Don’t have a TikTok Streak? Well, it is still in the testing phase, so don’t worry; you haven’t missed this hype train yet. This addition aims to foster daily messaging interactions among users, akin to streaks seen on platforms like Snapchat.
It will not be the first time we will see a big tech company “inspired” by others.
What is TikTok Streak?
TikTok Streak is a testing feature within the TikTok app that incentivizes users to maintain daily messaging interaction with each other. Similar to streaks on other platforms like Snapchat, TikTok streaks are activated when users exchange messages for three consecutive days. Once a TikTok Streak is initiated, a fire emoji and a streak count are displayed next to the chat, indicating the ongoing streak. According to app researcher Radu Oncescu, here is an early look at the new feature:
The goal of TikTok streaks is to encourage users to engage more frequently with each other through direct messaging. The TikTok Streak will continue as long as both parties exchange messages within a 24-hour period. If there is no communication within that time frame, the streak ends.
While TikTok’s iteration may need some fine-tuning, the inspiration drawn from Snapchat’s success is evident. Snap users, who overlap demographically with TikTok’s core audience, have showcased remarkable dedication to maintaining streaks, some spanning over six years.
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The fear of breaking a streak
But why would TikTok venture into this territory? The answer lies in the addictive nature of streaks. By gamifying engagement, TikTok aims to keep users returning to the app regularly, thus increasing overall activity. Similar strategies have been employed by Messenger and BeReal, indicating a growing trend in incentivizing user interaction.
Yet, there’s a lingering sense of artificiality surrounding these streaks. Unlike organic social interactions, streaks feel somewhat forced, driven more by the desire to maintain the streak rather than genuine connection. However, if it succeeds in driving higher app usage, TikTok benefits from increased user engagement opportunities.
The future
As TikTok rolls out its streaks feature, questions linger about its effectiveness and long-term implications. Will it replicate the success seen on Snapchat? Only time will tell. Nevertheless, the introduction of TikTok streaks marks a significant step towards evolving user engagement strategies in the ever-changing landscape of social media.
We await further details from TikTok regarding the scale and scope of its streaks test.
Featured image credit: Eray Eliaçık/Bing
