Xiaohongshu, the Chinese social media platform known internationally as RedNote, is facing a sudden surge in English-language content following a potential TikTok ban in the United States. This influx has prompted a rapid recruitment drive for English-speaking content moderators, revealing the platform’s struggle to manage the unexpected wave of American users. Job postings by several outsourcing companies in China highlight the urgency of the situation, with some listings explicitly mentioning the need to moderate content from “TikTok refugees.” This scramble to bolster moderation capabilities underscores the challenges posed by the sudden shift in user demographics and the platform’s need to adapt to content in a language other than its default Chinese.
The urgency of the situation is evident in the job listings, which specify the need for immediate availability and offer short-term contracts. The listings explicitly target individuals capable of moderating English-language content from foreign users on Xiaohongshu. This targeted recruitment suggests that the platform’s existing moderation resources are insufficient to handle the sudden influx of English content, necessitating a rapid expansion of their moderation team. The offered salaries, ranging from $600 to $1,100 per month, reflect the prevailing market rates for content moderation in China, albeit on the lower end of the spectrum. The requirement for demonstrated English language proficiency further emphasizes the platform’s immediate need for moderators capable of understanding and evaluating English-language content.
The sudden influx of American users, estimated to be as high as 700,000 in a mere two days, presents a significant challenge for Xiaohongshu’s content moderation system. This rapid growth strains the platform’s ability to effectively monitor and control the content being posted, increasing the risk of content violations and jeopardizing its compliance with Chinese regulations. The situation is further complicated by the China Cyberspace Administration’s (CAC) reportedly expressed concerns regarding content shared by foreigners on the platform. The CAC’s directive to prevent Chinese users from accessing posts by US users adds another layer of complexity to the moderation process.
The pressure from the CAC underscores the tightrope Xiaohongshu must walk to balance its growing international user base with the stringent content regulations imposed by the Chinese government. Social media platforms in China operate under strict guidelines, requiring them to remove content deemed politically sensitive, violent, or sexually explicit. This necessitates reliance on extensive teams of content moderators to enforce these regulations, a system now under immense pressure due to the influx of English-language content. The need to comply with these regulations while simultaneously accommodating a new wave of users unfamiliar with these rules creates a considerable challenge for the platform.
This influx of American users has amplified the existing challenges of content moderation on Xiaohongshu. Experts point to the platform’s susceptibility to censorship, with reports of content critical of the government or mentioning sensitive topics being swiftly removed. This raises concerns about the potential for similar censorship of content posted by American users, particularly given the differing free speech norms between the US and China. The platform’s existing moderation practices, primarily focused on Chinese-language content and geared towards enforcing Chinese regulations, are now being tested by a large volume of English-language content, potentially leading to inconsistent or biased moderation.
The situation highlights the complexities faced by Chinese social media platforms operating in a globalized digital landscape. The need to comply with strict domestic regulations while managing a diverse international user base creates a delicate balancing act. Xiaohongshu’s current scramble for English-language moderators is a testament to this challenge, underscoring the platform’s need to adapt its content moderation strategies to effectively navigate this new environment. The platform’s response to this challenge will be crucial in determining its success in maintaining a balance between accommodating international users and adhering to Chinese content regulations.
