1 year old keeps bleeding from regular toothbrush

He is fine with it at first for like a week or two but eventually hates it and fights me and won't stop crying. Then his gums end up bleeding. I'm not even brushing hard at all. This is with his regular baby toothbrush. I have to go back to his finger brush again. He doesn't bleed with that. Is the finger brush still ok to use? Is it as effective? I don't want to keep making his gums bleed. It's like his gums are always so sensitive for some reason. I don't get it.