The potential TikTok ban in the US has left brands and creators exploring alternatives, with Rednote (Xiaohongshu) emerging as a popular choice among Gen Z.
Published On: January 17, 2025
Rednote recently climbed to #1 on the US App Store, offering TikTok-like features, including video-based feeds. In 2024, posts mentioning “fashion” generated $22.5M in Media Value on the platform, with 99.9% coming from organic content. This surge highlights its potential for influencer marketing.
Rednote is already capitalising on its new-found popularity in the US by adopting TikTok-style video formats and introducing bilingual subtitles to engage wider audiences. However, its China-centric design, like subcategories available only in Chinese, limits international accessibility.
Despite its growing popularity, Rednote, like TikTok, may face scrutiny as a Chinese-owned app, posing long-term risks in the US market.
This transition could redefine influencer marketing strategies:
Rednote is a platform worth watching as these developments unfold. What do you think? Could it replace TikTok?
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Brands use both paid influencers and unpaid advocates to drive awareness and engagement. While influencers are compensated for their endorsements, true brand advocates promote products out of genuine enthusiasm, making their support more trusted and impactful. Striking the right balance between paid and organic advocacy is key, and tools like WeArisma help brands identify, measure, and optimize both. Understanding how to develop and engage these advocates—whether unpaid champions or strategic partners—can provide a significant advantage.
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