You are sitting in a restaurant and watch as everyone at the table is engrossed in their smartphones. I bet at least half of them are on TikTok. But what if the platform suddenly becomes more than just a place for viral dance videos?

The origin of TikTok's turnaround

According to current job advertisements on the American news site “Axios” , TikTok plans to develop from a pure video portal into a full-fledged social network. Why this change? The answer lies in user engagement.

According to internal sources, many TikTok users share their videos on other platforms and messaging apps to discuss them with friends. A problem that the company now seems to be solving.

New features on the horizon

A look at the feature descriptions shows that TikTok has ambitious plans. From sending and sharing direct messages to in-stream chats to integrating online shopping, the app seems to be doing everything it can to keep users around for longer.

In one of the job postings, TikTok emphasizes its intention to provide users with a platform where they can make “meaningful social connections.” The vision is clear: the platform no longer just wants to be a place where you watch videos, but where you interact and network.

Direct messaging in the spotlight

One area that TikTok places particular emphasis on is direct messaging. Although this feature already exists, the company itself admits that it is still “in its infancy.” A greater focus on this feature could significantly increase engagement on the platform.

Why this step makes sense

Strong user engagement not only means more time on the platform, but also more opportunities for advertisers and therefore more revenue. In the digital age where social networks compete for users' attention, this could be the deciding factor that pushes TikTok to the top.

Conclusion

TikTok is no longer just the newcomer in the world of social media known for its viral dance videos. The company has big plans and wants to establish itself as an important player in the social network sector.

However, the question remains: Will the community follow this new course? That remains to be seen. But one thing is certain: the digital landscape will never be boring.

If you want to stay up to date and learn more about such developments, sign up for the Mimikama newsletter and discover our extensive media education offering at Mimikama .

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Notes:
1) This content reflects the current state of affairs at the time of publication. The reproduction of individual images, screenshots, embeds or video sequences serves to discuss the topic. 2) Individual contributions were created through the use of machine assistance and were carefully checked by the Mimikama editorial team before publication. ( Reason )