Chinese tech giant Bytedance on Tuesday launched a video-based messaging app focused on sharing content with friends and family, as it moves to take on WeChat’s newly launched short-video features.

The app, dubbed Duoshan, allows users to share disappearing videos with their contacts. The company has also removed the public “like” and “comment” buttons on videos, in what appears to be a move to ease the stress that comes with chasing affirmation online, instead only including them in private messages.

“As Douyin’s user base has grown, we noticed that users not only share their videos on the platform but share them with close friends and families,” Zhang Nan, CEO of Bytedance-owned short video platform Douyin, known as Tiktok internationally, said at the launch event in Beijing.

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Nicole Jao

Nicole Jao is a reporter based in Beijing. She’s passionate about emerging trends, news, and stories of human interest within the world of technology. Connect with her on Twitter or via email: nicole.jao.iting@gmail.com.