The RedNote app, also known as Little Red Book, has seen a meteoric rise in popularity, gaining nearly 3 million U.S. users in a single day and boosting its daily active users from 700,000 to approximately 3.4 million. However, with TikTok’s dramatic return following Donald Trump’s promise to reinstate it, the longevity of RedNote’s new user base remains uncertain. Does this influx of users signal a new era for digital marketing on RedNote, offering fresh opportunities to cater to two major markets? Or will it prove to be just a temporary spike in the app’s user history?
New Demographics on the App
For years we at Guanxi have been working with our clients on Chinese social media such as RedNote, as well as other popular sites like Weibo and WeChat. This new influx of ‘TikTok refugees’ who reside in the U.S. provides a fertile ground for brands to tap into a diverse and engaged audience. Also within the U.S. market there is the potential to reach younger demographics, as TikTok is most popular among 18-19 year-olds in the U.S. (67% of people in this age group use the app).
Does this Shift Affect the UK?
An interesting trend in the UK is the surge in RedNote downloads, despite TikTok access remaining unaffected. Downloads of the app have increased by 300% in the UK in the last week (with a immense 750% between the 10th to 13th of January). This spike could be driven by users wanting to stay connected with popular American content creators who have migrated to the app or simply out of curiosity about its growing popularity. RedNote has now become the most downloaded app on the Apple Store in the UK.
Navigating the Future with RedNote
Guanxi’s opininon is that for companies who are focused on marketing to Chinese consumers on RedNote, the recent influx of U.S. users presents an intriguing development but does not yet warrant a strategic shift. Given the uncertainty surrounding TikTok’s future in the U.S., it is important to continue prioritising the established Chinese audience on RedNote. This approach ensures that brands maintain their connection with a stable and engaged user base while the situation with TikTok unfolds. Until the TikTok scenario becomes more concrete, focusing on the Chinese market remains the most reliable path for achieving sustained marketing success on the platform.
Check out what Vivienne, the director of our Chinese office, thinks about the influx of new members on the app:
How Guanxi Can Help Your Business
At Guanxi, we partner with brands, destinations, attractions, and accommodation providers across the UK, Europe, and North America, helping them enhance their profiles and attract Chinese visitors. Now is the perfect time to leverage the rising attention on RedNote, a rapidly growing platform in China. Don’t miss out on the opportunity to market your business effectively while the spotlight is on. Whether you’re looking to expand your reach in China or need expert guidance on navigating the Chinese market, our team is here to help. Reach out at [email protected] or visit our ‘Contact‘ page for more details.