The Chinese version of Instagram, known as "Xiaohongshu," reportedly attracted 700,000 new users in just two days. This surge is attributed to the increasing number of "TikTok refugees" seeking alternatives as TikTok, a leading global short video platform, faces an imminent ban in the United States. As Americans flock to China's social media, there are analyses suggesting an increase in people-to-people exchanges between the two countries. However, many forecast that it will be difficult for Americans to settle on Xiaohongshu, as it is specialized for the Chinese domestic market, and content censorship is rigorously enforced.
According to the Chinese economic media outlet Xinlangjijing on the 16th, internal sources from Xiaohongshu revealed that over 700,000 new users had joined between the 14th and 15th. It is estimated that most of these users originated from the United States. Data research firm Sensor Power also released a report indicating that the number of Xiaohongshu app downloads had increased by over 200% compared to the previous year. However, Xiaohongshu has not provided an official response regarding these figures.
Xiaohongshu is a social media platform specialized for sharing photos and shorts. The sharp increase in Xiaohongshu users in the U.S. stems from concerns that TikTok's service may soon be banned in the country. The U.S. Congress passed the "TikTok Ban Act" in April of last year, which states that if the Chinese company ByteDance fails to divest its stake in TikTok, the app will be banned in the U.S. On the 15th (local time), Reuters reported that TikTok plans to completely halt its services in the U.S. starting from the divestiture deadline on the 19th.
According to the law, new downloads of the app will be blocked, but already installed apps remain usable. However, as updates become difficult, performance will likely degrade over time, and the app may eventually cease to operate. TikTok has filed for an injunction in the U.S. Supreme Court to halt the implementation of the TikTok Ban Act, but local media report that the likelihood of the Supreme Court accepting this case is low.
In response, U.S. TikTok users appear to have chosen Xiaohongshu as their alternative. Although there is a Chinese version of TikTok called "Douyin" operated by ByteDance, it can only be used within China, making it difficult as a substitute for TikTok. As of today, the total views of posts tagged with the hashtag "tiktokrefugee" on Xiaohongshu have surpassed 700 million. CNN reported, "Many American users have joined as a show of resistance against the TikTok ban movement in Washington." There are approximately 170 million TikTok users in the U.S.
Analysts suggest that the influx of Americans to Xiaohongshu is fostering active "U.S.-China exchanges." An American user posted a video asking, "What would you like to know about America?" receiving 180,000 likes and 32,000 comments. Chinese users proficient in English are eagerly posting videos on how to use Xiaohongshu, welcoming newcomers with statements like, "Welcome to Xiaohongshu." The Washington Post noted, "Xiaohongshu natives have embraced the new TikTok refugees" and that "some Chinese view this as a historic opportunity for young people from both the U.S. and China to connect."
However, most forecasts indicate that the Xiaohongshu craze in the U.S. will not last long. The fact that Xiaohongshu is tailored to the Chinese domestic market presents the biggest obstacle. There is no automatic translation feature in English, and most content is in Chinese. Additionally, the unique content censorship in China is an unfamiliar aspect for U.S. users. A researcher at Malaysia's Cyberjaya University who studied Xiaohongshu stated to the Washington Post, "It is different from Facebook and Instagram," adding that "there are many prohibited topics on this platform." China forbids or restricts sensitive political and social terms or related discussions, including nicknames for Chinese President Xi Jinping.