Part two of two: Is Rednote really a place for tech talk? It is now — and here are some ways you can start building your presence on the platform.
We recently gave a rundown of why multinational tech companies should be – and in some cases are – building a presence on Rednote, a Chinese social media platform that started life as a place to exchange beauty tips. In this second instalment, we offer practical advice on getting started – and challenges to keep in mind.
Originating as a platform for beauty tips, Rednote has morphed into a venue for discussion for everything from travel to technology. It’s become one of China’s most trusted peer-to-peer platforms and hosts around 300 million monthly active users and 50,000 active developers. As of December, Rednote claims that tech-related content and creators are up 100% and 200% respectively on last year.
Apple, Zeiss and Didi Japan are three technology brands that have recently established a presence on the site, as noted in part one. There are many approaches you could take as a take brand on Rednote. Here are a few that you might want to think about:
- Talent acquisition as brand building: Rednote is one of the most popular platforms among young professionals, and “workplace” is a popular topic. This makes it a natural place for employer branding and recruitment. Establishing an official account, sharing employee stories, and even posting real job opportunities can all strengthen a company’s employer value proposition. In competitive industries such as technology, this can differentiate a brand among digitally savvy graduates and early-career professionals.
- Visual storytelling to build affinity: Rednote is highly visual, but more depth than a platform like Instagram. For B2B, that means balancing strong visuals – short videos, infographics, behind-the-scenes shots – with content that explains. Think of a robotics company showing a product in action, or a SaaS brand visualising how its platform simplifies workflows. Importantly, engagement doesn’t end with the post. Brands that actively respond to comments, join discussions, and encourage user participation build a stronger presence.
- Engage with influencers to impact decision-making: Users treat Rednote like a search engine. Tech companies can use it to position themselves as thought leaders by sharing industry insights, practical tips, or case studies. A good place to start before going all in with a brand account is to work with influencers to gauge interest. Working with influencers in this context is essentially the same as on any other platform and revolves around sponsored content that humanises complex topics, with hashtags and interest-driven tagging helping the material surface where it matters. Whether collaborating directly with influencers or not, the tone on Rednote should always be conversational and peer-to-peer, not corporate broadcast.
Practical tips for first-time entrants
For tech marketers exploring Rednote, a few tactical considerations are worth noting:
- Educate first, sell later: Posts that explain concepts or show customer stories outperform efforts to hard sell.
- Leverage micro-influencers: Smaller creators (KOCs) carry more credibility in specific niches than celebrity KOLs.
- Use hashtags wisely: Three to five well-chosen hashtags improve discoverability without diluting focus.
- Invest in visuals: High-quality images and videos are non-negotiable. Light text, clear visuals, and consistent branding are what stand out.
- Encourage co-creation: Campaigns that invite users to share their own experiences — whether it’s a workplace hack or a product test — resonate strongly.
- Localise with care: Language and cultural nuance matter. Direct translations of global content rarely perform well.
- Engage directly: Don’t just post — join conversations, answer questions, and build rapport.
- Monitor sentiment: Social listening is vital. Negative feedback can travel quickly on Rednote, so staying attuned to community mood helps manage risk.
Of course, no platform in China is without risk. Rednote is subject to strict state moderation, and brands must avoid politically sensitive topics or exaggerated product claims. The platform also remains heavily skewed to Chinese-language content, meaning non-localised posts will struggle. And as more brands join, competition for attention will intensify.
But these are not insurmountable challenges. For companies already active in China, they are part of the standard operating environment. What distinguishes Rednote is that its risks are balanced by an unusually strong alignment with B2B values: credibility, expertise, and discovery.
A platform whose time has come
Rednote remains under the radar for most multinational B2B tech firms. That is precisely why it is worth exploring. It combines the visual appeal of Instagram, the community feel of Reddit, and the commerce integration of Alibaba. It is where young professionals seek answers, where communities build trust, and where thoughtful content has a long tail.
At Hoffman, we’ve made Rednote a cornerstone of our social media practice. Not just as another channel, but as a living space where B2B tech narratives can truly resonate. Our goal is to move beyond traditional promotional campaigns into meaningful engagement: from partnering with key opinion leaders who demystify technology, to crafting an authentic, ongoing voice for brands. Our approach follows a structured yet adaptive rhythm — listen, speak, connect — to foster genuine dialogue and build relationships within communities that value depth and insight.
In an era when audiences prize authenticity and AI is reshaping discovery, Rednote offers something rare: a social platform that rewards education over hype, nuance over noise. For B2B technology brands willing to experiment, it may well be the most exciting — and most overlooked — opportunity in China’s digital landscape today.
To find out more about how we help innovative tech and B2B brands grow in Greater China and APAC, get in touch.
