What’s RedNote (Xiaohongshu): A Guide For Creators

As TikTok's presence in the U.S. faces uncertainty, RedNote — known as Xiaohongshu in China — is capturing the attention of younger content creators who want to expand their reach. RedNote is a fast-growing platform combining the best of Instagram and Pinterest: Authentic product reviews, image grids with lifestyle content, and shopping features.

Read on to learn what RedNote (Xiaohongshu) is and why people use it as an alternative to TikTok.

What’s RedNote (Xiaohongshu)? 

Xiaohongshu, or “xhs” (小红书), is a Chinese social media platform. In English, Xiaohongshu means “Little Red Book.” The platform is quickly emerging as a TikTok dupe app, especially with TikTok's future in the U.S. hanging in the balance.

Though it launched in 2013, the Chinese social media platform is becoming popular today for its lifestyle content. People use it to share short videos, images, and reviews on everything from fashion to travel. Xiaohongshu focuses on authentic content and real-life experiences, making it excellent for building genuine connections with your audience.

Is RedNote (Xiaohongshu) Different From TikTok? 

While RedNote (Xiaohongshu) and TikTok both offer video-centric experiences, their main purposes and audiences are different.

User Community 

RedNote (Xiaohongshu)

RedNote's (Xiaohongshu's) user base thrives on authentic creators and interactions rather than short-lived trends. For example, personal experiences and actionable tips may attract more followers than polished, overly edited videos. As time goes on, posting this genuine content can make you a key opinion leader (KOL) in your niche, giving your uploads more credibility.

TikTok

TikTok’s community revolves around viral trends, fast-paced entertainment, and a global audience. The platform encourages passive scrolling, with viewers consuming bite-sized content rapidly. Creators who tap into trends early or create new ones tend to grow the fastest.

E-Commerce Platform

RedNote (Xiaohongshu)

RedNote's (Xiaohongshu's) shopping experience overlaps with its community features, which some are calling “social commerce.” Product recommendations are a regular part of users' feeds.

Unlike traditional platforms, Xiaohongshu avoids anonymous reviews and star ratings. Instead, you have to create detailed, story-like product reviews called "notes." These often feature multiple images and step-by-step explanations. 

Brands and retailers also go through a vetting process before RedNote (Xiaohongshu) lets them sell products on the platform, making the buying process safer. For creators marketing on RedNote, this opens opportunities to partner with trusted brands and recommend products authentically.

TikTok

On TikTok, you can sell products through short-form videos, live streams, and the TikTok Shop. This platform’s shopping model revolves around impulse-driven purchases and viral product moments.

You can tag products in their videos, host live selling sessions, and participate in affiliate programs where you earn commissions on purchases. TikTok's fast-paced nature means that trends can quickly generate massive sales, but product lifespans are often shorter than RedNote.

Who Uses RedNote (Xiaohongshu)? 

RedNote (Xiaohongshu) is growing quickly, reaching over 300 million monthly active users in 2025. The platform is particularly popular among women, who make up about 70% to 90% of its audience. They’re usually interested in fashion, beauty, and lifestyle content and have more money to spend on recommended products. 

Many of these users are between 18 and 35 years old and live in China's larger cities. With TikTok's uncertainty and potential ban in the U.S., the app's appeal is also expanding globally, attracting people from the States and beyond. 

Who Should Use RedNote (Xiaohongshu)?

Xiaohongshu is an excellent platform if your content revolves around interests such as beauty tutorials, fashion hauls, or travel tips. For example, if you're in the beauty niche, consider creating content like "5 Must-Have Lipsticks for Summer" or "How To Build a Minimalist Skincare Routine," complete with product recommendations and real-life results. 

Audiences aren't just browsing — they want how-to tips and honest reviews. This makes it easier to influence your audience’s purchasing decisions, which may help you make a living on the platform. Since users also have higher-than-average disposable incomes, they're more likely to act on product recommendations.

Global Brands and Creators Thriving With RedNote

Here are a few examples of creators and brands using RedNote to find new audiences and monetization opportunities.

Global Brands on RedNote

Lifestyle niches dominate RedNote (Xiaohongshu), with people looking for recommendations for cosmetics, apparel, and wellness supplements.

Luxury brands like Dior, Chanel, and Lancôme have successfully used RedNote (Xiaohongshu) to promote products through reviews and user-generated content (UGC). These companies often work with popular fashion and beauty creators to create posts resembling magazine editorials. 

If you're in one of these niches, reach out to brands to share product reviews that blend storytelling with real-life usage. For example, a post like "3 Ways to Style a Statement Blazer" featuring affiliate links offers value to your followers while supporting your brand partnerships.

Content Creators on RedNote

Travel and lifestyle influencers are also thriving on RedNote (Xiaohongshu). If you're in one of these industries, you can share tips about international travel, weekend getaways, and local experiences. 

Subtopics for these content ideas can include practical advice like:

• City guides
• “Day-in-the-life” vlogs
• Itineraries
• Packing lists
• Travel accessories
• Food recommendations
• Destination-specific hacks
• Honest reviews of local attractions

The platform's "explore" section makes it easy for users to discover such content, allowing even niche creators to build a steady following.

How U.S. Creators Are Engaging With Chinese Audiences on RedNote (Xiaohongshu)

U.S. influencers moving to RedNote (Xiaohongshu) are sparking a cultural exchange between the two countries. The app creates mutual understanding and even encourages language learning between American and Chinese users.

Cultural Exchange and Community Building

Americans who join RedNote (Xiaohongshu) introduce aspects of Western culture to the platform. The influx brings interesting interactions where people from both countries share their perspectives.

For example, users compare lifestyle elements such as grocery prices, healthcare systems, and family life, giving each other sneak peeks of their worlds.

Language Learning Initiatives

Many RedNote (Xiaohongshu) users speak Mandarin, which motivates Americans to learn Chinese so they can interact with their Chinese counterparts more easily. In fact, trends show that more people are enrolling in Mandarin courses on language-learning apps. For instance, Duolingo reported a 216% growth in new Mandarin learners in the U.S. compared to the previous year, showing how American users want to bridge the language gap.

Challenges and Considerations

Despite the positive exchanges and eagerness to learn, users still face challenges: 

• Language barriers — RedNote (Xiaohongshu) doesn’t translate people’s comments or posts. Many users rely on external tools to communicate, which affects the flow of conversation. 
• Cultural misunderstandings — Differences in content moderation policies and societal norms also mean users have to navigate discussions thoughtfully to maintain respect.

Grow Globally With Captions

Exploring new platforms like RedNote (Xiaohongshu) is how you stay ahead of new trends, connect with diverse audiences, and learn from different cultures around the world.

As you branch out, Captions can help you make the most of your content. With tools like the Video Resizer to adapt your videos to different platforms, the Video Translator to break language barriers, and Ad Studio to promote collaborations, you can repurpose your videos for any audience.

Transform a single piece of content into multiple formats and reach the right people at the right time. Try Captions today.

FAQ

Is Xiaohongshu a Chinese Version of TikTok?

Although people use the platform as a TikTok alternative, it’s not an exact replica. TikTok’s parent company, ByteDance, produced an app called Douyin for Chinese audiences.

Is RedNote Similar to WeChat?

Both platforms are China-based apps. WeChat focuses on connecting people through calls and texts, while RedNote is a social media platform with more shopping and community features.