What's the difference between doing content and advertising on WeChat, Weibo, Taobao, Tik Tok and Xiaohongshu?

The positioning of the software you mentioned is different, so the presentation form, user groups, user habits and platform gameplay of the content are different.

The main modes of communication of WeChat are official WeChat account, video number and circle of friends.

Official account of WeChat: The official account of WeChat can post long pictures and texts. At this time, it is necessary for readers to have the patience to read through the beauty of typesetting and writing skills, or for those who have little patience and just want to glance at it to get the main information.

The video number is a bit like the current Tik Tok, but the platform gameplay is different.

Friends circle: You should have seen the sales staff of WeChat business or some enterprises use corporate WeChat to publish company information or product information in the circle of friends. The length and quantity of pictures and texts published by friends circle are limited. Therefore, if you want to send a long article, you'd better put forward attractive highlights at the beginning or publish eye-catching pictures, so that people who brush friends can stop and click "Full Text" to read your content. However, he can appear in your circle of friends, which generally means that you have consumed each other's products, and you are a former customer or potential customer. Therefore, the purity of potential consumers in the "private domain traffic pool" of friends circle is relatively high, and more targeted recommendations can be made according to their preferences.

Weibo: As a veteran of social platform and self-media platform, it has developed for many years. Compared with other platforms, Weibo presents more forms: pictures, pictures, live broadcasts, videos or sharing videos and commodities that it wants to present to readers in the form of links. The attributes of user groups are more diversified and balanced: age, field, region, preference, economic level, quality and so on. Therefore, no matter what kind of brands and products can find audiences in Weibo, publicity can gain more views and opportunities. However, the disadvantage is that the product can not be promoted to the audience more accurately, and the competition is more intense.

Taobao's positioning is shopping software, so other presentation forms have limited functions, mainly home page recommendation, various list activities and live broadcast. Some merchants and users will share promotional products in the form of video and graphics.

Tik Tok is a short video platform and likes fragmented information. There are many types of users, and they are relatively sinking. Therefore, when making content, it is necessary to present it directly and quickly, and let users know the key points of information through pictures, sounds or messages in a short time, leaving a deep impression.

Xiaohongshu used to be mainly graphic, but now there are many long videos, mostly in the fields of beauty, technology, travel, pets and so on. Most users are young women or others who want to beautify their lives. The content requires high aesthetics.

The gameplay of each platform is different and relatively complicated. If you want to get better promotion effect, it is recommended to find a special company to operate. Such companies have more professional media resources, which can reduce some exploration time and trial and error costs.

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Qian Jie Creative is a brand case service company dedicated to "Creativity changes the world". Provide brand positioning, brand design, public relations communication, event execution, conferences and exhibitions and other brand chain building services. Through scientific and effective working methods, help customers establish an excellent brand system and establish a strong brand awareness.