TikTok Refugees and Rednote (Xiaohongshu): Understanding the Migration and Opportunity
for Brands

As digital landscapes shift, social media users are finding new platforms to connect and share. One of the most intriguing trends of 2025 is the migration of American TikTok users—dubbed “TikTok Refugees”—to Rednote (Xiaohongshu), a Chinese-origin platform known for its lifestyle-focused community. This phenomenon is not just a story of social media preferences but also a valuable opportunity for brands to engage a diverse and growing user base.

What is Xiaohongshu?

Rednote (Xiaohongshu) is a unique blend of social media, e-commerce, and lifestyle sharing. Originally popularized in China as a hub for beauty and fashion enthusiasts, Red Note has expanded its scope to include travel, food, fitness, and much more. Think of it as the intersection of Instagram and Pinterest, but with a distinct focus on authenticity and practical value.

 

 

          Key features include: 

  • User-generated content: Reviews, tips, and recommendations dominate the platform. 
  • Community-driven engagement: Users interact in niche interest groups, creating a sense of belonging.
  • E-commerce integration: Shopping links and in-app purchases made Rednote a seamless blend of inspiration and transaction.
How is Rednote (Xiaohongshu) Different from TikTok?

While both platforms hail from China, their core appeal differs significantly: 

TikTok

Rednote (Xioohongshu)

Short-form videos, algorithm-driven virality

Lifestyle content with detailed reviews and discussions

Focus on entertainment and trends

Focus on authenticity and shared experiences

Primarily passive consumption

Encourages active engagement and community building

For brands, this difference is key. On TikTok, the aim is to go viral; on Rednote (Xiaohongshu), it’s about building trust and long-term loyalty.

The Rise of ‘TikTok Refugees’ 

The potential ban of TikTok in the United States has driven over half a million American users to seek alternatives, with Rednote (Xiaohongshu) emerging as a surprising favorite. This migration has sparked a cultural crossover, with American users introducing hashtags like #TikTokRefugee to share their lives, while Chinese users engage with curiosity and open dialogue. The surge in interest has led to a 40% increase in downloads of RED in the U.S., marking it as one of the most downloaded apps in early 2025.

Beauty brands have quickly jumped on the opportunity, with major labels tapping into the platform’s growing popularity. 50% of Rednote users now actively engage with beauty-related content, making it a prime space for beauty brands to interact with potential customers. Many brands are also leveraging Rednote (Xiaohongshu)’s community-driven engagement to foster trust and authenticity—an important factor for consumers navigating new platforms.

This influx has dramatically increased Red Note’s downloads in the U.S., presenting new challenges and opportunities: 

  • For brands: A chance to connect with a culturally diverse audience. 
  • For the platform: Balancing global growth with cultural integrity, as it manages content moderation and user interactions.
Why Should Brands Care? 

Rednote (Xiaohongshu)’s growing popularity in North America signals a shift in consumer behavior. Here’s why it matters: 

  1. Authenticity Matters: Red Note’s focus on real reviews and discussions resonates with audiences seeking genuine connections. 
  2. Cross-Cultural Insights: The platform is a meeting point for global users, offering brands a unique opportunity to engage in cross-cultural storytelling. 
  3. E-commerce Potential: With seamless integration of content and shopping, Red Note shortens the journey from inspiration to purchase. 
How Brands Can Leverage Rednote (Xiaohongshu) 

To succeed on Rednote (Xiaohongshu), brands need to: 

  • Invest in Storytelling: Share meaningful content that aligns with the platform’s focus on lifestyle and authenticity. 
  • Collaborate with Micro-Influencers: Leverage influencers who resonate with local and global audiences. 
  • Localize Content: Adapt messaging to suit Rednote (Xiaohongshu)’s culturally diverse user base.

HomeSense Fall Influencer Campaign: Placement on Rednote@@M&V

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Rednote (Xiaohongshu) is no longer just a Chinese platform—it’s a global phenomenon bridging cultures and redefining digital engagement. For brands ready to embrace this shift, the platform offers unparalleled opportunities to build trust, foster loyalty, and drive sales in a connected world. 

Are you ready to make your mark on Xiaohongshu (Red Note)? As the migration of TikTok users continues to grow, Xiaohongshu (Red Note) offers a perfect environment for brands looking to connect with a diverse, engaged audience. With its seamless blend of social media and e-commerce, RED offers a fresh and dynamic platform for digital marketing.

Interested in learning more? Connect with us today.

Chinese Marketing, Multicultural Agency