Core Insights - Douyin is initiating a long-form content feature, allowing users to create articles ranging from 300 to 4000 words, signaling a shift towards "deep content" on a platform traditionally focused on short videos [1][5][11] Group 1: Long-Form Feature Details - The long-form feature is currently in a closed beta test, with a dedicated editor available on PC, while mobile access is not yet enabled [3] - Users can insert up to 10 images in their articles, but GIFs are not supported at this time [3] - The feature allows for content synchronization with Toutiao, enhancing cross-platform content sharing [3][9] Group 2: Market Context and Strategy - The rise of short videos has led to content overload and fragmentation, prompting a need for deeper, more complex narratives that long-form content can provide [5][10] - Douyin's move to introduce long-form content is seen as a strategic response to competition, particularly following Xiaohongshu's similar feature launch [6][8] - The platform aims to attract high-quality creators who focus on in-depth analysis and storytelling, which have traditionally thrived on platforms like WeChat and Xiaohongshu [10][11] Group 3: Potential Impact and Challenges - The introduction of long-form content could enhance user engagement by increasing time spent on the platform and diversifying content offerings [10][12] - Douyin seeks to evolve from being perceived solely as a short video platform to a comprehensive content community, potentially reshaping industry dynamics [11][12] - Challenges remain regarding user willingness to engage with long-form content and the balance of content recommendation between short videos and articles [13]

Core Insights - Xiaohongshu has launched a long-form content feature that allows users to create visually appealing articles with AI assistance, which may strategically challenge WeChat's content ecosystem [1][2][6] - The long-form content is designed to maintain user engagement by presenting text as a series of images, thus aligning with users' scrolling habits and avoiding the need for deep reading [4][5][6] Group 1: Long-form Content Strategy - Xiaohongshu's long-form feature is not traditional; it presents content in a paginated image format, requiring users to swipe through rather than scroll down [4][5] - This approach is intended to keep users in a familiar browsing rhythm, allowing them to consume lengthy articles without feeling overwhelmed [5][6] - The platform benefits from this design by maintaining traffic efficiency and increasing ad density, as each page can include product links [6][7] Group 2: Aesthetic and Content Control - Xiaohongshu's use of AI to standardize aesthetics democratizes content creation, allowing users without design skills to produce visually appealing articles [13][14] - However, this standardization may lead to a homogenization of content, reducing creativity and individual expression among creators [15][16] - The platform's strategy contrasts with WeChat's focus on maintaining a professional content ecosystem, highlighting a battle over who defines "good content" [18][19] Group 3: User Behavior and Experience - Xiaohongshu's design minimizes cognitive load by integrating new features seamlessly into existing user behaviors, making the transition to long-form content feel natural [21][23] - The platform's approach blurs the lines between long and short content, allowing all types of content to compete for the same audience [22][23] - This strategy reflects a broader trend in content platforms, where understanding user behavior is crucial for success [24][26] Group 4: Future Implications - The ongoing competition between Xiaohongshu and WeChat raises questions about the future of content creation and consumption, particularly regarding the balance between depth and accessibility [25][27] - The evolution of content platforms may lead to new standards for visual expression and content quality, impacting how creators engage with their audiences [27][28]

Core Viewpoint - Xiaohongshu has launched an internal test for a long-form content feature, allowing creators to write titles up to 20 characters and body text exceeding 1,000 characters, enhancing user engagement and content diversity [1] Group 1: Feature Details - The long-form title is limited to 20 characters, while the body can exceed 1,000 characters [1] - The feature supports image and emoji insertion, along with a one-click formatting function that automatically segments the long-form content into image format [1] - AI capabilities are included for automatic cover image generation and article summaries, with six formatting templates available for creators to choose from [1] Group 2: User Experience - After publication, users can still read the long-form content by swiping through images, maintaining the current image-text reading method [1] - Creators can customize theme colors, cover images (either AI-generated or uploaded from their gallery), titles, and summaries, with real-time preview functionality [1]