“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,” stated Meng Ziying, a PhD researcher from Australia’s College of Melbourne.
For abroad customers, Xiaohongshu can 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 skill to push visitors to a creator’s content material whatever the variety of followers.
“The platform is supporting unusual customers to develop their account,” stated Meng.
Professor Min Ye from Boston College’s Pardee Faculty 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 once we see no viable different however to just accept an unwelcome or discriminatory end result, younger customers usually discover progressive methods to adapt and voice their views. They could form adjustments in each America and China.”
Often called 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 brief movies. It’s also utilized by manufacturers and companies to host purchasing movies and livestreams.
It’s extremely widespread amongst Chinese language vacationers, with many journey influencers sharing meals, lodging and vacationer sizzling spot suggestions all over the world.
Due to its primarily feminine person base, make-up tutorials and womenswear suggestions are additionally widespread on the app.
City “white-collar” ladies 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 enormous followings in different nations like Thailand, Singapore and Malaysia, significantly with Chinese language talking communities.
“Xiaohongshu’s worldwide person base largely depends on Chinese language individuals residing abroad,” Hau stated. “We imagine it’s because of the 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,” stated Chinese language person Sara627 in a put up sharing primary recommendations on utilizing the social media platform.
With the inflow of recent US customers into Xiaohongshu, observers say it has opened a uncommon window for Individuals to study extra about China, and vice versa, by means 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.
