The influx of TikTok users presents difficulties for Xiaohongshu.

This week’s job postings in China show that RedNote, also known as Xiaohongshu, is having trouble keeping up with the influx of new users coming from TikTok.

Increase in U.S. Users

In anticipation of a potential TikTok ban in the US, hundreds of thousands of Americans have abruptly joined Xiaohongshu, also known globally as RedNote. Originally created with Chinese users in mind, the site is already racing to expand its moderating mechanisms, particularly for content in English.

Pressure on the Platform

This rapid growth is putting pressure on Xiaohongshu, which has primarily served a Chinese-speaking audience. The platform, known for sharing lifestyle content and product reviews, is now adapting to meet the demands of a broader user base. Many Americans are flocking to Xiaohongshu due to concerns about TikTok’s future in the US.

Moderation Challenges and Data Privacy Concerns

As the platform grows internationally, Xiaohongshu must manage a variety of content, languages, and cultural sensitivities. With more content being uploaded in English, the platform faces challenges in ensuring compliance with community guidelines while respecting local cultural context. Users are also questioning whether their data is secure, given that Xiaohongshu is a Chinese-owned platform.

Looking Ahead

Xiaohongshu has yet to officially comment on the scale of its user growth or its strategy to address these challenges. However, it’s clear that the platform is becoming a serious contender in the social media landscape, competing with Western giants like Facebook, Instagram, and TikTok.

This surge in users highlights a shift in the digital landscape, as people look for alternatives to traditional platforms, driven by government regulations and concerns over data privacy. As Xiaohongshu adjusts to its growing international audience, it will need to refine its moderation systems and safeguard its reputation as a trusted platform.

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Source: https://www.wired.com/story/xiaohongshu-english-moderators-red-note/