RedNote Short Video (小红书短视频) : China's lifestyle community where photo notes, short clips and in-app shopping meet.

RedNote launched in 2013 as a daily-life sharing community and now exceeds 300 million monthly active users, mostly women aged 18 to 35.

Members post photo-text notes and short clips on fashion, travel, food and beauty, buying items via in-app storefronts and livestreamed product reviews.

Often called an Instagram, Pinterest and TikTok mix with shopping built in, it hit the top of the US App Store during a January 2025 TikTok scare; most content is still in Chinese.

How does RedNote video differ from Douyin?

RedNote short video is product-discovery-oriented rather than entertainment-oriented. Videos are often reviews, tutorials, or "haul" content showing purchases. The content is more informational and purchase-intent-driven compared to Douyin's pure entertainment focus.