[Chinese social media platform Xiaohongshu (RedNote) is hiring English-language content moderators to cope with a sudden influx of US users, driven by a looming ban on TikTok. The app, popular in China, is now facing a new challenge in balancing its content moderation rules with the needs of its non-Chinese-speaking newbies.
A group of US users, dubbed “TikTok refugees,” are embracing the platform, finding an open and welcoming community. “Everyone is being so nice, so kind,” said American artist Heather Roberts, who has over 32,000 followers on TikTok and a new account on RedNote. “We’re finding that the Chinese people are not so different from us… This is really bringing us together.”
However, some users have expressed frustration over the platform’s censorship rules, which go beyond what they’re used to. The platform’s popularity has also led to issues with content moderation, with posts being removed for perceived violations.
One user, referring to themselves as “non-binary,” was censored after asking if the platform welcomed gay people, and another user was censored for posting a photo of their upper body. The platform has also removed posts about the Japanese anime My Hero Academia, which faced censorship in China.
To address these challenges, RedNote has been hiring English-speaking content moderators familiar with Western culture. The company is also promoting English-Chinese translation tools to help facilitate communication.
Despite the challenges, some users are optimistic about the platform’s potential to bring people together. “It’s a beautiful thing – it really is,” said Fraga, a father of three from Fort Worth, Texas, who has downloaded RedNote and is discovering a new side of China. “I do believe that I’m going to make that my new home, even if TikTok doesn’t get banned.”
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