This morning, the Supreme Court upheld a federal law requiring ByteDance to sell TikTok or shut it down in the U.S by this Sunday, January 19, 2025. So, unless President Biden or President-elect Trump throws a Hail Mary, it’s looking likely that the app will be banned by the end of the weekend.
Right now, there’s really no other app like TikTok.
The communities created organically through the platform (shoutout #MomsOfTikTok) have made the app so attractive for everyday users. It’s also a search engine in its own right. It’s the first place that many go to find new recipes, skincare routines, travel tips, parenting advice and much more.
But the wealth of information and ability to create community is only part of what has made it so attractive for influencers. Many creators feel the algorithms on other sites like Instagram and YouTube are too limiting, making it less likely that their content will be seen. And, TikTok offers more opportunities for monetization than Meta platforms.
Last year, we shared a post about how brands and influencers may reassess marketing strategies ahead of the ban. We mentioned the need for diversification across platforms and willingness to experiment with new content and emerging platforms.
This week, users – affectionally being called “TikTok refugees” – have flocked to Chinese social media app RedNote (“Xiaohongshu” in China) in record numbers. According to Reuters, more than 700,000 new users joined the app in just two days.
So, how will this migration impact influencer marketing strategies?
RedNote isn’t a direct replacement for TikTok. The community-building element mimics that of TikTok, but its interface is more like a mashup between Instagram and Pinterest. In China, it’s seen as a preferred search engine, so searchable content (recipes, skincare, travel, etc.) may crossover favorably. However, the content is much more censored so brands and creators should proceed with caution when wading into political or sensitive subject matters.
Right now, the only monetization opportunities on RedNote are through sponsorships and paid collaborations. There is no equivalent of the Creator Rewards Program to get paid for views. However, the platform is the number one choice for influencer marketing campaigns in China. In fact, 59% of brands feel it has the most significant impact on brand building.
So, while views won’t directly generate revenue yet, creators will likely be seeking more ways to partner with brands to increase visibility and engagement, and therefore invite more paid partnerships.
My advice? Brands and creators should test the waters on RedNote if they found success on TikTok. Start posting content now and learn what lands. Build a following there while nurturing Instagram and YouTube followings. Engage with other RedNote partners who align with your niche. Learn how brand content is resonating with all these new users.
RedNote may have been surprised by the rapid migration of American users, but so far, users and its creators are welcoming the influx with open arms.
I can see it becoming much more sophisticated and presenting new, positive opportunities for collaborations.
What do you think? Let’s chat about it.