David Bridges
Discover the Exciting Potential of TikTok’s Upcoming “Mini Programs”
Oh, wow, what a surprise this development is!
Last month, I outlined the anticipated updates and innovations for major social platforms in 2025, highlighting the possibility that TikTok may introduce “Mini Programs.” These would be akin to the features already available in the Chinese iteration of the app, known as “Douyin.” TikTok’s potential move to implement similar functionalities could significantly enhance user engagement and interaction within its platform.
“On Douyin, third-party developers can seamlessly integrate “Mini Programs,” which are essentially lightweight versions of their applications embedded within the broader Douyin ecosystem. This expansion has cultivated a robust in-app marketplace, enabling users to order food, book rides, purchase tickets, and more, all without leaving the Douyin interface. This streamlined experience not only enhances user convenience but also serves as a significant attraction for Chinese users. It also presents a promising opportunity for TikTok to replicate this success, potentially transforming its platform into a multifunctional utility for users.”
Recently, app researcher Radu Oncescu uncovered a new reference to “TikTok Minis” within the app’s code, signaling that this feature might be in the pipeline.
While it appears that TikTok is not actively testing “TikTok Minis” just yet, the indications suggest that they could soon arrive. This feature could provide TikTok with an additional pathway to stimulate user engagement and encourage transactional behaviors directly within the app, further enhancing the overall user experience.
As previously highlighted, Douyin’s Mini Programs encompass a wide array of functionalities, all accessible through the primary user interface. This setup effectively links users to a marketplace brimming with alternative third-party tools, enhancing their ability to interact with various services without interruption.
This approach offers users increased options while they engage with content, contributing significantly to Douyin’s status as a major player in e-commerce within China. Currently, Douyin generates a considerable portion of its revenue through in-stream sales. It is highly likely that TikTok will pursue a similar strategy, aiming to reshape user activities and drive growth in this area.
Following the successful growth model established by Douyin, TikTok has been making concerted efforts to drive more users toward shopping directly within the app. However, Western audiences have not yet displayed the same enthusiasm for expanded shopping functionalities as their Chinese counterparts. Despite a steady increase in TikTok’s in-stream revenue, it remains significantly behind the remarkable growth rate experienced by Douyin in China. Therefore, it is reasonable to anticipate that TikTok will explore alternative strategies to foster increased transactional activity throughout 2025.
These mini apps may very well be a part of that strategy. Nevertheless, the track record for similar initiatives has not been particularly encouraging.
For instance, Snapchat launched its own iteration of mini applications back in 2020, dubbed “Snap Minis.” This initiative aimed to integrate a variety of third-party applications within the Snapchat ecosystem. Unfortunately, Snap discontinued its Minis project in 2022 due to broader cost-cutting measures and a lack of user engagement.
Similarly, Meta attempted a comparable approach with branded Messenger bots back in 2016, but this effort also failed to resonate with users in a meaningful way.
As it stands, there are no strong indicators suggesting that TikTok users will embrace this new feature either. However, given TikTok’s ambition to emulate Douyin’s growth strategy, it is logical for them to explore this avenue. Perhaps, years after the previous initiatives, users may now be more receptive to in-stream applications.
It appears we are on the brink of discovery. While TikTok is not currently testing this feature, it seems that “TikTok Minis” could be making their debut sooner rather than later.
Maya Kensington
Troy Sanders
