TikTok appears to be taking steps to evolve its platform into more of a full-fledged social network, as indicated by recent job listings and efforts to enhance its messaging features. The company has posted job listings for positions dedicated to developing social networking features and expanding direct messaging capabilities, reflecting a strategic shift towards fostering deeper user engagement and meaningful connections.
One notable job posting for a “Product Manager – TikTok Social” emphasizes TikTok’s intention to build meaningful social connections between users. This suggests that TikTok is recognizing the importance of retaining and growing user engagement within its platform, amid concerns that users are sharing TikTok videos on other social media and messaging apps to discuss them with friends.
Job listings for mobile engineers further underscore TikTok’s commitment to creating a reliable and adaptive platform that facilitates seamless interactions among real-life friends on TikTok. The goal is to encourage users to share their life moments and stay connected regardless of their physical location.
Expanding TikTok’s messaging features appears to be a central focus of these efforts. A job listing for a backend tech lead acknowledges that TikTok’s messaging capability is still in its early stages, and the company is looking to explore and implement various social solutions to enhance the messaging experience and make it distinctive to TikTok.
While TikTok initially gained popularity for its viral video content, it seems to be responding to the competition from platforms like Instagram, which have incorporated TikTok-like features. By expanding its social capabilities, TikTok aims to create a more well-rounded user experience while emphasizing that video content remains at the core of its identity.
A TikTok spokesperson emphasized this core identity, stating, “Being an entertainment channel has always been and remains the core of TikTok’s business model even as we experiment with new features to enhance the user experience.” This suggests that TikTok’s evolution into a more comprehensive social network will complement its entertainment-focused roots.
