You will have seen a change to your TikTok tabs in current weeks.
Some customers have reported that the ‘Discover’ tab has changed to a new ‘Friends’ tab instead, which is a showcase of movies posted by your connections, versus broader trending content material discovery within the app.
Now TikTok has confirmed that this transformation is being expanded to much more customers.
As we proceed to rejoice neighborhood and creativity, we’re bringing a Buddies Tab to extra folks over the approaching weeks, which can assist you to simply discover and luxuriate in content material from folks you are linked with, so you may select much more methods to be entertained on TikTok. pic.twitter.com/GdVpPbxio6
— TikTokComms (@TikTokComms) May 5, 2022
As you may see, the Buddies tab will spotlight posts from followers that you simply comply with again, accounts that you simply comply with, and different solutions.
The tab may also immediate you to attach with extra folks to broaden your in-app interactions – with a very cheeky immediate to ‘Join with Fb buddies’ (given Meta’s ongoing efforts to gradual TikTok’s development).
However you have already got a ‘Following’ feed on the principle web page, proper? Do you actually need a ‘Buddies’ tab as nicely?
Effectively, TikTok’s clearly making an attempt to generate extra direct engagement within the app, and improve pal networks – as a result of if it will possibly grow to be a extra essential, interpersonal connective app, versus simply displaying you the most recent trending clips, that would not solely make it a extra helpful device for extra folks, however it’s going to additionally assist TikTok get much more customers to enroll, because it seems to broaden past its first billion members.
So what about ‘Uncover’, the place does that go now?
Discovery on TikTok is essentially fed by means of the ‘For You’ feed anyway, which is the first entry level, whereas TikTok will need to have additionally discovered that most individuals conduct particular searches by way of the magnifying glass icon on the high proper of the principle feed, versus utilizing Uncover.
But it surely does appear to restrict discovery. Once more, TikTok should see extra worth in connecting buddies, by way of encouraging return visits, than showcasing the most recent tendencies, whereas there are additionally urged searches that time to tendencies as nicely.
It’ll be attention-grabbing to see whether or not TikTok does transfer ahead with an even bigger roll out of this check, and what which means for utilization of the app. Perhaps, if TikTok can immediate extra private sharing, then it will possibly transfer into the territory of Snapchat, or eat additional into Instagram’s market share, as a result of extra folks will probably be conducting extra of their interactions in TikTok as an alternative.
It’s an attention-grabbing transfer, which could possibly be important. However may even have impacts on broader pattern engagement.
As TikTok notes, extra customers will see the ‘Buddies’ tab over the approaching weeks.