RedNote: Should Nigerians sit this app out?

With TikTok now banned in the US, Nigerians are watching as RedNote—a new Chinese app—tries to capture their attention. Should Nigerians sit this platform out?

On Sunday, January 19, 2025, TikTok is ceasing operations in the United States after a prolonged standoff with US regulators. The ban followed concerns about data privacy and fears that the Chinese government could access sensitive user data, creating a national security risk. 

With TikTok no longer available, many US users are looking for alternatives. One app getting attention is Xiaohongshu (Little Red Book) popularly known as RedNote.

RedNote started in 2013 as a platform for sharing shopping tips but has grown into a popular social media app. It has more than 300 million active users, mostly in China, and has seen a rise in downloads in the US as people search for a new platform after TikTok’s removal.

What RedNote app means for Nigerians

To understand the potential impact on Nigerian creators and the emergence of alternative platforms like RedNote, we spoke with Success Esekheigbe, a social media analyst.

“From my perspective, a lot of these concerns stem from TikTok’s Chinese ownership and the fear that the Chinese government could access user data, which could pose risks to U.S. security,” Esekheigbe says. 

“To me, it almost feels like a bit of a power play, especially considering China’s own restrictions on Meta apps due to similar data privacy issues. It’s hard not to see this as a reciprocal response to that.”

She also explains that TikTok might not be the only app facing scrutiny. “I also think it’s worth considering that other apps like Temu and CapCut might face similar scrutiny. With concerns over potential data collection by the Chinese government, these apps could become targets for future bans too.”

While the RedNotes app may attract some initial curiosity, Esekheigbe believes it is unlikely to gain significant traction and be a potential disruptor. 

“I don’t think the potential TikTok ban in the US will significantly impact RedNote in Nigeria. While the app might get some initial buzz, I believe its reception will be limited. It could follow a similar path to Meta’s Threads, which saw a drop in active users shortly after its launch,” she explains.  

Esekheigbe speaks about the entrenched preferences of Nigerian social media users: “The average Nigerian social media user tends to stick with familiar platforms, often juggling between Meta apps, YouTube, Twitter, and TikTok, with WhatsApp, Facebook, and YouTube leading the way. The Know, Like, and Trust (KLT) factor is crucial here. Nigerians prefer apps they’re comfortable with, and many would question, ‘How many apps do I really need?’” 

Language barriers also pose a significant challenge. “RedNote’s terms and conditions, written in Chinese, have sparked jokes comparing signing up to unknowingly entering ‘Squid Games.’ This language barrier could deter many Nigerian users,” Esekheigbe adds.

While Nigerian creators would want to consider switching to other platforms, she explains that some incentives that could target the Nigerian market. 

“One significant advantage could be better payment systems and faster monetization, allowing creators to earn consistently and quickly from their content. This is crucial for creators who rely on these platforms for income, particularly since Nigerian creators on TikTok do not have access to the TikTok Rewards Program.”

“RedNote,” Esekheigbe adds, “could focus on fostering collaborations and partnerships that give creators more visibility and international experiences.”

She says that, “for instance, in November, Nigerian creators like Hilda Bassey, Iremide Makinde, and Pelumi Olawuni participated in a sponsored trip to the UK for the European premiere of ‘Wicked’ the movie, organized by Universal Studios and TikTok. RedNote could offer similar or even better opportunities, ensuring that creators have the chance to engage in high-profile events and collaborations that can significantly boost their careers.”

However, she believes that RedNote might struggle to sustain long-term engagement. “As I said earlier, there’s a high probability that RedNote will only be used in the short term because it faces the same regulatory issues as TikTok. Many Americans joined the app primarily to spite their government, which suggests that long-term engagement might not be sustainable,” she says.  

TikTok’s U.S. ban could push the platform to focus more on markets like Nigeria, where it already enjoys significant popularity.

Nigeria has a significant TikTok user base, ranking 17th globally in the number of users. As of early 2024, TikTok had approximately 23.84 million users aged 18 and above in Nigeria, with TikTok ads reaching 20.8% of the adult population and 23.1% of the local internet user base, according to DataReportal

Additionally, broader internet penetration across Nigeria has steadily increased, with a total of 134,787,935 active internet subscriptions in Nigeria and 42.24% broadband penetration in October 2024,  according to Nigeria’s telecom regulator.

“TikTok’s potential absence from the U.S. market will strengthen its presence and dominance in Nigeria and other African countries, if their next focus is Africa. With a thriving community of content creators and a young, tech-savvy population that has already embraced TikTok’s format, Africa—particularly Nigeria—offers fertile ground for growth.”

She adds: “They could solidify TikTok’s dominance by enhancing the platform features and improving the monetization opportunities tailored to the region. Making the TikTok Creator Rewards program accessible to Nigerians could be a significant step forward.”

While RedNote offers some intriguing possibilities, it faces significant hurdles in Nigeria. From trust and language barriers to stiff competition from established platforms, its success is far from guaranteed.  

As Esekheigbe sums it up, “Nigerians might be hesitant to adopt RedNotes unless there’s a compelling success story—like someone getting monetised quickly or achieving significant business success. 

“Let’s not forget that TikTok itself was around for a while before it became a major player during the lockdown. However, some emerging Nigerian content creators might see an opportunity to establish themselves early and become pioneers on the platform if it gains traction later.”