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cover of episode #106 How RedNote (小红书) ripped success out of the "TikTok refugees"

#106 How RedNote (小红书) ripped success out of the "TikTok refugees"

2025/1/22
logo of podcast Middle Earth - China’s cultural industry podcast

Middle Earth - China’s cultural industry podcast
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J
Jim Fields
L
Lucy Lv
W
Wang Zichen
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Jim Fields：我作为一名内容创作者和企业家，见证了小红书上大量美国用户的涌入。小红书的成功在于其强大的算法和更真实的社区氛围，这与TikTok以及其他西方社交媒体平台形成对比。小红书的评论区互动性极强，为用户提供了更深入的交流空间。我个人认为，目前小红书上的积极互动处于‘蜜月期’，其可持续性有待观察。未来，帮助西方用户使用小红书的工具和服务将是一个重要的商机。 Lucy Lv：作为一名文化新闻记者和内容创作者，我观察到小红书上中美用户之间积极而温暖的互动。我制作的一个短视频在TikTok上迅速走红，但在Instagram上的反响却大相径庭。小红书的成功，部分源于此前一些博主在TikTok上发布的关于小红书的视频，以及小红书本身较低的准入门槛。然而，小红书的积极景象背后也存在一些潜在的冲突和矛盾，例如中国留学生在海外的经历与小红书上展现的景象形成对比。 Wang Zichen：我关注中美之间的政治关系，我认为TikTok在美国被禁，与其中国背景有关。小红书吸引美国用户的原因，除了其算法和社区氛围外，也与美国用户对现有社交媒体平台的不满有关。小红书上中美用户的互动，展现了双方对彼此生活的好奇和对刻板印象的打破。我认为，这种人际交流对增进相互理解具有重要意义，并且这种积极的互动有望持续下去。

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It has been a crazy week following the non-TikTok ban and witnessing real 'positive energy' on both sides of the Pacific. How did over 1 million Americans flock to RedNote/小红书? What hurdles lie ahead for us, and are there any potential business opportunities for international content creators?Featuring- Jim Fields: Relay Video - CEO(IG-TT: nihaolucylv)- Lucy Lv: Culture news reporter(小红书: Jim技术咨询)- Wang Zichen: Policy Expert(www.pekingnology.com)

To go further- Middle Earth episode #50 Xiaohongshu : Marrying content and e-commerce)- Dr. Candise Lin who bridged RedNote And Tiktok in 2024: @drcandiselin 

Middle Earth is made by China Compass Productions and hosted by Aladin Farré). If you have a China-themed cultural project, like shooting your next documentary, or are looking for a specific talent, please get in touch! 

Chinese speaker? Follow our Bilibili account 阿拉丁_说电影) or RedNote (阿拉丁说电影)

The World of Chinese Magazine)A magazine about Chinese society, culture, history, arts, language, and more.