小红书和抖音都是社交媒体平台，他们在用户和内容上还有有所区别的。小红书点击率决定了一篇作品流量的下限，而获得感决定了内容流量的上限。

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.

小红书属于双列的信息流展示结构，要想搞定小红书的精确流量，要想精确获客，想要变现，你就想搞定它标题封面，你的封面标题在内容的占比，它的关键程度至少是60%以上，而小红书封面则是王道，就是因为你的标题内容封面用户感兴趣，至少有5到10秒的时间可以看到创作者内容。

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，抖音是用来娱乐的，是来消遣的，是来杀时间的，平台特性是全屏直接播放，做到沉淀性体验，加上强大的机器算法推荐，你能做到的就是不断的下滑，期待下一条视频，所以抖音是更懂你的机器而不是人，抖音的社交属性比较弱，粉丝粘度比较差。

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.

抖音的算法强大，沉浸式体验，社交属性粉丝粘性差，小红书工具属性强，用户自主性高，看中实用价值，可以根据自己的兴趣和偏好选择适合自己的平台。

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.

小红书种草VS 抖音种草

Xiaohongshu Grass VS Tiktok Grass

①从内容形式角度

① From the perspective of content form

小红书内容获取效率高，小红书结合图文的效率和视频的沉浸感，双列流为用户提供自主选择性；

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;

抖音的内容形式为娱乐性、快节奏的短视频，如前文所说种草效果不及图文。

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 从平台调性角度

② From the perspective of platform tonality

小红书调性更高，以搜索页面为例，小红书和抖音均为双列流，但小红书高质量封面+清晰标题的呈现方式更加简洁美观，C端种草体验好，并以较高的调性吸引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从用户行为角度

③ From the perspective of user behavior

小红书用户通过收藏认可平台种草价值。对比同一作者的同一测评类内容在两个平台上的表现，小红书赞藏比（赞/收藏数）远低于抖音，体现用户对于小红书种草价值的认可，已经对有用内容形成收藏的自主意识，因此小红书的种草内容更具有长尾价值。

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.

小红书种草VS 抖音推出的图文种草“新草”①用户在小红书上养成的种草习惯较难以转移。新草通过引入KOL的方式，试图用PGC带动种草氛围，但普通用户在平台上的种草在短时间难以培养。

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小红书用户创作积极性更高。小红书的低创作门槛+去中心化流量分发，鼓励普通用户创作。但新草的用户只有点击话题才能进行发布，提高了分享门槛，可能会打击用户创作的积极性。

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.

两大种草平台玩法大不同

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

相比小红书和抖音一定是大多数品牌站外种草、招新的主阵地，那我们看下这两个平台的玩法大致有什么区别呢？

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:

小红书的人群以女性为主且对生活和产品的品质有一定的追求，相对消费能力较强，更容易为品牌溢价买单。抖系的人群量级更大，更加在意产品的多元性性价比。

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、节奏：

2. Rhythm:

小红书的内容有长尾效应，通常1-2年的优质笔记都能被触达搜到。抖音则是短频快，你不做内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、内容：

3. Content:

小红书的封面标题，以及达人的适配型格外重要。抖系视频的黄金前3秒格外重要，那二者内容的共性就是都要为用户带来利他型以及情绪价值

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、转化：

4. Conversion:

抖音更强调购物转化，低成本获取A3，进波波间进抖店。小红书除了种草笔记之外也在延展商品笔记，发力小红书电商目前买手板块是重点突围，有kol单场可以卖到千万的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

种草底层逻辑

Grassroots underlying logic

第一个底层逻辑:人群种草(品类与人群规模适配)

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

品牌种草的产品，品类适配的人群规模越大，通过内容找到人群的规模就越大，相对而言，就更容易产生免费流量或溢出流量。

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、服饰、本地生活在抖音都具有较大规模的流量，因为流量规模的维度是男人、女人，甚至是只要有吃饭需求的人都算，所以这几大赛道在抖音GMV规模都很大，甚至仍然有非常多的自然流量。这种模式的种草，覆盖的人群具有普适性，覆盖的人群规模最大，因此称之为「人群种草」。

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'.

第二个底层逻辑:产品种草(卖点可视化表达)

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

从「货找人」的原理便可知，产品「翻译」成内容效率越高，产品内容基因越强，更符合「抖音语法」，卖点可视化表达在短视频中会占据优势，产品更容易形成种草效应。

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.

对于产品有着突出的卖点可视化表达能力的，这种情况，产品是可以直接种草给消费者的，并可以快速完成销售转化，这种种草模式称为「产品种草」。

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".

产品种草的三大特点:第一，强功效。产品都具有某些刚需或解决消费痛点的需求，都具备较强的产品功能和功效属性。

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，强视觉。产品卖点都具有较强的短视频可视化表达能力，因此在抖音内容传播中具有良好的优势。

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，强对比。产品具备使用的前后对比效果的逻辑或强烈的视觉对比，是真实且直观的效果对比。

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.

第三个底层逻辑:人设种草(信任背书的支撑）

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

事实上在抖音内容生态，对品牌不算特别友好，这不是平台决定了，而是消费者有了媒体的选择权，过去在电视和梯媒我没办法关掉你，但在抖音我不喜欢可以直接划走。在抖音消费者更信赖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.