Is Flip really TikTok's American competitor?

Last January, in the United States, the TikTok Ban sparked significant debate, drawing immense attention to the case—both inside and outside the country. The law that led to the temporary deactivation of the platform was approved by Congress in April 2024, based on the belief that the platform could be exploited by the Chinese government to access U.S. user data. During his early days in office, President Trump then issued an executive order postponing the ban’s enforcement by 75 days, allowing the app to return across the United States. Although its potential suspension lasted only a few hours, it created new opportunities for a series of competing companies—Chinese and others. Many users started signing up for RedNote, another Chinese platform that had been relatively unknown in the West until then, which unexpectedly became the most downloaded app in the United States in mid-January. The surge in users in the country even surprised the company itself, which—as reported by the Financial Times—had no plans to expand to other continents, preferring to focus on the Chinese community. Over the weeks, interest in RedNote significantly declined: on January 22, the app had recorded over 100,000 new downloads in the United States, but just a few days later, the total number had already dropped by nearly 80%. However, there was one exception: Flip, a U.S.-based app that combines social media elements with an online shopping experience.

Although it did not receive the same media attention as RedNote, Flip has demonstrated more sustainable growth and continues to gain subscribers. As reported by Variety, despite starting with a relatively small user base, Flip managed to maintain an average of 20,000 new daily downloads even in February—double the previous month’s figures. This suggests a higher level of user retention compared to competitors that are more similar to TikTok. While download numbers are an important indicator, even more crucial is the figure for daily active users. In early February, the app recorded nearly one million active users, an increase of about 120% compared to the previous month. Although the number slightly declined in the following weeks, Flip still maintained a stable user base of over 500,000 daily users.

But what allowed Flip to stand out following the TikTok ban? Unlike RedNote and other apps, the platform does not offer an experience similar to the Chinese app but is based on a model that is still relatively uncommon in the West. Founded a few years ago in Los Angeles, Flip presents itself as a video-review platform for products that can be purchased directly through the app. Users can not only share opinions about their purchases but also have the opportunity to earn money through their feedback. Additionally, the app enforces a strict selection process for merchants on the platform, ensuring greater quality and reliability compared to other social media platforms that offer similar shopping experiences—including TikTok Shop.

Flip promotes content generated by real consumers rather than influencers and prohibits content sponsored directly by brands. These characteristics have allowed Flip to build a more loyal and less volatile user base compared to its competitors. Although the platform benefited from TikTok’s temporary suspension, the Chinese social network still emerged victorious from this episode. In the days leading up to the ban, TikTok recorded its highest annual number of active users in the United States. After the app returned online, its user base gradually stabilized at pre-ban levels, proving that users remained loyal to the platform. This demonstrates that competing with TikTok is extremely difficult, if not impossible at the moment. Flip, with its social-commerce model and focus on video content, seems to have found a solid ground for growth. However, unless further government interventions once again disrupt the digital landscape, it is unlikely that any tech company will truly threaten TikTok’s dominance in the short term.