RedNote’s rise: Is this TikTok alternative worth watching for health tech marketers?

By Muse Miao

Even with TikTok’s ban being lifted and its return to the U.S. market, a surprising trend has emerged: many users continue to explore alternative platforms. One of the most intriguing contenders is the Chinese social media app Xiaohongshu, known internationally as RedNote. According to marketing intelligence platform Sensor Tower, U.S. downloads of RedNote skyrocketed more than 20-fold during the week of January 8, briefly making it the most downloaded free app in Apple’s App Store.

Thousands of self-proclaimed “TikTok refugees” have flocked to RedNote, curious about what the platform offers. They’ve been warmly welcomed by Chinese users—though not without paying the customary “cat tax” (sharing pictures of their pets). In just one week, the Mandarin-dominated app has transformed into a vibrant international hub where users from around the globe interact on a single post.

What makes RedNote different?

Unlike TikTok’s short-form video dominance, RedNote is a lifestyle-focused platform with features akin to Instagram and a Pinterest-like layout. Its main page showcases a two-column format where videos and posts are seamlessly integrated. Popular content revolves around fashion, beauty, travel, and shopping, with a predominantly female user base.

Unlike TikTok’s short-form video dominance, RedNote is a lifestyle-focused platform with features akin to Instagram and a Pinterest-like layout. Its main page showcases a two-column format where videos and posts are seamlessly integrated. Popular content revolves around fashion, beauty, travel, and shopping, with a predominantly female user base.

RedNote also boasts a robust e-commerce ecosystem, allowing users to purchase items directly within the app. However, it wasn’t always this commercialized. Originally, RedNote was celebrated for its organic content and authentic community, which laid the foundation for its current success.

Is it time for health tech marketers to join RedNote?

With TikTok back in the U.S. market, RedNote’s rapid influx of American users raises an important question for health tech marketers: Is this the right time to establish a presence on RedNote? Given the platform's current dynamics and challenges, it may still be too early for U.S. health tech marketers to fully invest in RedNote at this stage. Here’s why:

• Limited target audience: Despite the growing number of international users, RedNote’s core audience remains predominantly Chinese. Most users are unlikely to engage with or need health services and technologies based in the U.S.
• Strict advertising policies: RedNote enforces stringent rules prohibiting content that directs users to external platforms. Any such posts are swiftly removed. To sell products on RedNote, businesses must open an online store within the app, a process that requires China-specific certifications, such as a Chinese National ID and business license.
• High competition + content demands: RedNote’s advanced commercialization system requires consistent content creation and proficiency in e-commerce live streaming to gain visibility. For new entrants unfamiliar with the platform’s intricacies, competing for attention can be daunting and resource-intensive.

Will RedNote stay in the U.S. market?

Given RedNote’s surge in popularity among U.S. users, the app’s ability to maintain traction in the American market depends on several factors:

• Adaptation to global users: RedNote’s interface and policies are still primarily designed for Chinese users, but the platform has recently made strides toward accommodating an international audience. It introduced a comment translation feature, enabling users to interact without language barriers, and added an “English preferred” search option that prioritizes English content for those who opt in. However, to truly capture and retain a U.S. audience, RedNote needs to go further. Expanding its language support across all features, simplifying the onboarding process for non-Chinese users, and making its e-commerce systems accessible to international sellers are critical steps for fostering global inclusivity and engagement.
• Navigating U.S. regulations: As a Chinese-owned app, RedNote may face scrutiny from U.S. regulators, particularly in light of recent discussions about data security and foreign influence. Its ability to operate long-term in the U.S. hinges on building trust with both users and regulators.
• Competition from TikTok and others: With TikTok back in the U.S., RedNote must carve out a distinct niche to retain users. Its focus on lifestyle, e-commerce, and authentic communities could be a differentiating factor, but it must prove its value beyond being an alternative to TikTok.

The future potential of RedNote

While it may not be the ideal platform for U.S.-based health tech marketers at this moment, RedNote’s growth trajectory is worth watching. If the app adapts its policies and infrastructure to accommodate a broader international audience, it could become a viable marketing channel in the future.

For now, marketers should focus on observing trends, exploring cross-cultural collaborations, and staying prepared to pivot if RedNote gains long-term traction in the U.S. market. As the digital media landscape evolves, flexibility and foresight will be key to navigating new opportunities like RedNote.