“For these TikTok refugees, they need to discover another platform that’s owned by a Chinese language firm, (that) is extra Chinese language than TikTok,” mentioned Meng Ziying, a PhD researcher from Australia’s College of Melbourne.
For abroad customers, Xiaohongshu can also be extra accessible, in comparison with others like Douyin, the Chinese language model of TikTok, which requires a Chinese language cell quantity to register for an account.
Like TikTok, a part of Xiaohongshu’s enchantment is in its algorithm’s potential to push site visitors to a creator’s content material whatever the variety of followers.
“The platform is supporting extraordinary customers to develop their account,” mentioned Meng.
Professor Min Ye from Boston College’s Pardee College of International Research mentioned she was “shocked” by the “velocity and scale” of migration of TikTok customers to Xiaohongshu.
“It serves as a humbling reminder, even for a long-term observer of US-China relations, that once we see no viable different however to just accept an unwelcome or discriminatory final result, younger customers typically discover revolutionary methods to adapt and voice their views. They could form adjustments in each America and China.”
Referred to as RedNote in English, the app is usually hailed as China’s reply to Instagram and has been the go-to on-line area for Chinese language social media customers for watching and resharing quick movies. Additionally it is utilized by manufacturers and companies to host procuring movies and livestreams.
It’s extremely standard amongst Chinese language vacationers, with many journey influencers sharing meals, lodging and vacationer sizzling spot suggestions world wide.
Due to its primarily feminine consumer base, make-up tutorials and womenswear suggestions are additionally standard on the app.
City “white-collar” girls between the ages of 25 and 34, make up near 70 per cent of the app’s customers, mentioned Jeffrey Hau, co-founder and director of Prizm Group, a digital advertising and marketing company.
It has gained big followings in different nations like Thailand, Singapore and Malaysia, significantly with Chinese language talking communities.
“Xiaohongshu’s worldwide consumer base principally depends on Chinese language folks dwelling abroad,” Hau mentioned. “We imagine it’s as a result of nature of the content material, which is principally (hosted) within the Chinese language language.”
CROSS-CULTURAL EXCHANGE
Native Xiaohongshu customers have largely been welcoming of the “TikTok refugees”.
“Hello! TikTok refugee. Welcome,” mentioned Chinese language consumer Sara627 in a publish sharing fundamental recommendations on utilizing the social media platform.
With the inflow of latest US customers into Xiaohongshu, observers say it has opened a uncommon window for Individuals to study extra about China, and vice versa, via direct exchanges and interactions.
Posting selfies and movies, new Xiaohongshu customers started introducing themselves to Chinese language customers. Utilizing the search time period “TikTok refugee”, many shared movies documenting their expertise on the app and what satisfied them to make the change.
