Skip to main content
BoF Logo

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.

Tencent’s TikTok-Style Video Feed Tripled Views in 2022

Total number of views on WeChat Channels surged, helped by a 400 percent rise in video views based on AI recommendations, as well as a 237 percent jump in news video views.
WeChat app | Source: Shutterstock

WeChat’s fledgling short-video feed tripled the number of its viewers in 2022, as the Tencent Holdings Ltd.-owned messaging app seeks to stem an outflow of traffic to rival TikTok and its Chinese cousin Douyin.

Total number of views on WeChat Channels surged, helped by a 400 percent rise in video views based on AI recommendations, as well as a 237 percent jump in news video views, Tencent executives said during the company’s annual WeChat conference Tuesday. That propelled growth in Channels’ livestreaming e-commerce, with total gross merchandise value jumping more than 800 percent, they said.

Channels, which executives said logged 200 percent viewer growth in 2022, has become a strategic focus for Tencent, as the sprawling games and e-commerce giant fights to keep WeChat users’ attention in an increasingly crowded contents market. Search growth at WeChat — China’s most ubiquitous app — is slowing, with monthly active user growth up just 14 percent in 2022, compared with a 40 percent jump the previous year.

Tencent Billionaire Goes on a Tirade as Cracks Appear in Empire

ADVERTISEMENT

The payment and smartphone backbone of Tencent’s sprawling empire is under growing pressure to monetize its offerings to offset the conglomerate’s struggling streaming and domestic games operations. WeChat’s TikTok-style feature has been a bright spot in the company’s portfolio. Executives have said advertising revenue generated by the new service should surpass 1 billion yuan ($150 million) in the fourth quarter.

Unveiled in 2020, the app’s short-video feature — like Douyin — allows users to scroll through an endless stream of videos or photos recommended by algorithms. Users can now also scout for nearby live-streamers and tip them with virtual coins.

By Zheping Huang and Sarah Zheng

Learn more:

Should Fashion Worry About a TikTok Ban?

The US is banning the app from federal government devices and numerous states have taken similar measures. As 2023 gets underway, the pressure on fashion’s new favourite app is only set to increase.

In This Article

© 2024 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Technology
Analysis and advice on how technology is disrupting fashion and creating new opportunities.

Why Luxury Is Warming Up to Lab-Grown Diamonds

Brands including LVMH’s Fred, TAG Heuer and Prada, whose lab-grown diamond supplier Snow speaks for the first time, have all unveiled products with man-made stones as they look to technology for new creative possibilities.


The New Backlash Against Social Media, Explained

Social networks are being blamed for the worrying decline in young people’s mental health. Brands may not think about the matter much, but they’re part of the content stream that keeps them hooked.


How Coach Used Data to Make Its Tabby Bag a Hit

After the bag initially proved popular with Gen-Z consumers, the brand used a mix of hard numbers and qualitative data – including “shopalongs” with young customers – to make the most of its accessory’s viral moment.


view more

Subscribe to the BoF Daily Digest

The essential daily round-up of fashion news, analysis, and breaking news alerts.

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON
The Business of Beauty Global Awards - Deadline 30 April 2024
© 2024 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions, Privacy Policy, Cookie Policy and Accessibility Statement.
The Business of Beauty Global Awards - Deadline 30 April 2024