How did RedNote (Xiaohongshu) capitalised on the influx of "TikTok Refugees"

As TikTok anxiously awaits a Supreme Court decision that could determine whether it will be banned in the United States, users are preemptively fleeing the app and migrating to another Chinese social media platform called RED, which literally means "Xiaohongshu" in Mandarin. As of Monday, Rednote was the number one most-downloaded app in Apple's US App Store. 

As uncertainty looms over the future of TikTok in the United States, many American users, particularly influencers who rely on social media for their livelihoods, have begun to seek alternative platforms. Last Sunday, TikTok sensation Whattheish posted a video on the platform, dubbing RedNote (Xiaohongshu) the "Chinese version of TikTok," and urging her followers to "make the switch."

On 13^th January 2025, RedNote (Xiaohongshu) surged to the top spot as the most downloaded free app in the U.S. Apple App Store. The influx of American users has led to them humorously referring to themselves as "TikTok refugees." In the comment sections, many users have engaged with these newcomers introducing them to Chinese cuisine and landmarks, offering guidance on how to navigate RedNote (Xiaohongshu), and even seeking tips on learning English. As a result, several "TikTok refugees'" posts have quickly gone viral, garnering substantial attention in a single day.

On the 13^th January, 《The New York Post》 explored and analysed the reasons behind RedNote (Xiaohongshu)'s rising popularity in both China and the U.S. The article highlighted that RedNote (Xiaohongshu)’s emphasis on lifestyle inspiration, product reviews, and shopping choices, combined with its social shopping features and focus on community building, has contributed to its widespread appeal in both countries. The report also pointed out that the platform's success demonstrates that users prioritize engaging content and community over geopolitical concerns.

For years, U.S. officials have politicised TikTok’s operational issues, citing concerns that China could use the platform to collect data on American users and conduct surveillance. TikTok’s parent company, ByteDance, has made it clear that it has no intention of selling TikTok’s U.S. operations. On 10^th January, 《The New York Times》 reported that the U.S. Supreme Court is accelerating its review of a bill that could force the sale or nationwide ban of the short-video social media platform, with a decision possibly coming as soon as the 13th. According to a law passed by Congress in 2024, TikTok must sever ties with its parent company, ByteDance, by 19^th January or TikTok face a full ban. On 27^th December 2024, elected President Trump filed a request with the U.S. Supreme Court to suspend the forced sale of TikTok, expressing a desire for the court to allow him time to resolve the issue through political means after his official inauguration on 20^th January 2025.