U.S. TikTok Customers Flock to RedNote as Ban Looms

Why Are U.S. TikTok Customers Signing Up for RedNote?

By Ben Guarino edited by Dean Visser

In response to—or protest over—the upcoming U.S. TikTok ban, which is able to take impact on Sunday if the app shouldn’t be offered or if the Supreme Court docket doesn’t intervene, 1000’s of individuals within the nation have joined RedNote. The latter is a China-based e-commerce and way of life app that’s also called Xiaohongshu, Mandarin for “Little Red Book”—which can also be a nickname for the well-known ebook of quotations from Mao Zedong. About 300 million individuals, primarily in China, use RedNote for video and picture sharing, procuring and journey suggestions.

This week RedNote climbed to the highest of the charts on Apple’s and Google’s U.S. app shops. The potential TikTok ban has to date prompted about 700,000 individuals to hitch the Chinese language app, in response to Reuters. That’s lower than 1 p.c of the 170 million U.S. customers of TikTok, however the inflow has been sufficient to spawn goofy memes and the occasional misunderstanding: a person in Vancouver who welcomed the brand new arrivals went viral as a result of individuals mistook him for RedNote’s chief govt.

The push to this app is an instance of the “media substitution hypothesis,” wherein individuals fill a media void with a brand new platform or community, says Saleem Alhabash, a professor of promoting and public relations at Michigan State College, who research the psychological results of social media use. On TikTok, “there is no implicit contract that you have to be an active user,” he factors out, not like arguably extra posting-driven platforms resembling X (previously Twitter), Bluesky or Instagram. It’s fully acceptable to passively lurk, scroll and store on TikTok, and RedNote could also be scratching that very same itch. “Mix the social with satisfying the need to shop—to buy cheap clothes or exercise equipment—that is the full package, in terms of user experience,” Alhabash says.

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Though TikTok proprietor ByteDance relies in China, the English model of its app operates within the U.S. by way of an American subsidiary. RedNote, in the meantime, has a single app with largely Mandarin content material and is headquartered in Shanghai. One results of the current migration has been a cultural change between new customers within the U.S. and veteran ones in China: Some People on RedNote, as an example, marveled at China’s mass-market electrical automobiles, which aren’t offered within the U.S. due to excessive tariffs. And Chinese language college students have sought assist with their English homework on the app.

RedNote’s possession additionally implies that if the app had been to take off within the U.S., it might possible be topic to the identical sort of nationwide safety issues over information harvesting and content material manipulation that TikTok has confronted. RedNote, which didn’t instantly reply to Scientific American’s request for remark, additionally restricts posts that individuals would be capable to share freely on U.S. platforms. To keep away from algorithmic constraints on LGBTQ content material, same-sex {couples} in China usually name themselves “roommates,” in response to a 2024 ethnographic research of RedNote and comparable apps, or camouflage their digital communities by way of unconventional hashtags. (As a result of curiosity in #ToddlerFood is stereotypically coded as feminine, queer and lesbian girls in China can use it to keep away from “men who only care about themselves,” as a RedNote consumer informed the research’s writer.)

Whether or not former TikTok customers will migrate from one app to a different “in a cultlike manner” is much from sure, Alhabash says. Some individuals could be satisfied to comply with their favourite influencers to new platforms, and the place these influencers find yourself may, in flip, be guided by monetary prospects or model help. “There’s more than just an individual decision by the user” at play, he says.

For now, on RedNote, there are jokes. One consumer who had freshly signed up was greeted by a message from their “new Chinese spy friend.” Others mentioned they had been joyful to offer their information on to President Xi Jinping or China’s authorities. And the Los Angeles Occasions reported that this week practically 200,000 individuals joined a RedNote dwell chat named “TikTok Refugees Club.”