China's short video APP Douyin has launched a campaign “One-Billion-Views Vlog Support Program" (VLOG 10亿流量扶持计划) last Thursday to promote vlogging, increasing the video time limit for all users to one minute from 15 seconds. Any users who post original video blogs of longer than 30 seconds can participate in the first season of the program from 25 April to 8 May 2019. Up to 60 winners will be announced on 13 May 2019 with prizes including boosts that give content creators more traffic, special “vlogger” certifications, and priority access to ad partnerships. Vlogs, or video blogs, are a developed medium outside of China on platforms such as YouTube, though it is still in its infancy in China. The campaign on Douyin signals the arrival of vlog-style content in China as a longer video format.