The prospect of a TikTok ban in the United States has catalyzed an exodus of users to alternative platforms. Among the rising contenders is Xiaohongshu (XHS), also known as the “Little Red Book” or more commonly as “RedNote” in the U.S. This Chinese lifestyle and discovery app has quickly become a preferred destination, particularly for younger audiences seeking authentic content and community-driven engagement.
The ban on TikTok stems from ongoing concerns over data privacy and national security. In April last year, Congress passed a bill requiring ByteDance to sell TikTok to a U.S.-owned company or face a ban on January 19. With the app’s future hanging in the balance, many users have turned to alternatives like Xiaohongshu, which has swiftly gained popularity.
The app’s popularity is reflected in its position as the top-downloaded social networking app on Apple’s U.S. App Store at the time of writing.
What is Xiaohongshu ?
According to Zhoutian Caijing, Xiaohongshu’s daily search volume now equals half of Baidu’s—a remarkable achievement considering Baidu’s dominance as China’s equivalent of Google. Beyond lifestyle trends, the platform excels in fashion, beauty, and travel recommendations, offering users curated product reviews, brand insights, and shopping tips.
Why Are American Users Flocking to Xiaohongshu?
As TikTok’s future in the U.S. remains uncertain, users and creators alike are exploring new platforms to host their content and communities. While Instagram Reels, YouTube Shorts, and ByteDance’s Lemon8 (often referred to as Xiaohongshu’s Western counterpart) have gained traction, many American users are turning to Xiaohongshu for these reasons:
-
- Discontent with Instagram Reels: Users have expressed dissatisfaction with Meta’s policy shift to lean to the right — such as the platform’s decision on adopting a community notes system similar to Elon Musk’s X and disbandment of its diversity, equity and inclusion team, which they believe have been influenced by political and regulatory pressures.
- XHS’s Unique Value Proposition: Unlike TikTok’s entertainment-centric approach or Instagram’s increasingly ad-heavy feed, Xiaohongshu emphasizes authentic, community-driven content. Users appreciate its focus on meaningful engagement and curated discovery, setting it apart from competitors.
- Rebellion Against Bias: Some users are drawn to Xiaohongshu out of frustration with perceived bias in U.S. policies targeting China-owned companies. This shift reflects both rebellion and a desire for alternatives outside the Western tech ecosystem.
Why This Matters for Marketers
-
- 70% of users perform searches six times daily, with activity spiking during peak hours (3 PM–5 PM and 8 PM–10 PM).
- 50% of users are Gen Z, making Xiaohongshu a critical platform for reaching younger demographics.
- Discovery-first Algorithm: Xiaohongshu prioritizes content based on a user’s interests, not who they follow. This makes it easier for smaller creators to gain visibility alongside established influencers.
The prospect of a TikTok ban in the United States has catalyzed an exodus of users to alternative platforms. Among the rising contenders is Xiaohongshu (XHS), also known as the “Little Red Book” or more commonly as “RedNote” in the U.S. This Chinese lifestyle and discovery app has quickly become a preferred destination, particularly for younger audiences seeking authentic content and community-driven engagement.
The ban on TikTok stems from ongoing concerns over data privacy and national security. In April last year, Congress passed a bill requiring ByteDance to sell TikTok to a U.S.-owned company or face a ban on January 19. With the app’s future hanging in the balance, many users have turned to alternatives like Xiaohongshu, which has swiftly gained popularity.
In just a few days, Xiaohongshu has experienced a surge of new accounts from American users, with hashtags like #TikTokRefugees going viral. By Tuesday evening, the hashtag had garnered over 100 million views. The app has also climbed to the top of Apple’s U.S. App Store for social networking downloads.
A TikTok refugee’s first post, uploaded just two days ago, has already garnered 57k followers with significant engagements — showing the speed of growth on XHS.
Considerations for XHS’s Future
Key considerations include:
-
- Platform Censorship: Xiaohongshu’s strict policies, such as the ban on redirecting traffic (导流), could confuse or alienate U.S. users who are accustomed to much more flexible rules on platforms like Instagram and TikTok. In China, users often work around these restrictions by using emojis or indirect phrases to mention other platforms and other sensitive topics. However, for new American users unfamiliar with these practices, such restrictions may create friction. Notably, TikTok refugees have already sparked conversations about sensitive topics, such as unions—an area tightly controlled in China, where independent unions are banned unless registered under the government-led All-China Federation of Trade Unions (ACFTU).
- Cultural Adaptation: Successfully navigating cultural differences will be crucial for Xiaohongshu to retain its authenticity while attracting international users. Balancing its distinct Chinese roots with the expectations of an increasingly global audience is no small feat but will determine the platform’s ability to maintain long-term relevance.
The prospect of a TikTok ban in the United States has catalyzed an exodus of users to alternative platforms. Among the rising contenders is Xiaohongshu (XHS), also known as the “Little Red Book” or more commonly as “RedNote” in the U.S. This Chinese lifestyle and discovery app has quickly become a preferred destination, particularly for younger audiences seeking authentic content and community-driven engagement.
The ban on TikTok stems from ongoing concerns over data privacy and national security. In April last year, Congress passed a bill requiring ByteDance to sell TikTok to a U.S.-owned company or face a ban on January 19. With the app’s future hanging in the balance, many users have turned to alternatives like Xiaohongshu, which has swiftly gained popularity.
Opportunities for Marketers
-
- Cultivating Cross-Cultural Narratives: As the platform blends two distinct cultures, brands have a unique opportunity to craft compelling narratives that appeal to both local and international audiences. This cross-cultural storytelling fosters engagement and positions brands as inclusive and innovative.
- Embracing User-Generated, Global Content: Xiaohongshu thrives on authentic, user-driven content. With users from different cultures sharing their perspectives, marketers have the chance to tap into a rich, diverse content pool that appeals to a wide range of consumers, driving higher trust and organic engagement.
- Partnering with KOLs Across Borders: Collaborating with influencers from diverse cultural backgrounds enables brands to amplify their message and build trust with a broader audience. By leveraging KOLs who can bridge the gap between different cultures, marketers can position their brands as global, yet culturally sensitive.
- Leveraging the Surge of TikTok Refugees for Cultural Fusion: The influx of TikTok refugees presents a unique opportunity to work with creators who are experimenting with the cultural exchange. Marketers can engage with these creators early on, taking advantage of their experimental content to form cost-effective partnerships, while benefiting from the platform’s growing trend-forward, cross-cultural audience.
Interested in how RedNote can benefit your business?