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小紅書和抖音都是社交媒體平臺(tái)，他們?cè)谟脩艉蛢?nèi)容上還有有所區(qū)別的。小紅書點(diǎn)擊率決定了一篇作品流量的下限，而獲得感決定了內(nèi)容流量的上限。

Xiaohongshu and Tiktok are both social media platforms, and they are different in terms of users and content. The click through rate of Xiaohongshu determines the lower limit of a work's traffic, while the sense of gain determines the upper limit of its content traffic.

小紅書屬于雙列的信息流展示結(jié)構(gòu)，要想搞定小紅書的精確流量，要想精確獲客，想要變現(xiàn)，你就想搞定它標(biāo)題封面，你的封面標(biāo)題在內(nèi)容的占比，它的關(guān)鍵程度至少是60%以上，而小紅書封面則是王道，就是因?yàn)槟愕臉?biāo)題內(nèi)容封面用戶感興趣，至少有5到10秒的時(shí)間可以看到創(chuàng)作者內(nèi)容。

Xiaohongshu belongs to a dual column information flow display structure. To achieve precise traffic, customer acquisition, and monetization for Xiaohongshu, you need to focus on its title and cover. Your cover title accounts for at least 60% of the content, and its importance is at least 60%. Xiaohongshu's cover is king because users are interested in your title, content, and cover, and have at least 5 to 10 seconds to see the creator's content.

但是在抖音上，更看重的前5秒的完播率，2秒、3秒跳出，抖音是用來娛樂的，是來消遣的，是來殺時(shí)間的，平臺(tái)特性是全屏直接播放，做到沉淀性體驗(yàn)，加上強(qiáng)大的機(jī)器算法推薦，你能做到的就是不斷的下滑，期待下一條視頻，所以抖音是更懂你的機(jī)器而不是人，抖音的社交屬性比較弱，粉絲粘度比較差。

But in Tiktok, the completion rate of the first five seconds is more important. Two seconds and three seconds are more important. Tiktok is used for entertainment, entertainment, and killing time. The platform feature is full screen direct play to achieve a precipitation experience. In addition to strong machine algorithm recommendations, what you can do is to constantly decline and look forward to the next video. So Tiktok knows your machine better than people. Tiktok has weak social attributes and poor fan viscosity.

抖音的算法強(qiáng)大，沉浸式體驗(yàn)，社交屬性粉絲粘性差，小紅書工具屬性強(qiáng)，用戶自主性高，看中實(shí)用價(jià)值，可以根據(jù)自己的興趣和偏好選擇適合自己的平臺(tái)。

Tiktok has a powerful algorithm, immersive experience, poor fan stickiness in social attributes, strong Xiaohongshu tool attributes, high user autonomy, and practical value. You can choose your own platform according to your interests and preferences.

小紅書種草VS 抖音種草

Xiaohongshu Grass VS Tiktok Grass

①從內(nèi)容形式角度

① From the perspective of content form

小紅書內(nèi)容獲取效率高，小紅書結(jié)合圖文的效率和視頻的沉浸感，雙列流為用戶提供自主選擇性；

Xiaohongshu has high content acquisition efficiency, combining the efficiency of graphics and text with the immersion of videos, and providing users with independent selection through dual column streaming;

抖音的內(nèi)容形式為娛樂性、快節(jié)奏的短視頻，如前文所說種草效果不及圖文。

The content form of Tiktok is entertaining, fast-paced short video, as mentioned above, grass planting effect is not as good as pictures and text.

② 從平臺(tái)調(diào)性角度

② From the perspective of platform tonality

小紅書調(diào)性更高，以搜索頁面為例，小紅書和抖音均為雙列流，但小紅書高質(zhì)量封面+清晰標(biāo)題的呈現(xiàn)方式更加簡(jiǎn)潔美觀，C端種草體驗(yàn)好，并以較高的調(diào)性吸引B端中高端品牌。

Xiaohongshu has a higher tonality. Taking the search page as an example, Xiaohongshu and Tiktok are both dual column streams, but the presentation of Xiaohongshu's high-quality cover+clear title is more concise and beautiful. The C end grass planting experience is good, and it attracts the B end middle and high-end brands with a higher tonality.

③從用戶行為角度

③ From the perspective of user behavior

小紅書用戶通過收藏認(rèn)可平臺(tái)種草價(jià)值。對(duì)比同一作者的同一測(cè)評(píng)類內(nèi)容在兩個(gè)平臺(tái)上的表現(xiàn)，小紅書贊藏比（贊/收藏?cái)?shù)）遠(yuǎn)低于抖音，體現(xiàn)用戶對(duì)于小紅書種草價(jià)值的認(rèn)可，已經(jīng)對(duì)有用內(nèi)容形成收藏的自主意識(shí)，因此小紅書的種草內(nèi)容更具有長(zhǎng)尾價(jià)值。

Xiaohongshu users recognize the value of planting grass on the platform through bookmarking. By comparing the performance of the same evaluation content of the same author on the two platforms, Xiaohongshu's praise collection ratio (likes/collections) is far lower than Tiktok, which reflects users' recognition of the value of Xiaohongshu's grass planting, and has formed an independent awareness of collecting useful content. Therefore, Xiaohongshu's grass planting content has more long tail value.

小紅書種草VS 抖音推出的圖文種草“新草”①用戶在小紅書上養(yǎng)成的種草習(xí)慣較難以轉(zhuǎn)移。新草通過引入KOL的方式，試圖用PGC帶動(dòng)種草氛圍，但普通用戶在平臺(tái)上的種草在短時(shí)間難以培養(yǎng)。

Xiaohongshu Grass vs Tiktok's "New Grass" (1) It is difficult to transfer the grass growing habits that users have formed on Xiaohongshu. Xincao attempts to use PGC to drive the planting atmosphere by introducing KOLs, but it is difficult to cultivate ordinary users' planting on the platform in a short period of time.

②小紅書用戶創(chuàng)作積極性更高。小紅書的低創(chuàng)作門檻+去中心化流量分發(fā)，鼓勵(lì)普通用戶創(chuàng)作。但新草的用戶只有點(diǎn)擊話題才能進(jìn)行發(fā)布，提高了分享門檻，可能會(huì)打擊用戶創(chuàng)作的積極性。

② Xiaohongshu users have a higher level of creative enthusiasm. Xiaohongshu's low creative threshold and decentralized traffic distribution encourage ordinary users to create. But new users can only post by clicking on the topic, which increases the threshold for sharing and may dampen users' enthusiasm for creation.

兩大種草平臺(tái)玩法大不同

The gameplay of the two major grass planting platforms is very different

相比小紅書和抖音一定是大多數(shù)品牌站外種草、招新的主陣地，那我們看下這兩個(gè)平臺(tái)的玩法大致有什么區(qū)別呢？

Compared with Xiaohongshu and Tiktok, they must be the main positions for most brands to plant grass and recruit new ones. What's the difference between the two platforms?

1、人群：

1. Crowd:

小紅書的人群以女性為主且對(duì)生活和產(chǎn)品的品質(zhì)有一定的追求，相對(duì)消費(fèi)能力較強(qiáng)，更容易為品牌溢價(jià)買單。抖系的人群量級(jí)更大，更加在意產(chǎn)品的多元性性價(jià)比。

The audience of Xiaohongshu is mainly women who have a certain pursuit of quality of life and products, relatively strong purchasing power, and are more likely to pay for brand premiums. The audience of Douyin is larger and more concerned about the diversity and cost-effectiveness of products.

2、節(jié)奏：

2. Rhythm:

小紅書的內(nèi)容有長(zhǎng)尾效應(yīng)，通常1-2年的優(yōu)質(zhì)筆記都能被觸達(dá)搜到。抖音則是短頻快，你不做內(nèi)容不投流就跌下去了

The content of Xiaohongshu has a long tail effect, usually high-quality notes from 1-2 years can be reached and searched. Tiktok is short and fast. You will fall down without content or streaming

3、內(nèi)容：

3. Content:

小紅書的封面標(biāo)題，以及達(dá)人的適配型格外重要。抖系視頻的黃金前3秒格外重要，那二者內(nèi)容的共性就是都要為用戶帶來利他型以及情緒價(jià)值

The cover title of Xiaohongshu and the adaptability of influencers are particularly important. The golden first 3 seconds of Douyin videos are particularly important, and the commonality between the two is that they both aim to bring altruistic and emotional value to users

4、轉(zhuǎn)化：

4. Conversion:

抖音更強(qiáng)調(diào)購物轉(zhuǎn)化，低成本獲取A3，進(jìn)波波間進(jìn)抖店。小紅書除了種草筆記之外也在延展商品筆記，發(fā)力小紅書電商目前買手板塊是重點(diǎn)突圍，有kol單場(chǎng)可以賣到千萬的gmv

Tiktok puts more emphasis on shopping transformation, obtaining A3 at a low cost, and entering stores between waves. In addition to planting grass notes, Xiaohongshu is also expanding its product notes. Currently, the focus of Xiaohongshu's e-commerce is on breaking through the buyer segment, with KOLs that can sell millions of GMVs in a single session

種草底層邏輯

Grassroots underlying logic

第一個(gè)底層邏輯:人群種草(品類與人群規(guī)模適配)

The first underlying logic: crowd seeding (category and crowd size adaptation)

品牌種草的產(chǎn)品，品類適配的人群規(guī)模越大，通過內(nèi)容找到人群的規(guī)模就越大，相對(duì)而言，就更容易產(chǎn)生免費(fèi)流量或溢出流量。

The larger the audience size of the product category that is suitable for brand seeding, the larger the audience size found through content, and relatively speaking, it is more likely to generate free or overflow traffic.

美食、服飾、本地生活在抖音都具有較大規(guī)模的流量，因?yàn)榱髁恳?guī)模的維度是男人、女人，甚至是只要有吃飯需求的人都算，所以這幾大賽道在抖音GMV規(guī)模都很大，甚至仍然有非常多的自然流量。這種模式的種草，覆蓋的人群具有普適性，覆蓋的人群規(guī)模最大，因此稱之為「人群種草」。

Food, clothing, and local life in Tiktok all have a large scale of traffic. Because the dimensions of traffic scale are men, women, and even those who need to eat, these tracks have a large scale in Tiktok GMV, and even there are still a lot of natural traffic. This type of grass planting model covers a universal population and has the largest population size, hence it is called 'crowd planting'.

第二個(gè)底層邏輯:產(chǎn)品種草(賣點(diǎn)可視化表達(dá))

The second underlying logic: product seeding (visual expression of selling points)

從「貨找人」的原理便可知，產(chǎn)品「翻譯」成內(nèi)容效率越高，產(chǎn)品內(nèi)容基因越強(qiáng)，更符合「抖音語法」，賣點(diǎn)可視化表達(dá)在短視頻中會(huì)占據(jù)優(yōu)勢(shì)，產(chǎn)品更容易形成種草效應(yīng)。

It can be seen from the principle of "looking for people" that the more efficient the product "translation" into content, the stronger the product content gene, and more in line with the "Tiktok grammar". The visual expression of selling points will take advantage in short videos, and the product is more likely to form a grass planting effect.

對(duì)于產(chǎn)品有著突出的賣點(diǎn)可視化表達(dá)能力的，這種情況，產(chǎn)品是可以直接種草給消費(fèi)者的，并可以快速完成銷售轉(zhuǎn)化，這種種草模式稱為「產(chǎn)品種草」。

For products with outstanding visual expression ability of selling points, in this case, the product can be directly seeded to consumers and can quickly complete sales conversion. This seeding mode is called "product seeding".

產(chǎn)品種草的三大特點(diǎn):第一，強(qiáng)功效。產(chǎn)品都具有某些剛需或解決消費(fèi)痛點(diǎn)的需求，都具備較強(qiáng)的產(chǎn)品功能和功效屬性。

The three major characteristics of product seeding are: first, strong efficacy. Products all have certain essential needs or needs to solve consumer pain points, and have strong product functions and efficacy attributes.

第二，強(qiáng)視覺。產(chǎn)品賣點(diǎn)都具有較強(qiáng)的短視頻可視化表達(dá)能力，因此在抖音內(nèi)容傳播中具有良好的優(yōu)勢(shì)。

Secondly, strong visual perception. All the selling points of the product have strong short video visual expression ability, so it has good advantages in Tiktok content transmission.

第三，強(qiáng)對(duì)比。產(chǎn)品具備使用的前后對(duì)比效果的邏輯或強(qiáng)烈的視覺對(duì)比，是真實(shí)且直觀的效果對(duì)比。

Thirdly, strong comparison. The product has a logical or strong visual contrast before and after use, which is a real and intuitive comparison of effects.

第三個(gè)底層邏輯:人設(shè)種草(信任背書的支撐）

The third underlying logic: planting grass in character design (supported by trust endorsement)

事實(shí)上在抖音內(nèi)容生態(tài)，對(duì)品牌不算特別友好，這不是平臺(tái)決定了，而是消費(fèi)者有了媒體的選擇權(quán)，過去在電視和梯媒我沒辦法關(guān)掉你，但在抖音我不喜歡可以直接劃走。在抖音消費(fèi)者更信賴KOL，而不是品牌。

In fact, Tiktok's content ecology is not particularly friendly to the brand, which is not determined by the platform, but the consumers have the right to choose the media. In the past, I could not turn off you in TV and ladder media, but I can directly cross out if I don't like Tiktok. In Tiktok, consumers trust KOL more than brand.