The digital world is witnessing a striking phenomenon: the rise of "TikTok refugees." These content creators, unsettled by TikTok's instability, are seeking a safer haven — and many have found it in RedNote (Xiaohongshu / RED). From concerns over data privacy to algorithm frustrations, creators are fleeing TikTok to explore platforms offering stability, monetisation opportunities, and more niche-driven communities.

But as RedNote (Xiaohongshu / RED) steps into the spotlight, it’s not just creators taking notice — brands and tech experts are closely watching what this migration means for the future of social media. Let’s unpack the numbers, the challenges, and the opportunities behind this shift.

The TikTok Exodus: Why Creators Are Leaving

TikTok, with its 1.69 billion monthly active users worldwide as of 2025, has become a cultural force in the digital age. However, in recent years, its future has been clouded by bans and scrutiny. The United States, Australia, and several European countries have debated or imposed restrictions over national security concerns, while monetisation challenges have left creators feeling disillusioned.

According to a 2024 survey, 39% of TikTok creators expressed dissatisfaction with the platform’s monetisation model, and 22% felt alienated by its unpredictable algorithm. The threat of bans further fuelled the migration.

Why Creators Are Seeking Asylum on RedNote (Xiaohongshu / RED)

Enter RedNote (Xiaohongshu / RED) — a platform that started as a lifestyle-sharing app in China but has now evolved into a global social media and e-commerce powerhouse with over 300 million active monthly users. It offers a unique blend of authentic content, niche communities, and integrated shopping features, all of which resonate with creators looking for a fresh start.

Here are the key reasons why RedNote (Xiaohongshu / RED) is attracting TikTok refugees:

Algorithm Transparency: While TikTok’s algorithm often feels like a mystery, RedNote prioritises content that builds trust and engagement within niche communities.
E-commerce Integration: RedNote allows users to shop directly through posts, creating direct monetisation opportunities for creators. This feature has driven a 45% increase in creator-to-consumer purchases on the platform in 2024.
Niche-Driven Communities: RedNote values detailed, high-quality posts over fleeting trends. For creators, this means they can focus on depth and storytelling rather than chasing virality.
Ease of Transition: The platform’s intuitive design, similar to TikTok’s user experience, makes registration and adaptation easy for creators. Additionally, for some users, switching to RedNote serves as a subtle form of protest caused by TikTok bans in certain regions.

Adapting to RedNote (Xiaohongshu / RED): The Challenges and Solutions

Transitioning to RedNote (Xiaohongshu / RED) isn’t as simple as uploading videos. Creators used to TikTok’s fast-paced, trend-driven culture often find themselves facing a steep learning curve.

The Frustrations:

Different Content Preferences: RedNote’s users prefer thoughtful, actionable content, such as product reviews, travel itineraries, or in-depth tutorials. For creators accustomed to TikTok’s fast entertainment format, this can be a significant adjustment.
Engagement Over Numbers: On TikTok, metrics like views and likes are king. But RedNote’s algorithm focuses on how much time users spend engaging with content, which means creators need to rethink their strategies.

Adapting to RedNote’s (Xiaohongshu / RED) System

Creators who’ve successfully made the shift recommend:

Detailed Storytelling: Posts that go beyond surface-level trends perform better. For example, instead of simply promoting a beauty product, creators should discuss how it fits into their skincare routine or daily life.
Interactivity: Responding to comments and interacting with followers can significantly boost visibility in RedNote’s recommendation system.
Leverage Translation Features: Recognising the influx of international creators, RedNote launched its in-app translation function. This feature allows content in Chinese to be automatically translated into English and vice versa, making it easier for non-Chinese-speaking creators to engage with a broader audience.

The Cultural Shift: What This Migration Means

The migration from TikTok to RedNote (Xiaohongshu / RED) signals more than just a change in platforms — it reflects a broader cultural shift in the way creators and audiences engage with content.

TikTok, which originated as Douyin in China, brought fast, snackable videos to global attention. Its focus on trends and virality reshaped how users consume media. RedNote (Xiaohongshu / RED), by contrast, leans into a slower, more deliberate content experience. It’s part social media, part e-commerce, and entirely rooted in authenticity.

For Western creators, this means adopting an approach that values community building over fleeting fame. For brands, it’s an opportunity to explore new strategies in influencer marketing. The TikTok-to-RedNote migration is a convergence of Western and Eastern social media cultures, highlighting the global appetite for platforms that prioritise quality and trust.

How InfluenConnect™ and Comms8 Can Support Creators and Brands

Navigating RedNote’s unique ecosystem requires guidance. That’s where InfluenConnect™ and Comms8 step in to bridge the gap for both creators and brands.

Comms8 is a seasoned leader in cross-border marketing with over a decade of experience. Trusted by clients worldwide, Comms8 has earned a reputation for delivering impactful marketing strategies tailored to the complexities of the Asian market. Recognising the need for more efficient influencer marketing, Comms8 launched InfluenConnect™, a SaaS platform, in 2024.

InfluenConnect™ uses advanced technology — such as search, big data, and cloud computing — to seamlessly connect brands and content creators. With a network of over 75,000 global influencers, InfluenConnect™ empowers brands to reach wider audiences and achieve measurable success.

InfluenConnect™ links creators with global brands on RedNote, offering tailored opportunities to thrive. For brands, Comms8 crafts strategies to connect with RedNote’s unique audience, unlocking growth in Asia and beyond. Whether you’re a brand or a creator, InfluenConnect™ and Comms8 are your trusted partners in navigating this exciting new social media landscape.

TikTok’s Latest Twist: The Ban is Lifted

In a dramatic turn of events, TikTok has received a temporary reprieve in key markets like the United States and Australia. On January 19, 2025, officials announced that TikTok’s ban would be lifted, provided the platform implements stricter data protections.

While this development is welcome news for creators still loyal to TikTok, the migration to platforms like RedNote (Xiaohongshu / RED) has already set a precedent. Many creators have discovered the benefits of diversifying their presence across multiple platforms, and RedNote’s unique features make it a long-term contender for their attention.

Conclusion: A New Chapter for Creators

The TikTok-to-RedNote migration is reshaping the social media landscape. Creators are seeking platforms that value depth, community, and sustainable growth. For brands, RedNote (Xiaohongshu / RED) represents an exciting opportunity to connect with audiences in authentic and innovative ways.

For creators eager to make their mark, InfluenConnect™ is here to help. Ready to collaborate with global brands and elevate your career? Join InfluenConnect™ now to explore international opportunities tailored to your expertise!

For more in-depth insights, follow Comms8 where we help your brand expand into foreign markets.

At Comms8, we specialise in helping businesses navigate the evolving social media landscape in Asia. With our expertise, we can help your brand establish a strong presence on platforms like RedNote and beyond. Contact us today to learn more about empowering your brand in the dynamic market.

RedNote Rises: The New Haven for TikTok Refugees