American Users Flock to Xiaohongshu Amid TikTok Uncertainty
Fri 17th Jan, 2025
In response to the U.S. government's decision to potentially ban TikTok over national security concerns, many American users are migrating to Xiaohongshu, a relatively unknown Chinese app. This platform, translating to 'Little Red Book' in Mandarin, has surged in popularity, topping the download charts on Apple's App Store in the United States. The wave of creators moving to Xiaohongshu reflects a backlash against the impending shutdown of TikTok, as the U.S. Supreme Court prepares to rule on legislation that could force the app's parent company, ByteDance, to separate from its Chinese ownership by January 19. Xiaohongshu, which boasts 300 million monthly active users in China--79% of whom are women--began its journey in 2013 as a review platform. It has since evolved into a social media hub, merging elements from Instagram, Pinterest, and TripAdvisor. Users share photos, short videos, and text-based posts covering a range of topics from restaurant recommendations to fashion advice and travel tips. Following the COVID-19 pandemic, many young Chinese individuals have adopted Xiaohongshu as their primary search engine. The influx of foreign users has led to a phenomenon dubbed 'TikTok Refugees' on the platform, with millions of comments and views stemming from this trend. Many Chinese users have expressed confusion, questioning the presence of so many foreigners on an app that was previously dominated by local voices. As a light-hearted nod to the situation, some American users have humorously asked for assistance with their English homework. Chinese apps typically launch separate versions for domestic and international markets due to content regulations and data privacy laws. For instance, while TikTok is widely used outside of China, the domestic version, Douyin, is subject to strict content controls. The sudden influx of Western users on Xiaohongshu has surprised many Chinese residents. In a video addressing the situation, a popular content creator explained that the American government's narrative positions Chinese technology as a threat, leading many users to seek alternative platforms in a bid to defy governmental restrictions. Within just two days of this migration, Xiaohongshu reportedly gained over 700,000 new users. While this shift has garnered significant media attention, it remains uncertain how many of TikTok's 170 million U.S. users will permanently transition to Xiaohongshu. The potential sustainability of this trend is also in question, as Xiaohongshu is not primarily designed for an international audience. With strict regulations governing social media in China, foreign users may find it challenging to navigate the platform, which is tailored for local use. One user in Beijing noted the enjoyment of interacting in a multicultural environment, describing the experience as a blossoming garden where different cultures come together. However, the increase in foreign users presents challenges for Xiaohongshu, particularly regarding content moderation. As more content is generated in foreign languages, the pressure on the platform's moderation systems will intensify. The future of foreign access to Xiaohongshu remains uncertain, with speculation about whether the platform will impose restrictions or whether its algorithm will treat all users equally. One influential figure in Chinese media has suggested that this influx should be viewed as an opportunity rather than a risk, advocating for a welcoming approach towards these new users. This sentiment highlights a potential for growth and adaptation within the platform as it navigates this unprecedented situation.
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