TikTok seems to be taking steps toward transforming its platform into a more comprehensive social network. The company has recently posted job openings for roles dedicated to enhancing social networking elements and expanding direct messaging capabilities.
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The TikTok logo is displayed outside TikTok social media app company offices in Culver City, California, on March 16, 2023.
Revealing Job Listings
TikTok is evidently making moves to evolve its platform into a more comprehensive social network. Engadget reported that the company has recently advertised job openings specifically aimed at improving social networking features and extending direct messaging functionalities.
One such job listing for a "Product manager - TikTok social" suggests that TikTok aims to foster significant social connections among its users. These job postings are believed to be linked to internal concerns within TikTok regarding the need to maintain and boost user engagement.
According to sources within the company, there's a worry that users are sharing TikTok videos on external social media and messaging platforms when they want to discuss them with friends. Job listings for mobile engineers emphasize the need to create a dependable and flexible platform.
This platform should enable users to effortlessly connect with their real-life friends on TikTok, fostering interactions and the sharing of life moments, regardless of their physical locations.
Enhancing TikTok's messaging capabilities is clearly a top priority. As indicated in a job listing for a backend tech lead, the company acknowledges that its messaging feature is still in its early stages.
This posting states that the selected candidate will be tasked with exploring and implementing a range of social solutions with a focus on developing messaging that embodies a unique TikTok social experience.
Efforts Amid Regulatory Scrutiny
In the midst of increased regulatory scrutiny of social media platforms, Axios reported that TikTok has continued to emphasize its identity as an entertainment platform.
Although the platform has been testing various social networking features to improve user engagement, these features have not been as central to TikTok's identity as they are to platforms like Instagram and Facebook.
Last year, TikTok introduced a stories feature similar to Snapchat but also briefly experimented with a social publishing feature called TikTok Now, similar to BeReal, before discontinuing it.
A TikTok spokesperson emphasized that their core business model revolves around being an entertainment channel, even as they explore new features to enhance the overall user experience.
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Introducing additional social features wouldn't necessarily undermine TikTok's primary function as a platform for sharing viral videos. However, it underscores the challenges of developing a platform without a robust social network, particularly as competitors make strides in this area.
For instance, Instagram is reportedly considering the creation of a dedicated feed for users' selected "close friends." The app already enables private messaging among close friends and offers the option to share stories exclusively with individuals on one's "close friends" list.
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