Xiaohongshu (RedNote), the Chinese Instagram rival taking social media by storm, tops US App Store amid TikTok shutdown fears

With TikTok’s future in the U.S. hanging by a thread, users are scrambling for alternatives, and Xiaohongshu, known as RedNote in English, has quickly taken center stage. The Chinese app has rocketed to the No. 1 spot for free apps on the U.S. App Store and broke into the top 10 on the Google Play Store.

The app also leads the Social Networking category for free iPhone apps as users explore options beyond TikTok and Instagram.

TikTok Refugees Flee to Chinese Alternative App RedNote

The platform is already attracting high-profile users, including Kim Kardashian, who has quickly gained thousands of followers. Meanwhile, TikTok creators are actively promoting Xiaohongshu as a potential backup plan, urging their audiences to make the switch as uncertainty looms. Many of its new users are calling themselves “TikTok refugees” as they flock to the platform.

What Makes Xiaohongshu Stand Out?

Xiaohongshu isn’t a newcomer. Launched in 2013 in Shanghai, it began as a hub for discovering and purchasing international products. Over time, it evolved into a platform combining visually engaging content with product reviews, attracting major global brands.

The app appeals to creators for several reasons. Its design resembles Pinterest while also incorporating elements of Instagram, making it visually familiar. What sets it apart is its focus on social shopping, which resonates with users under 30 who rely on recommendations for discovering international brands.

In recent years, Xiaohongshu has gained traction, particularly during the pandemic, when it became a go-to platform for younger Chinese consumers. Today, it boasts 300 million monthly active users, 79% of whom are women. With its rise in the U.S., Xiaohongshu has become a leading choice for creators seeking a platform that combines community engagement with monetization opportunities.

A Platform Fueled by User-Generated Content

Xiaohongshu thrives on content from its users, ranging from outfit inspiration to in-depth reviews of beauty and lifestyle products. The app’s audience primarily includes women aged 18 to 35, and its popularity among this demographic has made it an attractive space for over 140,000 brands.

Prior to the recent surge in downloads, the app had been downloaded approximately 3.2 million times in the U.S., according to data from Appfigures. Its current viral growth reflects a strong appeal to audiences looking for fresh ways to connect and discover products.

The Financial Picture and Future Prospects

Backed by investors like Tencent, Alibaba, and DST, Xiaohongshu has raised $917 million in venture funding, with a valuation of $17 billion as of 2024. According to Bloomberg, the app is projected to surpass $1 billion in profits this year, fueled by its success in driving quarterly sales to $1 billion last year.

While the app’s momentum in the U.S. is undeniable, questions remain about its long-term viability. Will it maintain the current surge in popularity? And if so, how will U.S. authorities respond, given its Chinese origins? For now, creators and users alike seem willing to embrace Xiaohongshu as a promising alternative.

TikTok’s Rivals Stay Quiet

Interestingly, TikTok users have not been flocking to its domestic competitors. Meta, for instance, recently announced changes to its content moderation policies, raising concerns about the potential spread of harmful content on platforms like Instagram and Threads.

As TikTok’s fate hangs in the balance, Xiaohongshu’s rise highlights how rapidly users can shift their loyalty when their favorite platforms are threatened. Whether this marks the beginning of a new era for Xiaohongshu or a fleeting moment remains to be seen.