Xiaohongshu

Ruyuan Wan, Lingbo Tong, Tiffany Knearem, Toby Jia-Jun Li, Ting-Hao 'Kenneth' Huang, Qunfang Wu

Algorithms have played a central role in personalized recommendations on social media. However, they also present significant obstacles for content creators trying to predict and manage their audience reach. This issue is particularly challenging for marginalized groups seeking to maintain safe spaces. Our study explores how women on Xiaohongshu (rednote), a recommendation-driven social platform, proactively re-appropriate hashtags (e.g., #宝宝辅食, Baby Supplemental Food) by using them in posts unrelated to their literal meaning. The hashtags were strategically chosen from topics that would be uninteresting to the male audience they wanted to block. Through a mixed-methods approach, we analyzed the practice of hashtag re-appropriation based on 5,800 collected posts and interviewed 24 active users from diverse backgrounds to uncover users’ motivations and reactions towards the re-appropriation. This practice highlights how users can reclaim agency over content distribution on recommendation-driven platforms, offering insights into self-governance within algorithmic-centered power structures.

G. Liu, Xian Zhao, Mark Teng Feng

The mass influx of English-speaking “TikTok refugees” to Xiaohongshu (also known as RedNote) has not only reshaped Xiaohongshu into a dynamic space for intercultural exchange but has also unlocked a wealth of opportunities for informal language learning within an integrated, accessible, and engaging translingual and transcultural digital ecosystem. Building upon the theoretical construct of language learning affordances (Barton & Potts, 2013; van Lier, 2004), this article examines how the emergent features of Xiaohongshu, catalyzed by digital mass migration, can be harnessed as valuable resources to support informal language learning. Focusing on a sample of 40 English-speaking content creators who self-identified as TikTok Refugees on Xiaohongshu, we gathered data comprising 120 bilingual posts and their associated commenting areas through hashtag and keyword tracking (Sloan & Quan-Haase, 2017). A qualitative content analysis of the collected data revealed three key patterns of affordances: naturalistic language communication through platform-mediated authentic interactions and role-reversal dynamics; community-building learning features through collaborative atmosphere and mentorship networks; and identity development processes oriented toward a “global village” imaginary. While our analysis focuses on Chinese EFL (English as a foreign language) learners, the findings have broader implications for understanding how unexpected digital migration can transform social media platforms into vibrant spaces for bilateral language learning, including both English and Chinese as second languages. The article finally points out strategies for pedagogically leveraging these affordances as bridging activities (Thorne & Reinhardt, 2008) across formal and informal contexts.

Kairou Zhang, Zhuoxin Li, Yashi Lin, Yanxia Guo, Ruiyu Huang, Gang Liu, Baolu Zhang

Stroke remains a significant global health concern. Despite numerous stroke-related videos on social media, research evaluating their information quality across platforms remains limited. This study compares information quality and content of stroke-related videos on BiliBili, Douyin and Xiaohongshu. This study analyzed 227 stroke-related videos across three platforms (58 from BiliBili, 88 from Douyin and 81 from Xiaohongshu). Information quality was assessed using adapted HONCode and PEMAT-A/V standards. Content analysis examined stroke aspects (definition, symptoms, etiology, assessment, treatment, outcome, complications, risk factors and prevention). Statistical analyses included Mann–Whitney U, Kruskal–Wallis and Spearman correlation analysis. Overall, videos showed moderate information quality (72.7% achieving medium HONCode levels). Compliance rates were 4.0% for Principle 4 (source reference) and 2.2% for Principle 5 (evidence for claims). Videos showed higher understandability (median 0.73; IQR 0.2) but suboptimal actionability (median 0.67; IQR 1.0). Content completeness was low (median 2.00, IQR 3.0), with treatment (63.0%) and symptoms (55.1%) mentioned most frequently and assessment (15.4%) and complications (15.0%) less frequently. Spearman’s correlation analysis indicated that there were mostly no correlations between video information quality and user engagement (Likes, Collections, Comments, Shares) on the three platforms. Specifically, among the three platforms, Douyin had significantly higher information quality (P < 0.001), while Xiaohongshu showed lower understandability (P = 0.032) and content completeness (P < 0.001). Stroke videos’ information quality on BiliBili, Douyin and Xiaohongshu was generally moderate, but commonly lacked evidence support, actionability and content completeness. Among these platforms, Douyin demonstrated relatively better performance, while Xiaohongshu showed poorer understandability and completeness. This study recommends that video publishers focus on enhancing evidence support and actionability, particularly regarding stroke assessment and complications, to help the public access more accurate and complete stroke information. For BiliBili and Xiaohongshu, increasing medical professional participation is recommended to improve information quality. Xiaohongshu needs to improve content understandability by using simpler and clearer language to explain stroke-related knowledge.

Haipeng Zhao, Peng Ru, Haojie Jia

Abstract This study examines the key factors influencing emotional dynamics on digital platforms, with a particular focus on the migration of American TikTok users to Xiaohongshu (Rednote) and their cross-cultural adaptation process. Guided by the Emotional Contagion Theory and Platform Governance Theory, using PLS-SEM and Necessary Condition Analysis (NCA), this research aim to investigate the relationships between platform features, emotional contagion, and platform interaction frequency in shaping emotional dynamics. The findings reveal the moderating effects of comment mechanisms and algorithmic recommendations on the relationship between emotional contagion and interaction frequency. This suggests that cultural factors, personal preferences, and social influences may exert a more profound impact on user interactions than platform functionalities themselves. Through NCA, the study underscores that emotional contagion and interaction frequency are necessary conditions for the emergence of emotional dynamics, while other factors are insufficient.

Tingfen Ji, Zhao Liu, Zheng Su, Xin Xia, Yi Liu, Ying Xie, Zhenxiao Huang, Xinmei Zhou, Min Wang, A. Cheng, Qingqing Song, Yuxin Shi, Shunyi Shi, Aihemaiti Ailifeire, Jiahui He, Yingman Gao, Liang Zhao, Liyan Wu, Dan Xiao, Chen Wang

Abstract Background Social media platforms have become influential spaces for disseminating information about electronic cigarettes (e-cigarettes). Concerns persist about the spread of misleading content, particularly among social media vulnerable groups. Xiaohongshu (RedNote), widely used by Chinese youth, plays a growing role in shaping e-cigarette perceptions. Understanding the narratives circulating on this platform is essential for identifying misinformation, assessing public perception, and guiding future health communication strategies. Objective This study aimed to analyze the content, topics, user engagement, and sentiment trends of e-cigarette–related posts on Xiaohongshu and to assess the factors that influence engagement. Methods E-cigarette–related posts published on Xiaohongshu between January 2020 and November 2024 were collected using web scraping, based on a predefined keyword list and a time-stratified random sampling strategy. Posts were categorized into 4 themes: advertising promotion, health hazards, usage interaction, and others. High-frequency keywords were extracted, and representative quotes were included to illustrate user perspectives across each category. Sentiment analysis was performed on posts in the usage interaction category to assess public attitudes. We defined 4 sentiment categories: positive, negative, neutral, and mixed. Logistic regression was conducted to explore the effects of post type, content length, and thematic classification on user engagement metrics such as likes, saves, and comments. Results A total of 1729 posts were included and analyzed. Usage interaction posts were the most common (681/1729, 39.39%), with keywords such as “experience,” “regulations,” and “quit smoking” dominating this category. Advertising promotion posts (512/1729, 29.61%) frequently used terms like “flavor,” “fashion,” and “design” to attract younger users. Health hazards posts (311/1729, 17.99%) highlighted risks with keywords like “nicotine,” “addiction,” and “secondhand smoke,” while others included policy and industry updates. Representative quotes highlighted typical concerns about aesthetics, health risks, and cessation struggles. Health hazards posts garnered the highest engagement in terms of likes and saves, despite their limited presence (odds ratio [OR] 1.498, 95% CI 1.099‐2.042, P=.01). Video posts significantly outperformed text-image posts in generating comments (OR 2.624, 95% CI 2.017‐3.439, P<.001). Sentiment analysis of the usage interaction posts (n=681) revealed that 53.45% (364/681) were positive, highlighting reduced harm, convenience, or flavor preferences. Negative sentiment was observed in 33.48% (228/681) of posts, often expressing concerns about addiction and health risks. Mixed sentiments appeared in 6.90% (47/681), acknowledging both pros and cons. In addition, 6.17% (42/681) of posts were classified as neutral without evident emotional tone. Conclusions The findings underscore the dual role of Xiaohongshu as a platform for both e-cigarette promotion and public discourse. Misleading marketing targeting vulnerable groups, such as adolescents, remains a critical issue. However, the strong user response to health-related content suggests that social media platforms could be leveraged for effective health education. Strengthened regulatory oversight and educational campaigns leveraging engaging content formats are urgently needed to counter misinformation and protect public health.