The oral arguments at the U.S. Supreme Court regarding the TikTok ban were not favorable. The “national security threat” theory posits that on January 10, the majority of judges at the Supreme Court believed that the law targeted the ownership of TikTok rather than the content of speech. There is a tendency to think that the relationship between ByteDance and its Chinese parent company poses a national security risk to the United States. The U.S. government has long used the excuse that “China may use TikTok to collect American user data for surveillance,” politicizing TikTok’s operational issues. Under the pressure of the ban, there has been a migration. According to a law passed by the U.S. Congress last year, TikTok must separate from its parent company ByteDance before January 19; otherwise, it will face a comprehensive ban. As the deadline approaches, many TikTok creators are eager to find alternative platforms. Xiaohongshu, which resembles TikTok, has become one of their choices. Xiaohongshu’s own advantages and attractions include: Similar content format: Xiaohongshu and TikTok have certain similarities in interface and content recommendation mechanisms. For users accustomed to TikTok, switching to Xiaohongshu is relatively easy, allowing them to adapt quickly to the new platform environment. Unique community atmosphere: Xiaohongshu is a content community that focuses on sharing lifestyles and consumption decisions. Users can share their daily lives and experiences, forming a unique community atmosphere and culture. This atmosphere attracts many users who pursue personalized and diverse expression, including the “refugees” from TikTok. No need for a Chinese mobile number to register: Compared with other domestic social platforms such as Douyin, Xiaohongshu allows registration with mobile numbers from other countries, providing convenience for foreign users and lowering the threshold for them to enter the platform. Recommendation and guidance by influencers The influence of opinion leaders: Influencers on TikTok, such as whattheish, have recommended and promoted Xiaohongshu, gaining recognition and response from their fans. This has sparked more people’s attention and attempts at Xiaohongshu, driving a large number of users to pour in. Chinese netizens have diverse views on this phenomenon: On the positive side: Cultural exchange and understanding: It is seen as an opportunity for cross-cultural exchange, allowing Chinese netizens to better understand Western cultures and the thoughts of young people. At the same time, it can also show Chinese culture and lifestyle to the world, promoting mutual understanding and integration between different cultures. Enriching platform content: The influx of a large number of foreign users has brought more diversified content to Xiaohongshu, such as different aesthetics, lifestyles, and creativity, enriching the platform’s content ecosystem and enabling users to access a wider range of information and viewpoints. On the negative side: Concerns about content quality and community atmosphere: There are worries that too much foreign content may affect the original content quality and community atmosphere of Xiaohongshu, leading to low-quality and inconsistent content on the platform, and even possibly causing some unhealthy competition and conflicts. Information security and audit challenges: The influx of a large number of foreign users also brings greater challenges to Xiaohongshu’s content audit and management. Ensuring the platform’s information is secure and reliable, and avoiding illegal, harmful information, are important issues that the platform needs to address.
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