Amid a Looming TikTok Ban, Is Rednote the Next Tiktok?

The Chinese social media app RedNote, also known as Little Red Book or Xiaohongshu, was the #1 most downloaded iOS app on Monday. With the US ban of TikTok looming, many US TikTok users are looking for alternatives, global interest in RedNote has surged. This trend begs the question: Can RedNote become the next TikTok? And if it did, what would that mean for university recruiters and communicators? Will RedNote open a new avenue for recruiting students? We think that RedNote will continue to attract “TikTok refugees” in the short term, and it’s certainly worth using if your university actively recruits in China already. There is uncertainty as to whether it can step up to fill TikTok’s shoes as a platform for ads and organic engagement targeting US students, but it’s certainly worth watching.

Gavin Newton-TanzerJanuary 15, 2025RedNote, china marketing, china social media, international recruitment, digital marketingComment

China Case Study: WPI’s Multi-Platform Digital Strategy

In today's competitive global education market, building meaningful connections with Chinese students and stakeholders is essential for universities. Worcester Polytechnic Institute (WPI) partnered with Sunrise to implement a comprehensive digital marketing strategy and to improve its presence in China. This case study highlights how WPI utilized a multi-platform approach, including website development, WeChat account management, video campaigns on Bilibili and Xiaohongshu, as well as advanced China SEO, to strengthen its relationships with Chinese students and families.

Best Practices for Digital Campaigns in China: Insights from Sunrise Partners

At Sunrise, our mission is to offer actionable insights that help you successfully navigate the dynamic Chinese market. Leveraging our experience and success stories from leading universities, we present the best practices for enhancing your digital campaigns in China. Discover how to connect more effectively with Chinese students and optimize your strategy for memorable outcomes.

Not Just a YouTube Clone: Bilibili and Why it Matters

Often described as China’s answer to YouTube, Bilibili has become one of the most popular video platforms in China, particularly among Gen Z users. Throughout the course of the pandemic, Chinese students turned to the platform due to its increased focus on education-based content. Institutions seeking to diversify their digital marketing approach in China may want to consider choosing Bilibili to connect with its significant base of prospective students.

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