TikTok, ever since its launch in 2016, has taken the world by storm, thanks to its unusual content format and game-changing algorithm. It has made its way into the top social media apps in a very short span of time after being released, boasting over 1.56 billion monthly active users globally.
They love to sing, dance, cook, share hacks, and spread joy together as a strongly-knit community on the app. Leveraging its vast influence and popularity, TikTok is now on its way to becoming bigger and better by integrating innovative features in the app. This post discusses what the future of TikTok has in store for its users to experience. Let’s find out!
TikTok did not launch as just another social media app, it has been a true game-changer. The emergence of TikTok on the face of the world has been nothing less than revolutionary. It has significantly changed the course of social media giants such as Facebook, YouTube, and Instagram operating in the industry for so long. They have been forced to rethink their ways and strategies given the rapid popularity of TikTok all over the globe.
The shorter content format, unconventional content delivery systems, and unique algorithms are some of the notable factors that have led to TikTok’s massive success. Short videos have been able to garner higher engagement from viewers. The users have been found to spend more time on the app this way watching one video after the other. However, this phenomenon has led to a significant decline in the attention spans of viewers. This is why other social media networks had to integrate short-form content within them. For example, YouTube introduced YouTube Shorts and Instagram introduced Reels to cater to the shifting attention spans of users and sustain engagement.
Furthermore, the way TikTok delivers content to each user’s For You Page keeps them hooked to the app. Its algorithms are designed to curate content based on their interests, video preferences, and content consumption patterns. This content is highly relevant for every individual on the app. When the users keep coming across content that interests and resonates with them, they willingly spend a lot of time on the app, contributing to the overall engagement through TikTok comments, likes, views, shares, and saves.
TikTok’s proactive approach since the beginning indicates that it is indeed going to have a bright future. The way it continues to integrate new technologies and innovative features in the app is a remarkable move. Let’s uncover the various aspects that are shaping TikTok’s future.
The way people look for products and services has been undergoing a transition for several years now. Traditional search engines have taken a back seat and social media apps are now emerging as a search engine. Of course, they are still used but not as much as they were before. Netizens now prefer to find products through social media rather than search engines such as Google.
There are several factors involved in bringing about this change. The evolution of social media, TikTok influencer marketing, TikTok live streaming, hashtags, keywords, and TikTok SEO are the most prominent ones in this regard. TikTok is also actively working on positioning itself as a search engine.
The younger generation especially GenZ prefers looking for new product recommendations on TikTok. According to a recent study by HerCampus, 74% of Gen Z users use TikTok for search and 51% favor it over Google.
After pioneering short videos on social media, TikTok is now introducing longer videos on the app. Users can now upload up to ten-minute-long videos while TikTok is also testing 30-minute-long videos with some users. This phenomenon is quite interesting to witness since TikTok primarily launched as a short-form video platform. It is a move that’s paving the way to empower storytelling and make it even richer.
Longer videos will allow creators to strengthen their creative expression with intricate details in the stories they share with the world. The attention spans of users, however, are a challenge because people are not habitual of watching longer videos on TikTok.
TikTok is well-versed when it comes to artificial intelligence. The algorithms and content delivery systems are powered by AI. They analyze users’ interests, preferences, watch patterns, and engagement behaviors to bring them content that resonates with them. The objective of this is to keep the users watching videos on the app for as long as possible. The more time they spend on the app, the better the algorithms can curate and suggest content that is particularly tailored according to their interests.
Moreover, TikTok has also introduced AI tools to assist creators with their work. There is an AI Creative Assistant to help creators brainstorm new content ideas to engage their TikTok followers. Apart from this, there are 2D and 3D AI filters, masking, segmentation, and interactive options as well.
TikTok is taking personalization to the next level for its users. The algorithms are already working to deliver relevant content to each user. Enhanced personalization is about bringing them new types of content they have not already watched. It not only helps people discover stuff they didn’t know about before, but it also offers them an unforgettable app experience. They find the new content interesting enough to interact with it and look forward to watching more of it.
This enhanced personalization will also be very helpful for advertisers and marketers in developing an effective TikTok content strategy and reaching out to their target audience precisely.
Social commerce is the new way forward. TikTok Shops allow businesses to list their products directly on their profiles through Shopify integration. Through in-app shopping, customers can directly purchase products while they are surfing on the app. This step has been found to significantly boost sales for businesses. It saves tonnes of time at the customers’ end and enables them to shop what they have to right there and then. They don’t have to go through the hassle of going to the website, searching for a particular product, and then buying it.
The highly engaging and user-driven ecosystem of TikTok offers plenty of opportunities for marketers to think out of the box. The unique content format allows room for experimentation and brainstorming creative ideas to connect with the viewers. Advertisers and marketers are forced to think of unconventional ideas considering the organic and homely vibe of TikTok. The same old sales-y content won’t work anymore here. The audience on TikTok demands content that reflects authenticity and resonates with them. So brands have to cater to their evolving needs as well as conform with the dominant content style to facilitate their organic growth on TikTok.
TikTok has empowered artists and nurtured creativity, unlike any other social media app. It has provided people with a platform where they can express themselves however they like without the fear of being judged. There is room for a multitude of content types and styles that are all appreciated by relevant users. If the content is good and resonates with viewers, the algorithms will automatically spread it to a wider audience, boosting your organic reach.
Moreover, TikTok has been comprehending monetization opportunities for creators to empower them. These include the TikTok Creativity program, Live gifting, TikTok Creator Marketplace, Tips, Pulse, and Series. This is a brilliant move by TikTok to promote emerging talent and let the world discover them.
TikTok is a highly user-centric platform. The users create content, drive engagement, find their niche community, and build strong connections through TikTok. The viral trends and challenges fuel audience engagement and encourage millions of users from all over the world to partake in them. This phenomenon makes TikTok a great place for stimulating user-generated content. Brands and marketers can leverage this vast ripple effect to create their own stream of UGC and achieve desired results.
To sum it all up, it’s safe to say that the future of TikTok brings a lot of exciting stuff for its users. The way they are taking things forward keenly understanding content evolution, the shift in audience’s content consumption patterns, and keeping pace with technological advancements is truly commendable. Their strategic and proactive approach is a sign that they are up to something even bigger. Fingers crossed, let’s wait and watch what the future holds!
