Xiaohongshu: The Chinese Social Media App That’s Gaining Popularity in the US
BEIJING: In the days leading up to a proposed US government ban on the social media platform TikTok, American users have turned to another Chinese-owned app, Xiaohongshu.
Origin
Xiaohongshu, also known as RedNote, was launched in Shanghai in 2013 by Charlwin Mao and Miranda Qu. The app translates literally to Little Red Book, but is not a reference to Chinese communist leader Mao Zedong’s book of quotations. According to an interview with research agency Shensixing, Xiaohongshu founder Mao said that he viewed his time at Bain & Company and Stanford Business School as "two major milestones" in his life.
Content
Unlike TikTok’s sister app Douyin or the micro-blogging site Weibo, Xiaohongshu leans heavily towards apolitical content such as lifestyle, travel, beauty, and food topics. The app’s "Explore" page is similar to TikTok’s "For You" page — both curated by an algorithm that suggests content based on users’ interests and interactions on the platforms. It is also an online marketplace similar to TikTok Shop, where users can directly buy items including clothing, make-up, and accessories.
Mostly Chinese
Xiaohongshu’s main challenge to retaining these new US users is the language barrier, experts have told AFP. The app is mostly in Chinese and has no auto-translation tools. The platform also focuses overwhelmingly on content tailored to China, while most products appear to only ship within the country. In public group chats on the platform, new US users have asked for translations of slang terms, as well as keywords to search for content they wanted.
Conclusion
Xiaohongshu has quickly become popular among US users in the wake of the proposed ban on TikTok. However, the app’s mainly Chinese user base and lack of auto-translation tools may make it difficult to retain these new users in the long term. Only time will tell if Xiaohongshu can overcome these challenges and become a major player in the global social media landscape.
Frequently Asked Questions
Q: What is Xiaohongshu?
A: Xiaohongshu is a lifestyle-focused social media app that combines elements of Instagram and Pinterest.
Q: What is the difference between Xiaohongshu and TikTok?
A: Xiaohongshu focuses on lifestyle, travel, beauty, and food topics, while TikTok is known for its short-form videos and entertainment content.
Q: Can I use Xiaohongshu in English?
A: Yes, but the app is mostly in Chinese and has no auto-translation tools. Users may need to learn some Chinese to fully utilize the app.
Q: Can I buy products on Xiaohongshu?
A: Yes, the app has an online marketplace where users can buy items including clothing, make-up, and accessories. However, most products appear to only ship within China.