TikTok Creators Scramble Amid Potential New Ban, Eyeing Red Note

As TikTok faces the looming threat of being banned in the United States, creators and users are urgently searching for alternatives like Red Note to maintain their digital livelihoods.

The Biden administration has set January 19 as a possible deadline for the app to either be divested from its Chinese parent company, ByteDance, or face a U.S. shutdown. The uncertainty has sparked panic among TikTok creators, who are grappling with how to preserve their platforms and income streams.

For many, TikTok’s algorithm has been a game-changer, often praised for its fairness and profitability. Unlike other platforms, TikTok’s algorithm offers an unprecedented level of visibility, enabling creators—especially those starting out—to reach massive audiences with relative ease. The app’s “For You” page curates content based on user preferences, often giving small creators the same chance at virality as established influencers. However, this isn’t without controversy, as creators of color have consistently raised concerns about bias and uneven opportunities for visibility.

With TikTok’s future hanging in the balance, many users have turned to Red Note, also known as Xiaohongshu, a Chinese-owned app offering a mix of photos, videos, and livestreaming. Ironically, the app is owned by Xingin Information Technology, another China-based company, drawing skepticism about its viability in the U.S. under similar security concerns. Despite this, Red Note has surged in popularity, with over 700,000 downloads in just two days, becoming the most downloaded free iPhone app in the U.S.

Red Note has quickly become a hub for TikTok “refugees,” with hashtags like #TikTokRefugee and #TikTok trending on the platform. Live chats have drawn thousands of users discussing everything from censorship to tips for navigating the platform’s policies. While Red Note’s surge is impressive, many see it as a temporary solution rather than a long-term replacement, with users openly critiquing the irony of shifting from one Chinese app to another under the same geopolitical scrutiny.

Red Note’s appeal lies in its rich and diverse content offerings. The app boasts a mission to “inspire lives,” connecting users to a wide range of lifestyle interests, including fashion, cooking, fitness, and outdoor activities like camping. The platform seamlessly blends authentic content sharing with e-commerce, making it a potential haven for creators who thrive on community engagement and monetization.

However, the clock is ticking. U.S. legislation targeting foreign-owned apps could extend to Red Note, leaving creators to wonder how many platforms will remain viable.

Beyond Red Note, creators are exploring other platforms like Instagram Reels, YouTube Shorts, and Snapchat. Yet none seem to replicate TikTok’s unique blend of algorithmic fairness and community-driven content creation. For creators of color, the urgency is even greater. Many fear losing hard-won visibility and audiences cultivated on TikTok, particularly in light of existing disparities on other platforms.

In the face of uncertainty, creators are banding together, advocating for solutions, and leveraging their voices to push for platforms that prioritize fairness, inclusivity, and creative freedom. Whether through diversifying their content strategies or exploring new platforms, one thing is clear: TikTok creators aren’t giving up without a fight. The question now is whether the industry will rise to meet their needs.