Xiaohongshu, a Chinese short-form video app, has surged to the top of the U.S. App Store charts, becoming the number-one free app and top Social Networking app across all free iPhone apps. This sudden rise in popularity comes as TikTok, another popular short-form video platform, faces a looming shutdown in the U.S. unless the Supreme Court intervenes.

The app's growth can be attributed, in part, to TikTok creators promoting Xiaohongshu on their accounts, encouraging their followers to transition to the platform. This move is likely a hedge against the uncertainty surrounding TikTok's future, as influencers seek to diversify their social media presence.

Xiaohongshu, also known as RedNote in English, has been around since 2013 and boasts a layout similar to Pinterest's, with features that make it China's answer to Instagram. The app has experienced steady growth, but it wasn't until the COVID-19 pandemic that it truly boomed among younger Chinese consumers. Today, it has 300 million monthly active users, with 79% of them being women.

The startup has also caught the attention of investors, having raised $917 million in venture funding from notable backers including Tencent, Alibaba, and ZhenFund. Xiaohongshu was reportedly valued at $17 billion following a secondary share sale in 2024, and is projected to increase its profits to over $1 billion in 2024, ahead of a possible IPO.

This growth not only signifies the app's potential but also hints at the promising opportunities it could bring to its creators. However, it remains to be seen whether Xiaohongshu will sustain the interest it's currently receiving, and what scrutiny it may face from U.S. authorities, given its Chinese origins and lack of clear operations in the U.S.

In contrast, TikTok users have not been recommending apps from Meta, TikTok's biggest rival in the country, which is currently facing its own drama. Meta recently announced that its stable of social apps, including Facebook, Instagram, Threads, and WhatsApp, would ease content moderation policies, discontinuing its third-party fact-checking in the process – raising concerns about the potential spread of hateful content and misinformation on its platforms.

As the social media landscape continues to evolve, the rise of Xiaohongshu serves as a reminder of the ever-changing nature of online platforms and the need for creators to be adaptable and open to new opportunities. Whether Xiaohongshu will become a lasting presence in the U.S. social media scene remains to be seen, but its current surge in popularity is undoubtedly a significant development in the world of tech.