In the lead-up to the U.S. TikTok ban on Sunday, American users flocked to the Chinese app RedNote, which provided a comparable experience to their beloved short-form video platform. This app, known in China as Xiaohongshu in the U.S. App Store, quickly ascended to the top of the free apps list. However, after Trump postponed the ban, RedNote’s usage in the U.S. saw a swift downturn. By Monday, the app experienced a decline of over 50% in daily active users, dropping from a peak of 32.5 million on the day of the proposed ban.
Digital market intelligence platform Similarweb reported that after the ban was paused, RedNote’s daily active users plummeted by 54% on Monday. President Trump granted TikTok a 75-day extension to find a way to remain operational in the U.S., providing the platform additional time for negotiations.
The trend continued throughout the week, as app intelligence firm Sensor Tower noted a decline in RedNote’s average mobile daily active users in the U.S. from January 20 to 22, dropping by approximately 17% compared to the preceding week (January 13 to 19).
Many TikTok users made a significant move to RedNote as a means of sending a message to both lawmakers and Meta. Reports, referencing Sensor Tower insights, indicated that around 700,000 Americans joined RedNote within just two days leading up to the ban deadline. By Thursday, Similarweb stated that RedNote’s daily active users surged to 3.4 million on iOS and Android in the U.S., reflecting a staggering week-over-week increase of 133.8%.
The influx of American users to RedNote signified a dismissal of the government’s concerns regarding the “national security threat” associated with a Chinese-owned platform collecting personal data. Moreover, they expressed a preference for exploring another Chinese app instead of reverting to Instagram for Reels.
Several factors influenced the surge of U.S. TikTok users towards RedNote. Some deemed the ban hypocritical, given Meta’s long history of profiting from user data, as echoed by many in their video content, while others simply felt indifferent about their data remaining in Chinese hands.
As illustrated by a popular sound on TikTok, many users humorously articulated their thoughts: “You’re telling me the Chinese government can access my entire personal data, and their grand plan is to psychologically manipulate me through algorithmic content into reading fantasy novels about fairies.”
(This sound references the fantasy literature adored by many in TikTok’s vibrant “BookTok” community, including Sarah J. Maas’ “A Court of Thorns and Roses” series, thus portraying TikTok as a non-threat.)
As TikTok users engaged on RedNote, unexpected cultural exchanges began to take shape.
Users inquired about living expenses in different regions, while individuals from both the U.S. and China sought to learn if their governments had accurately portrayed the other’s society. For instance, U.S. users asked about China’s social credit system, while RedNote’s Chinese users wondered whether it was true that many Americans had to juggle two jobs just to make ends meet. Topics like food, healthcare, and the portrayal of U.S. television in shows like “Friends” were also hot conversation points.
Nevertheless, RedNote’s ascendance in the U.S. may not sustain, especially with TikTok still available. For one thing, RedNote primarily operates in Mandarin, leading many users to turn to language apps like Duolingo, which reported a 216% increase in U.S. engagement. However, learning a new language can be arduous, and many users may eventually abandon their efforts.
Moreover, RedNote’s main focus is the Chinese market. In contrast, TikTok enjoys the advantage of being a global platform—something TikTok highlighted during its Supreme Court arguments about the potential ramifications of being forced to divest.
In anticipation of the ban, TikTok saw a record surge in U.S. daily active users, with a remarkable 106.8 million users engaging with the app on Sunday across iOS and Android.
Compiled by Techarena.au.
Fanpage: TechArena.au
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