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TikTok Proclaims a Enormous Enhance to its Video Descriptions because it Leans into Discovery
Woah…! TikTok has elevated video description character restrict to 2,200 characters!
That is large for creators and big when it comes to TikTok’s plans for turning into a search engine pic.twitter.com/kGhnL97uUM
— Matt Navarra (@MattNavarra) September 23, 2022
As you may see on this notification, posted by social media knowledgeable Matt Navarra, TikTok has expanded the put up description area from 300 characters to 2,200 – a 730% enhance within the area accessible to stipulate your clip.
As defined by TikTok:
“This lets you specific extra particulars about your creations, describing what your movies present, supplying you with the chance to get nearer to your viewers, producing extra engagement whereas turning into extra searchable and higher advisable by TikTok to viewers.”
The ‘searchable’ ingredient is the important thing focus on this respect.
As we reported just lately, TikTok is quick turning into a key search platform for youthful audiences, with Google’s VP Prabhakar Raghavan just lately noting that:
“In our research, one thing like nearly 40% of younger individuals, after they’re on the lookout for a spot for lunch, they don’t go to Google Maps or Search. They go to TikTok or Instagram.”
That presents vital alternative for TikTok, utilizing its extremely attuned, customized, algorithmic strategy to refine and showcase related search matches, which is able to more and more relate to every customers’ pursuits.
That’s how search already capabilities within the Chinese language model of the app, Douyin, with many customers now turning to the app for extra personalized discovery.
As defined by Connie Chan of Andreesen Horowitz:
“On Douyin, which has been monetizing short-form video seek for years, movies are sometimes tagged with the names of shops and different places, and tapping on these hyperlinks takes customers to in-app pages the place they will make the most of giant low cost coupons or particular bookings.”
Chan explains that through the use of its algorithmic benefits in understanding consumer behaviors, Douyin is ready to spotlight extra related search matches to every consumer, which improves the invention course of, whereas additionally enabling individuals to make the most of reductions and different affords within the app.
“Due to the algorithms and consumer conduct on Douyin, the app can push new locations to a consumer that she or he would by no means have thought to seek for. Quick video successfully allows the continual discovery of the most effective locations round you, and it will get higher with each swipe because the platform higher understands you and your pursuits.”
TikTok’s now seeking to faucet into the identical.
Final month, TikTok launched a brand new ‘Close by’ content material feed in testing, which displays content material posted by customers in your present location.
Because it’s rolled out extra broadly, that’ll allow TikTok to showcase domestically related updates, based mostly on the content material that you simply have interaction with in your fundamental ‘For You’ feed – which signifies that TikTok will be capable to spotlight extra posts from native enterprise, occasions and places, that relate to your pursuits.
The added room in your descriptions will improve this, with extra alternatives for key phrase matching, so as to showcase extra related, native content material, which might be a giant assist in highlighting related companies to customers. And if it follows the lead of Douyin, that might allow manufacturers to supply reductions and connection choices direct in-app, using TikTok’s huge presence to nice impact.
And with projections that TikTok will attain 1.5 billion customers earlier than the 12 months is out, that might be an enormous consideration for companies.
It’s not there simply but, however based mostly on the place Douyin has gone with search, you may see the doubtless roadmap, which might make TikTok an much more vital platform for native manufacturers, instantly connecting intent and curiosity to their choices.
‘Extra searchable and higher advisable’. That is the important thing word of focus from TikTok’s announcement, and it’s these components that might change into a lot larger factors of word for manufacturers transferring ahead.
These are simply the primary steps, and it could be value contemplating how constructing a TikTok presence now might allow you to capitalize on these developments as they change into extra vital components in future.