Many Americans are fleeing TikTok, and Xiaohongshu (RedNote) is becoming their new home. The recent crackdown on TikTok in the U.S. has left people wondering that, if Xiaohongshu, another Chinese app, might face a similar fate. In fact, Xiaohongshu stores all its data in China, and the Chinese government has the ability to access it, it could potentially face a more different situation. A big question is whether Xiaohongshu will adopt a dual-version strategy, separating its Chinese and overseas platforms, as TikTok has tried with its U.S. operations. It truly is the best of times and the worst of times for global social media platforms.

The Rise of Xiaohongshu: A New Haven for American “TikTok Refugees”

In this era of shifting social media platforms, a curious trend has emerged: American “TikTok refugees” are flocking to Xiaohongshu instead of Weibo. Why is this the case? The answer lies in the platforms’ identities and cultural alignment.

After years of government crackdowns and content cleanups, Weibo has transformed into a platform primarily focused on entertainment and mainstream communication. It no longer resonates with the politically charged or culturally progressive conversations, which present much of TikTok’s audience. In contrast, Xiaohongshu thrives on content that aligns with progressive ideologies, particularly topics like feminism and LGBTQ+ rights. This makes it a natural fit for many former TikTok users who seek for a new home for their discourse.

Challenges for Newcomers on Xiaohongshu

However, transitioning to Xiaohongshu is not easy. While registering on the platform is relatively simple, users often encounter strict and opaque regulations. The platform’s community guidelines are rigid, and malicious complaints can lead to sudden account bans without recourse. Furthermore, Xiaohongshu is missing an automatic translation feature, making it less accessible to non-Chinese-speaking users who want to engage in the community.

These challenges haven’t deterred the users, but they do highlight the complexities of using a platform that is deeply rooted in a different cultural and regulatory context.

Challenges for Xiaohongshu

Xiaohongshu was originally the only Chinese platform from mainland China that allowed users to operate normally without requiring real-name authentication using a mainland Chinese ID or phone number. This was because its overseas user base primarily consisted of international students and overseas Chinese, leading authorities to largely turn a blind eye.

However, as the platform is facing the recent influx of foreign users, the pressure for oversight has increased significantly. Additionally, this segment of users actually contributes little to monetization and revenue growth, making their presence more of a liability than an asset. As a result, the platform has reinstated the requirement for real-name verification using mainland Chinese credentials, which is likely to lead to the banning of many foreign users’ Xiaohongshu accounts.

The Larger Implications

The migration to Xiaohongshu, as well as the regulatory scrutiny of platforms like TikTok and Xiaohongshu, both show a broader shift in the global social media dynamics. Along with the deepening of cultural and political divides, platforms are increasingly becoming battlegrounds for ideological and regulatory clashes. For users, this could mean that they are facing with stricter rules, linguistic barriers, and the constant threat of losing access to their digital communities.

The future remains uncertain. Will Xiaohongshu face the same fate as TikTok? Can Xiaohongshu maintain its appeal while handling these challenges? For now, social media refugees are finding new homes, but the ever-changing landscape reminds us that stability in the digital age is fleeting.