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As TikTok faces potential closure in the United States, a wave of foreign content creators is migrating to Xiaohongshu, a Chinese social media platform. This influx has propelled Xiaohongshu to the top of the U.S. Apple App Store's download rankings, creating a buzz both online and in financial markets.
The Biden administration recently issued an ultimatum to TikTok’s parent company, ByteDance, citing national security concerns. ByteDance has until January 19 to divest its ownership of TikTok, or the app will be banned in the U.S.
With TikTok boasting approximately 170 million users in the U.S., the uncertainty has driven many creators to seek alternative platforms, including Xiaohongshu, known internationally as Red Book. The migration has even sparked the hashtag “#TikTokRefugees” on Xiaohongshu, symbolizing the move of displaced creators.
Jen Hamilton, a TikTok influencer with 3.9 million followers, humorously announced her transition to Xiaohongshu in a viral video, “I don’t care if China has my data,” and welcomed other “TikTok refugees” to join her on Xiaohongshu.
Other creators echoed similar sentiments, expressing dissatisfaction with the potential ban. An influencer using the handle “allieusyaps” declared they would not return to platforms like Instagram or Facebook, opting for Xiaohongshu instead. “Looks like I might lose my job next week, but hey, we’re learning Mandarin now!” they joked in a post.
Xiaohongshu, founded in 2013, is often compared to a blend of Instagram and Pinterest, offering users a mix of e-commerce and social media features. By July 2024, the platform reported 300 million monthly active users, primarily in China. However, its recent surge in downloads in North America signals its growing appeal to international audiences.
The platform has embraced its new users, with posts from foreign creators introducing themselves to the Xiaohongshu community. One UK-based TikToker wrote in both English and Mandarin: “Hello! I’m a TikToker from the UK. A friend in America recommended this app. I hope native users will accept me. Let’s be friends!”
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