As TikTok faces uncertainty in the US market, many users, self labeled as "TikTok Refugees", are turning to Rednote (小红书) as an alternative platform. But how exactly do these two Chinese social media giants differ?
This comprehensive guide breaks down everything you need to know about both platforms, from their core features to their unique user experiences.
Quick Overview
Rednote (小红书)
Monthly Active Users: 300+ million
Primary Audience: Young urban women
Main Focus: Lifestyle, shopping, and detailed product reviews
Content Format: Mix of photos, long-form content, and short videos
Homepage Layout: Double post feed
Key Feature: Social commerce and authentic product recommendations
TikTok
Monthly Active Users: 170+ million (US alone)
Primary Audience: Diverse, Gen Z and Millennials
Main Focus: Entertainment and short-form video content
Content Format: Primarily short videos
Homepage Layout: Infinite single video scroll
Key Feature: Advanced video editing and trending music integration
Core Platform Differences
1. Content Style and Format
Rednote
Combines Instagram-style photos with detailed written content
Emphasizes high-quality, informative posts
Focuses on in-depth product reviews and lifestyle guides
Supports long-form content with multiple images
Features a magazine-like layout
Encourages detailed captions and stories
Includes price tags and shopping links
TikTok
Exclusively video-based content
Short-form videos (typically 15-60 seconds)
Emphasizes quick, engaging entertainment
Features music and sound effects prominently
Focuses on viral challenges and trends
Prioritizes quick, snappy content
Limited space for detailed information
2. User Demographics and Behavior
Rednote
Predominantly female users (about 70%)
Focused on urban, sophisticated audiences
Users spend more time reading and researching
Shopping-oriented community
Higher engagement with luxury and lifestyle brands
Users often seek specific product information
Strong focus on authenticity and detailed reviews
TikTok
More balanced gender distribution
Broader age range and demographic appeal
Users seek quick entertainment
Community-driven trends and challenges
Focus on viral content and memes
Users often create content spontaneously
Emphasis on creativity and humor
3. Platform Features
Rednote
Advanced search functionality for products and reviews
Integrated e-commerce capabilities
Detailed user profiles with shopping preferences
Community-driven recommendation system
Location-based store findings
Professional account features for businesses
TikTok
Advanced video editing tools
Extensive music and sound effect library
Duet and stitch features
Live streaming capabilities
Virtual gifts and creator monetization
AI-powered content recommendation
Trending hashtags and challenges
4. Content Discovery
Rednote
Search-first approach
Category-based browsing
Location-based recommendations
Expert-curated content
Product-focused exploration
Detailed filtering options
Community-driven recommendations
TikTok
Algorithm-driven feed
Sound-based discovery
Trending challenges
Hashtag exploration
Following feed
For You Page (FYP)
Creator-focused discovery
5. Commercial Integration
Rednote
Direct product links
Detailed price information
Brand verification system
Shopping guides and comparisons
Influencer product recommendations
Store location integration
Professional brand accounts
TikTok
TikTok Shop features
Sponsored hashtags
Brand takeover ads
In-feed advertising
Creator marketplace
Branded effects
Shopping features (varies by region)
User Experience and Culture
Community Dynamics
Rednote
Focus on authentic reviews and experiences
Strong emphasis on trust and credibility
Detailed conversation in comments
Expert-driven content
Community-based shopping decisions
Knowledge sharing priority
Professional content creation
TikTok
Entertainment-first approach
Trend-based community engagement
Quick, reactive comments
Viral challenge participation
Celebrity and influencer driven
Creative expression priority
Spontaneous content creation
Content Creation
Rednote
Emphasis on high-quality photos
Detailed writing required
Product-focused content
Tutorial and guide creation
Review-based posting
Location tagging importance
Professional-looking content
TikTok
Quick video creation
Sound-based creativity
Trend participation
Filter and effect usage
Dance and challenge content
Casual content acceptable
Spontaneous filming
Which Platform Should You Choose?
Choose Rednote If You:
Want to discover and research products
Enjoy reading detailed reviews
Create lifestyle and shopping content
Run a brand or business
Value authentic recommendations
Need detailed product information
Create professional content
Choose TikTok If You:
Prefer quick entertainment
Create short video content
Want to participate in viral trends
Enjoy music-based content
Focus on casual entertainment
Create spontaneous content
Value quick creative expression
Search Capabilities: A Key Differentiator
Rednote's Search-First Approach
While TikTok excels at algorithmic content discovery, Rednote has positioned itself as the "Google of Lifestyle Content" in China. Its sophisticated search engine capabilities set it apart in several key ways:
Long-Tail Search Excellence
Handles specific, detailed queries with remarkable accuracy
Examples:
"Best coffee shops for studying in Shanghai with power outlets and quiet corners"
"Affordable wedding photographer who specializes in film-style photos under $2000"
"Dermatologist-recommended sunscreen for sensitive acne-prone skin that doesn't leave white cast"
User-Generated Search Content
Content creators naturally optimize for search
Detailed descriptions and specific keywords in posts
Rich metadata including location, price, and product details
Community-driven keyword suggestions
Search Behavior Patterns
Users treat Rednote as a lifestyle search engine
Often bypass traditional search engines for product research
Higher trust in peer reviews and experiences
Detailed search queries leading to highly relevant results
Search-Optimized Features
Auto-complete suggestions based on popular searches
Related search recommendations
Category-specific search filters
Price range filters
Location-based search capabilities
Brand and store verification in search results
TikTok's Discovery Approach
In contrast, TikTok's approach focuses on:
Algorithm-driven content discovery
Hashtag-based categorization
Trend-based content surfacing
Less emphasis on specific search queries
Limited filtering options
Impact on User Behavior
Rednote Users
Conduct detailed research before purchases
Save and categorize findings
Create collections of search results
Return to saved searches
Share specific search results with friends
TikTok Users
Scroll for entertainment
Follow trending topics
Engage with recommended content
Less likely to use specific search terms
Share content based on entertainment value
Search-Based Marketing Implications
For Brands on Rednote
Opportunity to target specific search intents
Long-form content optimization
Detailed product descriptions
Location-based targeting
Price point targeting
Category-specific optimization
For Brands on TikTok
Focus on trending topics
Viral content creation
Broad audience targeting
Music and sound integration
Challenge-based marketing
Recent Controversy: Rednote's Video UI Update
In a significant move that sparked user backlash in early 2025, Rednote rolled out a controversial update to its video interface. The platform, traditionally known for its image and text-based content, attempted to enhance its video capabilities by borrowing elements from both TikTok and WeChat Channels (Video Account).
Key Changes and User Response
Relocated interaction buttons to the right side, mimicking TikTok's layout
Introduced a new "Good" button, similar to WeChat Channels' "Watching" feature
Modified the full-screen viewing experience
Adjusted the clear-screen button functionality
The changes were met with significant user resistance, with many longtime users expressing their displeasure in comment sections. The most common complaints centered around the clear-screen button, with users noting that the new interface requires two hands instead of the previous one-handed operation.
Strategic Implications
This update reveals Rednote's ambitious strategy to:
Bridge the gap between photo-text and video content
Enhance video content distribution
Combine TikTok's content recommendation mechanisms with WeChat Channels' social distribution logic
Transform from a lifestyle community into a comprehensive content platform
However, industry analysts point out that Rednote's user base fundamentally differs from TikTok and WeChat Channels. While TikTok users primarily seek entertainment and WeChat Channels focuses on familiar connections, Rednote's core users are young women seeking detailed product reviews and lifestyle content. This fundamental difference in user behavior and expectations may explain the negative reception to the UI changes.
The Future of Both Platforms
As we move through 2025, both platforms continue to evolve. Rednote is expanding its international presence, particularly as it welcomes former TikTok users in markets where TikTok faces challenges. Meanwhile, TikTok continues to innovate in the short-form video space, despite regulatory challenges in some markets.
Rednote's Evolution
Increasing international user base
Enhanced translation features
Expanded e-commerce capabilities
Greater focus on video content
Improved cross-border shopping features
Enhanced user experience for non-Chinese speakers
Growing professional account features
TikTok's Development
Continued focus on creator economy
Enhanced shopping features
Improved safety and privacy measures
Advanced AI recommendations
Expanded educational content
Enhanced brand collaboration tools
Improved content moderation
While both Rednote and TikTok originated in China, they serve distinctly different purposes and audiences. Rednote excels as a lifestyle and shopping platform with detailed content and authentic reviews, while TikTok dominates the short-form video entertainment space. Understanding these differences can help users choose the platform that best suits their needs and content creation style.
As social media continues to evolve, both platforms will likely continue to influence each other while maintaining their unique characteristics. For users and creators, the choice between the two often comes down to their content preferences and goals - whether they're seeking entertainment, shopping guidance, or a mix of both.