TikTok Users Now On RedNote Are Starting To See One Very Big Problem With the App

In recent days, the Chinese social media platform Xiaohongshu, popularly known as RedNote, has seen a surge of American users migrating from TikTok. This shift is largely driven by the government-led ban on TikTok in the U.S. As these new users — many of whom refer to themselves as "TikTok refugees" — flood into RedNote, they are encountering a different set of rules and regulations regarding content moderation that many find surprising and frustrating.

The Rise of RedNote

RedNote has been gaining traction in the U.S. App Store, recently climbing to the top position. With over 300 million users primarily in China, the platform is now facing the challenge of accommodating a new demographic unfamiliar with its stringent content guidelines. The app has begun hiring English-language content moderators to help manage this influx and ensure.

While many American users initially report positive experiences on RedNote this honeymoon phase appears to be short-lived for some. Users are quickly discovering that the platform's censorship policies extend beyond what they are accustomed to.

For instance, one user identified as non-binary had their post questioning the platform's stance on LGBTQ+ issues removed within hours. Another user expressed frustration after being unable to share fitness photos due to restrictions against displaying certain body parts deemed sexually suggestive by Chinese standards.

The enforcement of censorship on RedNote is not arbitrary; it stems from a long list of terms and topics deemed sensitive by Chinese authorities. This includes not just hate speech or violent content but also politically charged discussions and references to historical events that may be controversial in China. For example, posts related to popular Japanese anime like "My Hero Academia" have faced removal due to their historical context concerning Japan's wartime actions.

As American users grapple with these new norms, some have received advice from Chinese users on how to navigate the platform's restrictions. Suggestions range from altering content presentation to avoiding certain topics altogether, such as China's sovereignty over Taiwan—a sensitive issue that could lead to immediate censorship if discussed openly.

The Moderation Challenge

The sudden influx of English-speaking users has prompted RedNote to recruit moderators who understand Western culture and can effectively manage English-language content. Reports indicate that job postings for these positions have emerged on various recruitment platforms, reflecting the company's need for rapid adaptation.

Some view this migration as an opportunity for cultural exchange. Ivy Yang, a tech analyst focused on China, notes that this cohort of American users is self-selecting into an experience that could challenge their preconceptions about China and its people. The potential for organic engagement between cultures exists but requires both sides to navigate their differences respectfully. That, or Americans who don’t want to have to navigate censorship by Chinese authorities should maybe keep search for a social platform that’s more in line with their own values.