Lai Lin Thomala
Research expert covering Greater China
Xiaohongshu (rednote) - statistics & facts
Picture 20 packed large football stadiums — now imagine every single person there downloading the popular Chinese lifestyle and social app Xiaohongshu. Ahead of the looming TikTok ban in the United States on January 19, 2025, unexpectedly, over a million of U.S. TikTok users rushed to Xiaohongshu, also known as Little Red Book or RedNote, before it changed its English name to rednote .
But is it the right app for these platform migrants? From brand positioning to language setting and content restrictions, the Instagram-like app is perhaps not the right sustainable alternative. Short-lived as this TikTok migration could be: after 12 hours of suspension in the United States, TikTok has resumed operations, and the newly sworn-in President Donald Trump has pledged to save the short video app by delaying the proposed ban. The clock is ticking. Can Xiaohongshu manage to turn this newfound fame in its favor?
What sets Xiaohongshu apart is its emphasis on authenticity and its strong community ethos. Its algorithm prioritizes niche interests and genuine experiences over virality — a stark contrast to TikTok’s fast-paced, trend-driven nature. Given its high app user traffic value and influencer marketing effects, it has become the go-to destination for advertisers in China, especially the luxury goods industry.
It is worth noting that TikTok is more than just an entertainment app — it’s a vital platform for 1.3 million content creators and seven million businesses in the United States. For Xiaohongshu, building a creator ecosystem that rivals TikTok’s scale and engagement will take time and significant effort. For now, many TikTok refugees see Xiaohongshu as a temporary switch rather than a permanent home. The overnight sensation could be over soon. Since the TikTok ban was postponed, the initial enthusiasm has gradually tapered off. Whether Xiaohongshu can leverage this new influx to truly globalize depends on its ability to adapt, sustain international interest, and navigate cultural content with regulatory constraints.
But is it the right app for these platform migrants? From brand positioning to language setting and content restrictions, the Instagram-like app is perhaps not the right sustainable alternative. Short-lived as this TikTok migration could be: after 12 hours of suspension in the United States, TikTok has resumed operations, and the newly sworn-in President Donald Trump has pledged to save the short video app by delaying the proposed ban. The clock is ticking. Can Xiaohongshu manage to turn this newfound fame in its favor?
The Chinese Instagram-meets-Pinterest
Interestingly, the so called “TikTok refugees” bypassed major Chinese short video platforms, opting for Xiaohongshu. Their choice speaks to the unique appeal of the platform. Founded in Shanghai in 2013, Xiaohongshu has evolved into a vibrant community-driven platform, boasting over 300 million users, with two-thirds being monthly active users in China. Predominantly young and highly educated, nearly 80 percent of its users were female.Why not other Chinese short video apps?
For an app to gain traction, accessibility and a strong reputation are essential prerequisites. Douyin, TikTok’s Chinese counterpart, is complex and inconvenient to access outside of China. Kwai, another close option launched by the Chinese company Kuaishou, is more known in emerging non-English speaking markets like Brazil, with a strong focus on regional trends.What sets Xiaohongshu apart is its emphasis on authenticity and its strong community ethos. Its algorithm prioritizes niche interests and genuine experiences over virality — a stark contrast to TikTok’s fast-paced, trend-driven nature. Given its high app user traffic value and influencer marketing effects, it has become the go-to destination for advertisers in China, especially the luxury goods industry.
Rome was not built in a day
In many ways, Xiaohongshu at its core may not be an ideal solution for U.S. TikTok users. The platform’s focus on Chinese-speaking audiences, lack of built-in translation tools, and strict content moderation create significant hurdles for newcomers. Although the team has swiftly introduced real-time translation features and hired English-speaking content moderators, it still faces the tension of managing cross-border interactions in Chinese regulations.It is worth noting that TikTok is more than just an entertainment app — it’s a vital platform for 1.3 million content creators and seven million businesses in the United States. For Xiaohongshu, building a creator ecosystem that rivals TikTok’s scale and engagement will take time and significant effort. For now, many TikTok refugees see Xiaohongshu as a temporary switch rather than a permanent home. The overnight sensation could be over soon. Since the TikTok ban was postponed, the initial enthusiasm has gradually tapered off. Whether Xiaohongshu can leverage this new influx to truly globalize depends on its ability to adapt, sustain international interest, and navigate cultural content with regulatory constraints.
