WeChat Adopts Xiaohongshu-Inspired Features to Diversify Content Strategy

WeChat, Tencent’s flagship platform, is testing a new feature reminiscent of Xiaohongshu, China’s popular lifestyle app. This development signals Tencent’s strategic push to expand its content offerings and attract a broader audience.

A Subtle Shift to Lifestyle Content

WeChat has begun integrating a dual-column, image-text layout similar to Xiaohongshu’s interface. Through small adjustments like red dot notifications, users are directed to this new format, which showcases various content types such as videos and trending topics.

This feature is still in the testing phase, but it underscores Tencent’s ambition to enter the social-driven, lifestyle content space. WeChat aims to encourage user engagement with this format by leveraging its vast user base and existing ecosystem of content creators.

Tencent’s Broader Strategy

This evolution aligns with Tencent’s focus on high-quality content and monetization. WeChat’s Video Account already boasts impressive metrics, with over 9 million monthly active users and 4.5 million daily active users as of 2023. These users spend an average of 50 minutes daily on the platform, closing in on Douyin’s engagement levels.

Tencent has also reported an 80% year-on-year increase in ad revenue from its Video Account, highlighting its ability to turn user attention into financial gains.

Competing With Xiaohongshu and Douyin

WeChat’s new features directly challenge Xiaohongshu and Douyin by offering similar content-driven experiences. Unlike its competitors, WeChat combines social networking, e-commerce, and financial services into one platform.

Tencent is also improving WeChat’s e-commerce capabilities. The Video Account has shown strong growth in gross merchandise volume (GMV), and integrated payment features like Fenfu (“pay later”) are gaining traction. Fenfu is now one of the most accessible credit options on the platform, with balances projected to exceed 1 trillion RMB.

Targeting New Demographics

Tencent is also exploring opportunities in underserved markets, including senior citizens. A recent WeChat mini-program aimed at this demographic, focusing on travel and social activities, has already generated over 1 billion RMB in revenue.

This move reflects Tencent’s commitment to growing its ecosystem by catering to evolving user needs, particularly in underdigitized segments.

Focused Growth

Tencent is streamlining its business, prioritizing high-margin areas like WeChat’s core features while phasing out less profitable ventures. This disciplined approach positions Tencent to better compete with rivals like Douyin and Xiaohongshu, both of which are rapidly growing in revenue and user base.

As Tencent sharpens its focus and leverages WeChat’s strengths, it is well-positioned to carve out a larger share of the content-driven and e-commerce markets, ensuring long-term growth and profitability.