“For these TikTok refugees, they need to discover an alternate platform that’s owned by a Chinese language firm, (that) is extra Chinese language than TikTok,” stated 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 cellular quantity to register for an account.
Like TikTok, a part of Xiaohongshu’s attraction is in its algorithm’s means to push visitors to a creator’s content material whatever the variety of followers.
“The platform is supporting odd customers to develop their account,” stated Meng.
Professor Min Ye from Boston College’s Pardee College of World Research stated she was “stunned” by the “pace 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 after we see no viable various however to simply accept an unwelcome or discriminatory consequence, younger customers typically discover revolutionary methods to adapt and voice their views. They could form adjustments in each America and China.”
Generally known as RedNote in English, the app is commonly hailed as China’s reply to Instagram and has been the go-to on-line house for Chinese language social media customers for watching and resharing quick movies. Additionally it is utilized by manufacturers and companies to host purchasing movies and livestreams.
It’s extremely well-liked amongst Chinese language vacationers, with many journey influencers sharing meals, lodging and vacationer scorching spot suggestions around the globe.
Due to its primarily feminine consumer base, make-up tutorials and womenswear ideas are additionally well-liked 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, stated Jeffrey Hau, co-founder and director of Prizm Group, a digital advertising and marketing company.
It has gained big followings in different international locations like Thailand, Singapore and Malaysia, notably with Chinese language talking communities.
“Xiaohongshu’s worldwide consumer base largely depends on Chinese language folks dwelling abroad,” Hau stated. “We consider it’s as a result of nature of the content material, which is especially (hosted) within the Chinese language language.”
CROSS-CULTURAL EXCHANGE
Native Xiaohongshu customers have largely been welcoming of the “TikTok refugees”.
“Hello! TikTok refugee. Welcome,” stated Chinese language consumer Sara627 in a submit sharing fundamental tips about utilizing the social media platform.
With the inflow of recent US customers into Xiaohongshu, observers say it has opened a uncommon window for People to be taught extra about China, and vice versa, by way of 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.
