed closely by its sister app Lemon8, signals a significant shift in the social media landscape.
Marketing implications and opportunities
The platform's unexpected growth presents unique opportunities for marketers, particularly those operating in Asia-Pacific markets. Sunny Johar, Managing Director at KRDS, notes that Xiaohongshu's focus on lifestyle and visual content aligns perfectly with cosmopolitan markets like Singapore and Hong Kong.
The platform offers several distinct advantages:
- Integration of social commerce
Unlike TikTok's developing e-commerce features, Xiaohongshu provides a mature, seamlessly integrated shopping experience. The platform rewards creators who build trust within engaged communities while maintaining a curated, storytelling-driven approach to content.
- Cross-border influence
For Asian brands, Xiaohongshu offers a unique opportunity to leverage existing platform familiarity while expanding internationally. Kristian Olsen, Managing Director at Type A Digital, emphasizes that this rare chance allows brands to maintain regional presence while simultaneously growing globally.
- Enhanced credibility
Jessica Zhang, CEO of Starcom China, points out that success on Xiaohongshu can create a positive feedback loop: international popularity often translates to increased domestic Chinese market credibility, potentially turning brands into symbols of national pride.
The future of social commerce advertising
While Xiaohongshu's growth is impressive, marketing experts remain cautious about predicting a wholesale shift in advertising spend. According to GroupM's End-of-Year Global Advertising Forecast 2024, the global advertising industry is expected to exceed US$1 trillion in 2024 and grow by 7.7% in 2025.
Key considerations for marketers include:
- Platform maturity
Florence Kong, founder of We Glow Hong Kong, notes that while Xiaohongshu shows promise for lifestyle and trend-driven advertisers, its ad infrastructure remains less developed compared to established platforms like Meta and Google.
- Engagement metrics
Type A Digital's Olsen emphasizes that Xiaohongshu's ability to connect engagement with measurable results will be crucial for attracting advertising dollars away from competitors.
- Content approach
KRDS's Johar highlights that Xiaohongshu's native advertising options blend more seamlessly with organic content, contrasting with TikTok's more distinct advertising approach.
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Regional impact and considerations
The platform's growth presents particular opportunities for Asia-Pacific marketers. In Hong Kong alone, Xiaohongshu saw a 50% year-over-year growth in daily active users, reaching 1.13 million users in 2023. The platform's recent establishment of a Hong Kong office further demonstrates its commitment to regional expansion.
Kate Kwan, Managing Director at TEAM LEWIS GCR, advises marketers to monitor how Xiaohongshu enhances its video publishing features for commercial purposes in the US market, given TikTok's video-centric nature.
As the social media landscape continues to evolve, marketers must remain agile and attentive to emerging opportunities. While it's too early to predict whether Xiaohongshu will maintain its current momentum, its rapid rise demonstrates the dynamic nature of global social commerce and the potential for new platforms to quickly gain significance in the marketing ecosystem.
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