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TikTok Announces New Features and Programming for API Heritage Month

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TikTok Announces New Features and Programming for API Heritage Month

TikTok has announced a range of new features to celebrate Asian and Pacific Islander Heritage Month, including a showcase of API creators as part of the next stage of its ‘Trailblazers’ program, as well as new in-app stickers to enable users to take part in the event.

The main focus is TikTok’s Trailblazers initiative – TikTok has selected 12 API creators to take part in this year’s promotion, each of whom will be featured in the app throughout May.

As explained by TikTok:

“This year’s API TikTok Trailblazers are creators who are shaping entertainment, culture, content, and trends both on and off of TikTok. They were nominated by the TikTok community for using their platform to educate, entertain, and advocate for the API community. Throughout Asian and Pacific Islander Heritage Month, our 2022 Trailblazers will share their stories and showcase the #APIFamily through creator spotlights and LIVE programming.

It’s the second year that TikTok has run its API Trailblazers program, which is an important initiative in helping to showcase different communities and cultures to the app’s billion-plus users.

TikTok will also host a range of live-stream events throughout the month, within which it will highlight API-owned SMBs and non-profit organizations, while it’s also sharing stories of its own employees from the API community.

TikTok will also highlight music playlists that feature API talent, while it’s also adding new stickers that users can add to their content to participate in the event.

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TikTok’s been working to establish better connection with a range of communities, and to use its platform to showcase different cultures and movements, to help facilitate understanding and inclusion on a broader scale. The app is hugely popular across various regions and cultures, and that gives TikTok a great opportunity to play a role in facilitating such connection, and celebrating diversity where it can.

This new initiative is just another step in that push, and it’s good to see TikTok looking to showcase a broader range of creators, of all different types, within the app.

TikTok’s API Heritage Month programming will run throughout the month of May.

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WhatsApp Launches ‘Call Links’ to Better Facilitate Group Audio and Video Chats

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WhatsApp Launches ‘Call Links’ to Better Facilitate Group Audio and Video Chats

WhatsApp has announced the launch of a new Call Links feature, which, as it sounds, will enable you to share a link to invite others to join a group chat in the app.

As you can see in these examples, you’ll now be able to create dedicated URL links for WhatsApp group video and audio chats, which will make it easier for others to join the discussion in the app.

When available (the option is being rolled out this week), you’ll be able to see the Call Link option within your ‘Calls’ tab, enabling you to create a shareable link to get people into your chats.

It could be an easy way to help enhance community connection, and facilitate engagement, while brands could also use the option to better connect with influencers and advocates, in a more direct, intimate way.

For example, you could run an exclusive chat to discuss your upcoming product launch, or seek feedback on potential updates. Meta’s says that it’s also working on secure, encrypted video calling for up to 32 people as well, so there could soon be a range of ways to use the option as a means to spotlight specific audience segments and engage with them direct.

And with more engagement switching to messaging tools, that’s definitely worth considering.

Indeed, as part of a recent product announcement, Meta CEO Mark Zuckerberg noted that:

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Most people use feeds to discover content and use messaging for deeper connections.”

As such, it may be time to start considering how you can lean into this shift, and better align with how users are now connecting, in order to maximize community and engagement.

Feeds are increasingly being overtaken by entertainment, so if you want to tap into the connective benefits of the medium, that may no longer be the place to be to reach your fans.

Messaging, and messaging groups, could be an important consideration going forward, and these new tools provide more options on this front.



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