Xiaohongshu chooses the AIGC landing scene on the cover picture, the direction is right but not distracting enough

On July 25, the social platform Xiaohongshu announced the launch of the "Now" function, and text and graffiti can also be used to post notes.

In fact, this time it mainly adds the function of text generation and picture matching, and the graffiti function has been launched earlier this month.

In the Wenshengtu function, the user chooses three modes: "Notepad", "Want to complain" and "Talk about feelings", and the richness of the generated pictures is also different.

How should I put it, "Notepad" really realizes the "Vincent diagram", the kind that embeds text into pictures. The picture generated by "Chat Sentiment" presents the rainy scene expressed in words, but the effect is so-so.

As a super unicorn with 200 million monthly active users in the social field and a valuation of more than 20 billion U.S. dollars, Xiaohongshu’s move in AIGC is not a good move. It feels like the dishes are served on the table before they are ready.

This wave of large models and the AIGC boom, but any Internet company with a certain status cannot stay out of it.

According to 36 Krypton reports, Xiaohongshu has prepared an independent large-scale model team since March, and there are multiple independent departments to promote the landing exploration of AIGC at the same time. In April this year, Xiaohongshu quietly launched an AI painting application called "Trik".

Compared with some companies that frequently participate in the conference to display PPT, Xiaohongshu's layout in AIGC is very low-key. When the graffiti function was launched in early July, there was almost no media coverage. Trik also belongs to the Buddhist family. It was only officially launched on the Xiaohongshu platform on July 4th. Recently, it is promoting the treasure hunting internal test activity, and the popularity seems to be mediocre.

As one of the social apps that gather the most young people, Xiaohongshu is very suitable for sharing good things, and can also achieve good communication effects.

The AI application Miaoya Camera, which has exploded in the past two weeks, is said to be a cold start on Xiaohongshu. Miaoya Camera firmly grasps the consumer group of young female users. It only provides half-length photos, avoiding the notch of poor hand drawing in conventional AI drawing tools. 9.9 yuan can generate pictures comparable to 499 yuan hippocampus. Open It became popular on the day of registration. Teachers from various self-media companies who were "short of topic selection" even seized this phenomenon-level product to complete the KPI.

On Xiaohongshu, there is no shortage of explosive content on many AI topics. A large number of self-media have achieved high-paying employment on Xiaohongshu, and some of them are flexible employees. From this perspective, Xiaohongshu has played a role in assuming social responsibility.

Compared with the explosion of third-party AI applications on the platform, there are not many discussions about Trik, graffiti, and text generation and picture matching launched by Xiaohongshu.

what is the reason? Take Trik, an AI painting app, which was launched in April and is still in beta testing until July. To be honest, the day lily is cold. At present, domestic AI painting tools are everywhere. What are the advantages of Trik? According to Trik's recent operation actions, it mainly focuses on works of national style and landscape. Who will pay for such works? What are the advantages over other similar tools?

The graffiti function provides three styles: "Pixar", "simple illustration", "black and white line draft" and "futurism". The novice users who do not require high image quality can basically handle it. For professionals, I am afraid they will still choose SD , MJ and other AI drawing tools.

As for the function of Wen Shengtu, if you take away the gimmick of AI, people with online aesthetics should not be very good at using it. Now there are many free tools for making cover images on the market, and the operation is not complicated. There is no need to use the immature functions that come with the platform.

However, the cover picture is indeed one of the usage scenarios of AI drawing. For example, all the pictures of Babbitt’s articles have been generated using AIGC, which saves the time for editors to find pictures, greatly liberates productivity, and no longer has to worry about picture copyrights. question. Xiaohongshu is a UGC platform with a large number of users. Using AI to generate cover images is beneficial to the producers on the platform in the long run. This direction is the right choice, but the current effect is too weak and needs further improvement.