RedNote: The TikTok Alternative That You'll Actually Want to Use
How to use the "little red book" as your life search engine and window into everyday life in China
This post was co-authored with Xiaoyin Qu, founder of HeyBoss (an OpenAI-backed startup using AI to build apps) and a power user of RedNote.
Dear subscribers,
Today, I want to do a deep dive on RedNote.
Although the TikTok ban lasted only 14 hours, it led to millions of US users joining RedNote, another popular Chinese app that has soared to #1 in the App Store.
For the first time, US and Chinese users are sharing glimpses into each other's daily lives on RedNote. And unlike TikTok, RedNote is actually useful.
Imagine Instagram, TripAdvisor, Pinterest, Reddit, and Yelp all combined into one super app. So let’s break down:
How RedNote is different from TikTok
How to get the most out of RedNote (the best accounts to follow)
Behind RedNote’s journey from a PDF shopping guide to a 300M user super app
This post is brought to you by…Satish Mummareddy
Top product leaders don’t leave their careers to chance. To pay it forward, my friend Satish is giving away his top-rated “Accelerate Your PM Career” course for free.
The course covers growing within your company, finding great jobs, preparing for PM interviews, improving product thinking, developing high agency, and more. 4,000 people signed up for the live course, and many thought it was worth $1,000+.
How RedNote is different from TikTok
Unlike TikTok, RedNote thrives on authenticity and depth. It combines beautiful visuals with Reddit-style practicality. Users use it to plan trips, discover hidden restaurants, and read honest product reviews from others.
The demographics are different, too. About 80% of users are women aged 18 and 34 living in urban areas with disposable income:
But the biggest difference is intent. People don't just mindlessly scroll RedNote — they’re actively searching for specific information.
RedNote is the ultimate "life search engine."
The app’s monetization strategy reflects this difference. While TikTok relies on ads and virtual gifting, RedNote takes a more diverse approach:
Native ads that blend seamlessly with user content
Direct e-commerce integrations with trusted sellers
Partnerships with niche experts and influencers
Premium live shopping experiences with tastemaker hosts
How to get the most out of RedNote (the best accounts to follow)
It’s worth giving RedNote a try to:
1. Discover what’s happening around you
RedNote shines for exploring your local area, including:
Hidden gems like hole-in-the-wall restaurants or viewpoints that locals love.
Local events like pop-ups, festivals, and community gatherings.
Service recommendations like trusted mechanics, hairstylists, and more.
2. Get a glimpse into everyday life in China
China has not added a firewall yet between American and Chinese users on RedNote. So you can use it to get a glimpse into life in China for:
Beauty and style: Get insights on beauty, tech, fashion, and everyday essentials. Follow Bingbing Fan (a famous actress) and Xiaohui Zhang (China’s Kardashian).
Restaurants and food: Discover hidden gems, food porn, recipes, and more. Follow 厚皮橙 (simple recipes for busy moms) and 肥猪猪的日常 (Chinese food).
Travel tips: Plan your trip with city guides, secret spots, and travel hacks. Follow 湖远行(bike the world) and 房琪kiki (beautiful travel vlogs).
Fitness and skincare: Get workout routines, wellness advice, and more. Follow Pamela Reif (no.1 fitness influencer) and 周六野 Zoey (practical workouts).
Dating and parenting: Get engaging tips, personal experiences, and parenting hacks. Follow 年糕妈妈 (parenting tips) and 沈奕斐 (dating/relationships).
Home and pet: Get ideas for renovations and enjoy adorable pet moments. Follow Lauren Elizabeth (cat photos) and 一颗kk (Chinese home decor).
3. Express yourself through memes and slang
RedNote users love memes — here are some popular ones:
They also love using Chinese shorthand slang like:
xswl: "笑死我了" or "laughing my head off."
yyds: "永远的神" or "forever godlike" to praise something/someone highly.
666: Praise that someone or something is awesome.
zqsg: "真情实感" or "with genuine feelings".
nbcs: "Nobody cares."
awsl: "啊我死了" or extreme thrill, like "I'm dying."
yygq: "阴阳怪气" or making sarcastic remarks.
ssfd: "瑟瑟发抖" or “shivering and showing fear”
Behind RedNote’s journey from a PDF shopping guide to a 300M user super app
RedNote's journey to 300M users offers fascinating lessons for product builders.
Founded by Stanford MBA Mao Wenchao, RedNote began humbly by offering PDFs to Chinese shoppers seeking deals on luxury goods abroad. In 2014, it evolved into a UGC platform where users—primarily women—shared shopping tips and “planted the seed” or "种草" to inspire a purchase. Since then, it has grown into a powerhouse social and commerce platform.
Here are some product lessons from the app’s meteoric rise:
Start with a specific problem. RedNote began by helping Chinese shoppers find luxury deals abroad. They didn't try to be everything to everyone - they solved one problem well for a specific audience.
Let your users guide the evolution. The platform organically evolved from shopping tips to a broader lifestyle community. Instead of forcing a predetermined path, it followed its users' interests.
Focus on authentic value. While other platforms chased viral content, RedNote focused on trust and utility. It built features that encouraged detailed reviews and practical advice over quick entertainment.
Built for discovery. The platform's powerful search and recommendation systems help users find their needs. It's not just about scrolling—it's about solving real problems.
Create a unique content culture. RedNote developed its style, combining beautiful visuals with practical information. This distinctive approach helped build a strong community identity.
Wrap up
To conclude, this is a special moment in which Chinese and American internet users can finally catch an unfiltered glimpse of each other’s daily lives.
I doubt this digital window will stay open for long, so while it lasts, consider looking past the headlines to see how people live on the other side of the world.
Thank you for the deep dive!
What’s happening right now on Xiaohongshu (小红书), or the Red Note, is truly heartwarming.
In a world where algorithms often amplify division, people are showing that they can rise above it.
Many TikTok refugees may have come there seeking rebellion, but when real people meet real people, something magical happens.
From both sides, they’re opening up, speaking from their hearts, and embracing new perspectives without prejudice.
It’s a powerful reminder that when we strip away the noise, the labels, and the preconceived notions, what remains is our shared humanity, then, we can build bridges that truly matter.
And in that, there’s hope.
Wonderful propaganda. Easier access to misinformation and capture of data directly into China. However the app is beautifully designed and that is only matters. Right?