# Content Strategy

Xiaohongshu’s Mid-Length Pivot: A Strategic Challenge to Bilibili’s Long-Form Hegemony

Xiaohongshu is pivoting toward mid-to-long-form video and deep-read content to challenge Bilibili's market dominance. By upgrading its interface and algorithm to favor longer engagement, the platform seeks to evolve from a utility-based 'shopping tool' into a comprehensive, high-retention interest ecosystem.