As the potential TikTok ban in the US looms, many creators are looking for a new home. While YouTube Shorts and Instagram Reels are often cited as alternatives, a growing number of "TikTok refugees" are flocking to a platform called Xiaohongshu, also known as RedNote. But can you actually make a living on this app? And how does it compare to the monetization landscape we're used to in the US? Let's dive in.
What is RedNote?
RedNote App (rednoteapp.co) isn't exactly a TikTok clone. As TikTok creator Ryan (@rysenseii) noted, it's more of a "Pinterest plus Instagram" hybrid, with a focus on visual content and recommendations. Think lifestyle, fashion, beauty, and travel inspiration, often presented through images and short videos. While it does have a short-form video feed similar to TikTok, the overall user experience is different.
The Buzz: RedNote's Popularity
RedNote is massive in China, boasting around 300 million monthly active users and over 140,000 brands on the platform, according to Vogue Business. It's considered a leading platform for influencer campaigns in China, with 59% of brands seeing the biggest impact on brand-building on RedNote. This also makes it a highly favoured platform among chinese influencers as well, with nearly 67% of them naming it their main social media site.
Can You Directly Make Money on RedNote? (The Big Question)
Here's where things get tricky for US-based creators. Unlike TikTok, which has its Creator Fund, RedNote does not currently offer direct, built-in monetization for creators based on views or followers. As Ryan's partner explained, "No matter how many views or followers you have, you don't get paid [directly by the app]".
However, that's not the whole story. While RedNote itself might not pay you, that doesn't mean there isn't money to be made.
How Creators Can Make Money on RedNote:
1. Brand Partnerships and Sponsorships: This seems to be the main way creators are currently monetizing on RedNote. With 140,000+ brands on the platform and RedNote recognized as the leading platform for influencer campaigns in China, the opportunity for paid partnerships is significant. If you can build a loyal and engaged following, brands may reach out to you for sponsored posts or collaborations. This model, similar to how many creators monetize on Instagram, is heavily reliant on your engagement and quality of content.
2. Connecting Resources - "Agency" Like Model: Another possible route is to leverage your connections as an influencer, acting as a bridge between the brands and other creators. This would involve networking and being a point of contact for campaigns or promotions. By connecting brands to creators, some individuals are able to collect a middleman fee or some sort of spread on deals. This is akin to how some talent or digital marketing agencies operate.
3. E-commerce: RedNote is increasingly integrating e-commerce features, allowing creators to link directly to products within their posts. This allows influencers to directly monetize by being involved in the sales process. This includes self-operated businesses and also "dropship" style arrangements where inventory is not held.
4. Driving Traffic to Private Channels: Similar to how influencers drive fans towards other social media channels, RedNote can be used to pull fans to other platforms for more in-depth interaction or sales. This works well for virtual goods, high-end services, and niche or specific products.
5. Account Sales: The market for social media accounts is booming in China, and RedNote is no exception. By creating and cultivating accounts to a certain level of engagement and followers, creators can resell them to other people looking for an instant base to build off of.
6. Knowledge and Training: As creators become seen as experts in specific areas, there can be income opportunity in sharing this experience. This could be through courses, online training or coaching in topics like content creation, operations, and persona building.
US vs. China: The Monetization Landscape
The lack of direct platform monetization on RedNote is a significant departure from TikTok’s Creator Fund in the US. This also reflects a more established model of influencer monetization in China, which is heavily reliant on brand partnerships and e-commerce. While US creators are used to the idea of being paid directly by platforms based on views, the emphasis on brand collaborations on RedNote means that US creators will need to:
- Focus on building a highly engaged audience: This is crucial for attracting brand collaborations.
- Prioritize high-quality content: This is necessary to build credibility and attract high paying deals.
- Be proactive in reaching out to brands: With less dependence on the algorithm and built-in payments, the work will be on the creator to chase down leads and opportunities.
- Be patient. It takes time and work to build an engaged audience.
Conclusion
While RedNote might not be a direct replacement for TikTok in terms of monetization in the US, it does offer opportunities for creators who are willing to adapt to a different model. The focus on brand partnerships and e-commerce means that you need to think like a business owner and focus on the quality of your work and the relationships you build. So, while you can't necessarily rely on the app itself to pay you for your content, you can definitely make money on RedNote if you're creative, strategic, and willing to put in the work.
Good luck to the TikTok refugees!
