Chinese-owned app Xiaohongshu has emerged as a favorite alternative for content creators and users alike, as TikTok potentially be banned in the U.S. on January 19 unless the Supreme Court intervenes.
On Monday, the app surged to the top spot for free apps on the U.S. App Store, becoming the leading Social Networking app across all free iPhone downloads.
Many TikTok creators are actively promoting Xiaohongshu to their followers, encouraging a shift to the platform as a hedge against the uncertainty surrounding TikTok’s future. While influencers remain uncertain whether TikTok will survive the looming ban, Xiaohongshu’s unique features and established success in China make it an appealing backup.
Launched in 2013, Xiaohongshu combines features of Pinterest and Instagram, with an emphasis on social shopping. Originally popular among younger Chinese users, the app’s growth surged during the COVID-19 pandemic. Today, it boasts 300 million monthly active users, 79% of whom are women.
Xiaohongshu’s appeal lies in its visually engaging interface, social networking elements, and integrated e-commerce features, making it a prime platform for content creators and brands.
The app’s popularity has caught the eye of major investors, with backers like Tencent, Alibaba, and Sequoia China contributing to $917 million in venture funding. Following a secondary share sale in 2024, Xiaohongshu was valued at $17 billion. Bloomberg projects its profits to surpass $1 billion in 2024, paving the way for a potential IPO.
The app’s viral trajectory and financial success signal significant opportunities for creators and businesses leveraging its platform.
While Xiaohongshu’s recent success is promising, it remains uncertain whether the app can sustain its current momentum. Its Chinese origin could draw scrutiny from U.S. regulators, especially as concerns over data privacy and foreign influence intensify.
