TikTok might be set to put down an Uno “Reverse” card on Meta, with new job listings from the app indicating that it is looking for to develop extra social engagement options, which might embrace 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 looking for to develop.
As per Axios:
“In roles posted for Android and iOS engineers primarily based in San Jose, California, TikTok says the crew is trying to construct a platform that “allows customers to satisfy and work together with their real-life mates 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 broaden the boundaries of TikTok by encouraging constructing significant social connections between customers.”
Which is a shift in focus for TikTok, which to this point has sought to make use of its omnipotent AI system to focus on the most effective video clips from throughout the complete app, versus limiting customers to content material from their particular good friend 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 at the moment are 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, might see the app trying to replicate a few of Meta’s app options, an fascinating reversal of the extra frequent duplication path of late.
And it is sensible. TikTok does already provide primary messaging, however the lack of emphasis on constructing a social graph within the app signifies that most individuals have bigger and extra particular networks elsewhere. That will be why extra persons are sharing TikTok clips in different areas, and if TikTok can hold extra of that interplay in its personal platform, that would assist to broaden its utility, and assist it department into extra areas.
Which might embrace procuring, and facilitating in-stream purchases. That’s the place TikTok has seen the most revenue success in Asian markets, and if it will probably get extra individuals spending extra time within the app, and interesting in a broader vary of actions, possibly that can assist to gas several types of engagement.
Like connecting with manufacturers, and sending DMs about merchandise. The extra that TikTok could make this a recurring conduct, the extra doubtless it is going to be to broaden 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, however it does seem to be TikTok can be wading into new engagement territory within the close to future.
We’ll hold you up to date on any progress.