Chinese social platform RedNote is making strategic moves to capture the attention of American users as TikTok faces uncertainty in the United States, despite being given a brief reprieve. According to a brief obtained by WIRED, RedNote has partnered with Solare Global, a New York-based marketing agency, to recruit U.S. influencers for a campaign to increase its market presence.

The marketing brief revealed that Solare Global instructed influencers to create sponsored content showcasing RedNote’s “user-friendly design and international appeal.” These creators were given a tight 24-hour turnaround to deliver content, coinciding with the January 17 Supreme Court ruling on TikTok’s fate. Influencers were required to keep their posts live for at least six months to maximize exposure.

Platform Differences and Moderation Challenges

RedNote, popularly known as Xiaohongshu in China, has already seen significant traction in the U.S. market, reaching the top position in U.S. app store charts last week. The platform currently maintains over 300 million monthly active users, primarily in China.

The platform’s content structure differs from TikTok’s single-video format, instead presenting users with a grid of photo slideshows, text posts, and videos. Similar to TikTok’s, its recommendation algorithm customizes content based on user interests and behavior.

A key distinction between the platforms lies in their content moderation approaches. RedNote operates under Chinese censorship requirements, while TikTok, unavailable in China, functions separately from ByteDance’s domestic video platform, Douyin.

Cross-Cultural Exchange Drives Growth

The influx of American users has facilitated cross-cultural exchanges on RedNote, with users from both countries discussing topics ranging from educational systems to living conditions. The marketing brief emphasized this cultural exchange, describing it as “the warmth of normal people being kind and curious about one another.”

Neither Xiaohongshu’s official WeChat account nor Solare Global responded to WIRED’s requests for comment regarding influencer compensation or campaign reach. The Chinese company has previously reported efforts to expand its content moderation capabilities by hiring English-speaking moderators to manage increasing American user content.

The platform, founded in 2013, initially focused on young, urban Chinese women before its recent international expansion.