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Surprisingly, with TikTok banned, China's Xiaohongshu has climbed to the top of the US App Store. Calling it a "Chinese Instagram" isn’t quite right, it more looks like Pinterest, but users mainly share photo-text posts and short videos centered on lifestyle, similar to Lemon8, the 2nd-ranked app, which is a TikTok-produced Xiaohongshu fork branding itself as a "lifestyle community".
Xiaohongshu's popularity in China owes much to its powerful recommendation algo, making it a lifestyle search engine (especially for shopping) where you can find answers to nearly any query. Likewise, Twitter’s success, especially in crypto, stems from its rich content and strong discovery mechanisms (recommendations + search), allowing quick access to project discussions.
Many DeSoc lack effective content distribution in their clients, which lowers user engagement. While the content is rich, better discovery mechanisms, like stronger recommendation algos, are needed. Maybe AI agents could help now, but still early. 10 replies
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