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當(dāng)今數(shù)字化營銷的浪潮中，短視頻平臺(tái)成為了企業(yè)推廣的重要戰(zhàn)場(chǎng)。抖音、視頻號(hào)、小紅書和快手這四大平臺(tái)各具特色，其算法和推流機(jī)制也不盡相同。了解這些差異，有助于企業(yè)制定更精準(zhǔn)有效的短視頻推廣策略。

In the current wave of digital marketing, short video platforms have become an important battlefield for enterprise promotion. Tiktok, video number, Xiaohongshu and Kwai have their own characteristics, and their algorithms and streaming mechanisms are also different. Understanding these differences can help businesses develop more precise and effective short video promotion strategies.

圖片

picture

一、抖音

1、 Tiktok

算法和推流機(jī)制：

Algorithm and streaming mechanism:

抖音主要依靠強(qiáng)大的人工智能算法來進(jìn)行內(nèi)容推薦。它會(huì)分析用戶的瀏覽行為、停留時(shí)間、點(diǎn)贊、評(píng)論、轉(zhuǎn)發(fā)等數(shù)據(jù)，從而精準(zhǔn)判斷用戶的興趣愛好。對(duì)于新發(fā)布的視頻，抖音會(huì)先給予一個(gè)小范圍的流量池測(cè)試，如果視頻在這個(gè)流量池中的表現(xiàn)出色（如高完播率、高互動(dòng)率等），就會(huì)被推送給更大的流量池，以此類推，優(yōu)秀的內(nèi)容能夠迅速傳播并獲得大量曝光。

Tiktok mainly relies on powerful AI algorithms to recommend content. It will analyze users' browsing behavior, dwell time, likes, comments, shares, and other data to accurately determine their interests and hobbies. For newly released videos, Tiktok will first give a small range of traffic pool tests. If the video performs well in this traffic pool (such as high completion rate, high interaction rate, etc.), it will be pushed to a larger traffic pool, and so on. Excellent content can be quickly broadcast and get a lot of exposure.

優(yōu)勢(shì)：

Advantages:

龐大且活躍的用戶群體，涵蓋了各個(gè)年齡段和地域。

A large and active user base covering various age groups and regions.

創(chuàng)意內(nèi)容豐富，特效和音樂多樣，便于制作吸引人的短視頻。

Rich creative content, diverse special effects and music, making it easy to create attractive short videos.

強(qiáng)大的品牌傳播能力，適合打造爆款和話題性內(nèi)容。

Strong brand communication ability, suitable for creating popular and topical content.

企業(yè)推廣方法：

Enterprise promotion methods:

精心策劃短視頻內(nèi)容，注重開頭的吸引力，提高完播率。

Carefully plan the content of short videos, pay attention to the attractiveness of the beginning, and improve the completion rate.

運(yùn)用熱門音樂和特效，跟上流行趨勢(shì)。

Use popular music and special effects to keep up with popular trends.

結(jié)合抖音的熱門話題和挑戰(zhàn)，增加視頻的曝光機(jī)會(huì)。

Combine the hot topics and challenges of Tiktok to increase the exposure opportunities of video.

二、視頻號(hào)

2、 Video Number

算法和推流機(jī)制：

Algorithm and streaming mechanism:

視頻號(hào)的推薦機(jī)制基于社交關(guān)系鏈和內(nèi)容質(zhì)量。一方面，用戶的好友點(diǎn)贊、評(píng)論或關(guān)注的視頻會(huì)優(yōu)先推薦給用戶；另一方面，優(yōu)質(zhì)的內(nèi)容也會(huì)通過系統(tǒng)算法推薦給可能感興趣的用戶。此外，視頻號(hào)還會(huì)根據(jù)用戶的搜索行為和關(guān)注的公眾號(hào)等數(shù)據(jù)進(jìn)行推薦。

The recommendation mechanism for video accounts is based on social relationship chains and content quality. On the one hand, videos that users' friends like, comment on, or follow will be recommended to users first; On the other hand, high-quality content will also be recommended to potentially interested users through system algorithms. In addition, the video number will also make recommendations based on the user's search behavior, the official account and other data.

優(yōu)勢(shì)：

Advantages:

依托微信生態(tài)，能方便地與微信公眾號(hào)、小程序等進(jìn)行整合。

Relying on WeChat ecology, it can be easily integrated with WeChat official account, applet, etc.

便于在微信好友、微信群和朋友圈中傳播，社交裂變效果顯著。

Easy to spread among WeChat friends, WeChat groups, and social circles, with significant social fission effects.

適合企業(yè)進(jìn)行品牌宣傳和客戶關(guān)系維護(hù)。

Suitable for enterprise brand promotion and customer relationship maintenance.

企業(yè)推廣方法：

Enterprise promotion methods:

將視頻號(hào)與企業(yè)的微信公眾號(hào)相互關(guān)聯(lián)，實(shí)現(xiàn)內(nèi)容的互補(bǔ)和引流。

Correlate the video number with the enterprise's WeChat official account to realize the complementation and drainage of content.

鼓勵(lì)員工和客戶在微信生態(tài)內(nèi)分享企業(yè)的視頻號(hào)內(nèi)容。

Encourage employees and customers to share the content of the company's video account within the WeChat ecosystem.

利用視頻號(hào)直播功能，與用戶進(jìn)行實(shí)時(shí)互動(dòng)。

Utilize the live streaming feature of the video account to engage in real-time interaction with users.

三、小紅書

3、 Xiaohongshu

算法和推流機(jī)制：

Algorithm and streaming mechanism:

小紅書的算法側(cè)重于用戶興趣和標(biāo)簽匹配。用戶的搜索歷史、關(guān)注話題、收藏筆記等行為會(huì)被系統(tǒng)記錄，從而為其推送相關(guān)的內(nèi)容。同時(shí)，筆記的質(zhì)量（包括圖片美觀度、文字描述詳細(xì)度、是否有實(shí)用價(jià)值等）以及互動(dòng)數(shù)據(jù)（點(diǎn)贊、收藏、評(píng)論）也會(huì)影響推薦效果。

Xiaohongshu's algorithm focuses on matching user interests and tags. The user's search history, followed topics, bookmarked notes, and other behaviors will be recorded by the system, and relevant content will be pushed to them. At the same time, the quality of notes (including image aesthetics, detailed text descriptions, and practical value) and interactive data (likes, favorites, comments) can also affect the effectiveness of recommendations.

優(yōu)勢(shì)：

Advantages:

以女性用戶為主，消費(fèi)意愿和能力較強(qiáng)，尤其適合美妝、時(shí)尚、生活方式等品類的推廣。

Mainly female users with strong willingness and ability to consume, especially suitable for promoting beauty, fashion, lifestyle and other categories.

用戶對(duì)種草內(nèi)容的信任度較高，容易形成購買轉(zhuǎn)化。

Users have a high level of trust in grass planting content, which can easily lead to purchase conversion.

社區(qū)氛圍友好，用戶之間的交流和分享活躍。

The community atmosphere is friendly, and there is active communication and sharing among users.

企業(yè)推廣方法：

Enterprise promotion methods:

制作精美、有吸引力的圖片和詳細(xì)、真實(shí)的文字描述，打造優(yōu)質(zhì)種草筆記。

Create exquisite, attractive images and detailed, authentic text descriptions to create high-quality grass planting notes.

與小紅書上的知名博主合作，進(jìn)行產(chǎn)品推廣和口碑傳播。

Collaborate with well-known bloggers on Xiaohongshu to promote products and spread word-of-mouth.

通過創(chuàng)建品牌話題和活動(dòng)，引導(dǎo)用戶參與和分享。

By creating brand topics and events, guide users to participate and share.

四、快手

4、 Kwai

算法和推流機(jī)制：

Algorithm and streaming mechanism:

快手的算法注重用戶的社交關(guān)系和地域特征。它會(huì)優(yōu)先推薦用戶關(guān)注的人的動(dòng)態(tài)以及同城用戶發(fā)布的內(nèi)容。同時(shí)，視頻的熱度（如播放量、點(diǎn)贊數(shù)等）和用戶的興趣標(biāo)簽也會(huì)影響推薦。

Kwai algorithms focus on users' social relationships and geographical characteristics. It will prioritize recommending updates from people that users follow and content posted by local users. Meanwhile, the popularity of the video (such as views, likes, etc.) and the user's interest tags can also affect recommendations.

優(yōu)勢(shì)：

Advantages:

在三四線城市及農(nóng)村市場(chǎng)有廣泛的用戶基礎(chǔ)。

There is a wide user base in third - and fourth tier cities as well as rural markets.

社區(qū)氛圍濃厚，用戶之間的互動(dòng)性強(qiáng)，粉絲忠誠度高。

The community atmosphere is strong, with strong interaction between users and high fan loyalty.

適合展現(xiàn)真實(shí)、接地氣的內(nèi)容。

Suitable for presenting authentic and down-to-earth content.

企業(yè)推廣方法：

Enterprise promotion methods:

制作貼近生活、具有親和力的短視頻，展現(xiàn)產(chǎn)品的實(shí)用性。

Create short videos that are close to daily life and have an affinity to showcase the practicality of the product.

與快手的網(wǎng)紅合作，進(jìn)行品牌推廣和產(chǎn)品帶貨。

Cooperate with Kwai's online celebrities to promote brands and bring products with them.

積極參與快手的社區(qū)活動(dòng)，增強(qiáng)品牌的曝光度和知名度。

Actively participate in Kwai community activities to enhance brand exposure and popularity.

綜上所述，每個(gè)平臺(tái)都有其獨(dú)特的算法和推流機(jī)制，以及相應(yīng)的優(yōu)勢(shì)。企業(yè)在進(jìn)行短視頻推廣時(shí)，應(yīng)根據(jù)自身的目標(biāo)受眾、產(chǎn)品特點(diǎn)和推廣目標(biāo)，選擇合適的平臺(tái)，并制定針對(duì)性的策略，才能在激烈的市場(chǎng)競(jìng)爭(zhēng)中脫穎而出，實(shí)現(xiàn)品牌的有效傳播和業(yè)務(wù)的增長。

In summary, each platform has its unique algorithms and streaming mechanisms, as well as corresponding advantages. When promoting short videos, enterprises should choose suitable platforms and develop targeted strategies based on their target audience, product characteristics, and promotion goals, in order to stand out in fierce market competition, achieve effective brand dissemination, and business growth.

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