Xiaohongshu Faces Shifting Fortune with U.S. Users Amid TikTok Ban Drama

Over the past year, Xiaohongshu—known as RedNote in the United States—has experienced a roller-coaster ride. Prompted by the potential TikTok ban, American users flocked to the Chinese social media platform in search of a new community and fresh content. However, recent developments have reshaped RedNote’s U.S. user base and highlighted broader questions about online censorship and cultural exchange.

1. The TikTok Ban That Never Was

“TikTok Refugees”: When rumors of a TikTok ban loomed in the U.S., large numbers of American users migrated to Xiaohongshu, hoping to recreate or continue the short-form content experience.
Surge in Cultural Exchange: This influx led to fascinating interactions between American and Chinese users—from swapping language lessons to sharing lifestyle tips and travel inspiration.

Quick Takeaway

The sudden arrival of “TikTok refugees” turned Xiaohongshu into a unique social media melting pot, with U.S. and Chinese communities interacting in unprecedented ways.

2. American Influencers and Content Moderation Challenges

Influencer Recruitment: Recognizing the app’s growing popularity, Xiaohongshu partnered with U.S.-based influencers to boost its profile and engage more American users.
Strict Censorship Policies: As a platform operating under Chinese regulations, Xiaohongshu maintains rigorous content moderation. New U.S. users found themselves encountering censorship issues—posts discussing politically sensitive topics in China were deleted, and some accounts got suspended.

Quick Takeaway

For many Americans, RedNote’s moderation rules sparked a conversation about free speech versus government-regulated content, revealing stark differences in what can be discussed openly in U.S. vs. Chinese internet spaces.

3. After the Suspension of the TikTok Ban

Decline in User Base: When the TikTok ban was ultimately put on hold, many U.S. users returned to their familiar platform.
Significant Drop: Daily active users on Xiaohongshu in the U.S. plunged by over 50%, falling from a peak of 32.5 million to about 16.25 million.

Quick Takeaway

This exodus highlights how volatile user loyalty can be, especially when fueled by external political or legal uncertainty.

4. Ongoing Relevance and Future Outlook

Continued Discourse: Despite losing half of its U.S. user base, Xiaohongshu remains central to discussions about censorship, free expression, and cross-cultural internet use.
Potential Growth Areas: The app’s unique blend of social commerce, influencer marketing, and lifestyle content may still appeal to niche American audiences.
Room for Collaboration: As the U.S.-China tech relationship evolves, Xiaohongshu’s platform could serve as a bridge for cultural and commercial engagement—provided it strikes the right balance in content guidelines.

Conclusion

Xiaohongshu’s rapid rise and subsequent decline in the U.S. market underscores how politics, regulation, and cultural differences can dramatically impact social media trends. While the platform’s user count has shrunk, its role in sparking dialogue about global online communities and the boundaries of free speech continues to grow. Whether RedNote can rebound—and how it manages the tension between international expansion and content moderation—remains a story worth following in the months ahead.