TikTok may now have a 75-day reprieve thanks to President Trump, but when its ban was looming, rival RedNote is reported to have recruited influencers to raise its profile with US users.
The Chinese social media platform enjoyed a boom in interest stateside as TikTokers prepared for their beloved app going dark.
But reports suggest that the company hasn’t just sat back and waited for people to find it. Instead, it actively recruited US-based influencers to bolster its profile by working with a New York-based marketing agency.
Paid Posts
Wired has published an article giving details of a campaign brief it has had eyes on. Created by marketing agency Solare Global, the brief was sent to select TikTok influencers and laid out how they could talk about “how fun and engaging the app [RedNote] is” and “emphasize its user-friendly design and international appeal.”
In the days leading up to the ban, there were reports of just this with influencers making videos about how to set up RedNote accounts and gushing about its “cuteness.”
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There are no details on which influencers it was sent to and whether or not they were paid per post (and if so, how much).
Wired adds that it contacted both Xiaohongshu, which is the Chinese name for RedNote, and Solare Global for comment but neither have responded.
RedNote’s Rise
As the TikTok ban approached, users were furiously searching for alternatives and RedNote appealed because of its similarity to its rival; but also because it also shares features with Instagram and even Pinterest.
Just a week ago, the Shanghai-based app surged to the top spot in Apple’s app store listings for free apps in the US. Wired reports that the company has furiously recruited English-speaking moderators as Americans joined and started posting.
However, RedNote has to adhere to the content moderation (or censorship) policies set for it by the Chinese government so this will be problematic with a surge of content coming from outside of China. TikTok, in contrast, is owned by a Chinese company, ByteDance, but is not available in China.
TikTok’s Revival
However, in the next few weeks, we will see whether RedNote’s popularity continues to rise as TikTok comes back from the cusp. It has been given a 75-day lifeline, with Trump determined to find a resolution to ensure the social media platform’s survival. He hasn’t reversed the ban altogether, though.
Options on the table include the US operations being sold to a team of entrepreneurs, including Shark Tank host, Kevin O’Leary. There are even rumors that Elon Musk is eyeing up the platform.
What the ByteDance execs now have is a little time; but there is still uncertainty and RedNote has shown that it’s only too happy to capitalize on that.
