
This week's PR Roundup looks at the migration to RedNote, consumers' distaste for trend posts, how companies are responding to DEI pressure and a unique anniversary celebration.
TikTok Users Jump to RedNote
What happened: As the sun reportedly sets on TikTok this Sunday, Jan. 19, some users are migrating to another app called RedNote. RedNote, founded in 2013 in China and owned by Shanghai-based Xingyin Information Technology, began as an e-commerce app but now serves as a lifestyle-based content platform, where users can upload videos, images, reviews and more.
According to a LinkedIn post from Megan Hueter, EVP, Head of Digital at MikeWorldWide, and Managing Director of Everywhere, TikTokers have embraced RedNote for several reasons. One, because of the similarity to the TikTok app, which focuses on authentic storytelling, recommendations and engagement; and two, because it’s a decentralized algorithm, which means it doesn’t matter how many users you have. As long as you are posting quality content that resonates with viewers, it will rank. And the third reason is to protest the U.S. government’s upcoming ban on TikTok. Many of these users have decided to avoid all American-owned platforms.
Communications takeaways: Whenever a new platform surfaces in the zeitgeist, it’s important to stop, take a breath, and take stock of what exactly the platform is and what audience it holds before hitching your brand or organization to its wagon. See Threads, Bluesky, Pinterest, et al.
According to Hueter, brands should secure a handle on RedNote to “protect their digital presence” and fend off imposters, but she advises them to “hold off on significant investment in content creation and marketing for now.”
“With the possibility of a deal that keeps TikTok operational in the U.S., the long-term popularity of RedNote remains uncertain,” she wrote.
Jessa Moore, a researcher in social media and security as well as owner of Jessa Moore Media, says it's important to note that while it is a different platform, the security risks do not differ that much from TikTok.
“Unfortunately, RedNote, like TikTok—is Chinese, which risks weaponization of the user's data,” Moore says. “The technology is a way to gather huge, huge amounts of data on users—and there’s a serious risk to consumers of their data being weaponized.”
She says that while it’s being portrayed as a diplomatic bridge between cultures, the content is a mix of “hot button American topics mixed with rage bait.”
“It may sidestep the ban, but it has the same risks as TikTok—maybe higher,” she says. “It’s been so under the radar that little is known about the app or its practices.”
OUT for 2025: Trend Chasing
What happened: You may want to think twice before getting your entire HR team to do that viral TikTok dance or to use a popular song in the background of a product video. New research from Sprout Social reveals that a third of consumers think jumping on viral trends is “embarrassing” for brands.
According to The 2025 Sprout Social Index™, social media has become the top source for keeping up with trends and cultural moments, ranking ahead of TV, family and friends, and every other digital channel. While this helps culturally-aware brands to show up in people’s feeds, it also means a larger battle for attention on platforms.
Additional key findings include:
- 93% of consumers believe it's important for brands to keep up with online culture, but 27% think it’s only effective within 24-48 hours of a trend’s lifespan.
- Consumers say the most important traits of brand content are authenticity and relatability; 46% of consumers say original content makes their favorite brands stand out online.
- 81% of consumers say social media drives them to make impulse purchases; 73% say they’ll buy from a competitor if a brand doesn’t respond on social.
- When it comes to making direct purchases, Facebook is the top platform used among all consumers (39%), but TikTok tops the list for Gen Z (54%) and millennials (47%).
Communications takeaways: All fun is not lost, however. The survey’s results show that users do appreciate when brands provide original, human-centric content and personalized, one-on-one engagements—to secure trust, drive sales and cement their place in cultural conversations. A little more time on creative work can go a long way.
“While this may seem daunting, it can actually be freeing for [communicators],” says Scott Morris, Chief Marketing Officer at Sprout Social. “Instead of continuously jumping on overly-saturated viral trends, brands can build their social presence more effectively by digging into the nuances of online culture, participating in what their communities value, and meaningfully engaging their followers on an individual level.”
Costco, Apple Not Falling to DEI Pressures
What happened: Some companies waste no time revealing the retraction of their DEI programs (Meta, McDonald’s and Walmart, for example). But others such as Costco and Apple have reiterated their commitments to DEI and urged shareholders to reject anti-DEI proposals suggested by the National Center for Public Policy Research, a conservative think tank.
Companies like Costco and Apple share that they understand the importance of DEI to their employees, infrastructure and audiences—something that other companies may wish to do when facing pressure from shareholders asking for the opposite.
Communication takeaways: It’s no longer a question of if, but when companies and organizations will face questions surrounding DEI from internal and external stakeholders. Their response will never make everyone happy, but there are always right and wrong ways to approach this from a communications standpoint.
Larry Parnell, Fellow for PR and Communications at George Washington University and communications consultant, says it's important to first make a choice between advancing your views, holding your position, or capitulating and retreating, and then to iterate clear messaging and strategy from there.
“For most leaders, the first option [advancing views] is a bridge too far—especially in the current environment—unless the issue is vital to your business strategy and culture,” Parnell says. “However, holding your position on DEI… is authentic and defensible if it has been fully integrated into your organization and is working well,” he follows.
Parnell notes that retreating due to external pressure from activists or to curry political favor is likely to be seen as a weak move.
“Your policy/position will be perceived as performative and the shift seen as designed to please a politician or fend off an activist.”
His advice? Maintain your existing position and policies, connect it to the overall business strategy and detail how it is helping performance (as Costco did).
“In time, the activists (or politicians) will find another target and your reputation will be enhanced—and your employees will be reassured—because you had the courage of your convictions and stayed the course.”
Bonus: Unique, Fun Ways to Celebrate an Anniversary
Cheers to Bospar who announced its 10th anniversary as an agency this week by changing its personnel photos on its website and social bios to their own photos as 10-year-olds. It was fun to go through and see what these professionals looked like as kids.
Curtis Sparrer, Principal and Co-Founder, also honored the anniversary with the launch of his children’s book about PR—”Game Face.”
“I was inspired to write the book when trying to explain my profession to my niece, Sloan,” Sparrer says. “The story begins with Sloan’s favorite video game experiencing a worldwide glitch; she then discovers that ‘Uncle Curtis’ and his PR agency, Bospar, are dealing with the PR fallout. Recognizing her unique perspective as a gamer, I deputize Sloan as a PR detective. Together with my colleagues at Bospar, we tackle the crisis while Sloan learns about the fundamentals of public relations.”
Has your organization celebrated work anniversaries in creative ways? Send me a note about it at [email protected].
Nicole Schuman is Managing Editor, PRNEWS.