Red Note has been going through some dramatic changes recently with the influx of new users, especially international creators. As someone who has worked in content creation for years, I’ve been closely following these shifts and wanted to share some insights. Using data from third-party analytics sites and my own observations, I’ve analyzed the categories currently driving the fastest follower growth on the platform.

If you’re trying to grow on Red Note, here’s what’s trending right now:

1. Categories Driving Follower Growth

Content Popular with International Users:

1. Creators Who Speak Their Language: International users naturally gravitate towards creators they can easily understand and relate to. Being able to communicate in English or another widely spoken language is a big advantage.
2. Rural and Countryside Aesthetics: Videos highlighting simple, idyllic countryside life or rustic home decor are resonating strongly. While not as polished as Li Ziqi’s productions, content with titles like “Rural Living” or “Cozy Home” is gaining significant traction.
3. Travel and Tourism: Unique destinations like Chongqing, with its cyberpunk aesthetic, remain a huge draw. Videos exploring cultural landmarks or visually stunning locations are performing exceptionally well.
4. Comedy and Humor: Quick, relatable, and funny videos that feel native to platforms like TikTok are thriving. English-speaking comedy creators who can capitalize on trends and deliver entertaining content are experiencing explosive growth.

Content Popular with Chinese Users:

1. Attractive Creators: This evergreen category continues to dominate—everyone loves watching charismatic personalities.
2. Foreign Talents Showcasing Skills: Singing, crafting, makeup, or other artistic talents displayed by international creators are drawing a lot of attention. For many users, this content feels fresh and engaging.
3. Lighthearted Humor and Memes: Fun, easily digestible videos—whether about everyday life or playful cultural comparisons—are always a hit.
4. Cross-Cultural Interactions: Videos featuring cultural exchanges, such as foreigners trying Chinese crafts or reacting to local trends, spark curiosity and often go viral.

2. Algorithm Instability and Hashtag Saturation

Red Note’s algorithm is clearly under strain from the sudden surge in activity:

• Feed Instability: The homepage alternates unpredictably, sometimes showing mostly international content and other times almost nothing. This inconsistency is impacting visibility across the board.
• Hashtag Overload: Popular hashtags like “TikTok refugee” have become oversaturated with over a million posts. Using these tags now often dilutes your content’s reach rather than boosting it.

3. Avoid Ad Spending During Instability

If you’re considering running ads on Red Note, now might not be the best time. Both from personal experience and third-party data, ad budgets are being consumed rapidly with poor returns. The current instability means you’re likely paying for impressions without meaningful engagement, so it’s better to focus on organic growth for the time being.

4. Long-Term Opportunities Amid the Chaos

While the current chaos is frustrating, it’s also creating opportunities for those who adapt quickly. Red Note is expanding its support for English-language users and encouraging creators to treat the platform as a search engine for valuable content.

Creators who can provide high-quality, culturally relevant content are likely to benefit the most in the long run. Whether you’re a new user or a seasoned creator, now is the time to experiment with formats and find what resonates with this evolving audience.

Final Thoughts

These observations are just the beginning—there’s a lot more to uncover about how Red Note is evolving and what it means for creators. If you’ve noticed interesting trends or have questions about how to grow on the platform, feel free to share in the comments. Let’s learn and navigate this exciting time together!