TikTok might be set to put down an Uno “Reverse” card on Meta, with new job listings from the app indicating that it is in search of to develop extra social engagement options, which may embody messaging, new sharing features, in-stream chats, and extra.
As reported by Axios, TikTok has posted a number of new job advertisements referring to social networking components that it’s in search of to develop.
As per Axios:
“In roles posted for Android and iOS engineers primarily based in San Jose, California, TikTok says the group is trying to construct a platform that “allows customers to satisfy and work together with their real-life associates seamlessly on TikTok, and encourage them to share their life moments with one another and keep linked no matter the place they’re”. One other job itemizing, for a product supervisor for “TikTok Social” primarily based in San Jose, says the corporate is wanting “to develop the boundaries of TikTok by encouraging constructing significant social connections between customers.”
Which is a shift in focus for TikTok, which up to now has sought to make use of its omnipotent AI system to spotlight the very best video clips from throughout your entire app, versus limiting customers to content material from their particular pal and following segments.
However the concern, seemingly, is that many customers are sharing TikTok clips off-platform, and discussing them in different apps. The broader pattern in social media is that customers are actually sharing more and more content via DMs, with smaller teams, and it might be that TikTok has seen a pointy rise in individuals utilizing its sharing instruments to push content material, and engagement, off-platform, which has now prompted it to discover its personal in-stream alternatives.
Which, as famous, may see the app trying to replicate a few of Meta’s app options, an attention-grabbing reversal of the extra widespread duplication path of late.
And it is sensible. TikTok does already supply fundamental messaging, however the lack of emphasis on constructing a social graph within the app implies that most individuals have bigger and extra particular networks elsewhere. That may be why extra individuals are sharing TikTok clips in different areas, and if TikTok can preserve extra of that interplay in its personal platform, that might assist to develop its utility, and assist it department into extra areas.
Which may embody procuring, and facilitating in-stream purchases. That’s the place TikTok has seen the most revenue success in Asian markets, and if it will possibly get extra individuals spending extra time within the app, and interesting in a broader vary of actions, possibly that can assist to gasoline various kinds of engagement.
Like connecting with manufacturers, and sending DMs about merchandise. The extra that TikTok could make this a ordinary habits, the extra possible it is going to be to develop its alternatives, and as such, it looks like a logical development for the platform to analyze.
There’s not a lot to go on as but, nevertheless it does appear to be TikTok will likely be wading into new engagement territory within the close to future.
We’ll preserve you up to date on any progress.
