All WeChat users can now post 30-second videos to their Moments feeds, so long as the videos are created and posted from the Tencent-owned video app Weishi, 36Kr reports.
The official launch of this Weishi video-sharing integration comes about two weeks after WeChat began testing the feature, which was initially rolled out on an invite-only basis.
To further promote the feature, Weishi has debuted a special viral video challenge, enlisting celebrities and encouraging users to post videos with RMB 10,000 cash prize.
The move will hope to boost WeChat’s positioning within video, and shore off the threat of Bytedance’s Douyin, the most popular video app in China.
China claims more than 800 million short videos users, most of whom are split between the two biggest short videos apps Kuaishou and Douyin. They are estimated to have 210 million and 300 million daily users, respectively.
The country’s short-form video usage could get a further boost from Weishi’s tie-up with WeChat, which has upwards of 1.1 billion monthly users, of whom 750 million check their Moments on a daily basis.
36Kr is KrASIA’s parent company.