RedNote: The app that TikTok refugees are flocking to; here’s what happens when you open it

As TikTok teeters on the brink of a ban in the United States, an unexpected contender has stepped into the spotlight: Xiaohongshu, or RedNote as it’s known internationally. The word, Xiaohongshu, meaning ‘Little Red Book’ in English, carries significant historical weight in China. During Mao Zedong’s era, a famous red book containing his teachings became one of the most widely read and influential texts in the country.

The Chinese app, a unique blend of Instagram, Pinterest, and e-commerce, is witnessing a surge in popularity among Americans seeking alternatives. These ‘TikTok refugees’ are flocking to RedNote in droves, driven by the looming prohibition on their beloved short-video platform.

But while the migration unfolds in the U.S., one cannot ignore the app's potential in markets like India, where TikTok has been absent since 2021 due to geopolitical tensions. How does RedNote fare in a country already familiar with—and wary of—Chinese apps?

First Impressions of RedNote: A Gateway to a New World

 From the moment you open RedNote, it becomes clear you’re stepping into a distinctly Chinese digital ecosystem. A minimalist interface greets users, featuring a red band with Mandarin text—a stark departure from the polished universality of TikTok. Signing up is straightforward, with options to register via Google, Facebook, or mobile number. However, technical hiccups like failed OTPs for mobile verification may deter some first-timers.

Once logged in, the app invites users to explore their interests. Yet, for non-Mandarin speakers, this step feels like navigating uncharted waters. Visual cues become essential as users try to decode an unfamiliar linguistic landscape. Despite the language barrier, the app's core functionality—scrolling through a cascade of vertically aligned videos—feels instantly recognisable.

Curiously, the content selection appears eclectic. My first foray into the platform introduced me to Kevin Hart, John Legend, and Selena Gomez, raising questions about how RedNote curates its recommendations for a global audience.

I’m not complaining, but it’s worth noting that content tailored specifically for an Indian audience is still lacking on RedNote, as the app remains a novelty here. That said, I can’t help but think that the smooth, endless scrolling experience offered by both RedNote and TikTok could easily resonate with Indian users. After all, it was only after TikTok’s ban that Meta's Instagram started gaining serious traction in India.

Interestingly, TikTok had already carved out a niche in India’s Tier-2 and Tier-3 cities before the ban, with creators from rural areas using the platform to share their stories and talents. When the ban was imposed, quickly Indian alternative sprung up, drawing TikTok’s Indian users towards it.

If RedNote continues to rise in popularity in the U.S., I wouldn’t be surprised to see its influence spill over into India, especially as the app gains momentum globally.

RedNote’s Global Crossroads

An important point to underscore here is that the influx of international users poses both opportunities and challenges for RedNote. Historically, its user base has been concentrated in China, where strict regulations dictate content moderation. Now, the platform faces the delicate task of accommodating a rapidly growing international audience without running afoul of China's stringent censorship rules.

Recognising the shift, RedNote has reportedly begun hiring English-speaking content moderators, a clear indicator of its intent to bridge cultural and linguistic divides. But will this be enough to sustain its newfound appeal?

RedNote has already attracted high-profile users. Olympic diver Tom Daley, Canadian rapper bbno$, and Maye Musk—mother of billionaire Elon Musk—are among the early adopters. Musk, in particular, has garnered a significant following for her lifestyle and fashion content.

Censorship and Content Moderation on RedNote

Despite its initial charm, RedNote’s censorship policies are starting to alienate international, especially Western, users. China’s internet regulations, among the strictest globally, shape the app’s content landscape. Discussions on topics like international espionage, LGBTQ+ rights, and feminist issues often face swift removal.

And such stringent regulations can be seen on RedNote as well. Maybe not so much over English content as over content generated in Mandarin, but one can never say that it won't happen in English.

This rigid moderation is a stark contrast to TikTok, which maintained separate Chinese and international versions of its app. RedNote’s single, unified platform means that users worldwide are subject to the same stringent rules—a dynamic that both unites and divides.

Cultural Exchange in a Digital World

Despite the challenges, RedNote offers an unprecedented opportunity for cultural exchange. Unlike TikTok, RedNote’s unified platform enables users from diverse backgrounds to interact, sharing memes, lifestyle tips, and perspectives on healthcare systems.

However, this global meeting ground exists within a tightly controlled framework. While some topics inhabit a grey area for now, the platform’s adherence to Chinese regulatory norms could stifle its appeal to Western audiences over time.

The Future of RedNote

RedNote’s meteoric rise highlights its potential as a global platform, but its long-term success hinges on navigating complex cultural and regulatory dynamics. Can it evolve into a welcoming space for international users without compromising its Chinese roots?

For now, RedNote serves as a digital haven for TikTok exiles, offering a glimpse of global connectivity tempered by the realities of censorship. Its story is one of adaptation and compromise—a delicate dance between opportunity and limitation.

Whether RedNote can sustain its momentum remains to be seen. The app stands at a crossroads, with its future dependent on finding the perfect balance between user freedom and regulatory compliance. For TikTok refugees and curious newcomers alike, the journey with RedNote is only just beginning.