近期抖音和小红书的变化，大家在实操层应该都有体感。 抖音发布史上最严格的内容植入新规，尤其剧情类、vlog类内容，植入时间不得超过20秒、植入次数不 超过1次，整体广告比例不超过20%；投流广审尤其严格：对品牌提及的次数（口播及花字）、关键 词、是否有铺垫等都有严格要求。亲测下来，要逼疯每一个达人和品牌主的节奏。 发布如此严格的新规，背后是抖音对平台内容质量和用户体验方面的焦虑；对品牌方而言，如何在更短 的时间、更严苛的审核机制下有效推广产品，其难度系数也直线上升。 同类的变化也发生在千川，芋艿和一些品牌、投流供应商交流，产品卖点直给、降价促销类的短视频， 其效力在直接下降。平台对带货短视频质量要求也不断提升：要么打情绪价值，要么走反转剧情，要么 真实生活场景融入。 抖音营销本身已经够卷，投放打正并不容易，加之现在平台对内容要求也更严苛，很多品牌也在考虑把 预算腾挪到其他平台，比如小红书。 说到小红书，近期也发生不少变化。 明面上，所有媒体都在大推"红猫计划"（即原有cid的升级，从搜索到信息流）。这么做，不仅为了提 振业界信心：小红书和淘宝联手了！也是向品牌喊话：种草可追踪、可转化了，赶紧来投信息流广告 吧 ...

Core Insights - The marketing landscape has shifted from offline to short video platforms, with Douyin's daily active users surpassing 900 million, leading to increased operational costs for companies due to manual advertising adjustments [1][3] - Over 80% of teams are burdened by repetitive tasks, highlighting the need for automation to reduce operational costs by 60% [1] Group 1: Automation Solutions - Traditional manual advertising faces three major cost inefficiencies: time-consuming cross-time monitoring, misalignment in material matching, and delays in audience package updates, resulting in a 37% loss in effective exposure [3] - An automated advertising system is recommended to establish a 24-hour response mechanism, focusing on three core modules: intelligent material matching engine, dynamic bidding adjustment tool, and cross-account budget allocation hub [3][4] - A digital accessory brand reduced its CPM cost from 8.2 yuan to 4.5 yuan after implementing an intelligent advertising system, freeing up two optimization roles from repetitive tasks [4] Group 2: Budget Allocation Strategies - Traditional budget allocation often suffers from two pitfalls: average distribution starving high-conversion plans or over-concentration leading to diminishing returns, suggesting a "three-tier rocket" allocation strategy [5] - This strategy includes a foundational layer (40% budget) for stable supply of main products, a growth layer (35% budget) for testing potential hits, and an exploratory layer (25% budget) for new material and audience A/B testing [5] - A home goods brand achieved a 2.3 times ROI increase in Q2 by employing this model, with an automated budget flow mechanism to adjust allocations based on conversion costs [5] Group 3: Data-Driven Decision Making - A chain restaurant brand wasted 40% of its advertising budget on ineffective time slots, which was addressed by deploying an intelligent analysis system [6] - Key breakthroughs included traffic peak prediction 12 hours in advance, conversion attribution analysis down to individual interaction buttons, and material fatigue warnings [6] - Post-implementation, the brand reduced customer acquisition costs during peak hours by 58% and shortened material update cycles from 7 days to 3 days [7] Group 4: Creative Focus and Market Positioning - With 80% of routine operations automated, marketing teams can concentrate on creative strategy and innovation, leading to a threefold increase in quarterly viral video production for a maternal and infant brand [7] - The use of intelligent tools is emphasized not as a replacement for human labor but as a means to liberate talent from repetitive tasks, allowing for the creation of differentiated brand value in a competitive content landscape [7]