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“TikTok难民”涌入!小红书意外成为美国网民“新宠” 接好,“泼天流量”还需克服三大挑战

"TikTok refugees" are pouring in! Xiaohongshu has unexpectedly become a "new favorite" among USA netizens. However, to achieve great traffic, it still needs to overcome three major challenges.

cls.cn ·  Jan 14 06:20

① As the date for TikTok's ban in the USA approaches, Xiaohongshu unexpectedly becomes the "new favorite" of American internet users; ② In the face of a surge in users, Xiaohongshu still needs to address multiple challenges such as content review and language barriers.

According to the Star Daily on January 14 (reporter Zhang Yangyang), TikTok's ban in the USA unexpectedly benefits Xiaohongshu.

On January 13, a large number of users referred to as "TikTok refugees" began to flood into Xiaohongshu, which has now become the top free app in the USA App Store, followed by TikTok's photo-sharing app Lemon8 and OpenAI's ChatGPT.

Regarding the influx of "TikTok refugees," the Star Daily reporter contacted Xiaohongshu to understand the scale of user growth and community operation, but as of the time of publication, Xiaohongshu had not responded.

In recent days, when entering Xiaohongshu, users with IP addresses from the USA can be seen everywhere. They either start live streams to connect with others or post Short Videos and photos to share their updates. Domestic Xiaohongshu users also show a friendly attitude, expressing "welcome" in the comments.

In the comments section, many users interact with these "newcomers," either introducing local Chinese cuisine and scenery or teaching them how to use Xiaohongshu. Some even ask them for help in learning English. As a result, many "TikTok refugees" notes gained significant traffic in just one day.

Under a topic called "tiktok refugee," there were only over 2000 notes on the afternoon of January 13 with a total view count of approximately 0.39 million. However, by the time of publication, the number of notes under this topic had exceeded 0.06 million, with total views surpassing 40.12 million, and discussions over 1.2 million.

The background of the "TikTok refugees" is that the USA government has imposed a series of reviews and restrictions on TikTok under the pretext of so-called National Security, and a related bill is set to prohibit Americans from using TikTok starting January 19.

As the future of the app becomes uncertain in the USA, many American internet users, especially influencers who rely on Social Media for their livelihood, are starting to seek alternative platforms. Last Sunday, a TikTok influencer named whattheish posted a Short Video on TikTok, referring to Xiaohongshu as the Chinese version of TikTok, urging fans to "shift to" Xiaohongshu.

In today's early trading, A-shares related to Xiaohongshu collectively surged.$Foshan Yowant Technology (002291.SZ)$$Inly Media Co., Ltd (603598.SH)$Both hit the daily limit.$Inmyshow Digital Technology (600556.SH)$$Guangdong Brandmax Marketing (300805.SZ)$$Ronshin Group (301231.SZ)$$Hylink Digital Solutions (603825.SH)$$Guangdong Insight Brand Marketing Group (300781.SZ)$And other stocks opened higher.

As one of the earliest investors in Xiaohongshu, ZHU Xiaohu, managing partner of GSR Ventures, has long been smiling from ear to ear. On the evening of the 13th, he posted a dynamic update on Xiaohongshu saying, "Three Chinese characters have topped the USA."

Many netizens lamented, "Xiaohongshu's international expansion seems to have been completed overnight."

However, according to reporters from the Star Daily, Xiaohongshu is not as optimistic internally about this migration of "TikTok refugees" as the market discussions suggest. As a Chinese Internet Plus-Related platform, there are concerns whether it will face a fate similar to TikTok as its influence grows.

From a more practical business perspective, the influx of numerous foreign netizens presents a series of real challenges that Xiaohongshu needs to address.

The first major issue is the pressure of operational review. The influx of users causes the number of content on the platform to increase daily, making it a daunting task to ensure that the vast amount of content complies with community standards and legal regulations.

Language barriers are also a pressing challenge for Xiaohongshu. Xiaohongshu has long primarily communicated in Chinese, and the vast majority of users do not have a habit of using English. Now, many users within the platform are calling for Xiaohongshu to launch an English translation feature.

Additionally, there is the optimization of community content. Currently, there are many Xiaohongshu accounts with IP addresses based in the USA, and users have reported that some of these accounts "usually post pictures of cats and dogs, which provides no value and dilutes the quality content I want to see."

Editor/Rocky

The translation is provided by third-party software.


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