Can you learn in-depth content on Xiaohongshu? Comparison of Douban, Xiaohongshu and Bilibili

In everyone's mind, different products have different uses. Xiaohongshu is for recommendation, Douban is for reading movie reviews, and Bilibili is for relaxation. So what happens if you don't play by the rules? In this article, the author takes the book "Lychees in Chang'an" as an example to see what content these platforms have.

It is undeniable that Xiaohongshu has become a national encyclopedia. When in doubt, search Xiaohongshu first. How deep is the search content on Xiaohongshu? What supportive suggestions can be provided to users?

The search knowledge density of beauty, travel, food and other categories is at the forefront. You can search for the experience and evaluation of a certain brand or product series on Xiaohongshu, which is not available on other platforms.

However, in categories that require deep learning, such as books and audio-visual products, digital products, automotive products, etc., the depth of content is still far behind Douban, Bilibili, and vertical media.

This article takes the book "Lychees in Chang'an" as an example.

1. Douban’s Category Search Culture

For example, if you search for "Chang'an's lychees" on Douban, you will find categories such as books, TV shows, and movies. Click on a book to see the specific rating, purchase link, and short reviews. It will even spontaneously form some discussion groups. If you are a die-hard fan, you can join the group to discuss.

At this point, "Lychees in Chang'an" will generate a large amount of content, influence more user discussions, form a cultural phenomenon, and can also be adapted into movies and TV series.

Figure 1: Douban search results for "Lychees in Chang'an"

This is why Douban is prone to forming subcultures. With group culture taking over, the content will slowly expand. Not only books, but also celebrities, digital products, home appliances, and life skills will all be precipitated in groups.

This also has a problem. Users pay little attention to bloggers, and monetization and popularity of Douban bloggers have always been a problem.

2. Little Red Book’s culture

Searching for "Chang'an's Lychees" on Xiaohongshu, you will find more books showing off, and most of the content is at the seeding stage. I personally wonder if the creator can extend the topic around Chang'an's lychees, such as conducting an in-depth analysis of a certain character, but after careful analysis, it is also quite difficult.

Once segmented, the user audience will be very narrow. In addition, Xiaohongshu is not a loyal fan model, so it is difficult to collect data in the early stage . If the content is too segmented, users will pay little attention, the data will be average, and the creators will not rewrite it.

Figure 2: Xiaohongshu search results for "Lychees in Chang'an"

In addition, Xiaohongshu follows the principle of continuous explosive growth of popular articles, which leads to a large amount of repetitive review content , and the depth and classification of the content are not as good as Douban.

In addition, after the user searches, their focus will only remain on the notes or bloggers. They will either like, collect, comment on the notes or directly follow the blogger. This is more beneficial for those who have general professional knowledge in the early stage but want to be bloggers. This is also the reason why many accounts grow so quickly.

3. Deep Learning Culture at Station B

If you search for "Chang'an's Lychees" on Bilibili, you will find a large number of long videos explaining the books, content recommendations in categories, plot interpretations, and plot extensions.

Compared with Douban and Xiaohongshu, Bilibili has a deeper knowledge base, which is why Bilibili has become a paradise for self-study.

Figure 3: Search results for "Lychees in Chang'an" on Bilibili

Like Xiaohongshu, the search results on Bilibili allow users to follow bloggers. The more in-depth the content, the easier it is for the blogger to gain followers. The videos on Bilibili are generally longer than those on Xiaohongshu, with a higher information density, so users stay longer.

Judging from these three platforms, Douban and Bilibili have deeper knowledge, while Xiaohongshu’s knowledge depth only stays at the level of promoting content, which is more conducive to bloggers increasing their followers and later monetization. However, Bilibili and Douban focus more on the content itself.

If you want to learn more vertical content first, it is recommended to browse Xiaohongshu first, then search for categories on Douban, and read in depth on Bilibili. For Xiaohongshu bloggers, as users become more picky, they also need to add more knowledge-dense content to retain more fans.

Author: Jiang He WeChat Official Account: Jiang He Talks Marketing