As the fate of TikTok continues to dangle in the US, another Chinese-born app, Xiaohongshu, colloquially known as RedNote, has captured American users’ interest. As a result, it has shot up to the number one position for free apps on the US App Store and leads the Social Networking segment for gratis iPhone applications.
Several TikTok content curators have begun advocating Xiaohongshu via their channels, urging their followers to switch platforms. This move provides a safety net for influencers faced with an uncertain future on TikTok.
Understanding the Xiaohongshu Phenomenon
Debuting in 2013, Xiaohongshu offers many appealing elements relevant to creators in search of a TikTok substitute: a visual-appealing Pinterest-like layout, a social shopping feature, and recognition as China’s indigenous Instagram alternative. Moreover, Xiaohongshu gained remarkable popularity among the youthful Chinese demographic amid the COVID-19 pandemic, reporting 300 million monthly active users, with women making up 79% of this figure.
Even before its recent popularity surge in the US, Xiaohongshu already had a commendable 3.2 million downloads since January 2017. Additionally, it has secured approximately $917 million in venture capital with renowned entities like Tencent and Alibaba as investors. A projected ~$1 billion profit increase in 2024 underscores Xiaohongshu’s potential and the promising opportunities it offers its content creators.
Despite the current buzz, Xiaohongshu’s future in the US remains shrouded in uncertainty, especially given the increased scrutiny on Chinese apps by U.S. authorities. Interestingly, TikTok influencers seem hesitant to promote apps connected to TikTok’s biggest competitor, Meta, following the controversial relaxation of its content moderation policies.
Original source: Read the full article on TechCrunch
