Is RedNote Safe? Reviews, Security, and Risks to Know

November 24, 2025

Is RedNote safe to use? With millions of users actively searching for a “TikTok alternative” amidst potential bans and regulatory uncertainties, this question has never been more relevant.

RedNote (known in China as Xiaohongshu) has seen a massive surge in downloads from Western users seeking a fresh, authentic creative space. However, before you join the migration, it is vital to understand the platform’s background. In this article, we analyze RedNote’s privacy policies, data-collection practices, technical security, and regulatory risks to help you decide if the app is safe for you, your data, and your family.

What is RedNote and why are users migrating from TikTok?

RedNote, originally launched in China in 2013 under the name Xiaohongshu (“Little Red Book”), is a social media platform that combines lifestyle content, short-form video, and integrated e-commerce.[1] Unlike TikTok, which emphasizes viral entertainment and performing for an audience, RedNote focuses on “useful” content—everyday users sharing product reviews, travel notes, fashion tips, and shopping recommendations.

The Surge in Popularity

The platform’s user base exceeds 300 million monthly active users, backed by massive investment rounds from Chinese tech giants like Alibaba and Tencent. Recently, it has experienced a spike in downloads from the U.S. and Europe.

This migration is driven by “TikTok refugees“—users concerned about TikTok’s potential ban in the U.S., creators dissatisfied with the algorithm changes on Meta (Instagram/Facebook), and young audiences looking for a less commercialized community. However, this history also includes past scrutiny over advertising transparency and content moderation.

What data does RedNote collect and how is it used?

To understand the safety profile of any app, you must look at the data it harvests. RedNote’s data collection practices are extensive and, in some cases, exceed the permissions requested by Western competitors.

Inventory of Data Collected

RedNote collects:

  • Device Information: IP address, device model, carrier, and unique identifiers.

  • User Content: Photos, videos, comments, and direct messages.

  • Behavioral Data: Browsing habits, search history, and interaction times.[2]

  • Background Location: Unlike many apps that only request location while in use, researchers have flagged that RedNote may request location permissions even when running in the background.[1]

Legal Context: The PIPL

Because RedNote operates primarily under Chinese jurisdiction, it adheres to the Personal Information Protection Law (PIPL). While PIPL offers strict protections for consumers against companies, it includes provisions that can compel companies to provide data to state authorities for national security purposes. This creates a distinct difference from GDPR or US privacy laws, where government access is more strictly regulated and transparent.

Transparency of privacy policies

For global users, transparency is a major hurdle. Much of RedNote’s deeper documentation and terms of service were originally written in Mandarin. While translations exist, they are often incomplete or generalized for the international version, creating a “consent gap” for non-Chinese speakers.

How secure is RedNote? Security measures and vulnerabilities

When asking “is RedNote safe,” we must look at technical security.[1][3]

The “Plaintext HTTP” Vulnerability

Versions of the RedNote (Xiaohongshu) app have transmitted user content via HTTP (plaintext) rather than the encrypted HTTPS standard used by virtually all modern Western apps.

  • The Risk: This means that photos, videos, and comments you upload could potentially be intercepted and viewed by anyone on your network (like a public Wi-Fi admin) or an Internet Service Provider (ISP).

  • Expert Verdict: The EFF stated that due to this lack of transport layer encryption, they “don’t think this application is safe for anyone to use” until patched.

Account Security and Bans

One of the most frequent complaints from new overseas users is the aggressive and unexplained account banning system.

  • False Positives: Users report being banned shortly after account creation, potentially due to automated systems flagging “foreign” IP addresses or behavior patterns as suspicious.

  • Recourse: Recovering a banned account is notoriously difficult for non-Chinese speakers, as support channels are limited and often require verification via Chinese phone numbers or IDs.

Privacy, transparency, and regulatory risks: What sets RedNote apart?

The technical app risks are compounded by the regulatory environment.

Cross-border data flows and national security

Even if you are in the US or Europe, your data may be processed in China. This has led to government interventions similar to those against TikTok. Mainland China has banned Xiaohongshu from official devices in Taiwan since December 2022 due to national security concerns. The Taiwan National Security Bureau (NSB) assessed that the app posed risks of “cognitive warfare” and data exfiltration.

Content moderation and censorship

RedNote adheres to strict domestic content standards and utilizes extensive censorship mechanisms.

  • The “Sudden Incidents” List: The app proactively censors content related to natural disasters or political events (like the “White Paper Protests”) to align with state narratives.

  • Targeted Censorship: The researchers found a list of over 564 derogatory nicknames for leadership that were automatically filtered.

  • Impact: International users may find their content restricted if it inadvertently crosses these red lines, impacting the “free speech” experience compared to Western platforms.

User experiences and expert opinions on RedNote’s safety

User Reviews

The user experience is polarized.[1]

  • The Positive: Users love the “cleaner” algorithm, the helpful community, and the aesthetic focus. It is widely considered safer from a mental health perspective than the high-pressure environment of Instagram.

  • The Negative: Many “TikTok refugees” report frustration with sudden account suspensions and the inability to delete data once locked out of an account.

Expert Opinions

Cybersecurity experts generally categorize RedNote as “High Risk” for privacy.

  • NordVPN‘s cybersecurity advisors have warned that the app’s lack of transparency and jurisdiction issues make it a risky choice for users who value data sovereignty.

  • Trust.Zone notes that while it is not “malware” in the traditional sense, it functions as a “data vacuum” with fewer legal safeguards than its US counterparts.

Best practices for protecting your privacy when using RedNote

If you decide the creative benefits outweigh the risks, follow these steps to use RedNote more safely:

  1. Limit Permissions: Go to your phone settings and deny RedNote access to your Contacts, Location, and Microphone unless you are actively recording.

  2. Isolate the App: Do not link your RedNote account to your Facebook, Google, or Apple ID. Create a unique login with a dedicated email address.

  3. Use a VPN: A Virtual Private Network can mask your true IP address, adding a layer of anonymity (though be aware this may trigger RedNote’s aggressive fraud filters).

  4. Avoid Private Chats: Given the encryption concerns, assume all Direct Messages (DMs) are readable by the platform or third parties.

  5. Monitor Updates: Privacy policies change. Keep an eye on the app’s terms of service updates.

Should you consider RedNote a safe platform? A critical assessment

So, is RedNote safe?

For the average user looking to browse fashion trends or travel tips, RedNote is functional, but it comes with a “hidden cost” of data privacy. It is not recommended for:

  • Minors: Due to weak encryption and potential exposure to unverified strangers.

  • Government/Defense Employees: Due to the risk of data harvesting and location tracking.

  • Activists: Due to documented censorship and surveillance capabilities.

The app operates under laws that prioritize state access over user privacy. If you choose to download it, treat it as a public billboard where you have zero expectation of privacy. Proceed with caution, minimize the data you share, and enjoy the content without exposing your digital identity.[8]

FAQ: RedNote safety and privacy

Does RedNote collect more data than TikTok or Instagram?

RedNote collects a similar amount of data (location, device ID, behavior), but researchers note it may request background location more aggressively. The key difference is the legal framework (Chinese PIPL) governing the data.

Is RedNote safe for minors and what parental controls are available?

RedNote has a “Teen Mode,” but due to reports of unencrypted data transmission (HTTP) and stranger danger, cybersecurity experts advise against minors using it without strict supervision.

Can RedNote accounts be permanently banned or lost? Why?

Yes. RedNote has aggressive automated moderation. Accounts are often banned for using VPNs or posting content that violates strict Chinese censorship rules, often with no option for appeal.

How can I delete my data or account from RedNote?

You can request account deletion through the app’s settings under “Account Security.” However, due to data retention laws, some logs may be kept on their servers for a specific period even after deletion.

What legal jurisdiction applies to RedNote user data?

RedNote is subject to Chinese laws, including the Personal Information Protection Law (PIPL). This applies even to data collected from international users, meaning data could theoretically be accessed by Chinese authorities.[3]

Are there privacy-friendly alternatives to RedNote?

If privacy is your top priority, platforms like Pinterest (for lifestyle/images) or Lemon8 (owned by ByteDance but hosted on Western servers) offer similar functionality with slightly more transparent data governance.

You may also like

A Complete Guide on What RedNote Is and How It Works

October 17, 2025

RedNote—known in China as Xiaohongshu (“Little Red Book”)—is one of China’s most influential social-commerce platforms. Launched in 2013 by Miranda Qu and Charlwin Mao in Shanghai, it began as a travel and overseas shopping-recommendation community and has since evolved into a comprehensive content and e-commerce ecosystem. Today, RedNote boasts more than 300 million monthly active users and over 50 million daily interactions, shaping consumer behavior in beauty, fashion, lifestyle, and wellness categories across China. Positioned at the intersection of content discovery and commerce, the platform enables users to share real-life experiences while directly influencing purchasing decisions.

What is RedNote?

RedNote functions as a hybrid of social media and e-commerce. Users share “notes”—posts that include photos, short videos, text, product links, and personal stories. Its core lies in authenticity; users favor firsthand experiences and honest product reviews over polished advertising. This organic culture has given rise to the term “planting grass,” referring to inspiring desire and curiosity for products through genuine recommendations.

Unlike traditional influencer-driven platforms, RedNote empowers everyday creators to build influence quickly. Content success depends more on credibility and relevance than follower count. Over time, this grassroots model has attracted both consumers and brands, making RedNote a central hub for lifestyle inspiration and community-driven shopping in China.

Key Features of the RedNote App

Explore(FYP)

The Discover tab is the main feed where users browse a curated mix of user-generated content. RedNote’s algorithm tailors this section to each user, displaying posts similar to those they’ve liked or interacted with before. It’s the entry point for discovering lifestyle ideas, beauty tutorials, fashion tips, or travel diaries.

Nearby

The Nearby tab shows posts, people, and products based on the user’s location. It’s commonly used to find local cafés, trending restaurants, or nearby shops. This location-based function strengthens RedNote’s role as a lifestyle search engine, connecting users to experiences around them.

Following

The Followed feed collects the latest posts from accounts users follow, including both individuals and brands. It mirrors a traditional social feed, helping users stay updated with familiar creators while still balancing RedNote’s discovery-driven nature.

Video Playback Page

This section lets users browse short videos in a format similar to Instagram Reels or TikTok. The focus remains on lifestyle and authenticity—think mini product demos, outfit inspirations, or before-and-after transformations. Each video is paired with comments, tags, and product links to encourage discovery.

Livestreaming

RedNote integrates livestreaming directly into the app, allowing creators and brands to engage audiences in real time. Users can join live sessions to see product try-ons, Q&A discussions, or event broadcasts. Many livestreams include in-app purchasing, creating an instant path from engagement to conversion.

Market

The Market tab is RedNote’s built-in e-commerce platform. Users can browse products, read reviews, and make purchases without leaving the app. Categories span beauty, fashion, home, and tech, reflecting RedNote’s strength in social-driven retail. Although full purchasing options are primarily available in mainland China, international users often use this tab to explore trending products and brands.

How the RedNote Algorithm Works

Personalization and discovery

RedNote’s recommendation system prioritizes user interest and relevance rather than follower count. It analyzes likes, saves, comments, and viewing behavior to deliver personalized content.

Users discover posts through multiple tabs such as Explore, Nearby, and Search. This mix of interest-based and location-based discovery encourages users to explore new creators and trends.

Implications for content creators

Because RedNote is interest-driven, smaller creators have strong potential to reach large audiences. The platform rewards authenticity and quality over popularity, giving emerging voices more room to grow. However, creators must tailor content to fit the community’s lifestyle focus to maintain engagement.

How RedNote Compares to TikTok and Other Social Platforms

While TikTok focuses on entertainment and short-form viral content, RedNote prioritizes lifestyle storytelling and consumer insights. It predates TikTok by three years and was built with commerce in mind from the start. Unlike TikTok’s single-video vertical feed, RedNote displays multiple posts at once, encouraging browsing, saving, and deeper discovery.

Commerce integration is another major differentiator. TikTok and Instagram often rely on external links for shopping, whereas RedNote enables product browsing, review reading, and in-app checkout, streamlining the consumer journey. At the same time, RedNote enforces stricter moderation aligned with Chinese regulatory standards, especially regarding political or sensitive content.

RedNote vs. Xiaohongshu

RedNote and Xiaohongshu are the same platform. “RedNote” is the name commonly used outside China, while Xiaohongshu is the Chinese name. Most core features, especially content-discovery tools, remain the same. However, in-app shopping and livestream commerce are more accessible inside China due to regulatory and logistic differences.

RedNote and the TikTok Ban: Impact on User Migration

The conversation around a potential TikTok ban in the United States significantly shaped RedNote’s global exposure. As lawmakers intensified scrutiny around data privacy and foreign-owned social platforms in late 2024 and early 2025, millions of U.S. users searched for alternative spaces to create and consume short-form content. During peak speculation, RedNote reportedly saw nearly three million new U.S. user downloads in a single day.

This migration wave marked one of the platform’s largest surges outside China. American creators, particularly those in beauty, wellness, and lifestyle niches, began experimenting with RedNote to diversify audience reach and secure brand partnerships targeting Chinese consumers. The event also sparked increased media coverage and investor interest in China-based consumer platforms, positioning RedNote as a cross-border digital bridge. While TikTok remains dominant globally, the geopolitical moment accelerated early adoption of RedNote in Western markets and expanded cultural exchange on the platform.

International availability and language support of RedNote

RedNote is available globally via iOS, Android, and web browser. Although the interface displays partial English, most user-generated content remains in Mandarin. The platform has introduced translation and automatic subtitle tools, but full English adoption is still in development. International users can browse, post, and engage freely, but shopping features remain primarily localized to China.

Safety, security, and user privacy concerns on RedNote

RedNote operates under Chinese cybersecurity and data-protection regulations. Some governments, particularly in Taiwan and certain Western institutions, have expressed caution or imposed usage limitations on government-issued devices due to data-sovereignty concerns. The platform employs content moderation to enforce community standards and restrict political or sensitive content, prioritizing safety, trust, and platform compliance.

Monetization and opportunities for content creators on RedNote

RedNote does not currently offer direct monetization programs such as ad revenue sharing. Instead, creators earn income through brand collaborations, sponsorships, and affiliate sales.

The Dandelion Program connects verified influencers with brands for campaign opportunities. Verification requires identity checks, such as a passport upload. Music and video usage rules vary by region and are stricter than those on Western platforms.

Compared to TikTok, Instagram, and YouTube, RedNote’s monetization system is less developed but growing through partnerships and commerce-based engagement.

How to download and start using the RedNote app

You can download RedNote from the iOS App Store or Google Play, or use it on desktop via Xiaohongshu.com.

To get started:
• Install the app and register with your phone number or email.
• Complete verification if prompted.
• Explore the Explore, Follow, Nearby, and Search tabs.
• Tap the “+” icon to create posts, add text or media, and tag products or locations.

International users may face restrictions on shopping features but can still post and engage with community content.

Frequently asked questions about RedNote

Is RedNote free to use?

Yes. All basic posting and browsing features are free.

What is RedNote app?

It’s a lifestyle and shopping platform combining social media and e-commerce, originally known as Xiaohongshu in China.

Can I shop on RedNote from outside China?

Shopping features are limited for international users, though browsing and product discovery remain open.

Is RedNote safe and how does it handle my data?

RedNote follows Chinese data laws and applies strong moderation to protect the community. Users should review privacy settings carefully.

What is the difference between RedNote and Xiaohongshu?

They are the same app. RedNote is the English name; Xiaohongshu is the Chinese version.

Can I monetize my content on RedNote?

There’s no built-in monetization system. Creators usually earn through brand partnerships or sponsorships.

Is RedNote available in English?

Some menus and interface elements are in English, but most content remains in Mandarin.

How does RedNote’s algorithm differ from TikTok’s?

RedNote focuses on interest-based recommendations. TikTok relies more on previous engagement and followers.

What are the main content restrictions on RedNote?

Political or sensitive topics and non-compliant content may be censored.

How can brands collaborate with creators on RedNote?

Brands can connect through influencer partnerships or the Dandelion Program after identity verification.

Read More

Why RedNote Delivers High ROI for Foreign Brands in China

The Rise of Soft-Selling Livestreams on RedNote

RED Alert: How Brands Can Win On RedNote in Southeast Asia

9 Proven Strategies for Foreign Brands to Succeed on RedNote

6 Keyword Categories Every Brand Needs for Xiaohongshu Success

How to Market to Affluent Chinese Female Travelers Using RedNote

You may also like

Why RedNote Delivers High ROI for Foreign Brands in China

August 29, 2025

Introduction

In China’s fast-evolving digital landscape, authenticity has become the most valuable currency for brands. Among all platforms, RedNote (RED) has emerged as a leader in driving meaningful consumer engagement and high ROI for foreign brands.

Why RedNote Matters for Foreign Brands

With over 300 million monthly active users and 600 million daily searches, RedNote has transformed from a lifestyle diary into one of China’s most influential social commerce platforms. While Douyin and WeChat dominate brand marketing plans, RedNote’s conversion-driven ecosystem quietly delivers superior returns.

Impressive ROI and Cost Efficiency

  • Lower CPM: At ¥10–30 ($1.40–4.20), RedNote’s cost per thousand impressions is just 10–20% of Douyin’s.
  • Higher Conversion Rates: Average conversion sits at 21.4%, compared to 6–8% on rival platforms.
  • Longer Content Lifecycle: Content stays relevant for 3–6 months, versus Douyin’s 1–3 days.
  • Affordable KOL Partnerships: Collaborations cost 30–50% less than similar-scale partnerships elsewhere.

Brands that stay consistent often see ROI triple or quadruple within three months.

The Right Audience for Foreign Brands

RedNote’s users align perfectly with foreign brand target demographics:

  • 39.7% high-value consumers—the highest among China’s social platforms
  • Average household income: ¥300K+ ($42K)
  • 85% aged 18–35 and 70% female
  • Over 50% live in Tier 1–2 cities
  • 70% of users search products daily
  • 90% say RedNote content directly influences purchases

Winning on RedNote: Strategies That Work

To succeed, brands must prioritize authenticity and local relevance:

  1. Educational Content: Explain product benefits clearly to build trust
  2. Lifestyle Integration: Blend your products seamlessly into real-life scenarios
  3. KOC & Micro-Influencers: Drive organic engagement with relatable voices
  4. Localized Marketing: Go beyond translation; adapt messaging to cultural context

Budgeting Smartly for RedNote Success

Successful brands follow this proven allocation framework:

  • 40%: Content creation
  • 30%: KOL & KOC partnerships
  • 30%: Paid amplification

Tip: RedNote rewards consistent engagement, so focus on community building, not one-off campaigns.

Final Thoughts

For foreign brands aiming to reach China’s affluent, digitally-savvy consumers, RedNote delivers better ROI, stronger trust, and deeper engagement than many competitors. However, success requires long-term planning, localized strategies, and authentic storytelling.

Ready to Succeed on RedNote?

Want to unlock RedNote’s potential for your brand? Our team specializes in end-to-end RedNote strategies—from content creation and KOL partnerships to paid amplification and community building. Contact us today to craft a campaign that converts.

You may also like

The Rise of Soft-Selling Livestreams on RedNote

August 15, 2025

Introduction

In China’s fast-paced livestream commerce world, the days of loud, hard-sell broadcasts may be numbered. A new wave of soft-selling livestreams is emerging on RedNote, led by Gen Z and Post-00s creators who are reshaping how products are showcased. Instead of shouting “buy now” slogans, these influencers focus on authenticity, transparency, and real conversations with their audience — and it’s paying off.

What Is Soft-Selling in Livestreaming?

Soft-selling livestreaming replaces high-pressure tactics with honest product discussions, personal insights, and two-way engagement. Influencers highlight both pros and cons, share personal experiences, and often discourage impulse buying — which paradoxically increases audience trust and drives sales.

A standout example is Lydiaaa, a former Peking University scholar, whose livestreams combine product demonstrations with scientific testing and candid reviews. In one 13-hour session, she told viewers not to rush into purchases, repeating the caution dozens of times. The result? Over ¥22 million ($3 million) in sales.

Why It Works on RedNote

RedNote’s algorithm favors content that drives genuine engagement and builds trust. Unlike platforms where aggressive discounting is the main driver, RedNote surfaces high-quality, storytelling-driven content to new audiences through its recommendation engine.

Key factors behind the trend’s success:

  • Trust as Currency: Transparency earns long-term loyalty.

  • Content Over Followers: High-quality storytelling reaches beyond existing followers.

  • Cultural Relevance: Gen Z streamers understand the language, humor, and aesthetic that resonate with their peers.

Impact on Brands

For brands targeting younger Chinese consumers, soft-selling livestreams on RedNote offer both a sales channel and a brand-building opportunity:

  • Lower Entry Barriers: Many soft-selling hosts charge less than mega-streamers.

  • New Audience Reach: Up to 70% of buyers may be first-time viewers.

  • Brand Affinity: The format builds an emotional connection that lasts beyond a single purchase.

How Brands Can Leverage Soft-Selling Livestreams

  1. Partner with the Right Hosts – Look for influencers with engaged communities, even if follower counts are modest.

  2. Allow Creative Freedom – Avoid over-scripted talking points; authenticity is key.

  3. Integrate Storytelling – Tie your product into relatable, everyday scenarios.

  4. Think Long-Term – Consistency matters more than a one-off sales push.

The Takeaway

Soft-selling livestreaming on RedNote isn’t just a passing fad — it’s a sign of where China’s e-commerce is headed. In an era when consumer trust is harder to earn, the brands that embrace authenticity and human-centered storytelling will have the edge.

Want to explore how soft-selling livestreams on RedNote can work for your brand? Our team specializes in creating authentic, high-impact campaigns that resonate with Chinese consumers and drive long-term results. Contact us today to discuss your goals and discover how we can help your brand build trust, engage audiences, and boost sales in China.

You may also like

China’s Social Media Algorithm Updates: How Brands Can Stay Ahead

August 11, 2025

In China’s fast-evolving digital landscape, keeping up with platform algorithm changes is critical for brands to maintain visibility, engagement, and conversions.

This year, Douyin, Xiaohongshu (RED/RedNote), and WeChat Channels have rolled out significant updates to their content recommendation mechanisms — each influencing how posts are discovered, ranked, and amplified.

Whether you’re in lifestyle, tech, F&B, or B2B, understanding these shifts can help you optimize content for maximum reach and ROI.

Douyin: Prioritizing Long-Term Value Over Quick Wins

Historically, Douyin rewarded short, catchy videos with high completion rates. In 2025, the platform’s focus has shifted toward mid- to long-form videos that serve deep, long-tail, and diverse user needs.

Key Changes in Douyin’s Algorithm:

  • Behavior Probability Scoring: The algorithm predicts the likelihood of user actions (likes, comments, shares, follows, saves) based on past behavior.

  • Content Value Weighting: Videos with depth, evergreen relevance, and broader topical connections are ranked higher.

  • Lower Weight on Completion Rate: Unlike before, a slightly lower finish rate won’t penalize longer videos if they deliver value.

Brand Takeaways:

  • Create evergreen, reference-worthy videos such as tutorials, guides, or expert explainers.

  • Use intro slides or text cues to highlight content value early and prompt saves.

  • Expand beyond narrow niches to satisfy latent user interests.

Xiaohongshu: Matching Precision + High Interaction = Growth

Xiaohongshu’s recommendation engine still relies heavily on content-label matching, but recent updates place greater weight on content quality, originality, and interaction metrics.

Key Changes in Xiaohongshu’s Algorithm:

  • Higher Standards for Originality: Notes with over 600 words, originality declarations, and minimal duplication receive extra traffic boosts.

  • Faster Tag Matching: Enhanced indexing speeds mean content is matched to audiences more quickly — making accuracy in topics and tags essential.

  • CES Scoring Priorities Updated: Comments, shares, and follows now carry more weight than likes and saves.

Brand Takeaways:

  • Align title, topic, and content precisely to improve tag relevance.

  • Use specific, niche keywords instead of broad terms to dominate smaller search pools.

  • Drive meaningful comments through questions, discussion hooks, and community engagement.

WeChat Channels: Social Connections Drive Visibility

WeChat Channels’ traffic sources are more socially driven compared to Douyin or Xiaohongshu. In 2025, the platform has increased the weight of “likes” (♡) — especially those coming from friends.

Key Changes in WeChat Channels’ Algorithm:

  • Private Domain to Public Domain Flow: Content that gains initial traction in private networks (Groups, Official Account followers, Moments) can quickly spread to public recommendations.

  • Friends’ Like Tab Boost: The “Friends ♡” tab on the homepage prominently showcases videos liked by multiple friends, increasing organic reach.

  • Integrated Recommendation Paths: Social engagement triggers inclusion in both friend-based and interest-based feeds.

Brand Takeaways:

  • Leverage private domain audiences for a strong cold start — but share selectively to relevant groups for precision targeting.

  • Incorporate socially shareable elements such as emotional storytelling, practical value, or identity-driven messages.

  • Add summary slides, checklists, or infographics to boost screenshots, shares, and likes.

How to Apply These Updates to Your 2025 Campaigns

To win in China’s competitive digital space this year:

  1. Douyin → Focus on depth, evergreen value, and multi-topic expansion.

  2. Xiaohongshu → Double down on originality, precision tagging, and comment-driven interaction.

  3. WeChat Channels → Build social momentum via private domain activation and shareable assets.

Need help optimizing for these algorithms?

Our team specializes in China social media strategy, content localization, and cross-platform growth campaigns.

📩 Contact us to turn these algorithm shifts into your competitive advantage.

You may also like

RED Alert: How Brands Can Win On RedNote in Southeast Asia

July 25, 2025

As Xiaohongshu (also known as RED or RedNote) rides a global wave of attention, savvy marketers in Southeast Asia are beginning to take notice—especially in Malaysia and Singapore, where Chinese-speaking communities and Gen Z digital behavior have laid fertile ground for RED’s rise.

The 2025 migration of TikTok users—dubbed “TikTok refugees”—has fueled fresh interest in the platform, helping RED gain traction across international markets. But in Malaysia and Singapore specifically, this interest is translating into 4.3 million users and growing daily.

So, what’s driving Xiaohongshu’s success in the region—and how can brands seize this opportunity?

Why RED Is Gaining Traction in Southeast Asia

Unlike other social platforms where aesthetics and advertising dominate, RED has carved a niche with authentic, UGC-driven long-form content. Its recommendation engine favors user-generated reviews, everyday tips, and real-life experiences over polished brand pushes—making it feel more like a trusted community than a billboard.

What sets RED apart:

  • UGC algorithm that prioritizes authenticity
  • Interest-based communities for like-minded users
  • Less polished, “real” content that resonates with young urban audiences

In both Malaysia and Singapore, this approach aligns well with user preferences for credibility, relatability, and peer-driven inspiration.

Who’s Using RED in Malaysia and Singapore?

📍 Malaysia

  • User Growth: 4% YoY
  • Demographics: 63% aged 16–34, predominantly Chinese and single
  • Traits: Brand lovers, fame followers, private networkers
  • Behavior: Follow trends, stay anonymous, seek genuine product insights

📍 Singapore

  • User Growth: 13% YoY
  • Demographics: 42% aged 16–34, 36% aged 35–54; majority Chinese with growing Malay users
  • Traits: Affluent shoppers, community participants, brand enthusiasts
  • Behavior: Value exclusivity, seek peer recommendations, lean into lifestyle

Despite being smaller than platforms like Instagram or TikTok, RED boasts high “daily stickiness”—meaning users return frequently, stay longer, and engage deeper.

Top Categories Thriving on RED

If your brand plays in any of the following categories, you should already be testing on RED:

High-performing categories:

  • Beauty & personal care
  • Fashion
  • Travel & tech

Surprisingly strong categories:

  • Indulgence items: Snacks, ice cream, alcohol
  • Experiential offers: Spa packages, concert tickets, weekend getaways

These segments see outsized engagement on RED thanks to its word-of-mouth ecosystem, where users don’t just browse—they search, share, and buy.

Why Some Brands Still Hesitate

Despite its growing popularity, some brands remain hesitant about RED. Two main challenges arise:

1. Language barrier

The app is still heavily Chinese-dominated, which may alienate non-Chinese speakers, especially in Malaysia.

2. Smaller user base

While RED has 4.3M users in Malaysia and Singapore, it’s still modest compared to larger platforms.

However, with double-digit daily stickiness and deeply engaged niche communities, RED may offer better ROI per user—especially for categories that benefit from peer-driven recommendations.

How Brands Can Win on RED: The 5C Framework

To help brands approach RED with the right mindset, here’s a 5C framework tailored for Southeast Asia:

1. Channel Fit

Is RED the right platform to achieve your goals? RED works best for community-led discovery and product consideration, not mass awareness.

2. Credibility First

RED thrives on peer-to-peer validation. Partner with KOCs (Key Opinion Consumers) instead of high-profile influencers. Their relatable content earns more trust.

3. Content Realness

Avoid polished, overly branded visuals. Go for raw, everyday content that feels natural. Think product reviews, behind-the-scenes, and day-in-the-life storytelling.

4. Community Engagement

Create or join niche communities. Use hashtags, UGC contests, and local incentives to fuel participation and build brand tribes.

5. Commerce Integration

Link content to your brand store or landing pages. RED users are highly conversion-driven and expect direct access to purchase options.

Best Practices for Getting Started

Here’s how to integrate RED into your broader social media strategy:

1. Audit your audience-fit

Is your target audience already searching for your category on RED?

2. Localize the content

Test campaigns specifically for Chinese-speaking segments or Malays in Singapore, where user bases are growing.

3. Build a RED-specific strategy

Don’t just cross-post. Develop unique campaigns with tailored UGC, hashtags, and influencer partnerships.

4. Focus on organic first

RED isn’t a place for hard-selling. Earn trust through authentic storytelling and then guide users to purchase.

5. Drive to brand space

Ensure your RED content links to your brand page or store to capture interest and complete the journey.

Final Thoughts

Xiaohongshu’s growth in Malaysia and Singapore is a signal that consumer discovery behavior is changing. As trust, community, and authenticity become key drivers of influence, RED offers a powerful complement to your mainstream platforms.

With 4.3 million engaged users and growing stickiness, RED isn’t just a trend—it’s a rising social commerce channel that can give early movers a lasting competitive edge.

Looking to build your RED strategy for Southeast Asia? Our team can help with KOC outreach, community content, and localized campaigns tailored to RED’s ecosystem. Let’s talk.

You may also like

6 Emerging Consumer Segments Reshaping China’s Digital Market

July 10, 2025

As China’s digital economy continues to evolve, so do the expectations, behaviors, and preferences of its consumers. From tech-savvy seniors to Gen Z trendsetters, a nuanced understanding of the country’s most prominent consumer groups is crucial for any brand looking to succeed in this market.

In this blog, we spotlight six key Chinese consumer profiles worth watching in 2025 and share practical tips for how brands can connect with them through localized, data-driven strategies.

  1. Elderly Consumers: China’s Silver Tech Boom

With over 280 million internet users aged 60 and above, China’s senior segment now makes up more than 10% of the nation’s online population. These older users are increasingly comfortable with digital tools and are rapidly expanding their online spending. JD.com has reported a staggering 238% increase in purchases made by seniors since 2019.

What They Spend On:
  • Travel and leisure
  • Health supplements and wellness services
  • Comfortable lifestyle products
How to Engage Them:
  • Simplify UX design for mobile apps and websites
  • Focus on credibility, safety, and product quality
  • Leverage family-centric storytelling and value-driven campaigns

  1. Gen Z: Experience Over Possession

China’s Gen Z shoppers, born between 1995 and 2010, are digital natives who value emotional connections, creativity, and instant gratification. According to recent studies, 47% of Gen Zers in China say they shop on impulse, often influenced by social trends and peer recommendations.

What They Spend On:
  • Fashion and beauty
  • Niche hobbies and pop culture merchandise
  • Experiential consumption: concerts, travel, co-branded items
How to Engage Them:
  • Use Xiaohongshu, Douyin, and Bilibili for trend-based content
  • Build buzz through KOL campaigns and interest-based communities
  • Prioritize UGC, livestreams, and viral challenges

  1. Family Travel Planners: Smart Spending, Digital Tools

From parents organizing summer vacations to adult children planning trips for elderly relatives, family travel planners are strategic, digital-first consumers. They rely heavily on online travel agencies (OTAs) like Trip.com (Ctrip), Qunar, and Fliggy.

What They Spend On:
  • Group travel packages and multi-generational experiences
  • Convenience-oriented services like airport transfers and visa processing
  • Family-focused hotels and entertainment
How to Engage Them:
  • Use WeChat Mini Programs for itinerary customization
  • Work with travel influencers to share itineraries
  • Create bundled experiences and early-bird booking discounts

  1. Brand-Conscious Millennials: Value-Driven Consumers

No longer chasing luxury logos, Chinese millennials (aged 28–40) prioritize value, quality, and alignment with their personal identity. With many living in dual-income households, this group commands high purchasing power.

What They Spend On:
  • Wellness and fitness
  • Premium but functional fashion
  • Modern home goods and technology
How to Engage Them:
  • Showcase sustainability, authenticity, and innovation
  • Use storytelling and brand purpose to foster loyalty
  • Offer product reviews and rich content to support informed decisions

  1. High-Income Baby Boomers: Wellness and World Travel

This segment, often retired professionals and entrepreneurs, has significant disposable income and time to spend. Whether it’s international trips or wellness investments, they’re looking to enjoy life’s second act to the fullest.

What They Spend On:
  • Global luxury travel
  • Health checks and spa treatments
  • Educational and cultural experiences
How to Engage Them:
  • Highlight exclusivity and comfort
  • Use direct-response campaigns with trusted media partners
  • Provide concierge-level service and personalized offerings

  1. Affluent Female Shoppers: Driving the “She Economy”

Women in Tier 1 and 2 cities now dominate household spending decisions. Educated, career-oriented, and financially independent, they prioritize self-investment and high-end lifestyle choices.

What They Spend On:
  • Designer fashion and beauty products
  • Luxury travel and fine dining
  • Pet care, wellness, and fitness subscriptions
How to Engage Them:
  • Curate premium content and product lines
  • Offer VIP programs and early access exclusives
  • Celebrate empowerment and self-expression in campaigns

Final Thoughts

Understanding China’s evolving consumer landscape isn’t just about identifying who’s spending – it’s about understanding why they spend, what motivates them, and where they engage. These six audience segments are leading the shift in China’s digital ecosystem. Tailoring your content, messaging, and media strategy to resonate with them can unlock long-term growth and brand loyalty.

Need help localizing your brand for China? Our team specializes in cross-platform strategy, social commerce activation, and KOL-driven campaigns. Get in touch to learn more.

You may also like

From AI to O2O: 7 Key Media Trends in China

June 27, 2025

As the digital media ecosystem in China continues to evolve at an unprecedented pace, understanding emerging trends is crucial for brands looking to thrive in this competitive market. Starcom, the media arm of Publicis Groupe, recently released its latest report, “Increased Integration and Depth in China Media Market”, identifying seven pivotal trends that are redefining consumer behavior, content distribution, and brand strategy across platforms. Here’s a breakdown of the most important insights and how brands can prepare.

 

1. Cross-Platform Integration: Breaking the Walls Down

China’s once siloed internet ecosystem is transforming into a landscape of collaboration. In 2025, we’re witnessing platforms like Tencent and Alibaba opening up to one another: Tencent Games content appears on Douyin, Taobao accepts WeChat Pay, and JD.com integrates Alipay.

For brands, this “horizontal integration” means smoother customer journeys and opportunities to execute truly omnichannel strategies. Cross-platform compatibility also improves user experience, leading to better engagement and conversion rates.

 

2. AI-Powered Search and Intelligent Interactions

Search is no longer just about users looking for information. With generative AI entering the scene, proactive content delivery and conversational search are reshaping digital marketing. The search engine market in China is expected to surpass RMB 300 billion by 2029, with mobile-based search playing a major role.

Brands must rethink their search marketing by aligning keywords, content, and SEO strategy with evolving AI-driven behaviors across Baidu, Douyin, Xiaohongshu, and other platforms.

 

3. Online and Offline Synergy: The New O2O Loop

Marketers are rediscovering the power of offline media, especially when amplified by digital interactivity. In 2025, 28.3% of advertisers are increasing their offline ad spend. Campaigns like Xiaohongshu’s user-generated content (UGC) billboards and McDonald’s programmatic subway ads show how to turn physical placements into interactive, trackable experiences.

Successful brands are integrating data capture tools, experience design, and social buzz triggers into their O2O campaigns to drive conversion.

4. Social-Powered Closed-Loop Commerce

Social media platforms are becoming e-commerce ecosystems. Xiaohongshu leads the way with interest-based group chats, offering exclusive promotions, live previews, and direct links to virtual stores. The results are impressive: 2.5x higher repurchase rates and 300x better conversion rates in private domains.

Brands must build community-focused strategies and activate users through content that fuels interaction and loyalty.

 

5. Value-Driven E-Commerce Over Price Wars

As consumer preferences shift from discounts to experience, platforms like Taobao and JD.com are focusing on enhancing logistics, customer service, and product quality. Features like Taobao’s hourly purchase service and JD.com’s “24-hour delivery in counties and towns” reflect this evolution.

To remain competitive, brands should deliver value through exclusive products, flexible services, and premium experiences instead of relying solely on low prices.

 

6. Diverse Content Channels: From Podcasts to Micro-Dramas

China’s content landscape is rapidly diversifying. Podcasts now reach over 220 million users, with 71.6% influenced to make purchases. Meanwhile, micro-drama users account for more than half of the internet population, with the market expected to grow 35% year-on-year to reach RMB 50.44 billion.

Brands need to leverage these formats to tell compelling stories, connect with niche audiences, and reinforce product relevance in immersive, culturally attuned ways.

7. AI’s Expanding Role Across the Funnel

AI is no longer a backend tool; it’s front and center. From predictive CRM and personalized content generation to dynamic bidding and campaign automation, AI is transforming the entire marketing stack. China is also exploring frontier technologies like brain-computer interface advertising.

Brands must embrace AI to improve media planning, content production, customer segmentation, and real-time campaign optimization.

 

Conclusion: Be Adaptive, Be Integrated, Be Smart

In today’s media landscape, success is no longer about mastering one channel or trend. It’s about understanding how technology, platforms, and content work together to shape consumer expectations.

By staying ahead of these seven trends, brands can craft adaptive, AI-enhanced, and experience-driven strategies that resonate in the ever-shifting Chinese digital ecosystem.

Need help navigating China’s evolving media landscape? Contact our team to explore how we can localize your strategy, enhance your platform presence, and drive smarter, performance-driven campaigns tailored to the China market.

You may also like

AI Tools, Smarter Discounts & Winning Plays: 618 Strategies for Beauty Brands

June 13, 2025

The 2025 618 Shopping Festival has revealed not just the strength of China’s e-commerce, but a strategic shift powered by AI, refined platform tactics, and tighter content-commerce integration—especially for the beauty sector.

AI Takes Center Stage

AI quietly became the engine of this year’s festival. Platforms like Taobao and Tmall deployed advanced tools such as Quanzhantui, which assisted 1.4 million merchants in campaign performance optimization. Their new “Image-to-Video” feature alone generated over 1.5 million videos in the run-up to 618, allowing beauty brands to scale production with unmatched speed and consistency.

In May, over 100 million pieces of AI-generated content were created by Alibaba platforms, helping brands reduce costs and maintain high engagement velocity.

Rule Changes and Real Impact

This year, Taobao and Tmall simplified their promotional mechanisms by eliminating complicated cross-store discounting. Instead, a universal 15% discount and category-specific vouchers created greater transparency and increased conversion rates.

The simplified pricing approach also helped:

  • Increase basket size
  • Lower cart abandonment
  • Improve campaign forecasting and marketing ROI

Still, users could stack up to 4+ coupons, leading to ongoing complexity and risks of exploitation via returns.

Return of International Beauty Brands

International giants reclaimed dominance during 618:

  • L’Oréal, Estée Lauder, Lancôme, and SkinCeuticals surpassed 100M RMB in sales within 30 minutes.
  • Local brand Proya was the only domestic contender in the same range.

Why? Cleaner inventories, global price-matching, exclusive discounts, and better member engagement strategies re-energized consumer trust.

Platform Differentiation Defines Strategy

Each platform reinforced its unique edge:

  • Tmall/Taobao remain brand-building powerhouses (45.1% market share, +8.5% YoY growth).
  • JD.com leaned into sustainable luxury with its “Green Impact Initiative.”
  • Douyin capitalized on algorithmic DTC performance.
  • Xiaohongshu (RedNote) emerged as the go-to discovery engine for functional skincare.

Content-Commerce Convergence

Cross-platform integrations like Tmall × Xiaohongshu’s “Red Cat Plan” created seamless discovery-to-checkout flows. Brands embedding Tmall links into RED posts saw a 27% lift in click-through-to-conversion.

Livestreaming’s Evolving Role

While year-round livestreaming is now common, 618 remains a high-intensity branding moment. Brands leverage the event for:

  • Launching new SKUs
  • Testing pricing elasticity
  • Generating strategic insights ahead of Double 11

Premium brands are more cautious with discounts, using livestreams strategically rather than constantly.

What This Means for Beauty Brands

618 is no longer just a discount-driven spike—it’s a mid-year strategy checkpoint. Success now depends on a refined mix of:

  • AI-powered content production
  • Platform-specific strategies
  • Transparent promotions
  • Commerce embedded in community

Want to future-proof your brand’s 618 strategy or improve your China e-commerce game with AI and integrated platform tactics? Contact us today to craft a data-backed, conversion-focused strategy tailored to your needs.

You may also like

9 Proven Strategies for Foreign Brands to Succeed on RedNote

May 16, 2025

RedNote (Xiaohongshu) has become a crucial platform for lifestyle-focused social commerce in China. With a strong base of Gen Z and millennial users, RedNote offers foreign brands a powerful entry point—if content is executed well.

Examples of Galeries Lafayette’s official RedNote (Xiaohongshu) account content, including branded posts, influencer videos, product promotions, and CNY marketing campaigns

Here are 9 proven strategies that help brands stand out, gain traction, and convert consumers on RedNote.

1. Choosing the Right Visual Elements

High-quality visuals are essential to gain attention on RedNote, especially on a platform rooted in shopping discovery. Authentic product photos—especially those that look like they’re taken by users—outperform overly commercial images.

Your cover image heavily influences click-through rates, and user-generated-style visuals tend to generate better engagement and higher conversions.

2. Localize Your Content

Translation alone won’t help your brand stand out. With over 56% of brands on RedNote being local, cultural alignment is key.

Foreign brands need to adapt messaging and visuals to Chinese tastes, participate in local events, and ensure language is in simplified Chinese with relevant slang and expressions. Professional translation is highly recommended over free tools.

3. Implement a Solid Influencer Marketing Strategy

Influencers remain central to social commerce in China. However, the shift is moving toward KOCs (Key Opinion Consumers) and Micro-KOLs, who offer more authentic and relatable content.

Use platforms like:

  • Pugongying – RedNote’s official KOL marketplace
  • Qiangua – A third-party tool offering in-depth analytics and price estimates

These tools help identify the right influencer partnerships based on engagement, niche, and audience fit.

4. Launch a Brand Promotion Through Ads

While organic content drives trust, paid content helps reach niche audiences. RedNote offers formats such as:

  • Paid KOL collaborations
  • In-feed/native ads
  • Search ads (placing your brand in top search results for relevant keywords)

Combining organic and paid tactics is essential for visibility and conversion.

5. Optimize for RedNote’s Social Search Function

RedNote users now skip traditional search engines and look directly within the app for product recommendations.

To appear in these results, your content must be keyword-optimized—using trending search terms in titles, captions, and hashtags. Conduct research on term popularity and search volume within your niche.

6. Long vs. Short Content

Brand accounts generally perform better with longer, keyword-rich content (about 500 characters), while individual influencers might gain engagement with just emojis.

Use a blend of rich descriptions and emojis for better readability and stronger reach through RedNote’s search algorithm.

7. Generate Traffic Through Lucky Draws

RedNote offers a built-in feature for lucky draws, where users follow, like, or bookmark to enter.

These campaigns attract initial attention—even from freebie seekers—but can go viral and lead to brand discovery by more qualified leads. Sephora is one success case, generating 1,000+ engagements with a lucky draw.

8. Utilize RedNote’s Live-streaming Features

Live commerce is rising fast on RedNote. Though platforms like Taobao and Douyin lead the category, RedNote is gaining momentum, particularly in beauty, food, and maternal product categories.

During the Spring Festival, the platform hit 198M RMB in sales via livestreams, with users valuing both interactivity and authenticity in real-time product showcases.

9. Participate in E-Commerce Shopping Festivals

Leverage China’s e-commerce calendar—especially events like:

  • Lunar New Year
  • National Day
  • Women’s Day (key on RedNote due to its largely female base)
  • RED Friday – RedNote’s version of Black Friday, from late November through early December

Participation in these events can significantly boost visibility and sales when paired with strategic promotions.

Final Takeaway

RedNote is more than a content-sharing platform—it’s a full social commerce ecosystem. For foreign brands, understanding and leveraging these 9 strategies is critical to building relevance and success in China’s competitive digital space.

Want to localize your RedNote strategy with confidence? Contact us today to build a plan that drives content, community, and commerce.

You may also like