What is RedNote? The Ultimate Guide for Brands

You’ve heard of RedNote, but have no idea what it could mean for your business, right?

Well, if you're curious, today I'm diving into what RedNote is and how you can leverage the platform to increase your revenue.

RedNote started gaining attention after TikTok was banned in the USA in January 2025.

Americans saw it as the next best alternative to TikTok. But it’s not just Americans—users from all over the world are flocking to RedNote, making it a phenomenon, with a movement called the “TikTok refugee.”

Before all this, RedNote was already the top social media platform for Chinese-speaking communities worldwide, with a whopping 330 million monthly active users. Today, RedNote has become a must-know platform for any brand looking to tap into China’s vast market.

Let’s dive into the ultimate guide to understanding RedNote, its power, and how it can help you grow your business.

1. What is Rednote?

Rednote, aka Xiaohongshu, was originally started as a community focused on sharing overseas shopping experiences in 2013.

Fast forward to today, and it’s become a game-changer in social e-commerce in China.

Think of it as the go-to lifestyle platform where people turn to for beauty tips, fashion hauls, travel diaries, and everything in between.

To make it easier for international brands to understand, let me compare it to other social media and e-commerce platforms you're probably already familiar with:

Why it’s a must-know for international brands looking to grow in China.

In short, Rednote isn’t just another social media platform—it’s a space where people share, discover, and shop in an authentic, lifestyle-focused way.

2. Who's on Rednote?

As of 2025, Rednote has grown to 320 million monthly active users.

Location:

50% of users live in major cities like Beijing, Shanghai, and Guangzhou, but there's also a growing presence in places like the USA, Europe, Australia, Hong Kong, Singapore, and Malaysia.

Since the TikTok ban, there has been a growing global audience, and many Western celebrities are now on Rednote, including Cardi B, Alan Walker, Sabrina Carpenter, and more.

This has set a trend for Rednote internationally.

User Vibe:

• Educated & High-Income:

  • Many users are Gen Z professionals or middle-class individuals with serious buying power.

• Lifestyle-Oriented:

  • These users aren’t just looking for products—they’re into beauty, wellness, travel, fashion, and self-growth lifestyles.

• International Reach:

  • Overseas Chinese expats are also a big part of the Rednote community, making it a fantastic platform for cross-border e-commerce.

The audience values authenticity and quality above all, making it a dream space for mission-driven brands looking to connect on a deeper level.

3. Rednote Key Features

• AI-Powered Discovery:

  • When users scroll through RedNote, they’re shown content tailored to their interests. The platform’s AI algorithm tracks their preferences and recommends posts that feel personal and relevant, keeping them engaged with fresh and exciting content.

• Seamless eCommerce Integration:

  • When users discover a product on RedNote, they don’t just look at it—they can buy it right then and there. With eCommerce integration, brands can add a purchase button under their posts, making it easy for customers to shop without leaving the app.

• KOL Marketing:

  • When influencers want to grow their audience, RedNote is the place to be. It’s where creators can connect with followers through consistent, valuable content. For brands, it’s the perfect space to run influencer campaigns and work with key opinion leaders (KOLs) to boost their visibility.

• Search:

  • When Chinese people want to find a restaurant, they search on RedNote. Why? They want to see photos of the food. And they want to read feedback from real people who’ve actually been there. It works the same with clothes, hotels, travel destinations…

RedNote originally focused on the Chinese community, but in February 2025, they took a big step by opening an office in Hong Kong.

This move is a clear sign of their international ambitions and ties in with their plans for a Hong Kong listing. It shows they’re serious about expanding globally.

4. RedNote Content Formats

90% of the content on RedNote is user-generated, making it all about real, organic experiences. The platform also supports various content formats, allowing brands and creator to reach audiences in creative ways:

5. User Behavior on Rednote

6. Why International Brands Choose Rednote

• Huge Untapped Audience – Over 320 million active users every month.

• Trust-Based Marketing – Traditional ads don’t cut it in China. Consumers trust recommendations from their peers instead.

• Social SEO for China – Just like YouTube, Rednote content is searchable, giving your brand long-term visibility through organic reach.

• Ideal for Niche Markets – Rednote connects users with similar interests, making it perfect for beauty, fashion, wellness, and lifestyle brands to grow and succeed.

7. How International Brands Can Succeed on RedNote

As an international brand, you can absolutely thrive on RedNote if you’re strategic with how you approach the platform. Here’s a step-by-step guide to get you started:

• Step 1: Optimize Your Presence

  Start by creating an business business account and get verified. This is your first step in gaining credibility and visibility.

• Step 2: Content Strategy

  Focus on user-generated content (UGC), storytelling, and value-driven posts (avoid just salesy content). People on RedNote value authenticity, so it’s important to give them more than just product promos. Create content that aligns with their lifestyle and interests, whether it's tips, advice, or personal stories.

• Step 3: KOL & KOC Marketing

  Partner with influencers (KOLs) and everyday customers (KOCs) to build authentic brand advocacy.

  RedNote thrives on organic connections, and these influencers will help you build trust in a more authentic, relatable way.

• Step 4: Paid Ads & E-Commerce

  Run targeted campaigns and open a RedNote store to streamline your sales process.

  Utilize RedNote’s built-in e-commerce tools to ensure a seamless shopping experience for your customers.

8. Final Thoughts: Is RedNote Right for Your Brand?

So, should your brand jump into RedNote?

If you want to tap into the Chinese market, influence Gen Z&Millennials, and create trust-based marketing, the answer is yes!

It’s a perfect platform if you’re looking for a way to connect deeply with your audience, build long-term relationships, and drive sales through authentic content.

Need help launching on RedNote?

Let’s chat! Whether you’re looking to create a strategic content plan, manage your KOL marketing, or set up a successful RedNote store, I’m here to guide you.

Reach out, and let’s make your brand shine on RedNote!