Today marks the end of a platform that redefined social media in just seven short years. When TikTok launched in May 2017, few could have predicted its meteoric rise. By October 2018, it had already become the most downloaded app in the United States. The platform's unique blend of short-form video creation tools, background music options, and augmented reality effects captured the imagination of a generation.¹

TikTok's growth was nothing short of phenomenal. It reached a billion users worldwide by September 2021, and by April 2023, that number had grown to 1.5 billion. In 2022 alone, the app saw 672 million global downloads, dominating both the Google Play Store and Apple's App Store.¹

But perhaps the most fascinating aspect of TikTok's shutdown is what happened next: the great digital migration to RED (Xiaohongshu). Since January 14, RED has topped the U.S. App Store's free download charts, with its download volume surging by 200% over the past year. Google searches for "Xiaohongshu" skyrocketed by 4,900% on January 13 alone.²

These "TikTok refugees," as they've come to be known, have created a unique cultural phenomenon on RED. Simple posts saying "hello, Chinese friends" are garnering thousands of likes, creating an unprecedented moment of cross-cultural connection. However, this surge in popularity has already caught the attention of U.S. officials, who are expressing concerns about data security and regulatory oversight.²

As TikTok goes dark in America today³, we're not just witnessing the end of an app – we're seeing the beginning of a new chapter in social media dynamics, where users demonstrate their remarkable resilience in finding new platforms for digital expression, even as regulatory challenges loom on the horizon.

Footnotes

1. WIPO Case No. D2023-3752, World Intellectual Property Organization (WIPO) ↩ ↩²

2. Based on reporting from multiple news sources including CBS News and Reuters regarding RED (Xiaohongshu) usage trends and regulatory concerns. ↩ ↩²

3. Yilek, C. (2025, January 19). TikTok voluntarily shuts down service in the U.S. as divest-or-ban law takes effect. CBS News. ↩