RedNote Explained: Is This the Platform Your Brand Needs in 2025?

With TikTok’s future hanging in the balance, millions of users are flocking to a rising contender: RedNote. But what exactly is this app, and why is it suddenly making waves in the social media world? For marketers, the question isn’t just whether RedNote is popular—it’s whether your brand should be paying attention. Let’s break it down.

What Is RedNote, and Why Is Everyone Talking About It?

RedNote, known as Xiaohongshu in China, was launched in 2013 as a shopping and sharing app. Initially focused on user-generated reviews and product recommendations, it has since evolved into a visual-first search engine and cultural hub. The platform thrives on unboxing videos, product demos, and lifestyle content, making it a go-to for discovering trends and brands in China. Over the years, it has become a powerhouse for visual content, blending elements of TikTok, Pinterest and Instagram.

RedNote gained users in the U.S. after discussions of a TikTok ban gained traction. Although the ban lasted only a few hours, it reportedly drove over three million users to join the app. With the future of TikTok in the U.S. still uncertain, RedNote's rapid rise highlights a shift in user preferences and the growing demand for alternative platforms.

The Case Against RedNote

1. Geopolitical and Regulatory Context: As a Chinese-owned platform, RedNote operates under the country’s strict cybersecurity and data protection laws, such as the Cybersecurity Law of the People's Republic of China. These laws grant the government access to user data when deemed necessary for national security purposes. For Western brands, this raises concerns about privacy, intellectual property protection, and compliance with international data standards, such as the GDPR in Europe.
2. Potential Safety Concerns: As a Chinese-owned app, RedNote raises questions about data privacy and security. Similar to the debates surrounding TikTok, critics argue that user data collected by the platform could be subject to access by the Chinese government under national security laws. Brands should carefully evaluate these risks before diving in.
3. Content Censorship: Users have reported that politically sensitive or non-compliant content is often censored on RedNote. This could be a major challenge for brands in sectors where free expression or edgy marketing is part of their strategy.

Want to dive deeper into RedNote? This is just a quick overview. Click here for the full article, where we break down everything you need to know about the platform.