TikTok introduces Group Chats!

Have you heard the latest news? TikTok just rolled out new messaging features!

TikTok is introducing group chats and custom stickers in Direct Messages, which means they are evolving beyond a short-form video platform and introducing a more social experience in the app. We can be sure this update will redefine how users connect on the platform and it will (hopefully) deepen their engagement with content. 

TikTok has been pushing its positioning strategy from being just an entertainment platform to competing with search engines like Google for a while now. And apparently, it is trying to also replace social platforms, used for communication between friends, such as Instagram. Does this mean we should also expect some changes in the algorithm that would represent these changes? Let’s wait to find out! 

Okay, but what does all this mean for your brand?

These are the two most important additions you must know about.

1. Group Chats

Users can now create group chats with up to 32 people in Direct Messages. These group chats allow them to watch content, comment, and react in real time with their friends. However, this feature is only available to users over 15, and teens aged 16-17 are protected by some extra privacy measures.

2. Custom Stickers

As we all know, users’ creative expression is at the core of TikTok. That’s why, from now on, users can create and share their own custom stickers in DMs, making interactions between friends even more dynamic and creative. Cute isn't it?

New opportunities for advertisers

While we don’t believe TikTok will soon replace Instagram, WhatsApp or Facebook Messenger, they are definitely moving in that direction. Until now, the platform has been mainly used for entertainment, where users watch videos and interact with strangers in comment sections. Most users shared the content with friends via another messaging or social media app which meant they had to leave TikTok just to share a message.  However, with this update, TikTok is starting to keep the conversation on the app. This means users will spend even more time on the platform and it means more time for you to win them over!

TikTok becoming more social will make it even more relevant for advertisers. Group chats can create a sense of community and belonging, which can present a great opportunity for brands. For example, brands can launch products or run a TikTok Live broadcast, offering an exclusive group chat to top fans. They could also establish dedicated space for feedback groups, exclusive content sharing, or early-access offers. 

We’re looking forward to seeing all the creativity the new features will spark in users and brands!

When is the update coming to Europe?

Unfortunately, this update is only available in the US for now. TikTok hasn’t yet announced when or if the features will also roll out in Europe or the rest of the world. We’re keeping our fingers crossed since we believe this will offer fresh opportunities for brands to engage with audiences. In any case – we’ll keep you posted!