Last Updated on 2025 年 12 月 4 日 by 総合編集組
Why Taiwanese Youth Are Ditching Xiaohongshu in 2025: The Big Platform Migration
In 2025, a quiet but massive social media exodus is happening in Taiwan. Xiaohongshu (Little Red Book), once the go-to lifestyle app for millions of young Taiwanese, is rapidly losing ground to five powerful alternatives: Threads, Instagram, Bluesky, Lemon8, and YouTube Shorts. This shift is backed by explosive growth numbers and changing user values around privacy, content depth, and fair exposure.
1. Threads – The Undisputed King of Taiwan in 2025
Taiwan now accounts for 22% of Threads’ global traffic – the highest of any country in the world. Between April 2024 and April 2025, posts from Taiwan surged by 1,294%, while comments skyrocketed 1,933%. In April 2025, Threads officially overtook Facebook in daily post volume in Taiwan – a historic “golden crossover” moment.
Young Taiwanese (18–34) love Threads because:
- Comments regularly outnumber likes – real conversations, not just heart emojis
- Breaking news spreads faster than traditional media
- Cleaner environment with far less spam and misinformation than older platforms
- Near 1:1 gender ratio, making it a true “national chatroom”
Many users describe it as “Taiwan’s real-time intelligence network.”
2. Instagram – Still the Visual Empire
With 11.35 million users and 47% penetration rate, Instagram remains unbeatable for polished visual content. Key 2025 insights:
- Reels and Shorts viewing now accounts for 38% of total watch time
- The “main account vs. finsta” culture is stronger than ever
- Teen users (13–19) dropped sharply to only 690,000, proving Gen Z is diversifying
3. Bluesky – The Privacy-First, Decentralized Rising Star
Born from a 2019 Twitter research project, Bluesky surpassed 30 million global users in early 2025. Its open-source AT Protocol lets users own and move their data freely.
Taiwanese early adopters highlight:
- Fully customizable feeds (no forced algorithm)
- Almost zero ads and no data selling
- Noticeably kinder community with less extremism and harassment
4. Lemon8 – ByteDance’s Aesthetic Answer to Xiaohongshu
Lemon8 combines Pinterest-style inspiration boards with Instagram-like editing tools. It has surpassed 10 million downloads and holds a 4.7-star rating.
Strengths praised by Taiwanese users:
- Extremely high aesthetic quality
- Strong focus on fashion, beauty, travel, and home decor
- Powerful built-in photo editor
Caveats:
- Some posts lack detailed instructions (e.g., recipes without measurements)
- Rising presence of shopping scams
5. YouTube Shorts – The Searchable Short-Video Giant
YouTube reaches 18.4 million Taiwanese users (88.5% penetration). Shorts alone command 38% of total viewing time.
Why creators love it in 2025:
- Algorithm rewards completion rate and relevance, not just existing followers
- Discoverability via Google search crushes TikTok and Reels
- Real case: identical video got 8,200 views on Shorts vs. only 420 on Instagram Reels
Quick Comparison Table (2025 Taiwan Edition)
| Platform | Active Users (Taiwan) | Core Strength | Privacy Level | Best For |
|---|---|---|---|---|
| Threads | Extremely high | Real-time discussion | Medium | News & deep conversation |
| 11.35M | Visual storytelling | Medium | Personal branding | |
| Bluesky | Fast growing | Decentralization & freedom | Very High | Privacy-conscious users |
| Lemon8 | Growing rapidly | High-aesthetic inspiration | Medium | Lifestyle & beauty lovers |
| YouTube Shorts | 18.4M (parent platform) | Search + fair exposure | Medium | Creators wanting discoverability |
Conclusion: There Is No Longer a Single “Best” App
Taiwanese youth in 2025 are no longer loyal to one platform. They maintain multiple accounts and choose the right tool for each purpose: Threads for talking, Instagram for showing off, Bluesky for freedom, Lemon8 for inspiration, and YouTube Shorts for reaching new audiences.
The migration reflects deeper values: moving from passive scrolling to active participation, from chasing likes to building meaningful connections, and from renting a platform to truly owning their social presence.
