Red Note Struggles to Serve as Haven for TikTok Refugees

In the wake of the U.S. government's ban on TikTok, American users have flocked to the Chinese app Red Note, also known as Xiaohongshu. This surge in new users propelled Red Note to the top of the U.S. App Store on Monday. However, their switch has not been without complications. Many TikTok users, including popular influencer Bethany Frankel, reported account freezes and suspensions shortly after posting content on the platform.

The U.S. government imposed the ban on TikTok for unspecified reasons, prompting users to seek alternatives like Red Note. Yet, users encountered difficulties navigating the app, particularly in switching its language settings from Mandarin to English. This challenge, coupled with unfamiliar community guidelines written in Mandarin, led to confusion and penalties for some users. For instance, one user claimed their account was frozen merely for posting a picture of cinnamon rolls.

Further complicating matters, users found themselves penalized if their videos displayed the TikTok watermark. In certain cases, accounts were suspended for allegedly violating Xiaohongshu’s Community Guidelines, although the inability to comprehend these guidelines left users in the dark about their infractions.

Unlike TikTok, Red Note serves multiple purposes; it functions as a local recommendation platform akin to Yelp or Google, offering more than just short-form video feeds. This multifaceted nature makes it an imperfect substitute for TikTok, especially for users seeking a direct replacement.

Many creators who initially migrated to Red Note are now appealing their bans but face uncertainty regarding resolution. Meanwhile, other platforms competing with TikTok are seizing the opportunity to attract these displaced users. Despite this, the necessity for creators to monetize their followings at scale may ultimately draw them back to established platforms operated by Meta and Google.