Since TikTok is set to be removed from U.S. app stores on January 19, many TikTok influencers are scrambling to find an alternative platform in these final days. XiaoHongShu (also known as “RedNote” or “RedBook”) has emerged as a popular choice for migrating fans and traffic, partly because it’s available on the U.S. App Store and Google Play. This coincidence has led to a surge of TikTok users registering on XiaoHongShu.
Currently, XiaoHongShu is seeing a significant influx of users from other countries, with some gaining followers at an astonishing pace. In just a few days, some individuals have already amassed hundreds of thousands or even more followers.
While new influencers are quickly growing their fan bases, XiaoHongShu has simultaneously gained a wave of overseas users from North America and beyond. On the surface, this seems like a win-win situation, but the reality is more complicated.
From another perspective, there are underlying challenges. First, it’s important to understand that users in mainland China cannot access most foreign websites, including Google, YouTube, TikTok, and Instagram. That’s right—TikTok is not available in China. Instead, there’s a domestic version called “Douyin.”
As a seasoned Chinese internet user, I pose this question: Are these overseas users truly satisfied with their experience on XiaoHongShu? It’s no secret that XiaoHongShu’s English interface is far from user-friendly. Do you think they’re rushing to improve the English version now?
The answer is no. In fact, XiaoHongShu’s company or leadership is likely deeply worried at this moment. They’re not concerned about whether the servers can handle the influx of new users or whether they can retain these users in the long term. Their primary concern lies in the content posted by overseas users and the compliance of interactions between these users and local Chinese users. Right now, their main focus is tirelessly reviewing content, deleting posts, banning accounts, and restricting interactions.
People in mainland China have always been trying every possible way to bypass the Great Firewall and access the open and free global internet. Now, unexpectedly, a large number of individuals from the free internet have flocked to this relatively closed online world and are thoroughly enjoying themselves. This phenomenon truly surprises me!
Next, let me discuss some issues that overseas users are bound to encounter when using XiaoHongShu, as well as some common challenges.
Can OnlyFans video content be posted on XiaoHongShu?
No, absolutely not! Whether it’s full nudity, partial exposure, or even just showing a little cleavage, it will result in platform penalties. These penalties typically include prohibiting new video uploads, disabling comments, restricting new followers, or even outright deleting your account. It doesn’t matter if you’re an influencer with hundreds of thousands, millions, or even tens of millions of followers—getting your account banned or deleted can happen in an instant.
What should you do if your account gets banned?
Saying it’s 100% impossible to unban an account might be an exaggeration, but at least 95% of banned accounts cannot be reinstated through active appeals. This is already a fairly conservative estimate. In reality, for Chinese influencers, if their account is banned on XiaoHongShu, getting it unbanned through an appeal is almost impossible unless the platform decides to lift the ban on its own.
Will XiaoHongShu launch an app specifically for overseas users?
Based on my experience, it’s unlikely for now. XiaoHongShu is a relatively conservative Chinese social media company, and they are not yet prepared to develop and promote an international version of their app outside of China.
What is XiaoHongShu currently focusing on?
With the sudden influx of non-Chinese users, XiaoHongShu’s existing content moderation system has been overwhelmed. I believe they are currently focusing on two key tasks:
First, they are conducting extensive reviews of text, images, and videos, restricting, blocking, or deleting content deemed unsuitable for Chinese users.
Second, XiaoHongShu is likely implementing user segregation. This means preventing domestic Chinese users from seeing content posted by non-Chinese users, thereby creating two entirely separate content spaces. Chinese users mainly see content published by local users, while content from American and other overseas users is rarely shown to Chinese audiences and is instead directed toward other international users.
What kind of content is considered a violation on XiaoHongShu?
I can’t provide a 100% comprehensive list since XiaoHongShu’s review system is like a black box. However, here are some examples to give you an idea of what constitutes Chinese-style content moderation:
- Content involving the government and officials
You cannot comment on the Chinese government or its officials, nor can you mention their names. If your photos or videos include images of these officials, they may also be flagged as violations.
Repetition: Do not mention the names of officials, even when praising them—especially the highest-ranking official in China. - Revealing content
Showing cleavage is not allowed. Yes, you read that right—cleavage, not nudity. Even a subtle display of cleavage is likely to result in reduced visibility of your content. - Sensitive topics
Avoid posting about freedom of speech, the rule of law, equality, democracy, or Taiwan. Publishing such content will almost certainly result in your account being banned or deleted. - Sexy dances
Do not post videos of exotic dances, pole dancing, or any movements with a sensual tone. Such content could lead to reduced visibility, post removal, or account suspension. - Salary and comparison posts
Avoid sharing salary slips or comparisons between wages and benefits in China and the U.S. Such posts are highly likely to be suppressed or deleted. - Can transgender-related content be posted?
No, it cannot! Although there are no explicit regulations in Chinese law, all Chinese platforms consider such content a violation. Posting such content may result in limited visibility at best, or, at worst, a ban on posting and replying, or even permanent account deletion. - Do not publish any contact information
Xiaohongshu has a strict review system prohibiting users from sharing any form of contact information, such as phone numbers or WhatsApp. Even in private messages, the sender may see the message as sent, but the recipient will not be able to view the contact details. Attempts to share such information via images are also highly likely to be blocked by the system.
Additionally, posting URLs or contact information anywhere on the account, including in the comments section, is strictly forbidden. Violators may face traffic restrictions or account suspension.
If you have any questions, feel free to leave a comment in the comment section, and I’ll do my best to respond. I’ll also continue to update this article with additional insights as they come to mind. The same rules apply to the Chinese version of TikTok’s sister app, “Douyin.”
