On the evening of April 12, there was a major revision to the WeChat public account backend. Content editors on the platform can optimize video, audio, photo publishing to improve their followers’ content reading efficiency, Chinese media Sohu is reporting. 

Currently, in the content management (素材管理) menu on the backend of WeChat public account, WeChat content editors can only add text content. With the revision, now when users click on “+” at the end of the list, they directly add five different formats of content: “graphics and text (图文消息)”. “video (视频消息),” “audio (音频消息),” “picture (图片消息),” or “reproduced (转载).”

“This is the first time that the official account platform (公众平台) has transformed message types. It has changed from native to H5 to facilitate interaction and better disseminate content. We want everybody to experience it first, and can give us feedback any time,” a Tencent spokesperson told TechNode.

Screenshot of the new content options

The new version supports the insertion of video, audio, or graphic content independently. The titles of individual audio, video, and pictures must be consistent with the material and is limited to 140 words.

The revised session bar (l) and revised “Previous Content” on WeChat (r) (Image Credit: WeChat)

After the revision, followers on WeChat public account can better distinguish the video, audio or picture content, which could improve the user experience on content consumption.

WeChat video post (Image Credit: WeChat)

It is worth noting that short video platforms such as Kuaishou, Douyin, and Weishi (微视) which have grown rapidly these years and video platforms such as iQiyi, Youku, and Tencent video are all supported for video publishing.

Eva Yoo is Shanghai-based tech writer. Reach her at evayoo@technode.com

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