TikTok’s giving customers extra room to clarify their content material, and join with customers, with a huge growth of its video description subject.
Woah…! TikTok has elevated video description character restrict to 2,200 characters!
That is big for creators and large 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 skilled Matt Navarra, TikTok has expanded the put up description subject from 300 characters to 2,200 – a 730% enhance within the house out there to stipulate your clip.
As defined by TikTok:
“This lets you categorical extra particulars about your creations, describing what your movies present, supplying 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’ ingredient is the important thing focus on this respect.
As we reported lately, TikTok is quick changing into a key search platform for youthful audiences, with Google’s VP Prabhakar Raghavan lately noting that:
“In our research, one thing like virtually 40% of younger folks, once they’re on the lookout for a spot for lunch, they don’t go to Google Maps or Search. They go to TikTok or Instagram.”
That presents vital 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 personalized 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 will reap the benefits of giant low cost coupons or particular bookings.”
Chan explains that through the use of its algorithmic benefits in understanding consumer behaviors, Douyin is ready to spotlight extra related search matches to every consumer, which improves the invention course of, whereas additionally enabling folks to reap the benefits of reductions and different presents within the app.
“Due to the algorithms and consumer conduct on Douyin, the app can push new locations to a consumer that she or he would by no means have thought to seek for. Quick video successfully permits the continual discovery of one of the best locations round you, and it will get higher with each swipe because the platform higher understands you and your pursuits.”
TikTok’s now trying to faucet into the identical.
Final month, TikTok launched a brand new ‘Close by’ content material 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 regionally related updates, based mostly on the content material that you simply have interaction with in your most important ‘For You’ feed – which signifies that TikTok will be capable to spotlight extra posts from native enterprise, occasions and places, that relate to your pursuits.
The added room in your descriptions will improve this, with extra alternatives for key phrase matching, to be able 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 huge presence to nice impact.
And with projections that TikTok will attain 1.5 billion customers earlier than the 12 months 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 seemingly roadmap, which may make TikTok an much more vital platform for native manufacturers, immediately connecting intent and curiosity to their choices.
‘Extra searchable and higher really useful’. That is the important thing word of focus from TikTok’s announcement, and it’s these components that would grow to be a lot greater factors of word for manufacturers transferring ahead.
These are simply the primary steps, and it might be price contemplating how constructing a TikTok presence now may show you how to capitalize on these developments as they grow to be extra vital components in future.
