Xiaohongshu, also known as Red, a Chinese lifestyle and travel app, is seizing the opportunity presented by TikTok’s potential ban in the US to expand its user base amongst Americans. With over 300 million monthly active users, predominantly in China, Red experienced a surge in popularity, topping US app store charts as the TikTok ban loomed. This surge prompted Red to engage in a marketing campaign targeting US influencers to promote the app and attract more American users. This campaign, orchestrated through a New York-based marketing agency, Solare Global, involved encouraging influencers to create sponsored content highlighting Red’s engaging features, user-friendly design, and international appeal. The campaign aimed to capitalize on the growing interest in Red as a potential alternative to TikTok.
The influencer campaign brief, obtained by WIRED, reveals a strategic approach to capitalize on the uncertainty surrounding TikTok’s future. Influencers were instructed to create videos showcasing their positive experiences on the app, emphasizing its fun and engaging nature. They were also asked to share their personal Red accounts and encourage their followers to join the platform. The urgency of the campaign is evident in the 24-hour turnaround time requested for video creation, aiming to coincide with the Supreme Court’s decision on the TikTok ban. The requirement for influencers to keep their videos online for at least six months further underscores Red’s intention to establish a sustained presence in the US market. While the exact financial details of the campaign remain undisclosed, the effort highlights Red’s commitment to attracting American users.
Founded in 2013, Xiaohongshu initially focused on the Chinese market, particularly young women in major cities. Similar to TikTok, Red employs an algorithm-driven content recommendation system, tailoring feeds to individual user interests and behavior. However, unlike TikTok’s single-video format, Red presents a diverse range of content, including photo slideshows, text posts, and videos, displayed in a grid layout. This multi-format approach differentiates Red and caters to a broader range of content consumption preferences.
A key distinction between the two platforms lies in their content moderation policies. Operating within China, Red adheres to stringent censorship rules mandated by the government, requiring the platform to diligently monitor and control user-generated content. This has led to Red actively recruiting English-speaking moderators to manage the influx of content from American users. In contrast, TikTok, unavailable in mainland China, operates independently with its own moderation policies. Its parent company, ByteDance, operates Douyin, a separate video app specifically for the Chinese market, further emphasizing the distinct regulatory environments in which the two platforms operate.
The surge in American users on Xiaohongshu presented a unique opportunity for cross-cultural exchange between users in the US and China. This interaction facilitated conversations about various aspects of life in both countries, fostering a sense of global connection and understanding. Red’s marketing campaign seeks to leverage this positive sentiment, portraying the platform as a space for global community building and positive interaction. The brief emphasizes the “warmth of normal people being kind and curious about one another,” positioning Red as a platform that facilitates genuine connection across borders.
Xiaohonghsu is actively positioning itself as a viable alternative to TikTok, capitalizing on the uncertainty surrounding the latter’s future in the United States. By engaging US influencers and promoting a positive message of cross-cultural exchange, Red aims to establish a strong foothold in the American market. The platform’s unique features, including its multi-format content presentation and emphasis on community building, differentiate it from TikTok, potentially attracting users seeking a different social media experience. As the social media landscape continues to evolve, Xiaohongshu’s success will hinge on its ability to cultivate a vibrant and engaged user base in the US, navigating the complexities of content moderation and cultural differences.
