TikTok patrons are turning to a new platform in light of the nationwide ban set to shut down the app on Sunday. RedNote, a Chinese short-form video platform, is gaining ground as users look for an alternative to the social media company owned by the China’s ByteDance.
TheRedNote app, referred to as Xiaohongshu in Chinese, which translates to “Little Red Book,” is also owned by a Chinese company. It was among the top downloaded free apps in Apple’s U.S. App Store so far this week.
Over the past 12 years, it has drawn 300 million monthly active users globally, compared to TikTok’s 1 billion users. In addition to a strong userbase in China, people in Malaysia and Taiwan are creating accounts on the site. Most of the content is in Mandarin, but users have the option to change the language.
The social media platform uses e-commerce to sell items to customers, in addition to showcasing novel trends and travel recommendations. Beauty and skincare remain leading topics on the platform, which is mostly used by young women, according to the Associated Press.
The app differs from TikTok in a few ways. It is considered the Chinese equivalent of Instagram, according to NPR. It gives users the ability to call and text each other. Posts aren’t limited to photos and videos but also long form text.
Charlwin Mao is the CEO. He co-founded the company in 2013, alongside Miranda Qu in Shanghai.
Company leaders are eyeing an IPO launch and multilingual interface models in the wake of TikTok’s slated fate to be removed from U.S. app stores pending a Supreme Court ruling, according to Reuters.
The high court heard arguments Friday on whether the law banning TikTok violates First Amendment clauses amid concerns that the platform could be a threat to national security.
