Recently, the short video platform TikTok is facing imminent removal from the United States. As the deadline approaches, tens of thousands of American TikTok users have flocked to the Chinese social platform RedNote. However, many netizens have since encountered regulatory scrutiny and content censorship. Analysts indicate that the trend of RedNote gaining popularity in the U.S. may be short-lived, as it serves more as a “protest card” for American users rather than a social “alternative”.
According to reports from Reuters, TikTok plans to shut down its application for U.S. users starting Sunday, January 19. Sources mentioned that TikTok’s plan includes displaying a pop-up message when users open the app, informing them about the ban and guiding them to visit a dedicated website for more information.
Following the prospect of TikTok being taken down, numerous American users have abruptly shifted to the Chinese e-commerce platform RedNote International.
This week, RedNote has risen to the top of the U.S. application download charts, attracting a large influx of new users. An insider from the company disclosed to Reuters that in just a couple of days, RedNote has attracted over 700,000 new users.
Research firm Sensor Tower estimates that RedNote’s downloads in the U.S. have increased by over 200% compared to last year, with a 194% growth rate from the previous week.
As reported by Reuters, the massive influx has caught RedNote off guard. Two sources familiar with the company revealed that RedNote is actively seeking ways to review English content and develop English-to-Chinese translation tools.
Currently, RedNote does not have a built-in translation function, and foreign users primarily rely on English communication or third-party translation software. According to a report from a Chinese media outlet, RedNote’s internal team has started working overtime since January 13.
Images circulating online show that RedNote has urgently recruited English content moderators to enhance its content review team. These moderators are based in Wuhan and are required to have scored above 425 in the College English Test. The job entails an 8-hour workday, a monthly salary ranging from 7,000 to 9,000 Chinese yuan, 13 monthly salaries, as well as meal and transportation allowances.
In light of this, Chinese netizens commented, “English truly is the key to opening up the world,” “Remember, your job opportunities are given by foreign friends,” and “In the end, they’ll lose all their users through moderation.”
Meanwhile, the discussion surrounding whether American TikTok users can smoothly transition to RedNote and evade Chinese internet censorship has been a hot topic recently.
Some American users have received warnings from Chinese netizens. Pictures display Chinese netizens cautioning American users not to mention sensitive topics like politics, religion, and drugs on Chinese social apps. Several American users have reported account suspensions and post takedowns since January 14.
Additionally, some American users claim that RedNote has various “backdoors.”
These events have become a trending topic on the social platform X.
“A bunch of American TikTok users running to RedNote for ‘refuge,’ let the little foreigners experience what ‘CCP version of free speech’ is like before they get hit with an iron fist,” one user commented. Another remarked, “RedNote has the most stringent censorship system among all social apps. Before being awakened by an iron fist, experience life as a ‘Cyber Chinaman’ for a while.” Others expressed skepticism about RedNote’s long-term success.
Former CEO of a financial enterprise, “Laozhouhengmei,” analyzed on X, “American youths on TikTok generally have no idea about ‘real’ evil and are quick to criticize their government for being too authoritarian. This finally gives them a taste of true authoritarianism… Currently, it’s all sunshine and rainbows, but eventually the stringent content moderation of Chinese short videos will open their eyes.”
“In the world behind the wall, the rule is one word: guess. Americans are used to rules being very clear and transparent; they won’t be able to handle the moderation system behind the wall. I am eagerly anticipating these naive American youths experiencing the true socialist iron fist.”
Under strict control by the CCP, RedNote’s content censorship is extremely rigorous.
In July 2022, “China Digital Era” reported a leakage of a document showcasing RedNote’s content moderation repository, detailing the monitoring of public opinion and accumulating sensitive keywords and potential violations for their 200 million active users. For instance, the platform’s moderation system added 564 new sensitive terms related to Xi Jinping within two months.
According to a report from the South China Morning Post on January 15, analysts predict that the surge in American users flocking to RedNote will be brief, as users would soon realize the stark differences in content guidelines between RedNote and the U.S. version of TikTok.
Some observers believe that RedNote’s popularity will wane. Without an English version or translation function, long-term use can be challenging. It is further anticipated that the incoming administration, potentially under Trump, may scrutinize other Chinese-owned or operated applications.
Paul Triolo from the Washington-based consulting firm Albright Stonebridge Group stated that most Americans migrating to RedNote appear to do so as a form of protest against the forthcoming TikTok ban.
Renowned Chinese business consultant and founder of the “5-Minute Business School” and Chairman of Runmi Consulting, Liu Run, analyzed in a post, stating that these users flocking to a perplexed RedNote might not be a windfall for the platform.
Firstly, it’s crucial to determine whether these American users view RedNote as an “alternative” or merely a “protest card.” RedNote is not their social “alternative”; their true social substitutes are apps like Instagram, YouTube Shorts, and Lemon8 where their real friends are. Therefore, RedNote is likely to encounter real trouble soon.
RedNote in China must undergo strict content moderation, a superpower that American users will soon come to appreciate fully. Why can’t a specific content be posted? Why has another piece of content disappeared? For users accustomed to the environment of Western social media, it’s akin to moving from an open office to a building with stringent access control. After the initial novelty wears off, the ‘refugees’ on TikTok who felt they could ‘do as they please’ will soon be at a loss.
The English version of the U.S. banning TikTok drama may turn into a Chinese version of banning RedNote.