朋友圈折叠以后，活人会回来吗？

Core Viewpoint - The introduction of the new "folded Moments" feature on WeChat aims to enhance user experience by reducing the clutter of repetitive posts, particularly from businesses and marketers, while also addressing the decline in user engagement on the platform [1][24][26]. Group 1: User Experience and Engagement - The folded Moments feature consolidates multiple posts from the same user into a single entry, allowing users to click to view all content if desired [3][5]. - Users have mixed reactions to the new feature, with some expressing frustration over missing out on friends' travel updates due to the folding [6][8]. - The feature is seen as a response to the growing dissatisfaction among users who have turned to other platforms for sharing personal moments, leading to a decline in WeChat's user engagement [20][21][24]. Group 2: Business and Marketing Implications - The folding mechanism is intended to improve the quality of content shared on the platform, pushing businesses and marketers to enhance their posts or shift to paid advertising [26][28]. - The cost per thousand impressions (CPM) for Moments ads is estimated to be between 20 to 50 yuan, indicating a potential increase in advertising revenue as low-quality marketing content is reduced [26][27]. - The adjustment in user engagement metrics, such as the average daily time spent on WeChat, reflects a strategic shift in how the company views its user base and the importance of maintaining a healthy ecosystem [24][25][26]. Group 3: Competitive Landscape - WeChat's user engagement has been challenged by short video platforms like Douyin and Xiaohongshu, which have begun to capture the attention of users who previously relied on WeChat for social sharing [24][25]. - The decision to stop disclosing average daily time spent on WeChat in favor of highlighting video account usage suggests a shift in focus towards video content as a means of retaining users [24][26]. - The folding feature is part of a broader strategy to reclaim user attention and prevent further loss of high-value users to competing platforms [26][32].