Right now, the internet is in turmoil: everything is happening all at once. From the TikTok Ban to people moving to Red Note to all the changes to Meta’s platforms, social media is transforming yet again.
And we are here for it.
The TikTok Ban
Well, two weeks ago, we wrote an article about the ban that is probably very outdated by now. We went from not losing access to the platform straight away to TikTok saying, “Nah! We will go dark if nobody does anything,” to that eerie message about the current administration being “the savior of the platform” in less than two weeks. It was a crazy ride, and while we are thankful that the platform is still up, we should understand that this marks a precedent and will potentially change how the platform works.
TikTok is still restoring service, and the app is still unavailable in the US App Store or Google Store—at least not by the time we wrote this note. The app’s performance has been affected to a degree (we are seeing more glitches and connectivity issues).
Of course, the fact that the app is back does not mean it is out of the woods yet—the current administration has only given it an extension. TikTok has 75 Days to “reach an agreement,” meaning they still need to sell to avoid the ban.
The future of TikTok is still uncertain.
Xiaohongshu—REDnote
Amid the TikTok polemic, as the uncertainty of what will happen next inclined more and more towards a ban, many users migrated to Xiaohongshu (Little Red Book, as per the exact translation, REDnote, as everyone knows it).
REDnote is a platform that shares similarities with TikTok, but it is certainly not a replacement for the app. The platform was created more as a response to Instagram. Among the differences between TikTok and REDnote, we have:
- Content Focus: REDnote leans heavily into lifestyle content, including fashion, travel, food, and personal recommendations. It’s more about curated aesthetics than viral trends.
- Community Dynamics: REDnote emphasizes community, with users often creating and sharing detailed reviews, tips, and guides. The tone feels more intimate and genuine, resembling early Instagram but with a modern twist.
- Shopping Integration: REDnote is a hybrid of social media and e-commerce. Users can directly shop for items featured in posts, making it a favorite among brands looking to merge content marketing with direct sales.
- Algorithm Differences: While TikTok’s algorithm is known for pushing content virality, REDnote prioritizes relevance and user preferences, creating a less “hyped” but more tailored experience.
- Censorship Policies: REDnote has stricter content moderation and censorship practices than TikTok. Content deemed politically sensitive or controversial may be removed more quickly, reflecting the platform’s roots and efforts to maintain a “safe” user environment. This is both a strength and a limitation, depending on user expectations.
The surge in interest in REDnote highlights a broader trend: users are diversifying their social media presence in response to platform uncertainty—and some even think it was a way to protest the decision as literally people went from a “Chinese App” to an even more Chinese App.
Whether or not REDnote becomes a mainstream competitor to TikTok remains to be seen. Right now, it is not only too early to tell, but the platform might need to adapt to the new user base and their needs. It looks like a promising option for content creators. Still, brands must be more cautious about how they approach it, given that the platform’s focus is NOT advertising.
Meta’s Transformation
Okay, we do not like conspiracy theories here. Let’s not discuss how people online think Meta has bought TikTok based on the new option to add your TikTok profile to your Facebook or the brand new Facebook Profile on TikTok.
Instead, let’s focus on the real changes in Meta’s platforms. A lot has happened:
- We are waving bye-bye to Fact-Checkers and welcoming “Community Notes.”
- More political content and discourse will now be seen on Meta’s platforms.
- There have been policy changes around the LGBTQ+ community, including updates to the hateful conduct policy and the removal of the LGBTQ+ Messenger themes.
- They ended their DEI team.
- Meta’s trust, safety, and content moderation teams would move from California to Texas.
- Changes to Instagram’s and Facebook’s Algorithm
- Changes to the Instagram Grid
- The integration of more AI-driven features
Are we missing anything? We will not go in deep on some of those as they are pretty controversial changes, but you can check this NBC News article for more details.
What This Means for Your Business
Every time something changes online, it is both a challenge and an opportunity. Adapting to the changes and devising solutions is how you, your online presence, and your business survive. This includes
- Algorithm Changes
- Content Guidelines
- Upcoming Laws and Regulations
Diversifying is key now more than ever: don’t put all your eggs in one basket. Explore new platforms, stick to the ones that align with your brand’s goals, and pay attention to what’s working now so you can adjust your content strategy accordingly.
And don’t forget to show your brand’s human side—building connections with your audience is how you guarantee that no matter which platform you use, your audience will follow you. Focus on your community, engagement, and building meaningful connections. The future of social media might be uncertain, but one thing is clear: it’s still where connections happen and brands thrive.