The prospects for TikTok in the United States have never been more precarious. With an imminent ban looming, many frustrated users of the platform are actively seeking alternatives, and they are not necessarily gravitating toward other American-based apps like Instagram.

This group of users, identifying themselves as “TikTok refugees,” appear determined to take a stand against the U.S. government, which aims to eliminate their preferred app citing national security concerns. Since TikTok is owned by the Chinese company ByteDance, these TikTok exiles are showing an inclination towards social media platforms owned by Chinese enterprises.

One app that has gained significant traction is RedNote, which is making waves in the app market. In fact, at the time of this writing, RedNote has achieved the top position in both the iOS App Store and Google Play Store.

Understanding RedNote

Known in China as Xiaohongshu, translating to “Little Red Book,” RedNote has been a significant player in the social media landscape since its inception by Xingyin Information Technology in 2013. While reminiscent of TikTok, it possesses its distinct features.

Similar to TikTok, RedNote allows users to browse through a plethora of short videos. However, it also facilitates the creation of collaborative “boards” and includes a marketplace for in-app shopping. Though, one has to wonder about shipping costs for purchasing used items from overseas! Ultimately, it creates a social media milieu that the U.S. government likely never anticipated would attract dissatisfied users.

What seems to draw attention are the TikTok-esque short videos. Curiosity prompted a trial download of the app to discover what the excitement is all about.

Data Collection Practices of RedNote

In terms of privacy, RedNote captures device ID data, which the developer Xingin could potentially use for tracking across various applications and websites. Although this might raise concerns, it is important to note that such practices are commonplace; for instance, TikTok also collects device identifiers along with your email and phone number—two metrics that RedNote does not gather. Furthermore, RedNote obtains other information linked to users, including purchases, search histories, user IDs, and contact details. It also collects various data that are not directly tied to individual users, such as advertising metrics, product interactions, general and precise locations, physical addresses, user names, phone numbers, and multimedia content, among others.

It’s essential to recognize that numerous applications request similar types of data, whether linked or unlinked to personal identities. Users have the autonomy to determine their comfort levels regarding data sharing, with several measures available to mitigate data exposure. For instance, employing a VPN can obscure location and device ID, adjusting app location settings, creating an Apple ID to use the “Hide My Email” feature, and limiting photo access to just those that you want to share are all practical steps to protect personal information.

Navigating RedNote as an English Speaker

Upon exploring the app, the interface resembles a blend between TikTok and the Instagram Explore page, aptly titled “Explore.” This section displays a grid of videos awaiting your attention—tap one to play and scroll to discover more. For those familiar with short-form video platforms, navigating this experience is intuitive. There is also a “Trending” section that showcases popular content and unique features such as a UI-clearing pinch gesture to enhance focus on individual videos, and a long-press option that offers additional functionalities, including “Auto scroll” for easy viewing.

Overall, this platform functions as a short-form video app familiar to anyone who has engaged with TikTok, Instagram Reels, or YouTube Shorts—though with a notable exception: the primary language is typically Mandarin. Consequently, non-Chinese speakers may find themselves adrift in a sea of text and comments they cannot comprehend. However, translating tools are available, and interestingly, many Chinese users have begun to communicate in English, fostering interchange between users from both cultures. The interaction has led to lighthearted exchanges, with some users humorously expressing relief at the presence of their “American spies.” Others expressed an eagerness for assistance with learning English.

While RedNote is certainly receiving considerable attention this week, it remains a fraction of TikTok’s massive user base, even within China. TikTok boasts around 1 billion users, compared to RedNote’s 300 million. If the U.S. does proceed with banning TikTok, the potential loss of its 170 million American users could amplify RedNote’s user base—unless they find ways to circumvent the ban. The unfolding growth of RedNote will be intriguing, as it may provoke similar scrutiny from the U.S. government if TikTok disappears from the market.