In anticipation of the imminent U.S. ban on TikTok, the Chinese social media platform RedNote has experienced a substantial increase in new users. The company is currently addressing the challenges associated with accommodating this rapid growth, particularly in terms of moderating the influx of English-language content.
A RedNote live chat on Monday, nicknamed “TikTok Refugees,” attracted more than 50,000 users from both the United States and China.
With a touch of bewilderment, seasoned Chinese users greeted their newfound American counterparts on RedNote. They engaged in lively discussions, sharing insights on topics ranging from culinary preferences to the challenges of youth unemployment.
However, there were instances where the Americans deviated into more precarious territory.
“An American user expressed interest in learning about the legal differences between China and Hong Kong. A Chinese user politely declined, stating, ‘We’d prefer not to discuss that topic here.’
RedNote, also known as Xiaohongshu in China, experienced a significant increase in user activity, including impromptu cultural exchanges, as it ascended to the top of U.S. download rankings. This surge was primarily attributed to American social media users seeking an alternative to TikTok in anticipation of the impending ban.
The rapid growth of Xiaohongshu continued, with over 700,000 new users joining in just two days, according to a source close to the company. Xiaohongshu did not immediately respond to a request for comment.
RedNote experienced a significant surge in U.S. downloads this week, with year-over-year growth exceeding 200% and a 194% increase compared to the previous week, based on estimates from app data research firm Sensor Tower.
Apart from that, Lemon8, a social media platform also owned by ByteDance, experienced a substantial surge in downloads last month, with a 190% increase in December resulting in approximately 3.4 million downloads. This growth propelled Lemon8 to the second most popular free app on Apple’s App Store list on Tuesday.
The influx of users appeared to have caught RedNote unprepared, prompting the company to urgently seek solutions to moderate English-language content and develop English-Chinese translation tools, as reported by two sources with knowledge of the company’s operations.
In contrast to the prevailing practice of maintaining separate domestic and international versions, RedNote operates with a single global app despite being subject to the regulatory framework governing Chinese social media platforms.
RedNote, a social media platform backed by venture capital and valued at $17 billion, enables users to create and share curated collections of photos, videos, and text that chronicle their lives. This platform is seen as a potential candidate for an initial public offering in China. With over 300 million users, it has become the primary source for finding travel tips, anti-ageing creams, and restaurant recommendations.
The growing popularity of RedNote had a significant impact on the stock market on Tuesday, with shares of some China-listed companies, such as Hangzhou Onechance Tech Corp, that conduct business with the platform surging as much as 20% and hitting the daily limit.
Anticipating a potential ban, U.S. users are flocking to TikTok ahead of the Jan. 19 deadline for ByteDance to sell the platform. With an estimated 170 million American users and roughly half the country’s population, TikTok holds significant popularity among young people and advertisers seeking to reach this demographic.
The TikTok ban has created a unique opportunity for RedNote, a lesser-known Chinese social media app, to gain a foothold in the US market. While its rapid growth presents challenges, it also signifies a shift in the social media landscape. As users seek alternatives to dominant platforms, apps like RedNote may emerge as viable options, offering new avenues for connection and content creation. However, the long-term success of RedNote will depend on its ability to navigate cultural differences, moderate content effectively, and provide a user experience that resonates with its growing American audience.