David Bridges
TikTok’s seeking to develop additional even compulsion into the app, this time by way of DM streaks, which are activated when customers keep everyday messaging interaction.
As you can see in this image, posted by app researcher Radu Oncescu, TikTok’s now alerting some customers that they’ve activated a DM streak in the app, which also sees a fire emoji and a streak count placed subsequent to your chat.
As per TikTok:
“Unlock a streak by sending messages to every other for 3 consecutive days. The streak will finish if each of you didn’t message every other in the final 24 hours.”
Appears like they may will need to tweak that copy a bit, but basically, TikTok’s copying Snap’s well-known streaks function, which will also probably see it add exclusive emoji for longer streaks, and potentially other rewards in future.
So why would TikTok want to add this?
Mainly because lots of Snap customers, who are demographically related to TikTok’s core audience, are quite devoted to their DM streaks.
Some Snap customers have maintained six year extended streaks (and counting), with the compulsion to maintain their streaks going bringing them back to the app every single day.
Certainly, failing to keep a streak can also have social consequences.
As per Exactly where I Can Be Me:
“To some, slacking off on a Snap streak is observed as a key offense. A broken streak can be disappointing. In intense situations, it can lead to drama, and lead to rifts in the friendship. When your preferred app is basically maintaining score of your friendships, it is quick to get caught up.”
Provided that it is such a compelling element of the Snapchat encounter, it tends to make sense that TikTok would also contemplate attempting it out, at the least. Messenger and BeReal have also attempted variations of the very same to incentivize engagement.
So will it function? Nicely, once again, it currently does on Snap, so there’s clear precedent to recommend that gamifying engagement like this will maintain TikTok customers additional active in their DMs.
But it feels a tiny hollow, correct? It feels like forced engagement, which is not driven by actual, social impetus.
But if it gets additional men and women to open the app additional frequently, that also indicates additional chance for TikTok, so why not attempt it out?
We’ve asked TikTok for additional information on the scale and scope of its streaks test, and we’ll update this post if/when we hear back.
