![]() Tik Tok has been successful in the past year in grabbing people’s attention with its short videos that cater to the short attention span of the modern user. Thus, this new feature could potentially have a large negative impact on rivalling applications.Ī day has a limited amount of hours and applications are fighting to seize as many hours of users’ attention as possible each day. The feature could disincentivize WeChat users, especially young users, to switch to Tik Tok to upload videos. Ĭompared to short videos on Tik Tok, WeChat stories provide video sharing among friends, rather than strangers. Perhaps it is a grand experiment for the WeChat product team to test out new strategies to get users to stay on the application, instead of spending times on rival applications such as Tik Tok, Weibo, or video applications like Youku or iQiyi. ![]() It remains uncertain whether the story feature will offer WeChat any real benefits. And for those who also have Snapchat or Instagram accounts, the 24-hour story feature is old news and WeChat is late to the party. Weibo has been using the story function on its mobile application for more than a year. But even for Chinese users who are only familiar with Chinese social media applications, the story feature is not something completely new. It might be a fun feature for young WeChat users to try. After a day has passed, the video is automatically deleted. Users will be able to record a short video and publish a story that is available for 24 hours. After Weibo adopted a story feature earlier in 2017, WeChat finally decided to follow up with this feature that originated from Snapchat.
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