Which one has more traffic, Xiaohongshu or Douyin?

Douyin’s traffic volume far exceeds that of Xiaohongshu. The reasons include: a wider user group, a more complete short video ecology and stronger entertainment attributes, while Xiaohongshu’s traffic disadvantage is due to its More vertical positioning, stronger social attributes and weaker entertainment attributes.

Which one has more traffic, Xiaohongshu or Douyin?

Answer: Douyin

Details:

Douyin and Xiaohongshu are currently The two most popular short video platforms in China, but their traffic volume is very different:

1. User scale:

• Douyin: monthly active Users exceed 600 million
• Xiaohongshu: monthly active users are approximately 200 million

2. Video views:

• Douyin: The average daily video playback volume exceeds 100 billion
• Xiaohongshu: The average daily video playback volume is approximately 20 billion

3. Daily active user duration:

• Douyin: The average daily usage time per person is over 1 hour
• Xiaohongshu: The average daily usage time per person is about 30 minutes

Reasons for traffic advantage:

Douyin’s traffic advantage mainly comes from the following factors:

• Wider user group: Douyin targets all age groups Users, the content covers many fields such as life, entertainment, education and so on.
• More complete short video ecosystem: Douyin provides powerful video editing tools, algorithm recommendation mechanisms and social communication functions.
• Stronger entertainment attributes: Douyin mainly focuses on entertainment content, attracting a large number of users for leisure and entertainment.

Reasons for Xiaohongshu’s traffic disadvantage:

• More vertical positioning: Xiaohongshu mainly focuses on female users , the content focuses on fashion, beauty, and lifestyle.
• Stronger social attributes: Xiaohongshu encourages users to share and interact, and the social function is more prominent, resulting in traffic dispersion.
• Weaker entertainment attributes: The content of Xiaohongshu is more practical and shareable, and the entertainment quality is relatively weak.

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