Core Insights - Douyin, China's leading short video platform, has surpassed 1 billion monthly active users, with an average usage time of 46.54 hours per month, equating to over 1.55 hours daily per user [1] - Douyin is attempting to redefine its identity beyond a "short video platform" by launching long-form content features, including video podcasts and long graphic articles, indicating a shift in content narrative value and addressing competition and commercialization challenges [1][6] Douyin Long Graphic Article Feature Breakdown - The long graphic article feature has a word limit of 4,000 words, which is lower than competitors like Xiaohongshu and WeChat, aiming to attract creators with a complete narrative need [3] - Users can upload up to 10 images per article, with plans to increase this limit in the future; however, GIFs are not supported, and the feature currently only allows publishing from PC, not mobile [3][5] - The distribution of long graphic articles will operate on a dual-track system, separate from short video content, to maintain user engagement and address the challenge of balancing depth and efficiency [5] Reasons for Douyin's Shift to Long Graphic Articles - The platform faces "traffic anxiety" as user growth approaches saturation, with short video user engagement declining; long graphic articles may help retain users by extending their time on the platform [8] - Douyin is experiencing "commercialization anxiety," as it seeks new revenue streams; long graphic articles have shown promising conversion rates for e-commerce, with significant increases in daily views and sales during testing [10] - The competitive landscape is intensifying, with platforms like Xiaohongshu and WeChat enhancing their long-form content capabilities, prompting Douyin to enter this space to capture market share [10] Potential Growth from Long Graphic Articles - The transition from "scrolling" to "reading" requires users to adapt their habits, posing a challenge for Douyin in terms of content structure and user engagement [12] - Long graphic articles must provide higher value than short videos to achieve lasting impact, raising concerns about content quality and the risk of oversaturation with low-quality content [12][13] - The isolation of long graphic articles from short videos may hinder the creation of a cohesive user experience, necessitating potential enhancements to content navigation and interaction [13] Industry Implications - Douyin's long graphic article initiative signals a shift towards a "modal fusion" in content platforms, integrating various content types to meet diverse user needs [15] - The industry is moving from a focus on "traffic" to "value," emphasizing user engagement and retention through deeper content experiences [16] - Douyin's strategy may catalyze a new phase in the short video industry, promoting a coexistence of short and long content formats [18]