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The Rise of RedNote: TikTok’s Unexpected Successor in the US

As the looming ban on TikTok in the US draws near, users are flocking to Xiaohongshu, a Chinese social media platform often referred to as “China’s Instagram.” The app has seen a significant surge in downloads, with users seeking a similar experience to TikTok. Xiaohongshu’s popularity has led to it becoming the top spot on both the iOS and Google Play stores in the US.

According to recent data, Xiaohongshu has been downloaded over 300 million times, with a significant portion of those users being from the US. The app’s user base is known for being female-heavy, and its content includes a mix of photos, videos, and text posts.

The rise of RedNote, as Xiaohongshu is being referred to by US users, has sparked a unique cultural exchange between Chinese and American users. Chinese users are embracing the influx of American users, sharing tips and advice on how to use the app.

• A female user calling herself “Star404” posted a video on Xiaohongshu, welcoming American users and promising to do her best to “not hate” them.
• Another user, “Fern,” expressed her gratitude to the flood of Chinese followers that came her way after joining the platform.

The irony of many users moving from one Chinese-owned app to another has not been lost on observers. As Ryan Broderick, author of Garbage Day, a newsletter that covers the internet, noted: “It’s definitely funny that American teenagers are protesting the looming TikTok ban by using a much more culturally Chinese app.”

At present, RedNote does not seem to be siloing Chinese content or requiring users to have a Chinese phone number, allowing for a unique cultural exchange between users.

A post by “Star404” racked up over 4,000 comments in 24 hours, mostly from Chinese users welcoming her to the platform or joking about language challenges.

The Exodus of TikTok Users

What’s Driving the Migration?

The looming ban on TikTok has sparked a mass exodus of users to Xiaohongshu. The ban, which is set to take effect on Sunday unless Chinese parent company ByteDance divests its ownership, has led users to seek alternatives.

Similar experience: Users are seeking a similar experience on Xiaohongshu, with its photo, video, and text-sharing features.

Fears about data security: Concerns about TikTok’s data handling practices have led users to seek alternatives.

• TikTok’s data handling practices have been a subject of controversy in the past, with concerns being raised about how user data is being used and shared.
• Xiaohongshu, on the other hand, operates under Chinese regulations, which may conflict with US laws and guidelines.

The RedNote Phenomenon

The US Welcome: Chinese Users React

Chinese users on Xiaohongshu are embracing the influx of American users, sharing tips and advice on how to use the app.

Cultural exchange: The surge in American users has created a unique cultural exchange, with users sharing language tips and cultural differences.

Irony and humor: Observers are noting the irony of American teenagers protesting the TikTok ban by using a Chinese-owned app.

• A female user calling herself “Star404” posted a video on Xiaohongshu, welcoming American users and promising to do her best to “not hate” them.
• Another user, “Fern,” expressed her gratitude to the flood of Chinese followers that came her way after joining the platform.

The Implications of RedNote’s Rise

Regulatory Complications

Xiaohongshu operates under Chinese regulations, which may conflict with US laws and guidelines.

Government censorship: The app’s content is subject to government censorship, which may impact the user experience.

International versions: Xiaohongshu’s international version may differ from its domestic version, raising questions about data handling and security.

• TikTok is an international version of Douyin, while Lemon8 was specifically designed by ByteDance for the foreign market.
• For now, Chinese and American users are seeing the same content on Xiaohongshu.

The Future of RedNote

Long-term Viability

Can Xiaohongshu sustain its growth and user base in the long term?

Competition: Will RedNote face competition from other social media platforms, or will it maintain its unique position?

Regulatory challenges: How will Xiaohongshu navigate the complex regulatory landscape in the US and China?

• Xiaohongshu’s owner, PDD Holdings, has faced regulatory challenges in the past, including a fine from the Chinese government.
• The app’s international version may face similar challenges in the US and other markets.

The Human Side of RedNote

User Experiences

Users are sharing their experiences and impressions of the app, highlighting both the benefits and challenges.

Cultural differences: The app’s cultural differences are becoming apparent, with users sharing tips and advice on navigating the platform.

Community building: RedNote is fostering a sense of community among users, who are coming together to share experiences and advice.

• A female user calling herself “Star404” posted a video on Xiaohongshu, welcoming American users and promising to do her best to “not hate” them.
• Another user, “Fern,” expressed her gratitude to the flood of Chinese followers that came her way after joining the platform.