RedNote Recruited US Influencers to Promote App Amid TikTok Ban Uncertainty

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As TikTok’s future hangs within the steadiness, Xiaohonghshu, identified in English as RedNote, is seeking to capitalize on its newfound reputation by partnering with American influencers to advertise the corporate and extra. Will help convey People to his platform. The Chinese language way of life and journey app, which has greater than 300 million month-to-month lively customers, topped the US App Retailer charts final week because the TikTok ban loomed.

In a marketing campaign temporary obtained by WIRED, New York Metropolis-based advertising company Photo voltaic World urged creators to create sponsored posts for RedNote, that includes movies of themselves displaying their followers within the U.S. Explains the sudden rise of the Chinese language app. The temporary requested creators to explain “how enjoyable and interesting the app is” and “emphasize its user-friendly design and worldwide enchantment.” He additionally instructed them to share their RedNote accounts and encourage their followers to hitch them on the platform.

Xiaohongshu didn’t return a request for remark despatched to his official WeChat account. Photo voltaic World additionally didn’t reply to a request for remark asking what number of influencers they contacted or how a lot the corporate anticipated to pay per put up.

The temporary, seen by WIRED, required creators to alter their movies on a 24-hour timeline to make sure they went up by Jan. 17, the identical day the Supreme Court docket was going to determine whether or not The ban on Tik Tok shall be efficient after two days. It additionally stipulates that influencers should depart their movies for at the very least six months.

Xiaohongshu was based in 2013 and has lengthy targeted on assembly home audiences in China, notably younger girls dwelling in massive cities. Like TikTok, it revolves round a central algorithm that recommends an limitless stream of posts to customers primarily based on their pursuits and habits. However as an alternative of displaying folks one video at a time, Xiaohongshu provides picture slideshows, textual content posts and movies in a grid format.

However maybe the largest distinction between the 2 apps is how they deal with content material moderation. As a result of it’s accessible in China, Xiaohongshu is required to stick to Beijing’s strict censorship legal guidelines. (WIRED beforehand reported that Xiaohongshu is scrambling to rent English-speaking moderators to assist deal with the flood of content material posted by People.) TikTok, then again, isn’t obtainable in China. is Its father or mother firm, ByteDance, operates a separate video app there referred to as Douyin.

The arrival of People on Xiaohongshu offered a uncommon alternative for folks from the US and China to attach on a typical social media platform. Some customers spent hours asking their new abroad pen buddies questions on their respective international locations and cultures, starting from what a college lunch is like in Wisconsin to what a typical condominium in Chengdu appears to be like like. Now it appears that evidently Xiaohongshu is attempting to capitalize on these sentiments to advertise itself as a constructive, international platform.

“The heat of extraordinary folks being type and inquisitive about one another is the principle sentiment on the market proper now,” the inspirational brief mentioned. “And we expect that is a wonderful factor.”

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