Douyin, ten years after revolutionizing the short-video landscape, has launched a new long-form writing feature aimed at rekindling interest in in-depth content creation. The feature, introduced at the end of 2025, allows users to upload articles with a word count ranging from 300 to 8,000 words, presenting an opportunity for amateur creators and media organizations to engage users with richer narratives. Currently, the function is available exclusively through Douyin’s web version, marking a significant shift for the app, which is better known for its “short, flat, and fast” content style.
This pivot toward long-form content is indicative of Douyin’s strategy to transition away from a purely traffic-driven model in pursuit of sustainable value. The introduction of long-form writing coincides with the launch of “Douyin’s Selected Content” in September 2024, which aims to elevate the quality of material on the platform. The integration of AI search technology enhances this effort by allowing users to access real-time news summaries and content overviews through the “AI-selected Consultations” feature, showcasing Douyin’s commitment to leveraging technology to support deeper content engagement.
In September 2025, Douyin’s internal testing of the long-form writing feature paved the way for high-quality text and image content. This initiative has sparked interest among media organizations and individual creators, who are increasingly publishing in-depth stories, social news, and personal growth articles. The move comes as competitors like Xiaohongshu also experiment with innovative formats, enhancing their content offerings through AI-driven solutions that adapt long-form content to users’ scrolling habits.
The race for high-quality creators is intensifying, with both Douyin and Xiaohongshu vying for user engagement through varied content formats. While Douyin incorporates long-form writing into its traditionally short-video-oriented feed, Xiaohongshu utilizes AI to simplify the creation of text and image combinations, allowing deeper exploration of topics. This competition reflects a broader trend among content platforms as they evolve in an increasingly saturated market.
Research from Mavericks in 2024 underscores the value of long-form writing, suggesting that it is perceived as more credible than its shorter counterparts. Approximately 34% of survey respondents indicated a preference for long-form content, highlighting its potential to build trust among audiences. In contrast, short-form videos and texts ranked lower in evaluations of factual accuracy and quality, suggesting a growing appetite for more substantive material.
This strategic shift also positions Douyin to compete with WeChat, which boasts a monthly active user base exceeding 1.4 billion compared to Douyin’s 907 million as of October 2025. As Douyin approaches the limits of traffic growth from short content alone, the introduction of long-form features could be critical for its future expansion, enabling it to tap into a broader user base hungry for richer content experiences.
In this evolving landscape, Douyin is also focusing on enhancing social interactions to strengthen user retention. The “Co-raise an Elf” feature, launched in March 2024, incentivizes user engagement through gamified social interactions. This initiative has resonated particularly well with younger users, encouraging them to communicate more frequently on Douyin as opposed to WeChat. As Douyin fosters social connections, the platform is now turning its attention to providing diverse content formats that cater to users’ varied preferences.
Furthermore, ByteDance is capitalizing on AI technology to bolster its traditional business models. In November 2025, Qishui Music launched the “Qishui AI Music Creation Laboratory,” designed to streamline music production processes and democratize content creation. This move has yielded impressive user engagement, with Qishui Music amassing nearly 140 million monthly active users by January 2026. The integration of AI within Douyin’s hot news section enables it to continuously aggregate and summarize trending news, thus enhancing user experience.
However, the application of AI in news generation raises complex ethical questions regarding accuracy and accountability. While AI enhances content accessibility, concerns persist about the reliability of information generated through secondary integration, as AI lacks the capacity for first-hand verification. The blurred lines of responsibility in AI-driven news production present significant challenges for media integrity, particularly as misinformation becomes a growing concern.
As the information landscape becomes increasingly crowded with AI-generated content, distinguishing credible news from noise is essential for fostering public trust. Just as consumers favor curated experiences in retail, people seek reliable sources of information amidst the chaos of digital content. Douyin and other platforms must navigate these complexities as they strive to create engaging, trustworthy environments for users, with the future of content consumption hanging in the balance.
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