Tiktok may launch an independent grass planting community platform: will it become the second little red book

7 month 6 Daily news , Recently according to Tech Planet exclusive , Tiktok platform may launch a grass planting community platform similar to little red book , And named it “ Praiseworthy ”, In recent years, Tiktok 、 Kwai moves constantly , Have been involved in various fields , From e-commerce to local services , To music 、 Social, etc . Now it's reasonable for Tiktok to enter the grass planting community .

Xiaohongshu is the largest grass planting community platform in China , And the user group is mainly young women , Active users over 2 Billion , Many young users are used to reading grass planting texts on little red books , Then choose the goods according to the grass planting text . Except for the little red book , And Zhihu platform , Graphic grass planting is the main grass planting mode of these two platforms . Tiktok 、 Short video platform like Kwai Fu , Mainly rely on live broadcast to bring goods , If Tiktok launches its own community platform , That can make up for the shortage of planting grass in pictures and texts .

Why is little red book so popular , For two reasons ：

One is that female users are easy to believe when shopping “ Best friend recommendation ”、“ Friend recommendation ”, Many bloggers in the little red book are like friends and girlfriends of the audience , Recommend and share some product experience , Female users love such content .

The second is that ordinary consumers need to know about products , It is more necessary to screen products , This is the meaning of planting grass , for example ： A computer Xiaobai wants to buy a laptop , He naturally needs to know a lot about notebook computers , You also need netizens who understand notebook computers to recommend a product suitable for you . At this time, grass planting appeared , And the grass planting text is different from the general marketing soft text , There are many kinds of essays that bloggers sincerely recommend .

As the leader of domestic short video platform, Tiktok , Live broadcasting with goods is an important profit model , And planting grass is actually carrying goods , Bloggers and authors can make profits by bringing articles , The platform can also get a bonus , It is also valuable for audiences and consumers .

The success of the little red book mode gives the Tiktok platform hope , Just copy the pattern of little red book , Rely on the user scale of the current Tiktok platform , I believe it will soon attract a large number of users and authors .

Finally, I would like to express my views , Although the little red book model has been successful , But in the past two years, xiaohongshu has also encountered a crisis of trust . It's mainly that many little red book bloggers pass false 、 Exaggerated grass planting advertisements deceive ordinary users , Those beautiful P The picture deceives some ordinary users who don't know the truth . The pictures on the little red book are processed , The picture is really beautiful , But it's hard to say how good the product quality is .

A grass planting platform must keep its bottom line , False advertising will damage the reputation of the platform , Eventually, it will also lead to a large number of loss of users . author ： stone IT visual angle