As demand grows, apps urged to improve content, services

Chinese social media platforms should improve localized operations and optimize content and services to cater to the diversified needs of potential users in overseas markets, while complying with local laws and regulations, industry experts said.

Their comments came as United States users of TikTok, an overseas social media platform owned by Chinese tech company ByteDance, are migrating to Xiaohongshu, also known as RedNote, amid fears of an imminent ban on TikTok, propelling the Chinese lifestyle-sharing app to the top position on Apple's App Store in the US.

The sudden influx of self-proclaimed "TikTok refugees" has created a precious opportunity for Chinese social media platforms to expand their international footprint, the experts noted.

These platforms can boost brand awareness and influence on the global stage by providing customized content and leveraging artificial intelligence technology to enhance user loyalty abroad, they said.

Founded in 2013, Xiaohongshu — a comprehensive lifestyle platform with approximately 300 million monthly active users globally — is reportedly recruiting employees engaged in English content review and plans to roll out English-Chinese translation functions amid the soaring demand from overseas users.

Lemon8, a social media app owned by Chinese tech company ByteDance, has taken the second spot on Apple's list of top free downloaded apps.

Meanwhile, a large number of videos have been uploaded on Douyin, the Chinese version of TikTok, by users with internet protocol addresses based in countries such as the US, the United Kingdom and Thailand. However, Douyin has denied opening registration for overseas users and said it is cracking down on counterfeit accounts.

Zhu Keli, founding director of the China Institute of New Economy, said that against the backdrop of globalization, it is inevitable that Chinese social media platforms are ramping up efforts to make forays into overseas markets for new profit growth points.

"These companies should adopt localized strategies and continue to innovate in content and technologies, such as AI and big data, to lure new users overseas," Zhu said.

The companies should offer tailored content and services in accordance with the needs of users with diverse cultural backgrounds, usage habits and preferences, strengthen cooperation with their foreign counterparts, and establish effective management rules and content reviewing mechanisms, Zhu added.

Jiang Han, a senior analyst at market consultancy Pangoal, underscored the importance of strengthening interaction with overseas users to have a better understanding of their requirements, quickly responding to market changes, and elevating the quality of content and user experience in the competitive social media landscape.

Noting that the migration to Xiaohongshu marks the start of more Chinese social media platforms gaining access to more US users, Jiang said the proliferation of Chinese apps in the US will be conducive to improving international influence of Chinese brands and promoting cultural exchanges and information sharing.

Zhou Mi, a researcher at the Chinese Academy of International Trade and Economic Cooperation in Beijing, said the imminent ban on TikTok shows the US government's strengthened oversight of Chinese-owned social media platforms.

Such platforms should reinforce compliance capacities and abide by local laws, rules and regulations to mitigate risks amid rising geopolitical tensions, Zhou added.

The US Supreme Court is set to rule on enforcing a law that would either ban TikTok or force its Chinese parent company ByteDance to sell it to a US company within this week.

US President-elect Donald Trump is considering an executive order that would suspend the enforcement of the TikTok sale-or-ban law for 60 to 90 days, The Washington Post reported on Wednesday.