Abby doesn't see XiaoHongShu fully integrating into the US, and doesn't think it ever could because of all the restrictions, the risks, and the Chinese government. For very US-based brands, XiaoHongShu was never in the equation, but a lot of her international clients asked to look into it during the hype.
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Dime actually ran a last-minute, smaller XiaoHongShu campaign for an Asia-based client with a Jan 19th deadline, because that client was flexible with the platform and the two had a really good relationship. Once TikTok came back after 12 hours, Abby saw an uptick of users — a lot of American users, ABCs, international students and student creators jumped onto XiaoHongShu, and she thinks there will be resurfacing interest from those creators. But in terms of user downloads and continuous content, she thinks the hype has probably died down, since TikTok seems to be doing fine right now.