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Like the future of TikTok remains in equilibriumXiaohonghshu, better known in English as RedNote, is trying to capitalize on this its new popularity by partnering with US influencers who can help promote the company and attract more Americans to its platform. The Chinese lifestyle and travel app, which has more than 300 million monthly active users, shot to the top of the US app store charts last week after TikTok was banned. approached.
In a campaign briefing obtained by WIRED, New York-based marketing agency Solare Global called on creators to produce sponsored posts for RedNote. The brief asked creators to describe “how fun and engaging the app is” and to “highlight its user-friendly design and international appeal.” He also instructed them to share their RedNote accounts and encourage their followers to join them on the platform.
Xiaohongshu did not respond to a request for comment sent to his official WeChat account. Solare Global did not respond to a request for comment asking how many influencers they contact or how much the company expects to pay per post.
The brief, seen by WIRED, required creators to turn their videos into a 24-hour timeline by January 17. the same day The Supreme Court would decide whether the TikTok ban would go into effect in two days. It also mandated that influencers keep their videos up for at least six months.
Xiaohongshu was founded in 2013 and has long focused on appealing to a local audience in China, especially young women living in big cities. Like TikTok, it revolves around a central algorithm that recommends an endless stream of posts to users based on their interests and behavior. But instead of showing people one video at a time, Xiaohongshu presents photo slideshows, text posts, and videos in a grid format.
But perhaps the biggest difference between the two apps is how they handle content moderation. Being available in China, Xiaohongshu is required to adhere to strict censorship rules dictated by Beijing. (NAMELY previously reported that Xiaohongshu was trying to hire English-speaking moderators to help manage the flood of content posted by Americans.) TikTok, however, does not exist in China. Its parent company is ByteDance a separate video program it is called Douyin there.
The influx of Americans to Xiaohongshu has provided a rare opportunity for people in the US and China to connect on a shared social media platform. Some users have spent hours asking their new overseas pen pals questions about their country and culture, from school lunches in Wisconsin to what a typical apartment in Chengdu looks like. Now it seems that Xiaohongshu is trying to use this sentiment to promote itself as a positive, global platform.
“Normal people being kind and caring about each other is the main feeling out there at the moment,” said the influential short. “And we think that’s a wonderful thing.”
