TikTok acquired an obvious reprieve from being compelled to close down, however People on Monday have been nonetheless utilizing and downloading Xiaohongshu, the Chinese language social media app that surged in reputation final week in anticipation of TikTok’s closure.
TikTok, owned by the Chinese language web firm ByteDance, went darkish in america forward of a federal regulation requiring it to be offered or banned on Sunday. TikTok quickly got here again on-line after President-elect Donald J. Trump stated he would concern an govt order to place off a ban as soon as he took workplace on Monday.
Many questions stay about TikTok’s fate in america. For now, Xiaohongshu, which many individuals are calling RedNote, is leaning into its sudden celeb in america.
Over the weekend, Xiaohongshu added a characteristic to let customers translate posts and feedback between Mandarin and English. On Monday it was on the prime of Apple’s rating of most downloaded apps, a spot it has held for a lot of the previous week.
In keeping with knowledge on RedNote, 32.6 million notes have been posted with the hashtag “tiktok refugee” as of Monday, gaining 2.3 billion views.
People on the platform stated they deliberate to maintain posting on RedNote, though TikTok had come again on-line.
“TikTok is again. Will I nonetheless proceed utilizing this app? Completely,” a person in america posted. “I’m going nowhere.”
The preliminary customers of Xiaohongshu outdoors of China needed to overcome important language boundaries. In interviews and on the app, early joiners stated they used instruments like ChatGPT and Google Translate to determine tips on how to register accounts and work together with different customers, most of whom have been in China.
“I feel it’s actually cool that we’re seeing a very completely different nation and seeing their cultural variations from ours and it’s all merging,” stated Sky Bynum, 18, who creates magnificence movies from her house in New Jersey. “That’s one thing that you may’t do on TikTok or Instagram or Fb or YouTube.”
Chinese language customers have been additionally serving to their new social media associates navigate China’s strict censorship. Don’t submit any photographs involving nudity or weapons, they suggested.
People have posted movies taking Chinese language viewers alongside for a buying journey to Walmart and speaking about how a lot it prices to take their 4 youngsters to dinner. The conversations have introduced up matters which might be usually thought-about delicate on-line in China, together with whether or not individuals could be open about their sexuality and the lengthy hours that many work. On a video about how individuals in China’s tech trade work lengthy hours, commenters in america shared their job schedules engaged on oil rigs, in hospitals and at Taco Bell.
Though Xiaohongshu is extraordinarily fashionable in China, particularly amongst younger girls in huge cities, the corporate has stored a low profile. It has not up to date its English-language firm information web page in virtually two years.
Xiaohongshu has posted almost a dozen job openings each day for the previous week on its recruitment web site. Among the many positions listed have been one for an engineer to work on the platform’s “content material safety emergency response functionality building.” It is usually on the lookout for somebody to be in command of content material safety threat evaluation and evaluation, and interns with “glorious written and spoken English expertise.”
Xiaohongshu, a privately held firm, is operated by Xingyin Data Know-how, which is predicated in Shanghai and owned by the billionaire entrepreneurs Charlwin Mao and Miranda Qu. As of final July, Xiaohongshu had raised almost $1 billion because it was based over a decade in the past, in keeping with Crunchbase, from traders together with Alibaba, HongShan and Tencent, the Chinese language web large behind the nation’s most ubiquitous app, WeChat.
The app lets customers share brief movies in addition to nonetheless, text-based posts, which generally appeal to lengthy, Reddit-like remark threads. Like TikTok, Xiaohongshu is powered by a proprietary algorithm, which recommends content material focused to maintain individuals scrolling.
