TikTok Streak is the latest feature being tested by the popular social media platform to increase user engagement. By introducing streaks in direct messages (DMs), TikTok aims to encourage users to interact more frequently with their friends and maintain a constant daily conversation.
TikTok Streaks is activated when users send messages to each other for three consecutive days. This new feature is visually represented by a fire emoji and a streak count displayed next to the chat. If both users do not send a message within 24 hours, the TikTok Streak will end. This concept is borrowed from Snapchat’s well-known streaks feature, which has successfully engaged users through continuous daily interactions. (Stolen)
What is TikTok Streaks and how does TikTok Streaks work?
TikTok Streaks works by incentivizing users to continue their daily messaging habits. The longer the streak, the more important the visual cues become, potentially leading to additional rewards or unique emojis for longer streaks. So the size of the line matters here. This gamification of messaging interactions creates a compelling reason for users to return to the app every day and keep their streaks going.
The mechanics of TikTok Streaks seem simple but impressive. As we said before, it is necessary to keep the conversations going day after day, but there is no reward or anything like that for the user as a result. User @disconicoletta X (formerly Twitter) shared the following about the TikTok Streak feature:
tell me why tiktok has STREAKS now???? pic.twitter.com/eipTHm7OWW
— nick-a-letter📝 (@disconicoletta) May 29, 2024
Just the fire emoji and the number of lines add a visual and competitive element to the messaging experience. Whether you want to share your stripes is up to you. It feels a bit more like an algorithm game to us and could be addictive. In the future, similar to Snapchat, longer lines on TikTok could come with additional visual cues or rewards, adding more motivation for users to continue their lines.
Why TikTok is adopting streaks
TikTok’s primary reason for testing streaks is to increase user engagement and keep them on the platform. Snapchat’s streaks have been highly successful in maintaining user interest and activity, with some users keeping their streaks for years. The daily commitment required to maintain a streak encourages the habit of regular app usage.
For TikTok, incorporating streaks could lead to increased daily user activity. By encouraging users to send daily messages, TikTok hopes to create a more interactive and engaged community. More frequent interaction means more time spent on the app, leading to higher content consumption and more opportunities for TikTok to serve ads and generate revenue. So the winner is still the company.
Other social media platforms, including Messenger and BeReal, have also experimented with similar features to increase user engagement. The success of these features on other platforms suggests that TikTok’s lines could achieve similar positive results.
TikTok Streak is a strategic feature that aims to increase user engagement by leveraging Snapchat’s successful streak concept. By gamifying daily messaging interactions, TikTok aims to create a habit among users to return to the app regularly and continue their streak. Although still in the testing phase, TikTok Streak’s potential to increase daily activity and foster a more engaged community is clear.
Understanding TikTok Streak and its mechanics provides insight into how social media platforms are constantly evolving to keep users engaged. Again, we as users need to be mindful of social media addiction and be conscious users.
Featured image credit: Materials: catalyststuff / freepik Edit: Furkan Demirkaya
