Technology

Anti-paywall link: https://archive.is/Ngi8v

As TikTok’s future hangs in the balance, Xiaohonghshu, better known as RedNote in English, is trying to capitalize on its newfound popularity by partnering with US influencers who can help promote the company and bring more Americans onto its platform. The Chinese lifestyle and travel app, which has over 300 million mostly monthly active users, surged to the top of US app store charts last week as the TikTok ban approached.

In a campaign brief obtained by WIRED, Solare Global, a New York City-based marketing agency, pitched creators on making sponsored posts for RedNote, featuring videos of themselves telling their followers about the Chinese app’s sudden rise in the US. The brief asked creators to describe “how fun and engaging the app is” and “emphasize its user-friendly design and international appeal.” It also instructed them to share their own RedNote accounts and encourage their followers to join them on the platform.