As the potential US TikTok ban draws closer, users are exploring alternatives. Could another Chinese app lead the short-form content space?

There’s still plenty of uncertainty around TikTok’s future in the US, and the sale or ban deadline is just days away now. Ahead of this date, users have been exploring alternatives to the leading short-form video content app. While YouTube Shorts or Instagram Reels might seem like the more obvious choice, another Chinese social media app has been gaining popularity. Xiaohongshu, known in English as RedNote, has recently become the most downloaded free app on the US App Store, surpassing popular platforms like Instagram and TikTok.

Launched in 2013, Xiaohongshu began as a platform for users to share product reviews and shopping experiences, integrating e-commerce features to facilitate purchases. Over time, it has evolved into a comprehensive lifestyle platform where users share a wide range of content, including photos, short videos, and personal stories. Its layout is similar to that of Pinterest’s, and it is widely regarded as China’s answer to Instagram. The app boasts over 300 million monthly active users, with a significant majority being young women.

Influencers on TikTok have been promoting Xiaohongshu on their accounts, encouraging followers to migrate to the platform. This movement has led to the emergence of the term “TikTok refugees,” describing users transitioning from TikTok to Xiaohongshu.

What makes the rise in popularity of Xiaohongshu interesting is its provenance. The reason for the looming ban on TikTok in the US is, as cited by the US government, concerns around security and data privacy. This is of course owing to the fact that TikTok is owned by Chinese company, ByteDance. Divesting from TikTok in the US is the alternative option, though ByteDance so far have maintained it will not go down this route. However, Xiaohongshu is firmly based in China, and seemingly has no intention of operating specifically within the US market.

This means there is a possibility that Xiaohongshu could face similar scrutiny from the US government, should a ban on TikTok be enforced in the end. While this app’s popularity surges in the US, creators and users should keep other options open, lest they risk moving to another app only to have it banned again.