Marcus Robinson, a 29-year-old fashion designer, created a Red Note account to share his thrifting adventures and promote his clothing company, P-13. He previously had accrued 21,000 followers on TikTok, and estimates that 40% of his brand’s sales came from that app. “I thought I was going to keep building and make a living ultimately,” he says.

With a TikTok U.S. ban looming, American users are downloading an alternative: Chinese-owned social app Xiaohongshu, aka "Red Note."

TikTok's 170 million US-based users are preemptively looking for somewhere else to go, and RedNote seems to be the platform of choice.