167. TT Refugees to xhs: Unpacking Global Social Media Shifts

贝望录

In this episode, we dive into the recent social media migration phenomenon—when U.S. TikTok users, anticipating a potential ban, briefly migrated to the Chinese platform, Xiaohongshu (Red Note). Our guest, China expert and digital marketing strategist Olivia Plotnick, shares her insights into what led to this movement, how Chinese users responded, and what this means for the future of global social media ecosystems. With nearly two decades of experience in China, Olivia provides a nuanced perspective on how Western users adapted (or struggled) with a fundamentally different social media culture, the platform’s rapid response to international users, and the larger implications for Chinese tech firms seeking global expansion.

Key Highlights:

·The TikTok refugee phenomenon: What happened and why?

·Why Xiaohongshu, and not WeChat or other Chinese platforms, became the default alternative?

·How Chinese users reacted and helped their “lost” American counterparts?

·The cultural exchange and UX challenges international users faced on Red Note

·Whether this migration signals a permanent shift in social media dynamics

·Tech & Innovation: Western complacency vs. China’s hyper-competitive digital ecosystem

·Advice for Creators/Brands

【本节目由Withinlink碚曦投资协作体出品】

【嘉宾】

Olivia Plotnick

Founder, wai social

Linkedin: https://linkedin.com/in/olivia-plotnick

Email: [email protected]

WeChat ID: Olivia Plotnick

【主持】

李倩玲 Bessie Lee

广告营销行业资深从业者，商业观察者

【后期制作】

小朱

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