The US government's decision to enforce a ban on TikTok has sparked a wave of change in the social media and language learning landscapes. As ByteDance, TikTok's parent company, grapples with a six-month ultimatum to divest its US operations, platforms like Duolingo are experiencing unprecedented growth. This ban, set to take effect on January 19, has not only driven users to find alternatives, such as RedNote, but has also led to an unexpected surge in Mandarin learners on Duolingo.
Following the US government's ultimatum, ByteDance attempted to counter the impending ban but ultimately failed. As a result, many TikTok users have turned to RedNote, a Chinese-based rival platform, to continue their social media experience. However, the majority of RedNote's content remains in Mandarin, presenting a language barrier for many users in the US. This challenge has significantly contributed to a 216% increase in Mandarin learners on Duolingo compared to the previous year.
Duolingo, known for its engaging approach to language learning, has capitalized on this trend. The language app humorously acknowledged the influx of Mandarin learners by creating a TikTok video that playfully positions itself as the "new fav app," drawing a comparison to RedNote. Users, now dubbed "TikTok refugees," are flocking to Duolingo and translation apps to better navigate content on RedNote.
The popularity of RedNote as an alternative entertainment platform has surged, offering a familiar yet distinct experience for former TikTok users. Meanwhile, ByteDance has explored potential avenues to retain its US presence, including talks of selling TikTok's operations to Elon Musk, under his management of X. Despite these efforts, the ban has undeniably paved the way for Xiaohongshu, another rising platform, while simultaneously benefiting language platforms like Duolingo.
