Eastward MediaEastward Media
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 Xiaohongshu (Red Note), 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.
Xiaohongshu (Red Note) 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:
While both platforms hail from China, their core appeal differs significantly:
TikTok | Xiaohongshu (Red Note) |
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 Xiaohongshu (Red Note), it’s about building trust and long-term loyalty.
The potential ban of TikTok in the United States has driven over half a million American users to seek alternatives, with Xiaohongshu (Red Note) 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 RED 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 Xiaohongshu (Red Note)’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:
Xiaohongshu (Red Note)’s growing popularity in North America signals a shift in consumer behavior. Here’s why it matters:
To succeed on Xiaohongshu (Red Note), brands need to:
HomeSense Fall Influencer Campaign: Placement on Red Note@@M&V
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Xiaohongshu (Red Note) 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.
