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The RedNote Migration

Writer's picture: Lily RuppertLily Ruppert

By: Lily Ruppert


"TikTok" by Solen Feyissa is licensed under CC BY-SA2.0.
"TikTok" by Solen Feyissa is licensed under CC BY-SA2.0.

Over the past few years, TikTok has transformed from a dancing app known by few to a news outlet, comedy hub, shopping center and even source of income that has taken over popular culture in a way no other social media platform has been able to replicate. When Congress passed the bill for the TikTok ban, then, it came to no one’s surprise when Americans shared their collective mourning and outrage. The public was not content, however, to quit scrolling cold turkey. People were quick to search out alternative platforms to flock to, and the popular choice was the Chinese app Xioahongshu, or RedNote.  


The most prominent motivation behind deciding upon RedNote of all apps was largely spiteful; many users joke about openly handing over their information to their “Chinese agent,” poking fun at the U.S. government’s suspicion of TikTok, and those who made the switch are referred to as “TikTok refugees.” 


Another reason why RedNote is a comparable replacement is its set-up. Though it displays many videos at once in a grid format, once you click on one, you can scroll endlessly. Interestingly, despite the similar set-up, RedNote is used very differently by Chinese users. It functions more like Pinterest, with people posting recommendations, fashion, and food more than the comedy and advertisements seen on TikTok. Many people also post slideshows. However, where it was expected for slideshows on TikTok to have audio playing, most slideshows on RedNote are silent. 


In the face of rapid global growth, RedNote developers added many accommodations to the app in a shockingly short period to make the app functional for foreign users. A translate button was added for video descriptions and comments, and soon after, the option to translate video captions in-app before posting became available as well. Before these tools were offered, however, users took it upon themselves to write their comments in both Mandarin and English to accommodate their peers. Additionally, many Americans have taken it upon themselves to learn Mandarin for the app. Those from China are exceptionally encouraging, posting educational videos about Mandarin slang and acronyms and even the implications of different emoticons on RedNote. In return, some Americans are doing the same.  


Many Americans have noted that RedNote is a more welcoming, less toxic environment than TikTok and other American-owned social media sites. A common comment across hundreds of videos is an image of a cat captioned: “Americans, show me your cats.” The responses were flooded with pictures of people’s pets. This type of interaction is drastically different from the comment sections on TikTok. For this reason, many so-called “TikTok refugees” have expressed a hesitance to return to TikTok now that the ban has been lifted, preferring to stay on RedNote. I personally have made the switch back to TikTok simply because its algorithm is unmatched, but I still check in on RedNote from time to time. 


Ultimately, I believe the migration to RedNote, though short lived, was enlightening for many people. Often, we tend to forget just how cross-cultural our interactions are online. One feature on RedNote that I favor is the ability to see people’s home countries in comment sections. I believe that it forces you to realize how diverse your interactions online are. On a post about painting, I saw comments from people from the United States, Tianjin, Sweden, the United Kingdom, and Italy all one after the other. Similarly, on a post where someone was playing the electric guitar, the comment section was flooded with compliments from Ukraine, Yunnan, Pakistan, and the United States. Though this diversity is not unique to RedNote, it is the only app I have seen where it is so easily acknowledgeable. Going forward, I hope this small cultural moment sticks with people as they continue to interact with others online, as this was a refreshing example of just how alike we all are, no matter where we are on the globe. We all like to share pictures of our pets, watch videos of good food and make jokes about the U.S. government. The TikTok ban, though birthed from international tension, only created stronger bonds between international citizens.  

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