Is RedNote Safe? Reviews, Security, and Risks to Know

November 24, 2025

Is RedNote safe to use? With millions of users actively searching for a “TikTok alternative” amidst potential bans and regulatory uncertainties, this question has never been more relevant.

RedNote (known in China as Xiaohongshu) has seen a massive surge in downloads from Western users seeking a fresh, authentic creative space. However, before you join the migration, it is vital to understand the platform’s background. In this article, we analyze RedNote’s privacy policies, data-collection practices, technical security, and regulatory risks to help you decide if the app is safe for you, your data, and your family.

What is RedNote and why are users migrating from TikTok?

RedNote, originally launched in China in 2013 under the name Xiaohongshu (“Little Red Book”), is a social media platform that combines lifestyle content, short-form video, and integrated e-commerce.[1] Unlike TikTok, which emphasizes viral entertainment and performing for an audience, RedNote focuses on “useful” content—everyday users sharing product reviews, travel notes, fashion tips, and shopping recommendations.

The Surge in Popularity

The platform’s user base exceeds 300 million monthly active users, backed by massive investment rounds from Chinese tech giants like Alibaba and Tencent. Recently, it has experienced a spike in downloads from the U.S. and Europe.

This migration is driven by “TikTok refugees“—users concerned about TikTok’s potential ban in the U.S., creators dissatisfied with the algorithm changes on Meta (Instagram/Facebook), and young audiences looking for a less commercialized community. However, this history also includes past scrutiny over advertising transparency and content moderation.

What data does RedNote collect and how is it used?

To understand the safety profile of any app, you must look at the data it harvests. RedNote’s data collection practices are extensive and, in some cases, exceed the permissions requested by Western competitors.

Inventory of Data Collected

RedNote collects:

  • Device Information: IP address, device model, carrier, and unique identifiers.

  • User Content: Photos, videos, comments, and direct messages.

  • Behavioral Data: Browsing habits, search history, and interaction times.[2]

  • Background Location: Unlike many apps that only request location while in use, researchers have flagged that RedNote may request location permissions even when running in the background.[1]

Legal Context: The PIPL

Because RedNote operates primarily under Chinese jurisdiction, it adheres to the Personal Information Protection Law (PIPL). While PIPL offers strict protections for consumers against companies, it includes provisions that can compel companies to provide data to state authorities for national security purposes. This creates a distinct difference from GDPR or US privacy laws, where government access is more strictly regulated and transparent.

Transparency of privacy policies

For global users, transparency is a major hurdle. Much of RedNote’s deeper documentation and terms of service were originally written in Mandarin. While translations exist, they are often incomplete or generalized for the international version, creating a “consent gap” for non-Chinese speakers.

How secure is RedNote? Security measures and vulnerabilities

When asking “is RedNote safe,” we must look at technical security.[1][3]

The “Plaintext HTTP” Vulnerability

Versions of the RedNote (Xiaohongshu) app have transmitted user content via HTTP (plaintext) rather than the encrypted HTTPS standard used by virtually all modern Western apps.

  • The Risk: This means that photos, videos, and comments you upload could potentially be intercepted and viewed by anyone on your network (like a public Wi-Fi admin) or an Internet Service Provider (ISP).

  • Expert Verdict: The EFF stated that due to this lack of transport layer encryption, they “don’t think this application is safe for anyone to use” until patched.

Account Security and Bans

One of the most frequent complaints from new overseas users is the aggressive and unexplained account banning system.

  • False Positives: Users report being banned shortly after account creation, potentially due to automated systems flagging “foreign” IP addresses or behavior patterns as suspicious.

  • Recourse: Recovering a banned account is notoriously difficult for non-Chinese speakers, as support channels are limited and often require verification via Chinese phone numbers or IDs.

Privacy, transparency, and regulatory risks: What sets RedNote apart?

The technical app risks are compounded by the regulatory environment.

Cross-border data flows and national security

Even if you are in the US or Europe, your data may be processed in China. This has led to government interventions similar to those against TikTok. Mainland China has banned Xiaohongshu from official devices in Taiwan since December 2022 due to national security concerns. The Taiwan National Security Bureau (NSB) assessed that the app posed risks of “cognitive warfare” and data exfiltration.

Content moderation and censorship

RedNote adheres to strict domestic content standards and utilizes extensive censorship mechanisms.

  • The “Sudden Incidents” List: The app proactively censors content related to natural disasters or political events (like the “White Paper Protests”) to align with state narratives.

  • Targeted Censorship: The researchers found a list of over 564 derogatory nicknames for leadership that were automatically filtered.

  • Impact: International users may find their content restricted if it inadvertently crosses these red lines, impacting the “free speech” experience compared to Western platforms.

User experiences and expert opinions on RedNote’s safety

User Reviews

The user experience is polarized.[1]

  • The Positive: Users love the “cleaner” algorithm, the helpful community, and the aesthetic focus. It is widely considered safer from a mental health perspective than the high-pressure environment of Instagram.

  • The Negative: Many “TikTok refugees” report frustration with sudden account suspensions and the inability to delete data once locked out of an account.

Expert Opinions

Cybersecurity experts generally categorize RedNote as “High Risk” for privacy.

  • NordVPN‘s cybersecurity advisors have warned that the app’s lack of transparency and jurisdiction issues make it a risky choice for users who value data sovereignty.

  • Trust.Zone notes that while it is not “malware” in the traditional sense, it functions as a “data vacuum” with fewer legal safeguards than its US counterparts.

Best practices for protecting your privacy when using RedNote

If you decide the creative benefits outweigh the risks, follow these steps to use RedNote more safely:

  1. Limit Permissions: Go to your phone settings and deny RedNote access to your Contacts, Location, and Microphone unless you are actively recording.

  2. Isolate the App: Do not link your RedNote account to your Facebook, Google, or Apple ID. Create a unique login with a dedicated email address.

  3. Use a VPN: A Virtual Private Network can mask your true IP address, adding a layer of anonymity (though be aware this may trigger RedNote’s aggressive fraud filters).

  4. Avoid Private Chats: Given the encryption concerns, assume all Direct Messages (DMs) are readable by the platform or third parties.

  5. Monitor Updates: Privacy policies change. Keep an eye on the app’s terms of service updates.

Should you consider RedNote a safe platform? A critical assessment

So, is RedNote safe?

For the average user looking to browse fashion trends or travel tips, RedNote is functional, but it comes with a “hidden cost” of data privacy. It is not recommended for:

  • Minors: Due to weak encryption and potential exposure to unverified strangers.

  • Government/Defense Employees: Due to the risk of data harvesting and location tracking.

  • Activists: Due to documented censorship and surveillance capabilities.

The app operates under laws that prioritize state access over user privacy. If you choose to download it, treat it as a public billboard where you have zero expectation of privacy. Proceed with caution, minimize the data you share, and enjoy the content without exposing your digital identity.[8]

FAQ: RedNote safety and privacy

Does RedNote collect more data than TikTok or Instagram?

RedNote collects a similar amount of data (location, device ID, behavior), but researchers note it may request background location more aggressively. The key difference is the legal framework (Chinese PIPL) governing the data.

Is RedNote safe for minors and what parental controls are available?

RedNote has a “Teen Mode,” but due to reports of unencrypted data transmission (HTTP) and stranger danger, cybersecurity experts advise against minors using it without strict supervision.

Can RedNote accounts be permanently banned or lost? Why?

Yes. RedNote has aggressive automated moderation. Accounts are often banned for using VPNs or posting content that violates strict Chinese censorship rules, often with no option for appeal.

How can I delete my data or account from RedNote?

You can request account deletion through the app’s settings under “Account Security.” However, due to data retention laws, some logs may be kept on their servers for a specific period even after deletion.

What legal jurisdiction applies to RedNote user data?

RedNote is subject to Chinese laws, including the Personal Information Protection Law (PIPL). This applies even to data collected from international users, meaning data could theoretically be accessed by Chinese authorities.[3]

Are there privacy-friendly alternatives to RedNote?

If privacy is your top priority, platforms like Pinterest (for lifestyle/images) or Lemon8 (owned by ByteDance but hosted on Western servers) offer similar functionality with slightly more transparent data governance.

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What is Douyin, the Chinese TikTok Equivalent?

November 18, 2025

Douyin is China’s leading short-video and social-commerce platform, developed by ByteDance. Known internationally as TikTok’s Chinese counterpart, Douyin combines entertainment, e-commerce, and community engagement within one ecosystem. This article explores what Douyin is, how it works, its business opportunities, and its growing influence across culture, fashion, and digital trends. It’s designed for professionals seeking a deep understanding of China’s short-video economy.

What Is Douyin? Definition, Origin, and Global Context

Douyin is a Chinese short-video app launched by ByteDance in 2016. Initially named A.me, it was rebranded as Douyin within months to appeal to the domestic audience. Its growth was exponential, reaching 100 million users in its first year and surpassing 750 million monthly active users and 400 million daily users by 2025.

Douyin is available only in mainland China and runs on a separate infrastructure from TikTok. TikTok serves global markets, while Douyin operates under Chinese data-protection and content-regulation frameworks. The platform’s ecosystem goes beyond entertainment: it’s a core driver of digital marketing, live commerce, and lifestyle culture in China.

Douyin vs. TikTok: Key Differences and Similarities

Although Douyin and TikTok share ByteDance’s parent company and a similar interface, they function as distinct platforms. Douyin complies with Chinese cybersecurity and censorship laws, storing data domestically and featuring additional functions not present in TikTok, such as in-video search, location-based recommendations, and integrated e-commerce tools.

TikTok, meanwhile, follows international privacy standards and features independent content algorithms. Accounts, likes, and posts cannot be transferred between the two apps. The split ensures localized user experiences and legal compliance in each market.

How Does Douyin Work? Core Features and User Experience

Douyin centers on short-form video creation and discovery. Users can film, edit, and publish directly within the app using an extensive toolkit — AR filters, background music, sound effects, and transitions. Its AI-driven recommendation feed analyzes user behavior to curate a highly personalized “For You” experience.

Community interaction happens through comments, duets, and hashtags, which amplify viral challenges and cultural memes. The platform also integrates live streaming and shopping functions that turn engagement into transactions.

Unique Features of Douyin in the Chinese Market

Douyin includes advanced features built for China’s digital ecosystem:

  • AI face search and visual recognition allow users to locate products seen in videos.
  • Booking services for hotels, restaurants, and travel are available directly inside the app.
  • Payment integration with Alipay and WeChat Pay enables seamless purchases.
  • Teenage mode introduces time limits and content filters to comply with youth-protection laws.

Together, these features make Douyin not just a content platform but a complete digital-lifestyle hub.

Business, Monetization, and Influencer Ecosystem on Douyin

Business Accounts

Brands operating in China can register verified business accounts using a Chinese business license. Verification unlocks analytics dashboards, ad-management tools, and the ability to launch official e-commerce stores.

Advertising Formats

Douyin offers multiple ad solutions, from native feed ads and hashtag challenges to brand takeovers and livestream promotions. Its performance-based metrics help marketers track impressions, engagement, and conversions directly within the app.

Influencer Marketing

KOLs (Key Opinion Leaders) and micro-influencers dominate Douyin’s ecosystem. Their authentic reviews, tutorials, and livestreams directly shape consumer decisions, especially in fashion, beauty, and food.

E-Commerce Integration

Users can buy products without leaving Douyin. Shopping carts, product pages, and affiliate links are embedded inside videos or livestreams. The platform supports one-click checkout and verified merchant stores.

Revenue Models for Influencers

Creators earn income through virtual gifts, brand partnerships, affiliate commissions, and live-shopping sales. High-performing KOLs can turn content engagement into measurable revenue streams, reinforcing Douyin’s role in China’s creator economy.

Cultural and Social Impact of Douyin in China

Douyin has reshaped how China’s youth communicate, consume, and define trends. It drives viral challenges, music hits, and internet slang, often influencing traditional media. The platform also empowers subcultures — from guofeng (国风) traditional aesthetics to cosplay and dialect humor — giving local communities visibility on a national scale.

Its influence extends to purchasing habits: viral products, travel destinations, and restaurant trends often originate on Douyin. By merging storytelling with commerce, it has become a blueprint for China’s digital-first consumer culture.

What Does Douyin Mean in Fashion and Digital Aesthetics?

Live Commerce and Real-Time Fashion Hauls

Douyin’s live-streaming ecosystem is transforming fashion retail. Influencers host real-time try-ons and styling sessions, with products purchasable during broadcasts. Data-driven insights and algorithmic recommendations push trending items to relevant audiences, turning spontaneous engagement into instant sales.

Douyin Makeup and Beauty Trends

“Douyin makeup” has become a defining aesthetic across Chinese social media — characterized by smooth skin, gradient lips, and expressive eyes. Tutorials and reviews from creators have propelled Chinese beauty brands to prominence, influencing makeup trends from Shanghai to Seoul and even Western platforms like TikTok and Instagram.

Privacy, Regulations, and Controversies Around Douyin

Douyin operates within China’s strict content and cybersecurity laws. The platform enforces real-name registration, content moderation, and data localization, ensuring compliance with national standards.

Teenage-protection measures limit daily screen time and restrict access to sensitive topics. However, these controls have also attracted criticism regarding censorship and limited creative expression. For international observers, Douyin represents the balance between innovation and regulation in China’s internet governance.

Frequently Asked Questions About Douyin

What does “Douyin” mean?

In Chinese, 抖音 (Dǒu yīn) translates to “shaking sound,” referring to rhythm and movement in short videos.

Is TikTok available in China?

No. TikTok is the international version of Douyin, operating outside mainland China.

Can you access Douyin outside China?

Yes, but the app’s features — especially e-commerce — are optimized for users in mainland China.

How does Douyin impact global fashion trends?

Its beauty and style aesthetics inspire viral trends worldwide and influence TikTok creators.

What are the main business opportunities on Douyin?

Brand storytelling, live commerce, influencer marketing, and in-app advertising.

What are the regulatory differences between Douyin and TikTok?

Douyin abides by China’s cybersecurity laws, while TikTok follows international compliance frameworks.

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Gen X Over Gen Z: Who Is The Real Luxury Consumer In China?

September 26, 2025

Luxury brands obsess over Gen Z. They focus on young fandoms and viral trends. But they overlook a more important group. China’s Generation X is reaching its peak earning years. They are a critical consumer for luxury brands.

Gen X: A Closer Look

Gen X includes people born between 1965 and 1980. This group and millennials generate over 60% of China’s total income. Globally, Gen X spending will reach $15.2 trillion this year. That makes them the world’s second-largest consumer market. By 2035, this figure will grow to $23 trillion.

Why Gen X Is The Target

In China, Gen X came of age during the reform and opening-up era. They were among the first to travel abroad. They were the first to see European luxury houses arrive in Tier 1 cities. This shaped their taste for heritage and craftsmanship.

Their purchasing behavior is research-driven. They demand authenticity. They embraced the internet with a transactional mindset. They value convenience and transparency. They are skeptical of hype. This makes them a consumer base that values trust, quality, and reliability. They are less attracted to fast fashion. They are willing to pay a premium for craftsmanship. They value durability and service.

Gen X vs. Gen Z

Gen Z gravitates toward novelty. Gen X invests in established reputations and permanence. Gen Z engages with brands through entertainment. Gen X values convenience, trust, and personal attention.

Gen Z is growing up with many leading Chinese independent labels. Gen X’s first luxury experiences were with European prestige brands. This explains their brand preferences.

What Luxury Brands Should Do?

Do not abandon younger shoppers. Broaden your focus. Here is how you can engage Gen X.

  1. Tell stories about heritage and craftsmanship. This resonates with a generation that first met luxury through European prestige.
  2. Provide service innovation. This includes concierge programs and personalized digital experiences. This speaks to their desire for convenience and trust.
  3. Embrace sustainability as a philosophy, not a marketing message. Embed it in sourcing and production.
  4. Use cultural icons who resonate across generations. For example, Maison Valentino chose pop icon Jolin Tsai, age 44. Salvatore Ferragamo chose Gao Yuanyuan, in her mid-40s. These choices show a move away from Gen Z focused talent.

Being current online does not always equal commercial viability. Gen Z’s purchasing power will grow. But they will not command the same spending power as Gen X in the next decade.

Need a tailored China strategy? We can help you navigate this complex market. Our team specializes in helping brands connect with the right audience. Contact us today for a consultation.

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GEO in China: 5 AI Crawling Logics You Must Know

September 19, 2025

Generative Engine Optimization (GEO) is reshaping digital visibility in China. As AI-driven search engines replace traditional keyword-based ranking, brands need to adapt their strategies. Knowing the unique crawling logic of each major AI platform is essential to ensure your content gets discovered, trusted, and recommended.

Below we outline the five leading AI platforms in China, their crawling preferences, and practical GEO strategies to optimize your content.

1. Baidu Wenxin Yiyan: Authority-Driven Crawling

  • Content Preference: Authoritative, official, standardized knowledge.

  • Key Sources: Baidu Baike, Baijiahao, government websites, top news portals.

  • GEO Strategy:

    • Build and maintain Baidu Baike entries with backlinks to in-depth website articles or whitepapers.

    • Publish analysis on Baijiahao with clear policy- or standard-focused titles.

    • Implement JSON-LD structured data across product and article pages.

    • Emphasize compliance with standards directly in your content.

     

2. ByteDance Doubao: Visual Experience Crawling

  • Content Preference: Short videos, practical tips, lifestyle insights.

  • Key Sources: Douyin, Toutiao, ByteDance KOL ecosystem.

  • GEO Strategy:

    • Always upload SRT subtitle files with natural keyword integration.

    • Optimize video covers with direct problem-solving hooks.

    • Split long reports into short-form video series.

    • Cross-post text articles with video links on Toutiao.

     

3. Tencent Yuanbao: WeChat-Centric Crawling

  • Content Preference: Professional insights and authoritative voices inside WeChat.

  • Key Sources: WeChat Official Accounts, Channels, Mini Programs, Zhihu.

  • GEO Strategy:

    • Use WeChat Open Tags to signal professional and authoritative content.

    • Publish expert-led compliance and industry analysis articles.

    • Reference national standards in Zhihu answers.

    • Collaborate with recognized WeChat experts to build trust.

     

4. DeepSeek: Tech and Data-Driven Crawling

  • Content Preference: Academic research, technical documents, structured data.

  • Key Sources: GitHub, technical forums, academic publications.

  • GEO Strategy:

    • Host product documentation and APIs in Markdown on GitHub.

    • Include clean, referenced code blocks.

    • Share Q&A content on CSDN or Zhihu linking back to your docs.

    • Support claims with DOI or authoritative references.

     

5. Kimi: Long-Form Structured Content Crawling

  • Content Preference: Detailed, structured guides and information-dense documents.

  • Key Sources: Xiaohongshu, Douban, PDFs, Word uploads.

  • GEO Strategy:

    • Create content with clear multi-level headings (H1 > H2 > H3).

    • Turn manuals and evaluations into long-form checklists or guides.

    • Keep content concise but data-driven.

    • Use listicle-style formats for clarity and higher parsing accuracy.

     

Final Thoughts

GEO in China is not a one-size-fits-all strategy. Baidu prioritizes authority. ByteDance rewards visual-first storytelling. Tencent favors its closed ecosystem. DeepSeek looks for technical precision. Kimi values long-form structured analysis.

By tailoring your content to each platform’s crawling logic, you maximize your brand’s discoverability and credibility. GEO is no longer an optional tactic—it is the foundation of winning visibility in the age of AI-driven search.

Want to future-proof your brand’s presence in China? Contact us today to design a GEO strategy tailored to your business.

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China Brand Strategy: How to Win in 2025

September 5, 2025

China brand strategy is changing fast. Legacy branding and global fame are no longer enough. A new report by Alibaba and Peking University’s Consumer Brand Index (CBI) analyzes the behavior of nearly 1 billion Chinese consumers. The data reveals five key shifts that brands must act on to stay relevant in 2025 and beyond.

1. Product Performance Wins Trust

Chinese consumers want evidence.

  • Clinical results now matter more than marketing slogans.

  • SkinCeuticals gained market share by publishing dermatologist-backed content and using real product data.

  • It ranked 82nd in the index without relying on celebrity endorsements.

    Action: Share measurable product outcomes. Use expert voices and transparent testing to build trust.

2. Local Brands Are Catching Up Fast

Local players are using speed and insight to win.

  • In pet care, six of the top seven brands are domestic.

  • Pop Mart grew rapidly by letting consumers shape their own identity through the product experience.

    Action: Shorten your product development cycle. Adapt fast to local needs and behaviors.

3. Niche Beats Mass Appeal

Growth is coming from focus, not scale.

  • Laopu Gold reached the top 20 by focusing on ancient Chinese craftsmanship.

  • The brand operates few stores and avoids mass exposure.

    Action: Pick a niche. Build depth, not breadth. Elevate cultural or functional value instead of scaling wide.

4. International Brands Must Localize

Global reputation helps, but it no longer leads.

  • Apple still performs well, but brands like Huawei and Xiaomi are gaining quickly.

  • Chinese shoppers want quality, but they also expect localized innovation.

    Action: Tailor product features, content, and services for Chinese preferences. Don’t recycle global campaigns.

5. Tier-2 Cities Are Now the Growth Engine

Cities like Zhengzhou, Chongqing, and Hefei are outpacing Tier-1 metros.

  • These consumers expect the same variety and quality but prefer regional marketing and community-driven content.

    Action: Invest in local logistics, region-specific campaigns, and city-level insights.

What You Should Do Now

  • Prove value with measurable results

  • Localize everything: product, pricing, content

  • Focus on narrow markets with clear needs

  • Prioritize Tier-2 cities with tailored outreach

  • Treat China as a core market for innovation

China brand strategy in 2025 requires agility, insight, and local relevance. Need support adapting your brand for China’s new reality? Contact us to get started.

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Why RedNote Delivers High ROI for Foreign Brands in China

August 29, 2025

Introduction

In China’s fast-evolving digital landscape, authenticity has become the most valuable currency for brands. Among all platforms, RedNote (RED) has emerged as a leader in driving meaningful consumer engagement and high ROI for foreign brands.

Why RedNote Matters for Foreign Brands

With over 300 million monthly active users and 600 million daily searches, RedNote has transformed from a lifestyle diary into one of China’s most influential social commerce platforms. While Douyin and WeChat dominate brand marketing plans, RedNote’s conversion-driven ecosystem quietly delivers superior returns.

Impressive ROI and Cost Efficiency

  • Lower CPM: At ¥10–30 ($1.40–4.20), RedNote’s cost per thousand impressions is just 10–20% of Douyin’s.
  • Higher Conversion Rates: Average conversion sits at 21.4%, compared to 6–8% on rival platforms.
  • Longer Content Lifecycle: Content stays relevant for 3–6 months, versus Douyin’s 1–3 days.
  • Affordable KOL Partnerships: Collaborations cost 30–50% less than similar-scale partnerships elsewhere.

Brands that stay consistent often see ROI triple or quadruple within three months.

The Right Audience for Foreign Brands

RedNote’s users align perfectly with foreign brand target demographics:

  • 39.7% high-value consumers—the highest among China’s social platforms
  • Average household income: ¥300K+ ($42K)
  • 85% aged 18–35 and 70% female
  • Over 50% live in Tier 1–2 cities
  • 70% of users search products daily
  • 90% say RedNote content directly influences purchases

Winning on RedNote: Strategies That Work

To succeed, brands must prioritize authenticity and local relevance:

  1. Educational Content: Explain product benefits clearly to build trust
  2. Lifestyle Integration: Blend your products seamlessly into real-life scenarios
  3. KOC & Micro-Influencers: Drive organic engagement with relatable voices
  4. Localized Marketing: Go beyond translation; adapt messaging to cultural context

Budgeting Smartly for RedNote Success

Successful brands follow this proven allocation framework:

  • 40%: Content creation
  • 30%: KOL & KOC partnerships
  • 30%: Paid amplification

Tip: RedNote rewards consistent engagement, so focus on community building, not one-off campaigns.

Final Thoughts

For foreign brands aiming to reach China’s affluent, digitally-savvy consumers, RedNote delivers better ROI, stronger trust, and deeper engagement than many competitors. However, success requires long-term planning, localized strategies, and authentic storytelling.

Ready to Succeed on RedNote?

Want to unlock RedNote’s potential for your brand? Our team specializes in end-to-end RedNote strategies—from content creation and KOL partnerships to paid amplification and community building. Contact us today to craft a campaign that converts.

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The Rise of Soft-Selling Livestreams on RedNote

August 15, 2025

Introduction

In China’s fast-paced livestream commerce world, the days of loud, hard-sell broadcasts may be numbered. A new wave of soft-selling livestreams is emerging on RedNote, led by Gen Z and Post-00s creators who are reshaping how products are showcased. Instead of shouting “buy now” slogans, these influencers focus on authenticity, transparency, and real conversations with their audience — and it’s paying off.

What Is Soft-Selling in Livestreaming?

Soft-selling livestreaming replaces high-pressure tactics with honest product discussions, personal insights, and two-way engagement. Influencers highlight both pros and cons, share personal experiences, and often discourage impulse buying — which paradoxically increases audience trust and drives sales.

A standout example is Lydiaaa, a former Peking University scholar, whose livestreams combine product demonstrations with scientific testing and candid reviews. In one 13-hour session, she told viewers not to rush into purchases, repeating the caution dozens of times. The result? Over ¥22 million ($3 million) in sales.

Why It Works on RedNote

RedNote’s algorithm favors content that drives genuine engagement and builds trust. Unlike platforms where aggressive discounting is the main driver, RedNote surfaces high-quality, storytelling-driven content to new audiences through its recommendation engine.

Key factors behind the trend’s success:

  • Trust as Currency: Transparency earns long-term loyalty.

  • Content Over Followers: High-quality storytelling reaches beyond existing followers.

  • Cultural Relevance: Gen Z streamers understand the language, humor, and aesthetic that resonate with their peers.

Impact on Brands

For brands targeting younger Chinese consumers, soft-selling livestreams on RedNote offer both a sales channel and a brand-building opportunity:

  • Lower Entry Barriers: Many soft-selling hosts charge less than mega-streamers.

  • New Audience Reach: Up to 70% of buyers may be first-time viewers.

  • Brand Affinity: The format builds an emotional connection that lasts beyond a single purchase.

How Brands Can Leverage Soft-Selling Livestreams

  1. Partner with the Right Hosts – Look for influencers with engaged communities, even if follower counts are modest.

  2. Allow Creative Freedom – Avoid over-scripted talking points; authenticity is key.

  3. Integrate Storytelling – Tie your product into relatable, everyday scenarios.

  4. Think Long-Term – Consistency matters more than a one-off sales push.

The Takeaway

Soft-selling livestreaming on RedNote isn’t just a passing fad — it’s a sign of where China’s e-commerce is headed. In an era when consumer trust is harder to earn, the brands that embrace authenticity and human-centered storytelling will have the edge.

Want to explore how soft-selling livestreams on RedNote can work for your brand? Our team specializes in creating authentic, high-impact campaigns that resonate with Chinese consumers and drive long-term results. Contact us today to discuss your goals and discover how we can help your brand build trust, engage audiences, and boost sales in China.

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China’s Social Media Algorithm Updates: How Brands Can Stay Ahead

August 11, 2025

In China’s fast-evolving digital landscape, keeping up with platform algorithm changes is critical for brands to maintain visibility, engagement, and conversions.

This year, Douyin, Xiaohongshu (RED/RedNote), and WeChat Channels have rolled out significant updates to their content recommendation mechanisms — each influencing how posts are discovered, ranked, and amplified.

Whether you’re in lifestyle, tech, F&B, or B2B, understanding these shifts can help you optimize content for maximum reach and ROI.

Douyin: Prioritizing Long-Term Value Over Quick Wins

Historically, Douyin rewarded short, catchy videos with high completion rates. In 2025, the platform’s focus has shifted toward mid- to long-form videos that serve deep, long-tail, and diverse user needs.

Key Changes in Douyin’s Algorithm:

  • Behavior Probability Scoring: The algorithm predicts the likelihood of user actions (likes, comments, shares, follows, saves) based on past behavior.

  • Content Value Weighting: Videos with depth, evergreen relevance, and broader topical connections are ranked higher.

  • Lower Weight on Completion Rate: Unlike before, a slightly lower finish rate won’t penalize longer videos if they deliver value.

Brand Takeaways:

  • Create evergreen, reference-worthy videos such as tutorials, guides, or expert explainers.

  • Use intro slides or text cues to highlight content value early and prompt saves.

  • Expand beyond narrow niches to satisfy latent user interests.

Xiaohongshu: Matching Precision + High Interaction = Growth

Xiaohongshu’s recommendation engine still relies heavily on content-label matching, but recent updates place greater weight on content quality, originality, and interaction metrics.

Key Changes in Xiaohongshu’s Algorithm:

  • Higher Standards for Originality: Notes with over 600 words, originality declarations, and minimal duplication receive extra traffic boosts.

  • Faster Tag Matching: Enhanced indexing speeds mean content is matched to audiences more quickly — making accuracy in topics and tags essential.

  • CES Scoring Priorities Updated: Comments, shares, and follows now carry more weight than likes and saves.

Brand Takeaways:

  • Align title, topic, and content precisely to improve tag relevance.

  • Use specific, niche keywords instead of broad terms to dominate smaller search pools.

  • Drive meaningful comments through questions, discussion hooks, and community engagement.

WeChat Channels: Social Connections Drive Visibility

WeChat Channels’ traffic sources are more socially driven compared to Douyin or Xiaohongshu. In 2025, the platform has increased the weight of “likes” (♡) — especially those coming from friends.

Key Changes in WeChat Channels’ Algorithm:

  • Private Domain to Public Domain Flow: Content that gains initial traction in private networks (Groups, Official Account followers, Moments) can quickly spread to public recommendations.

  • Friends’ Like Tab Boost: The “Friends ♡” tab on the homepage prominently showcases videos liked by multiple friends, increasing organic reach.

  • Integrated Recommendation Paths: Social engagement triggers inclusion in both friend-based and interest-based feeds.

Brand Takeaways:

  • Leverage private domain audiences for a strong cold start — but share selectively to relevant groups for precision targeting.

  • Incorporate socially shareable elements such as emotional storytelling, practical value, or identity-driven messages.

  • Add summary slides, checklists, or infographics to boost screenshots, shares, and likes.

How to Apply These Updates to Your 2025 Campaigns

To win in China’s competitive digital space this year:

  1. Douyin → Focus on depth, evergreen value, and multi-topic expansion.

  2. Xiaohongshu → Double down on originality, precision tagging, and comment-driven interaction.

  3. WeChat Channels → Build social momentum via private domain activation and shareable assets.

Need help optimizing for these algorithms?

Our team specializes in China social media strategy, content localization, and cross-platform growth campaigns.

📩 Contact us to turn these algorithm shifts into your competitive advantage.

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From SEO to GEO: Why Brands Are Optimizing for AI

August 1, 2025

As artificial intelligence tools become part of daily digital life, one clear trend is emerging in China’s digital marketing landscape: the shift from SEO (search engine optimization) to GEO (generative engine optimization).

This pivot comes as AI chatbots increasingly influence how users discover brands, products, and services. Instead of searching on Baidu or Google, users now ask AI tools directly—and AI recommendations are shaping consumer decisions in real time.

What is GEO?

GEO, or generative engine optimization, refers to the practice of crafting digital content that is more likely to be selected and quoted by AI chatbots in their responses. Rather than simply optimizing for keywords and backlinks, GEO content is structured for AI understanding, credibility, and context.

This means:

  • Including data-backed insights

  • Referencing real-world use cases

  • Clearly explaining product categories or market positioning

  • Publishing on trusted third-party platforms, not just official brand channels

Why This Matters for Brand Visibility

When AI assistants make product or service recommendations, they are perceived as neutral and authoritative. If a chatbot suggests a brand, it’s often taken as a soft endorsement—especially if the user screenshots the result and shares it on social media platforms like Xiaohongshu.

With AI-powered discovery gaining traction, brands not showing up in these responses risk losing organic visibility to more AI-optimized competitors.

AI Changes the Content Game

In the traditional model, content was created for people and optimized for search engine crawlers. Today, it’s increasingly about content for AI first—ensuring that generative models can interpret and trust the material.

Unlike search engines that often highlight official brand sites, AI bots pull from a wider mix of sources, including:

  • Blogs

  • Wikis or knowledge bases

  • Mapping and directory services

  • Social content or review-based platforms

What Makes Content AI-Friendly?

Marketers are beginning to adapt to this shift. GEO-friendly content usually follows a few best practices:

  • Informative and structured: Avoid fluffy marketing language; instead, offer factual descriptions and practical value.

  • Published externally: Content hosted on third-party platforms is more likely to be cited.

  • Localized for Chinese AI platforms: Content in Simplified Chinese, hosted in China, or on locally recognized domains has greater traction.

  • Rich in context: Clarify the industry, use case, and value proposition in detail.

Why Brands Are Making the Switch

Traffic from traditional search engines is steadily declining. Platforms like Douyin, Xiaohongshu, and WeChat Channels have captured consumer attention, and now AI chat tools are taking it a step further, acting as personalized content curators.

Some companies are even rethinking their entire marketing stack after seeing competitors showcased in AI responses. This has prompted a new wave of investment into content strategies focused on AI discoverability rather than keyword density alone.

SEO Isn’t Dead—But It’s Not Enough

To be clear, search engines still play a role. For example, half of one major Chinese search engine’s quarterly revenue still comes from online marketing. But user behavior is shifting fast, and marketing teams are seeing up to five times more demand for GEO services than SEO in certain sectors.

Forward-thinking brands are already working on:

  • Updating blog formats to include structured takeaways

  • Creating educational resources that feel “AI quotable”

  • Publishing to content hubs beyond their own sites

Final Thoughts

As AI becomes a trusted advisor in consumer decision-making, brands must move beyond old SEO rules and think AI-first.

GEO isn’t just a buzzword—it’s a new way of ensuring your brand gets discovered, cited, and trusted in the age of generative AI.

Need Help with GEO in China?
Our team can help you transform your content strategy for the AI era—across blogs, product pages, and third-party platforms. Contact us to get started.

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Baidu vs Google: 8 Key SEO Differences You Must Know

July 18, 2025

When it comes to search engine optimization, most global marketers are well-versed in Google’s algorithm and best practices. But if you’re targeting the Chinese market, Baidu—the country’s leading search engine—requires a different approach altogether.

In this article, we break down 8 critical differences between Baidu and Google SEO to help you build a localized strategy that actually works.

1. Algorithm Structure: Keywords Still Matter on Baidu

While Google has moved away from meta keyword tags and flat structures, Baidu still uses them as ranking signals. Flat website architecture, accurate meta tags, and keyword density remain important for Baidu rankings. Brands entering China should revisit some “old-school” SEO tactics to align with local requirements.

2. ICP License: A Must for Serious Rankings

An ICP (Internet Content Provider) license is a major trust and compliance signal for Baidu. It’s issued by the Chinese government and is required for hosting a website in Mainland China. Without it, your visibility will be limited—even if your content is well-optimized. Most foreign brands work through a local partner to obtain this license or opt for a .cn domain hosted via a Chinese CDN.

3. Ad Platform Limitations: More Friction Than Google

Launching Baidu ads comes with more barriers than Google Ads. You’ll need to provide additional documentation, undergo account verification, and adapt to fewer ad format options. Campaign approval also tends to take longer. If you plan to invest in SEM, budget extra time for setup and approvals.

4. Different Payment Models: Upfront vs. Post-Billing

Unlike Google, which allows post-campaign billing and flexible budgets, Baidu operates on a prepaid model. Brands must pay an initial deposit and verification fee to activate their ad account. There’s also a minimum threshold for ad spend. If you’re entering the market for the first time, plan for this upfront investment.

5. Chinese Content is King

Baidu strongly favors Simplified Chinese content. Sites written in other languages—even Traditional Chinese—will rank lower. In addition to language, local hosting or Chinese CDN support improves page speed and indexing. Simply put: the more localized your content and infrastructure, the better your results.

6. Social SEO: Zhihu, Douban & Tieba Matter

Unlike Google, Baidu’s ecosystem incorporates results from Chinese forums and social platforms. Activity and keyword-rich discussions on Zhihu, Douban, and Baidu Tieba directly influence rankings. This means a hybrid content strategy—blending on-site SEO and off-site social content—is critical for success.

7. Mobile Optimization: Non-Negotiable

With over 65% of users accessing Baidu via mobile, speed and responsiveness are essential. Baidu prefers fast-loading AMP-like mobile pages and rewards sites that are optimized for China’s top mobile devices and browsers. Don’t expect your desktop-optimized Western site to perform well in this environment.

8. Local Backlinks Carry More Weight

Backlinks still play a big role in Baidu SEO—but with a twist. Baidu gives higher weight to inbound links from Chinese domains and strongly favors exact-match anchor text. Building a local backlink network via media outreach, directory submissions, and Chinese forums can significantly boost your search visibility.

Final Thoughts

A high-performing SEO strategy in China isn’t a simple translation of your Google playbook. It requires localization, compliance, and a firm grasp of Baidu’s ranking factors. By understanding and adapting to these key differences, your brand can gain meaningful visibility and connect with Chinese consumers in a truly relevant way.

Need Help Navigating Baidu SEO? Our team specializes in building effective search and content strategies for the China market. Get in touch to explore how we can support your next campaign.

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