How we are thinking beyond TikTok
What to know about testing new platforms (and not putting all your eggs in one basket)
quick summary ⚡️
Level setting on moving to new platforms like RedNote
Cultural Gems: Why we love gossip, Tarte’s controversial influencer trip and more
Tips for strategically posting to social platforms
has TikTok’s replacement been chosen?
by , digital strategist
It’s official: TikTok’s looming January 19 ban has everyone spiraling. But instead of panicking, users are pivoting, and RedNote (aka Xiaohongshu) is their first stop. This Chinese app, blending lifestyle vibes with social shopping, just hit #1 on the US App Store with more than half a million downloads. Everyone is talking about it—from creators figuring out how to survive the shift to Duolingo trolling us about needing to learn Mandarin.
Meanwhile, the broader social media landscape is looking a little messy: Meta’s ditching fact-checkers, X is making block buttons irrelevant, and everyone’s scattering to Bluesky, Lemon8, and Mastodon to see what sticks.
RedNote isn’t just another TikTok clone, though, it’s the app everyone’s flocking to because it feels different. Users are craving what they had with TikTok: a place where they felt a sense of control over their feeds (ironic, considering RedNote’s Chinese roots and its reputation for heavy censorship). Still, no one wants to be the last one to the party. Its rapid rise underscores the collective fear of being left behind in the next big shift.
What This Means for Brands and Creators
Look, you don’t have to be everywhere to make an impact. The trick is focusing your energy on the platforms that matter most for your goals and audience. If you want to explore RedNote or any of the other new apps, here’s how to stay sane in the process:
Embrace the pivot: RedNote’s rise shows that younger audiences are eager to explore platforms that feel fresh. Regularly auditing your social platform performance will help you identify what’s working and where to prioritize.
Catch up on platform-specific user habits: Don’t be the person who jumps on without knowing the basics. For RedNote, a key cultural moment lies in its social shopping features and collaborative, lifestyle-driven content. It’s like TikTok meets Pinterest with a layer of curation that rewards exploration.
Newbie tip: Explore and understand RedNote’s comment culture—it’s all about thoughtful, conversation-driven exchanges, unlike TikTok’s quick-hit punchlines. On both platforms, comments are where real community-building happens, but on RedNote, they’re a deeper part of the experience.
Lead with purpose: Authenticity looks different on every platform. On RedNote, it’s less about high production and more about being useful and relatable. Whether it’s product reviews, how-tos, or lifestyle inspiration, prioritize content that aligns with your voice and mission.
Diversify your digital presence: Betting everything on one platform is a risky move in today’s landscape. Take note of how brands like Glossier and Gucci are exploring multiple online and in-person spaces simultaneously, including RedNote, while maintaining cohesive messaging. Your goal? Build connections across communities while staying adaptable to new opportunities.
Start small, but stay strategic: If you’re just diving into RedNote, start by observing trends and experimenting with content that feels authentic. You don’t need to be on every platform or master it all on day one, but showing up on the right platform (for YOU) matters.
What’s the TL;DR?
RedNote might be having its moment, but this is just the beginning of a broader shift. Brands and creators need to diversify their platforms and develop audiences in different spaces (preferably owned spaces). The platforms that thrive in 2025 will be the ones that give users the tools to connect, create, and, most importantly, feel at home.
RedNote looks to already be adapting to the rush of new users with a culture shift happening on the Mandarin app.
ICYMI: level up your social strategy
Success isn’t about the platform, it’s about meeting your audience where they are. That’s why we’ve created expert guides for LinkedIn and Instagram to help you navigate these spaces like a pro. Learn how to build community, craft impactful content, and stay ahead of the curve with actionable tips and strategies designed for today’s top platforms.
New guides are dropping regularly, so don’t miss out—subscribe and upgrade to paid for exclusive access!
💎cultural gems💎
The cultural moments and news that caught our attention this week:
A ‘TARTE ON FIRE’ THEME NIGHT? REALLY?, the cut
“Aside from the obvious poor timing of an island-resort trip during the most destructive wildfires in Los Angeles’s history, an influencer in attendance shared a TikTok where she stated that one of the dinner theme nights was ‘Tarte on Fire.’”
SOON TO BE OUT OF A JOB, META’S FACT-CHECKERS BATTLE A BLAZE OF WILDFIRE CONSPIRACY THEORIES, cnn
“Cutting fact checkers from social platforms is like disbanding your fire department.”
WHAT HAPPENED WHEN AN EXTREMELY OFFLINE PERSON TRIED TIKTOK, the new yorker
“The velocity of the clips and the rawness of their emotion is breathtaking. I immediately feel old, like a grandparent encountering a smartphone for the first time.”
WHY GOSSIP IS JUST SO IRRESISTIBLE, vox
“Gossip is at once a bonding agent, a stage for fantasy and storytelling, a crowdsourced oral history, a book of little secrets.”
strategy tips
Let’s be honest, it’s hard work! [Even though a lot of people - influencers - make it look easy.]
It takes major time and consistency, it requires strategy, and most importantly - BALANCE - so that you don’t go crazy
read more on how to strike that balance of input and output before you grind yourself into the ground here
resources to help those impacted by the fires in California
GoFundMe’s California Wildfires Hub lists verified fundraisers for people affected by the recent wildfires in Los Angeles County.
If you didn’t know, GoFundMe has a feature to create a custom link in bio for campaigns. Check out Melissa’s here.
Journalist Rachel Davies is compiling GoFundMe campaigns who have raised less than 30% of their goals on her Substack, Personal Space. Similarly, 5PM LUCKY has curated a list of campaigns who are less than 20% to their goal.
AFROPUNK has created a directory featuring the GoFundMe campaigns of Black individuals and families who have been displaced.
The Latinx Therapists Network has a similar directory cataloging the campaigns of Latino families affected by the fires.
Charity Navigator is tracking the charities who are responding to the LA fires. Through their tracker, you can see the percentage of the funds that are going to the survivors.
NAMI has curated a list of trauma resources for Los Angeles-Area communities affected by the fires.
Wooby and Fotty, a musical puppet show on YouTube and MTD client, are sending blankies to children who lost theirs in the wildfires to provide them a bit of comfort.
we’re keeping the list updated here
Great read. Following on from the TikTok topic, I found the comments posted under this Thread from Poppi really interesting to get a check on the brand vs consumer pulse: https://www.threads.net/@drinkpoppi/post/DE2p90Fvims
Especially when it comes to the platforms for 2025 if TikTok bites the dust in the US – while RedNote is fun right now, it might be more likely that a more 'legacy' platform like Instagram sees a resurgence.
Watching this space!!
I think YouTube Shorts is gonna surprise swoop in and pick up where TikTok left off