RedNote's U.S. Surge and Decline | Generated by AI
You’re right to be discerning! While there was a significant surge in American users on RedNote (Xiaohongshu) around January and February 2025 due to the looming TikTok ban, available data suggests that the intense level of engagement from that initial peak may have somewhat subsided.
Here’s a breakdown based on the information as of June 2025:
- Initial Surge and Peak (Jan/Feb 2025): RedNote indeed saw a massive influx of American users, with downloads skyrocketing and “TikTok refugee” becoming a trending topic. This was driven by the anticipation of a TikTok ban. Some reports indicated over 3 million new US users signing up in a short period and downloads peaking in mid-January.
- Subsequent Decline in New Downloads: One source from March 2025 indicated that while the app saw over 100,000 new downloads in the US on January 22nd, this number dropped by nearly 80% just a few days later. This suggests that the initial rate of new user acquisition wasn’t sustained at the peak level.
- User Retention and Continued Activity:
- While the initial download surge may have slowed, it doesn’t necessarily mean all those users stopped posting. Some sources in early 2025 suggested that the average US user was spending more time on RedNote than on TikTok (an additional 19 minutes), indicating at least some level of continued engagement.
- The fact that English content grew increasingly prominent on the platform, and Chinese users were even offering translation assistance, suggests that a significant number of American users were indeed interacting and creating content, at least for a period after the initial influx.
- Some of the articles from early 2025 also highlighted that many American users were treating their migration as an opportunity to introduce US culture and explain the TikTok ban, which implies active posting.
- Factors that Might Affect Continued Posting:
- Language Barrier: A significant portion of RedNote’s existing content and interface is in Mandarin. While some American users were learning Chinese or seeking translations, this could be a long-term hurdle for widespread, sustained engagement for those who don’t speak Chinese.
- Monetization Differences: RedNote’s monetization and sponsorship options differ significantly from TikTok’s, which might discourage creators who relied on TikTok for income from actively posting on RedNote.
- TikTok Ban Uncertainty: If the TikTok ban’s implementation or severity shifted, some “TikTok refugees” might have reduced their activity on alternative platforms like RedNote.
- Alternative Platforms: The market for TikTok alternatives is competitive, with platforms like Instagram Reels, YouTube Shorts, and ByteDance’s own Lemon8 also vying for attention. American users might have diversified their posting across multiple platforms.
- Privacy Concerns: Reports in February 2025 highlighted security and privacy concerns with RedNote, including unencrypted data transfer, which could deter some users from consistent posting.
In conclusion, while the initial “peak” of new American users and buzz around RedNote was clearly in January/February 2025, it’s not accurate to say that all those American users seldom post now. There’s evidence of continued, albeit possibly less fervent, engagement and content creation from the “TikTok refugee” cohort. However, factors like the language barrier, monetization differences, and the evolving landscape of social media alternatives likely influence the long-term posting frequency for many American users.