Faced with the threat of a ban on TikTok in the United States, thousands of American users are turning to an unexpected alternative: Xiaohongshu, a Chinese platform better known as “RedNote” across the Atlantic. Founded in 2013, this popular app in China now claims 300 million users, according to research firm Qian Gua. His specialty? Sharing content focused on travel, fashion and beauty, a positioning that has earned it the nickname “Chinese Instagram”, explain CNN and the New York Times.
Since Tuesday, the application has taken the lead in the download rankings on the American App Store. A meteoric rise linked to the uncertainty which hangs over the future of TikTok, subject to a potential ban decided by the American authorities.
A digital exile and unexpected exchanges
The hashtag #TikTokRefugee reflects the state of mind of new arrivals, who call themselves “digital refugees”. In just a few days, it garnered nearly 60 million views and generated more than 1.7 million comments. Some American users even welcome the experience, finding the platform “more enjoyable than TikTok”. This massive migration does not leave Chinese users indifferent, who, far from feeling invaded, warmly welcome these newcomers.
Calls for mutual respect have also emerged among American users. “Don’t bring politics here, please. We just want to have fun and take advantage of this platform, while respecting those who were there before us,” urges a newcomer in a widely shared post. Interviewed by CNN, Ivy Yang, technology sector analyst and founder of the consulting firm Wavelet Strategy, explains that this phenomenon represents “one of the most organic forms of cultural exchange between the United States and China observed in recent times. years “.
RedNote, a serious alternative to TikTok?
If RedNote is so successful, it is largely thanks to its algorithm, which favors content based on users’ interests rather than popularity. This approach promotes more authentic and less influencer-dominated posts, a model that appeals to many users accustomed to TikTok.
Created by the company Xingin Information Technology and based in Shanghai, Xiaohongshu was however not designed for an English-speaking audience, which could constitute an obstacle to its large-scale democratization. But for now, that doesn’t stop RedNote from attracting American users looking for a new platform.
Towards a multiplication of alternatives?
At the same time, another Chinese application, Lemon8, is experiencing rapid growth in the United States. Owned by ByteDance, the parent company of TikTok, Lemon8 is positioned as a platform for sharing lifestyle content, inspired by both Instagram and Pinterest. It currently occupies the second place of the most downloaded applications on the American App Store.
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However, the threat of a ban also looms over this app. Legislation passed by Congress last year states that all platforms owned by ByteDance could be affected by a ban. If Lemon8 is not mentioned by name, its future in the United States remains uncertain.