TikTok’s giving customers extra room to clarify their content material, and join with customers, with a huge enlargement of its video description area.
Woah…! TikTok has elevated video description character restrict to 2,200 characters!
That is big for creators and big when it comes to TikTok’s plans for turning 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 professional Matt Navarra, TikTok has expanded the submit description area from 300 characters to 2,200 – a 730% improve within the house obtainable 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 turning into extra searchable and higher beneficial by TikTok to viewers.”
The ‘searchable’ factor is the important thing focus on this respect.
As we reported lately, TikTok is quick turning 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 individuals, after 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, personalised, algorithmic method to refine and showcase related search matches, which can more and more relate to every customers’ pursuits.
That’s how search already features 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’ll make the most of massive low cost coupons or particular bookings.”
Chan explains that through the use of 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.
“Because of the algorithms and person habits 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 permits 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 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, primarily based on the content material that you simply interact with in your primary ‘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 on your descriptions will improve this, with extra alternatives for key phrase matching, as a way to showcase extra related, native content material, which might 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 yr is out, that might be an enormous consideration for companies.
It’s not there simply but, however primarily based on the place Douyin has gone with search, you possibly can see the possible roadmap, which might make TikTok an much more vital platform for native manufacturers, straight connecting intent and curiosity to their choices.
‘Extra searchable and higher beneficial’. That is the important thing word of focus from TikTok’s announcement, and it’s these components that would change into a lot greater factors of word for manufacturers transferring ahead.
These are simply the primary steps, and it could be price contemplating how constructing a TikTok presence now might aid you capitalize on these tendencies as they change into extra vital components in future.
