TikTok Users Flock to RedNote Amid Ban Threat
Updated: Jan 16
In a bid to find refuge from the impending ban on TikTok in the United States, over half a million users have migrated to the Chinese social media platform RedNote. The surge in new users comes as RedNote aims to seize the opportunity presented by the ban on its popular competitor, while also navigating the challenge of moderating English-language content, according to sources cited by Reuters.
A live chat named “TikTok Refugees” on RedNote saw more than 50,000 American and Chinese users engaging in cultural exchanges. Veteran Chinese users welcomed their American counterparts, discussing topics like food and youth unemployment. However, discussions on sensitive topics such as the differences in laws between China and Hong Kong were delicately avoided.
RedNote, also known as Xiaohongshu in China, has seen a remarkable increase in popularity in the U.S., climbing to the top of download rankings as American users seek an alternative to TikTok, which is facing a potential ban. Within just two days, over 700,000 new users joined Xiaohongshu, as reported by a source close to the company.
The surge in downloads of RedNote in the U.S. has been significant, with a more than 200% increase year-over-year and a 194% rise from the previous week, based on estimates from Sensor Tower. The app has quickly become the second most popular free app on Apple's App Store list, reflecting the growing interest in the platform.
RedNote, a startup backed by venture capital with a valuation of $17 billion, offers users the ability to share photos, videos, and text about their daily lives. The platform, with over 300 million users, has become a go-to destination for travel tips, beauty product recommendations, and dining suggestions.
As RedNote experiences an unexpected influx of U.S. users, the company is working to enhance its moderation of English-language content and develop translation tools. Unlike many Chinese social apps, RedNote maintains a single version of its app, adhering to domestic moderation rules.
The sudden surge in RedNote's popularity has also impacted China-listed companies associated with the platform, with some experiencing a notable increase in share prices. This influx of users to RedNote coincides with the looming deadline for ByteDance to sell TikTok by January 19 or face a ban in the U.S. due to national security concerns.
Stella Kittrell, a 29-year-old content creator from Baltimore, Maryland, expressed that using RedNote feels like a subtle protest against U.S. government intervention in businesses and privacy issues. Users like Brian Atabansi from San Diego, California, are drawn to RedNote for its unique community-building aspect, which they find distinct from other social media platforms.
Over half a million users migrate to RedNote amidst TikTok ban threat
RedNote sees a surge in popularity in the U.S., attracting American users seeking alternatives to TikTok
RedNote works on moderating English-language content and translation tools to accommodate new users
Source: REUTERS