January 18, 2025
Across Chinese social media, the buzz about Xiaohongshu (Little Red Book or RedNote) is unmistakable. This phenomenon has even captured the attention of American mainstream media like AP, CBS, Business Insider and many more.
It began with the potential U.S. Supreme Court ban on TikTok, prompting users to seek alternatives. While many speculated what might replace TikTok, few anticipated that Xiaohongshu would become a top choice.
By January 15, 2025, Xiaohongshu topped the Apple App Store’s free download charts in 87 countries, including the U.S., U.K., and Australia. Over 700,000 users joined the platform in just two days, calling themselves “TikTok refugees.”
Challenges for Xiaohongshu Despite its rapid growth, Xiaohongshu faces significant hurdles:
1. Cultural Fit: Many foreign users struggle to connect without local audiences or friends familiar with their content.
2. Infrastructure: Time zone differences, language barriers, and increased moderation demands test the platform’s capabilities.
3. Retention: Whether users stay long-term or treat Xiaohongshu as a temporary TikTok protest remains uncertain.
4. American government: of course the biggest elephant in the room is the US government. How long can people enjoy the Little Red Book before it meets the same fate as TikTok?
Opportunities for Growth
1. Global Appeal: Some foreign influencers have discovered Xiaohongshu’s “traffic codes” and are already thriving on this new platform.
2. Cultural Exchange: on a positive side, Xiaohongshu could connect global audiences, east and west, enhance mutual understanding, and transcend geopolitical rivals.
3. Travel and Lifestyle Hub: The platform’s focus on beauty, lifestyle, and travel offers unique opportunities for creators and promise a potential tourism interest in China.
The Big Irony
One of the biggest ironies of this shift is that, when faced with the TikTok ban because it's Chinese-owned, many users turned not to American platforms like Meta or Instagram but to another Chinese-owned app at the risk of another ban. This choice implies possible explanations:
1. Function Over Politics: Users prioritize a platform’s experience over its ownership or geopolitical implications.
2. Rejection of American Alternatives: they turn away from American-owned platforms like Meta, Instagram, and YouTube, and choose Xiaohongshu symbolizing their protest against government ban.
The Uncertain Future
The future of Xiaohongshu as a global platform hinges on the wisdom of American politicians, XHS’s ability to adapt and integrate its international audience. Will it sustain its momentum, or is this surge merely a fleeting trend?
At its core, every social platform—be it TikTok, Xiaohongshu, or even WeChat—thrives on connections, that is, our friend or family circle. The question is: do these TikTok refugees have friends on Xiaohongshu? Once the initial excitement wanes, what will they post? Without a supportive friend-circle or engaged community, will they stay, or drift back to familiar platforms like Meta or Instagram?
That said, some foreign influencers are likely to thrive during this wave. By mastering Xiaohongshu’s “traffic secrets”—such as adopting Chinese names, showcasing an appreciation for Chinese food and culture, speaking Mandarin, or performing Chinese songs—they’re already building followings. These influencers may find long-term success, transforming Xiaohongshu into a platform for new commercial ventures.
For now, Xiaohongshu offers a fascinating glimpse into the evolving social media landscape. Whether you’re a “TikTok refugee” or a Xiaohongshu native, this moment underscores the dynamic interplay of culture, technology, politics, and user choice.
So, enjoy the memes, the cultural exchanges, and the surprises that this new digital era promises to bring—one post at a time.