“TikTok Stories”, a function that was only launched as a beta in Germany in March, has so far met with little approval from many users of the social media platform, as an analysis by the media agency OMD Germany shows. According to this, only 28 percent of TikTok users are convinced of the new feature, while a large majority of 72 percent are still critical of it.
What are “TikTok Stories”?
The principle is already known from other platforms. In the “TikTok Stories” function, which was gradually relaunched in Germany in March of this year, users can publish short videos on their “For You Page”. These are automatically deleted after 24 hours, during which time viewers of the stories can publicly like and comment on the videos. Thanks to Instagram, story formats are already familiar and popular with millions of users, brands and influencers - now TikTok is also active in the field of so-called ephemeral content - initially in the beta phase.
Copied and imitated
The social listening analysis examined the acceptance of the new format as well as drivers and barriers among TikTok users. Afterwards, they welcome the fact that there are now more functions on the video portal and that they get insights into the everyday lives of other users. The “everything on one platform” idea, which eliminates the need to switch back and forth between different social media apps, is also rated positively.
There are negative points, however, for the gradual introduction of the new feature and the fact that the function was copied and imitated by other providers such as Instagram or Facebook. Some, on the other hand, generally reject story formats.
“Potential is enormous”
“Story formats have their place on social media platforms. So it is right and important for TikTok to follow suit. After all, the potential is enormous. However, there is still a big 'but' for companies: There are currently no ad placements and the function can currently only be used organically by brands. It is still unclear whether and when ad places can be booked for TikTok Stories,” says OMD digital trend expert Vanessa Thiel.
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Placement of “TikTok Stories” is not very prominent
As the developments of story formats on other social networks such as Instagram or LinkedIn show, the success of the function varies greatly depending on the platform, so LinkedIn has now abandoned the format. The lack of attention-grabbing placement on the “For You Page” could turn out to be a disruptive factor to quick success: the stories are only marked here by a small button and are therefore not placed very prominently. Since there is no exclusive page for “TikTok Stories”, there is a risk that the feature will be lost on users.
Another shortcoming is the currently missing link to an external landing page. This function is particularly important for influencers and brands because it is the only way products can be linked and further information provided.
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Source: OMD Germany
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 )