TikTok, which is on the rise, plans to boost its social features. Job postings recently posted by the company suggest that it is looking to improve engagement as well as its messaging functionality.
The TikTok platform, which has finally started to host the personal data of its European users on the Old Continent, plans to broaden its horizons beyond virality by strengthening its social features. The Chinese subsidiary ByteDance also plans to improve its messaging functions to maximize the presence and sharing of content on and from TikTok.
TikTok wants to fight against content leaks
Today, TikTok has one fear: that its users share videos on other platforms to discuss them with their friends, and therefore that the interaction generated by TikTok content actually benefits direct competitors of the social network, such as Facebook, WhatsApp, Instagram or Messenger, from the Meta galaxy.
TikTok wants to stem this trend of users sharing videos on other social media, which harms their retention on the platform, although we do not know to what extent. But the objective is clear: the application wants to create meaningful social connections between users, while remaining focused on entertainment.
To solve the problem, TikTok plans to hire engineers and product managers who specialize in developing new social engagement features, both on iOS and Android. And that includes better private messaging to connect users.
Maintaining its identity while monitoring the competition
Today, direct messaging (DM) from TikTok is limited. It is already not accessible to registered users under the age of 16, and those between 16 and 18 may face restrictions. The platform wants to enrich it further, to offer an even more immersive experience. TikTok recognizes that its messaging is still in its infancy.
Developing direct messaging while maintaining TikTok’s very identity is one of the challenges that developers will have to overcome. The application loved by young people wants to remain focused on entertainment and the distribution of viral videos, while seeking to broaden its offering, perhaps with a view to reaching other audiences.
But TikTok does not move forward alone. If the tool evolves towards more advanced social functionalities, the competition, we are thinking here of Instagram in the first place, is also seeking to strengthen its interactions. The battle for user engagement has only just begun.
Download
- Easy interactions
- Engaging social network
- Very entertaining
TikTok is THE social network adored by Generation Z. It allows everyone to film themselves to music chosen from the large catalog offered and to enhance their creations with filters and special effects. The platform is accessible from a web browser or via its dedicated Android and iOS application.
TikTok is THE social network adored by Generation Z. It allows everyone to film themselves to music chosen from the large catalog offered and to enhance their creations with filters and special effects. The platform is accessible from a web browser or via its dedicated Android and iOS application.
Sources: Axios, TikTokClubic
1