With TikTok Ban Looming, American Users Turn to Xiaohongshu – But Is Everyone Happy?

SINGAPORE: As the deadline for a nationwide TikTok ban approaches, a wave of American users are hastily migrating to the Chinese social media platform Xiaohongshu, also known as RedNote, seeking an alternative outlet. The US Supreme Court's recent backing of the ban has left TikTok's 170 million American users in a lurch, with the app set to go dark unless the Biden administration intervenes before Sunday, January 19.

Among those making the switch is Arcadia Labonte, a 36-year-old homemaker from Oregon, who signed up for Xiaohongshu this week. 'I had heard about Xiaohongshu long before the ban news surfaced. It seemed like an ideal substitute for endless video scrolling,' she explained.

The exodus to Xiaohongshu has been staggering, with estimates showing a more than 200% increase in sign-ups from the US year-on-year, and nearly 700,000 new users joining the app in just two days, according to data by Sensor Tower. This sudden influx has led to unexpected cross-cultural dialogues between American newcomers and the existing Chinese user base, although some individuals express frustration over receiving English content due to altered algorithms.

The reason behind the move to Xiaohongshu is multifaceted. Some American users see their enrollment as a protest against the ban and a way to challenge the narrative surrounding TikTok's ties to the Chinese government—a claim that the platform fiercely denies. 'While I understand the concerns about data privacy, many of us see the irony in having TikTok sold to an American company,' shared a user going by JulietteReads.

For many, Xiaohongshu represents a more legitimate alternative. Unlike Douyin, the Chinese equivalent of TikTok, which requires a local phone number for registration, Xiaohongshu is more accessible and provides equal visibility for all content creators, courtesy of its algorithm that promotes posts regardless of a user's follower count.

'Xiaohongshu operates as a great equalizer for users, allowing ordinary people the chance to find their voice,' remarked Professor Min Ye from Boston University. She noted her surprise at the rapidity and scale of this migration, signaling more than just a shift in social media preference, but a moment of cultural exchange—albeit with its own complexities.

The app has become a vibrant hub, especially amongst urban women aged 25 to 34, who account for nearly 70% of its user base. Popularity in countries like Thailand, Singapore, and Malaysia shows that Xiaohongshu has carved out a space among Chinese-speaking communities overseas, making it an appealing option for those who previously relied heavily on TikTok.

Despite the warm greetings extended by many native users, the arrival of American 'refugees' isn't met without resistance. Some Chinese users are concerned that this sudden increase in Western presence is transforming the platform, affecting content reach and engagement. Posts expressing dissatisfaction have surfaced, pleading for the app's original culture to be preserved.

Language barriers complicate this cultural exchange. Many non-Mandarin speakers are utilizing translation tools, while some Chinese users experiment with English, creating a unique blend of interaction. The cultural curiosity is mutual, with American users sharing artistic updates and experiences, while Chinese users seek to learn about American culture firsthand.

As this digital migration unfolds, American users of Xiaohongshu may quickly discover that the platform operates under significant content moderation dictated by China's censorship laws. Discussions touching on sensitive political topics are not permitted, creating a distinct culture shock compared to TikTok.

But with the political climate intensifying and Xiaohongshu’s unique position in the social media landscape, the Chinese government navigates this situation cautiously, aware of the balance required in managing these new interactions and ensuring that information remains under control.

The future of this cross-cultural endeavor remains uncertain, especially as users from both sides adapt to their new digital communities. While many embrace the opportunity to connect, a deeper look at these reciprocal relationships unveils a tapestry of excitement, skepticism, and cultural friction—an evolving narrative in the world of social media.