A marketing campaign brief obtained by WIRED reveals how the Chinese app is trying to capitalize on its sudden international popularity.

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.

  • fuzzywombat@lemmy.worldEnglish
    41·
    9 hours ago

    I think a mini game could be had here. Create an account and post something that’s not overly ban worthy offense like mentioning Tiananmen Square or posting a picture of Winnie-the-Pooh but something subtle and see where the boundaries are. I bet there are lots of invisible lines where ban can be tripped. It could be it’s own community.