New users in the United States are turning to RedNote, also known as Xiaohongshu in China, amid the potential ban of TikTok. The Chinese social media platform experienced a surge in popularity, with over 700,000 new users joining in just two days. This sudden influx comes ahead of a January 19 deadline for ByteDance to sell TikTok or face a US ban over national security concerns.

RedNote, a social app valued at $17 billion, offers a space for users to curate photos, videos, and text documenting their lives. Popular as a search engine for travel, beauty tips, and restaurants in China, the app now aims for global recognition. According to Sensor Tower, RedNote's US downloads increased by over 200% compared to last year and 194% from the previous week.

Lemon8, a ByteDance-owned app, also saw a similar spike in user activity. Downloads surged by 190% in December, with over 3.4 million new users joining the platform. Both apps have climbed the rankings on Apple’s App Store and Google Play, signaling a shift in user preferences.

The rise of RedNote highlights its potential to attract TikTok’s user base. Stella Kittrell, a content creator from Baltimore, expressed her interest in collaborating with Chinese companies through the app. "It feels like a subtle protest against the US government’s overreach," she said. For many, the app offers a fresh alternative to platforms like Instagram, Facebook, and Elon Musk’s X.

The cultural exchange on RedNote is evident. In a live chat titled "TikTok Refugees," over 50,000 users discussed various topics, from food to unemployment. While some exchanges were lighthearted, others delved into sensitive areas, highlighting the platform's unique blend of global interaction.

However, RedNote faces challenges in moderating English-language content and building tools for cross-cultural engagement. Unlike ByteDance, which operates separate apps for domestic and international audiences, RedNote maintains a single version. This approach could complicate compliance with differing content regulations.

The app’s sudden popularity has also boosted the stock of its business partners, such as Hangzhou Onechance Tech Corp., which saw a 20% increase in share prices. Executives at RedNote view this surge as an opportunity to achieve global popularity akin to TikTok’s success.

As the US government debates TikTok’s fate, apps like RedNote are quickly becoming viable alternatives for millions of users. Whether RedNote can sustain its momentum remains to be seen, but its rapid growth indicates a shifting landscape in the social media industry.

SOURCE: THEGUARDIAN | PHOTO: FIRSTPOST