After expanding Pulse ads targeting to advertisers, TikTok, the popular short-form video platform, has decided to discontinue its TikTok Now feature and instead introduce new features focused on authenticity and genuine content. This strategic move aims to further enhance the user experience and reinforce TikTok’s commitment to fostering an environment where users can express their true selves. Let’s delve into the discontinuation of TikTok Now and the unveiling of these new authenticity-focused features.
TikTok Now, a feature that highlighted trending videos and challenges, is being phased out. While TikTok Now played a significant role in surfacing popular content, its discontinuation signals TikTok’s shift towards emphasizing authenticity and real content rather than perpetuating trends for the sake of popularity.
Emphasizing Authenticity and Enhanced Video Discovery
To support genuine and original content, TikTok is introducing new features that prioritize authenticity. These updates aim to encourage users to showcase their unique talents, creativity, and personalities without feeling compelled to follow trends solely for virality. By fostering authenticity, TikTok seeks to create a platform that celebrates diverse voices and individual expression.
TikTok’s updated video discovery algorithms will prioritize personalized recommendations based on users’ interests and preferences. This enhancement allows users to discover content that aligns with their unique tastes and passions, further enabling them to explore a wide range of authentic content and engage with creators who resonate with them on a deeper level.
To support creators in expressing their authentic selves, TikTok is providing new tools and resources. These tools aim to enhance content creation, editing capabilities, and the overall creative process. By empowering creators, TikTok encourages them to produce genuine and high-quality content that reflects their true identities and creative visions.
TikTok discontinues TikTok Now on 27 June 2023.
Implications for Marketers:
With the discontinuation of TikTok Now and the focus on genuine content, marketers can align their brand messaging with authentic storytelling and creativity. By understanding and embracing the platform’s updated video discovery algorithms, marketers can reach relevant users who resonate with their brand’s values. Supporting creators with enhanced tools and resources opens up opportunities for collaborations and partnerships that reflect authenticity. Ultimately, marketers can cultivate a genuine brand presence on TikTok, fostering trust, engagement, and long-term customer relationships.