2021 Census (via SBS). RedNote users: The Conversation, late 2024 (via SBS). Tourism: Tourism Research Australia (via Inside Retail).
01 · What it really does
It looks like Instagram. It works like Google.
People don't scroll RedNote to pass time. They search it before they spend: where to eat, which clinic to trust, what a suburb is really like. Posts are called "notes", and the best ones are saved thousands of times.
On RedNote, language and culture aren't a nice-to-have. They are the strategy.
Wasting ad spend?Book an audit
For many RedNote users, Chinese is their first language. When they find a restaurant, a clinic or an agent, they want to deal with someone who speaks it and understands how they make decisions.
That's why translated ads fall flat. Users can spot a sales pitch instantly, and they scroll past it. What works is helpful, honest content, and a real person who replies in Chinese when they comment or message.
02 · Is it necessary?
Necessary for some. A distraction for most.
- Few of your customers speak Chinese
- No one can reply to comments and messages in Chinese
- You'd only repost your English ads, translated
- Your Google and Meta basics aren't working yet
03 · Are we doing it right?
Most brands treat it like a billboard. It's a conversation.
Creator tiers and the "boost proven notes" approach: Inside Retail, September 2026.
30-second fit check
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Quick answers
Questions I get about this.
FitIs RedNote worth it for Australian businesses?
For some. It suits categories people research carefully before they spend, often in their own language: restaurants, beauty clinics, property, education, tourism and local services. If few of your customers speak Chinese, skip it for now.
AudienceHow many people in Australia use RedNote?
About 700,000, which is small next to TikTok’s roughly 10 million. But 685,274 Australians speak Mandarin at home and 295,281 speak Cantonese (2021 Census).
ApproachCan I just translate my English ads for RedNote?
No. Users spot a sales pitch and scroll past it. What works is helpful, honest content in Chinese and a real person who replies to comments and messages.
Not sure RedNote is worth it for you?
I'll look at your audience and your current channels, and tell you honestly where your next dollar should go.Keep reading
All insights →Sources
- SBS: Mandarin remains the most spoken language other than English, 2021 Census
- SBS News: RedNote users in Australia (citing The Conversation, late 2024)
- Inside Retail: Why RedNote belongs in your Australia and New Zealand marketing plan (sponsored by Prizm Group)