TikTok (Photo: Reuters)
One of the main ways social media giants are improving their products is through human testing. Yes, you read that right. The new features that appear regularly on platforms like TikTok, Instagram, YouTube and others are designed first to test the level of interest and engagement they generate, before they become permanent features of the app. In practice, this means that TikTok regularly experiments with us and tests all its options according to what's happening on other platforms.
Instagram, for example, recently added the option to attach up to 5 links to a bio in one place, as was the case until now. And what did TikTok do in response?
It's very important that we, business owners, marketing managers, brands and advertisers, keep our finger on the pulse and know all these changes, so that we can take better advantage of new features and use them wisely. Just as important, the more we use the new features, the more TikTok will see that they are popular and the more likely they are to stay live.
Here, for example, are some past TikTok experiments
In early 2021, TikTok launched a Q&A feature that allowed users to answer questions from their followers in a separate tab on their profile. However, the feature was reportedly rarely used by users and was quickly removed from the platform. Towards the end of that year, following user complaints, the feature was relaunched and is now available to interested users, but it is not part of the platform's default and requires a special setting to enable it.
Does this mean that the experiment failed? Vice versa. TikTok's choice to take the same feature off the front of the stage allowed most users, who don't want it, to enjoy a less cluttered environment, while the few who did like it can continue to use it. Thus, the investment did not go down the drain, and users were given more choices without being forced to make one move or another.
Add Q&A to your TikTok profile. (Photo: screenshot, TikTok)
It's worth noting that TikTok regularly introduces new features and updates to the platform based on user feedback and engagement, so it's not uncommon to see previously removed features reintroduced or replaced with a more upgraded version.
For example, in 2021, TikTok briefly experimented with 2022D and augmented reality (AR) effects that allowed users to create videos with more advanced visual effects. However, use of these features was limited to Apple devices only, and user responsiveness was poor.
Subsequently, in May <>, TikTok created Effect House, a separate platform designed for AR developers where you can build <>D effects and virtual/augmented reality (AR/VR) for use on TikTok. Here, the resources are much more sophisticated and so are the effects, which can be easily uploaded to TikTok.
This way, instead of users without a programming background building their own meager and boring effects, they can download ready-made effects and embed them in their videos, or join the developer platform themselves and get an upgraded set of tools that will turn them into professional effects creators.
In the latest update from April, TikTok added a new feature for effects creators that allows them to showcase their skills on TikTok, get new profile frames, earn bonuses, and earn the title of "top creator" on TikTok, which means broader exposure on the platform.
In fact, through a series of experiments, TikTok has come up with the ultimate formula that distinguishes between 'professional' creators and regular users, without burdening or detracting from any of them.
So what have been the most significant innovations on TikTok in recent months?
Auto
Video Editor A major innovation that has been running on the app for several weeks is TikTok editing templates. It's basically an artificial intelligence feature that does all the production work for you and adds animations, effects, and music to the video you shot. The template doesn't know how to edit clips or add subtitles, but it gives an overall character to your video instantly through visual templates. At the moment, this is not an innovation that will change the fate of the app, but it is good to know it because it is very possible that soon it will be improved and will provide an even more accurate response to content creators.
Extended description next to each video
The first and most significant innovation that has been introduced in recent months is that text of up to 2200 characters can be written in the video's description instead of 250.
Once this feature has been added, there's no need to skimp on words and write meager headline-only text. You can create a connection between the video and the text as an additional means of motivating viewers to action, as we have done on various platforms to date, but not on TikTok. You can also add links to each post, tag people and share on external networks.
A significant text addition that lets you attach links, tags, others' videos and calls to action to your videos. (Photo: screenshot, TikTok)
Connect content creators with brands
Last February, TikTok introduced Open Applications, a new type of campaign that allows you to apply for future campaigns that advertisers advertise on the TikTok Creator Marketplace, expanding your branded content opportunities.
Instead of waiting for brands to reach out to you and offer you collaborations, with this tool you can find advertising opportunities and proactively reach out to those brands to maximize your opportunities. You can apply for multiple campaigns and get updates on new opportunities advertised.
The built-in filters will help you easily identify the best campaigns for you. Filters include: recently added offers, upcoming offers, most popular, and type of compensation (i.e. "paid" or "free offer").
New features in sponsored advertising PROMOTE, launched by TikTok in 2021, allows you to turn any of your TikTok videos into sponsored
ads directly from within the app to reach new users, build followers and drive traffic to your website.
PROMOTE has recently been updated with very interesting features, including:
- Drive profile visits: A new promotion goal lets you drive traffic back to your TikTok profile to gain followers, better tell your story, call to action or direct viewers to more content.
- Promote content from other creators: Promoting for others gives you a boost to the content, creators and businesses you want the world to see, such as if it's an event you want people to come to or an idea you'd like to distribute.
- Location audience targeting: You can create a Custom Audience by choosing your viewers' gender, age, interests and now placement.
Finally
Social media platforms like TikTok and others do experiment on us all the time, but that doesn't mean we should get swept up in conspiracy theories – they do it first and foremost for you and for your benefit.
When you see a new feature on TikTok, you never know what incarnations it will go through until it reaches its final version, but you can actively influence the course of events. Experimenting with new features close to their rise allows us to signal to TikTok and the other media giants that we are interested in them, thus contributing to improving the user experience and overall effectiveness of advertising on the platform.
- Marketing & Digital
- MarTech
Tags
- TikTok
- Videos
- video
- Digital Marketing
- Online advertising
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