| Company Stats | Company Information |
|---|---|
| Company type | Social networking, E-commerce |
| Year Founded | June 2013 |
| Founders | Miranda Qu Fang, Charlwin Mao Wenchao |
| Headquarters | Shanghai, China |
| Number of Users | ~350 million+ (Jan. 2025) |
| Operating system | iOS, Android, HarmonyOS |
| Language Available | Simplified Chinese, Traditional Chinese, English |
| Website | www.xiaohongshu.com |
RedNote (or “Xiaohongshu” in Chinese) is redefining how social networking and e-commerce come together. Often called “China’s answer to Instagram,” this platform allows users to share experiences, recommend products, and shop seamlessly—all in one place. Its visually engaging format and community-driven approach have made it a favorite, especially among young women born after 1990.
In early 2025, Rednote gained unexpected traction in the U.S. following the anticipated CapCut + TikTok ban under the Protecting Americans from Foreign Adversary Controlled Applications Act. Downloads surged to nearly 700,000 by mid-January, as users sought an alternative platform to connect and share content. Despite its Mandarin interface, Rednote’s Instagram-like scrolling and storytelling features bridged cultural gaps, sparking new interactions like language exchanges.
Founded in June 2013 by Miranda Qu Fang and Charlwin Mao Wenchao, Rednote operates from its headquarters in Shanghai, China. It functions as a social networking and e-commerce platform, accessible through iOS, Android, and HarmonyOS. The platform supports Simplified Chinese, Traditional Chinese, and English, catering to a diverse global audience.
With over 350 million users as of January 2025, Rednote has become a hub for creativity and commerce. Users share content across topics such as travel, beauty, and lifestyle while tagging and recommending products they love. The integrated e-commerce feature makes it easy for users to discover and purchase these products seamlessly.
Rednote’s rise highlights a shift in consumer preferences. Privacy concerns took a backseat as users embraced its unique blend of storytelling and shopping. By merging personal expression with e-commerce, Rednote has carved its place as a trailblazer in the social commerce space, paving the way for a globalized future.
Rednote, valued at over $17 billion as of 2025, is one of China’s fastest-growing social platforms, combining features of Instagram, Pinterest, and TikTok to deliver a unique user experience. Its innovative blend of creativity, community, and commerce has positioned it as a top alternative to TikTok, especially in the wake of the latter’s potential ban in the United States.
Source: USA Today
Rednote earns revenue through advertising, e-commerce, marketing tools, and brand collaborations.
Native advertising, its largest income source, contributes 80% of total revenue via feed, search, and banner ads. The Rednote Shop collects commissions on sales, while logistics services like RED Express and RED Box add additional income.
Rednote marketing tools like “ShuTiao” and the “Dandelion” influencer platform also generate fees, cementing Rednote’s position as a social commerce leader.
The ban on TikTok in the United States has been a major contributor to the exponential surge in Rednote’s user base, propelling it to over 350 million active users by January 2025. This event marked a turning point, as the majority of TikTok’s displaced U.S. users migrated to Rednote, seeking a platform that combined engaging social networking features with seamless e-commerce integration.
| Year | Rednote Users |
|---|---|
| 2025 (Jan) | 350 million users |
| 2024 | 220 million users |
| 2023 | 190 million users |
| 2022 | 160 million users |
| 2021 | 159 million users |
| 2020 | 121 million users |
| 2019 | 100 million users |
| 2018 | 19 million users |
| 2017 | 15 million users |
| 2016 | 7 million users |
| 2015 | 6 million users |
| 2014 | 3 million users |
| 2013 | 1 million users |
Source: Statista
RedNote skyrocketed in popularity, amassing over 350 million users globally as of Jan. 2025, driven by a surge in U.S. downloads and around the world.
The app, which mirrors TikTok’s vertical scrolling and visual storytelling, has become an unexpected refuge for U.S. TikTok users amidst potential bans. Surprisingly, privacy concerns over Chinese-developed technology haven’t deterred adoption, highlighting the platform’s growing appeal across borders.
From a modest 1 million users in 2013 to today’s global dominance, RedNote showcases how trends and cross-cultural exchanges shape the digital landscape.
| Year | China | United States | Rest of the World | Total Users |
|---|---|---|---|---|
| 2025 | 338,165,345 | 5,511,368 | 6,323,286 | 350,000,000 |
| 2024 | 212,561,074 | 3,464,289 | 3,974,637 | 220,000,000 |
| 2023 | 183,575,473 | 2,991,886 | 3,432,641 | 190,000,000 |
| 2022 | 154,589,872 | 2,519,483 | 2,890,645 | 160,000,000 |
| 2021 | 153,623,685 | 2,503,736 | 2,872,579 | 159,000,000 |
| 2020 | 14,492,801 | 236,201 | 270,998 | 15,000,000 |
| 2019 | 38,647,468 | 629,871 | 722,661 | 40,000,000 |
| 2018 | 18,168,666 | 400,600 | 597,476 | 19,166,742 |
| 2017 | 14,954,447 | 270,000 | 103,910 | 15,328,357 |
| 2016 | 6,479,613 | 319,425 | 256,911 | 7,055,949 |
| 2015 | 6,419,300 | 15,466 | 113,751 | 6,548,517 |
| 2014 | 2,970,000 | 10,000 | 20,000 | 3,000,000 |
| 2013 | 985,000 | 5,000 | 10,000 | 1,000,000 |
Source: Statista
Source: Google Play, Apple Store
The majority of Rednote users fall within the 18-24 age group (40%), followed by 25-34 years (35%). Smaller proportions are 35-44 years (15%) and 45+ years (10%).
| Age Group | Percentage |
|---|---|
| 18-24 years | 40% |
| 25-34 years | 35% |
| 35-44 years | 15% |
| 45+ years | 10% |
The majority of Rednote users are female (70%), while male users account for 30%.
| Gender | Percentage |
|---|---|
| Female | 70% |
| Male | 30% |
From 2013 to 2025, the platform has experienced exponential growth in video uploads:
Cumulative Estimate (2013–2025): ~3 billion videos uploaded.
The most viewed videos typically include:
Record-holder videos (2025 estimate):
While specific rankings of the most followed RedNote users are not readily available, the platform is renowned for its vibrant community of influencers specializing in areas such as fashion, beauty, travel, and lifestyle. These influencers, often referred to as Key Opinion Leaders (KOLs), play a pivotal role in shaping trends and consumer behaviors within the app.
RedNote influencers primarily monetize their presence through brand collaborations, sponsored content, and affiliate marketing. The platform’s strong emphasis on lifestyle and product recommendations makes it an attractive space for brands aiming to reach engaged audiences. According to a 2023 report from PJdaren, RedNote emerged as the leading social media platform for influencer-driven campaigns in China, with 59% of brands choosing it for significant impact on brand-building. Additionally, nearly 67% of influencers named it their primary social media platform.
The income influencers earn from sponsored posts can vary widely based on factors such as follower count, engagement rates, content niche, and the nature of the collaboration. While exact figures are not publicly disclosed, top-tier influencers, especially those with substantial followings and high engagement, can command significant fees for partnerships.
Specific information regarding the top-earning individuals on RedNote is not publicly available. However, influencers who have successfully built large, engaged audiences in popular niches like fashion, beauty, and lifestyle are likely among the highest earners on the platform.
The pet niche has gained popularity on RedNote, with numerous pet influencers sharing content ranging from pet care tips to entertaining pet videos. While specific top pet influencers are not listed in the available sources, the platform’s diverse content ecosystem supports a variety of niches, including pet-related content.
RedNote, known as Xiaohongshu in China, is a social media and e-commerce platform founded in 2013 by Charlwin Mao and Miranda Qu. The app enables users to share photos, short videos, and text posts, focusing on lifestyle topics such as fashion, beauty, travel, and wellness. It has been likened to a combination of Instagram and Pinterest, emphasizing user-generated content and community engagement.
Context: In January 2025, RedNote experienced a surge in U.S. users due to the impending ban of TikTok in the United States. Many TikTok users migrated to RedNote, leading it to become the most downloaded free app on the U.S. App Store. This migration facilitated a unique cultural exchange between American and Chinese users, with some Chinese users offering guidance to newcomers.
RedNote (Xiaohongshu) isn’t exactly a direct replacement for TikTok, but it has gained traction among TikTok users, especially in the U.S., due to the potential TikTok ban. Unlike TikTok, which is centered around short-form video entertainment and viral trends, RedNote is more of a mix between Instagram and Pinterest, focusing on lifestyle, shopping, and community-driven content.
Key differences between TikTok & RedNote:
Yes, RedNote (known as Xiaohongshu in China) is a mobile app available for iOS and Android. It functions as a social media and e-commerce platform, combining elements of Instagram, Pinterest, and shopping reviews. Users create and share posts, including photos, short videos, and text-based recommendations, mainly focused on lifestyle topics like fashion, beauty, travel, and wellness.
Thanks a lot for reading this,
David Ch
Head of the Editing Team at SendShort
David leads the editing team at SendShort. With this help, the team delivers the latest guides on using your favorite social media apps and creating short-form content.
