Chinese social media platform Xiaohongshu, also known as Little Red Book, and TikTok have been gaining popularity among young people in Taiwan by providing a wide range of beauty, travel, and lifestyle information through precise algorithms. However, the issue lies in the platform’s attempt to “depoliticize” content, as it showcases a world censored by China, subtly spreading cultural influence without any political discourse. Little Red Book, often referred to as the Chinese version of Instagram, has become a popular social media platform among Taiwanese youth, offering a plethora of makeup, fashion, travel, and style information that shapes an idealized lifestyle craved by both young students and working professionals.
With an aspiration for a better life, Xiaohongshu has secured a place in the lives of Taiwan’s young generation, posing a potential challenge to Instagram’s dominance. Despite not being among the top five social media platforms in Taiwan, Xiaohongshu boasts a highly engaged user base. Users like Tata, a 25-year-old who spends over 5 hours a day on her phone, have shifted their focus from platforms like Instagram to Xiaohongshu due to the platform’s extensive travel information, traffic strategies, and thorough beauty and makeup content.
Elvan, a 36-year-old professional, who has been using Xiaohongshu for nearly a decade, highlights the platform’s comprehensive beauty information compared to other social media platforms like PTT and Dcard. Xiaohongshu’s algorithm is particularly adept at understanding user preferences, allowing for personalized content recommendations and a seamless user experience. This precision in algorithm has made Xiaohongshu a preferred platform for beauty brands to advertise due to its high conversion rates.
Xiaohongshu’s success can also be attributed to its user-generated content model, which fosters a sense of community and encourages users to share experiences and recommendations, ultimately driving more engagement and revenue through advertisements. The platform’s algorithm, which is constantly evolving and tailoring content to individual preferences, has made it a go-to platform for users seeking relevant and resonant content.
Despite its success in Taiwan, Xiaohongshu’s journey has not been without challenges. The platform’s attempt to steer clear of political discourse and focus on lifestyle content has garnered positive reception from Taiwanese users. However, a post on Weibo commemorating the 32nd anniversary of the Tiananmen Square incident led to the swift removal and suspension of Xiaohongshu’s account, highlighting the platform’s need to navigate political sensitivities in China. While Xiaohongshu aims to maintain a non-political image, its content is still subject to censorship and scrutiny, as seen in the aftermath of the Weibo incident.
As Xiaohongshu continues to captivate the hearts of young Taiwanese users, its success can be attributed to its emphasis on user-generated content, precision in algorithm, and strategic marketing approach. The platform’s ability to curate a refined lifestyle and provide practical beauty and fashion tips resonates with Taiwanese users due to cultural similarities and preferences. Despite concerns about potential cultural influence and political implications, Xiaohongshu remains a dominant force in Taiwan’s social media landscape, offering a glimpse into the evolving digital trends among the younger generation.
