TikTok Declares a Large Enhance to its Video Descriptions because it Leans into Discovery
TikTok’s giving customers extra room to elucidate their content material, and join with customers, with a massive expansion of its video description field.
Woah…! TikTok has elevated video description character restrict to 2,200 characters!
That is enormous for creators and big by way of TikTok’s plans for changing into a search engine pic.twitter.com/kGhnL97uUM
— Matt Navarra (@MattNavarra) September 23, 2022
As you possibly can see on this notification, posted by social media knowledgeable Matt Navarra, TikTok has expanded the put up description discipline from 300 characters to 2,200 – a 730% enhance within the area obtainable to stipulate your clip.
As defined by TikTok:
“This lets you specific extra particulars about your creations, describing what your movies present, providing you with the chance to get nearer to your viewers, producing extra engagement whereas changing into extra searchable and higher really useful by TikTok to viewers.”
The ‘searchable’ aspect is the important thing focus on this respect.
“In our research, one thing like virtually 40% of younger individuals, once they’re searching for a spot for lunch, they don’t go to Google Maps or Search. They go to TikTok or Instagram.”
That presents important alternative for TikTok, utilizing its extremely attuned, customized, algorithmic method to refine and showcase related search matches, which is able to more and more relate to every customers’ pursuits.
That’s how search already capabilities within the Chinese language model of the app, Douyin, with many customers now turning to the app for extra custom-made discovery.
As defined by Connie Chan of Andreesen Horowitz:
“On Douyin, which has been monetizing short-form video seek for years, movies are sometimes tagged with the names of shops and different places, and tapping on these hyperlinks takes customers to in-app pages the place they’ll make the most of giant low cost coupons or particular bookings.”
Chan explains that by utilizing its algorithmic benefits in understanding person behaviors, Douyin is ready to spotlight extra related search matches to every person, which improves the invention course of, whereas additionally enabling individuals to make the most of reductions and different affords within the app.
“Due to the algorithms and person conduct on Douyin, the app can push new locations to a person that she or he would by no means have thought to seek for. Brief video successfully allows the continual discovery of the most effective locations round you, and it will get higher with each swipe because the platform higher understands you and your pursuits.”
TikTok’s now seeking to faucet into the identical.
Final month, TikTok launched a brand new ‘Nearby’ content feed in testing, which displays content material posted by customers in your present location.
Because it’s rolled out extra broadly, that’ll allow TikTok to showcase domestically related updates, based mostly on the content material that you simply have interaction with in your major ‘For You’ feed – which implies that TikTok will be capable to spotlight extra posts from native enterprise, occasions and places, that relate to your pursuits.
The added room on your descriptions will improve this, with extra alternatives for key phrase matching, so as to showcase extra related, native content material, which may very well be an enormous assist in highlighting related companies to customers. And if it follows the lead of Douyin, that would allow manufacturers to supply reductions and connection choices direct in-app, using TikTok’s large presence to nice impact.
And with projections that TikTok will attain 1.5 billion users before the year is out, that may very well be an enormous consideration for companies.
It’s not there simply but, however based mostly on the place Douyin has gone with search, you possibly can see the doubtless roadmap, which may make TikTok an much more necessary platform for native manufacturers, instantly connecting intent and curiosity to their choices.
‘Extra searchable and higher really useful’. That is the important thing be aware of focus from TikTok’s announcement, and it’s these components that would develop into a lot larger factors of be aware for manufacturers transferring ahead.
These are simply the primary steps, and it might be price contemplating how constructing a TikTok presence now may enable you capitalize on these developments as they develop into extra important components in future.