As TikTok’s fate remains uncertain, Xiaohongshu, referred to as RedNote in English, is looking to leverage its recent surge in popularity by collaborating with influencers in the United States. The Chinese lifestyle and travel application, boasting over 300 million active users, recently climbed to the top of US app store rankings as the prospect of a TikTok ban looms.
In a proposal acquired by WIRED, Solare Global, a marketing agency based in New York City, approached content creators with the idea of producing sponsored posts for RedNote. These posts would feature videos of the influencers sharing their insights about the app’s unexpected rise in the US. The proposal encouraged creators to express “how enjoyable and captivating the app is” and “highlight its intuitive design and global appeal.” It also asked them to promote their own RedNote profiles and persuade their followers to join them on the platform.
Xiaohongshu did not respond to a request for comment made through its official WeChat channel. Solare Global also did not reply when asked about the number of influencers they had reached out to or the projected compensation for each post.
The document reviewed by WIRED specified that creators needed to produce their videos within a 24-hour timeframe to ensure publication by January 17, the date the Supreme Court was set to rule on whether the TikTok ban would take effect two days later. Moreover, it required that the influencers maintain their videos on the platform for at least six months.
Established in 2013, Xiaohongshu primarily focused on appealing to local audiences in China, particularly young women residing in major urban areas. Similar to TikTok, it utilizes a central algorithm to recommend users a continuous stream of content suited to their interests and behaviors. However, instead of displaying one video at a time, Xiaohongshu showcases photo slideshows, text posts, and videos arranged in a grid format.
One of the key differences between these two platforms lies in their approach to content moderation. Accessible in China, Xiaohongshu must comply with stringent censorship regulations imposed by the Chinese government. (WIRED has previously reported that Xiaohongshu was rushing to hire English-speaking moderators to manage the influx of content from American users.) In contrast, TikTok is not available within China. Its parent company, ByteDance, runs a separate video application there known as Douyin.
The arrival of American users on Xiaohongshu has created a unique opportunity for individuals in the US and China to interact on a mutual social media platform. Many users have dedicated hours to engaging their new overseas friends with inquiries about their respective cultures, ranging from school lunches in Wisconsin to the typical apartment layouts in Chengdu. Xiaohongshu now seems poised to capitalize on this sentiment by promoting itself as a constructive, global community.
“The kindness and curiosity shown by ordinary people towards one another is the prevailing sentiment right now,” stated the influencer brief. “And we believe it’s a wonderful thing.”
