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TikTok Tests New ‘Re-Post’ Option to Boost Distribution of Clips

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TikTok Tests New 'Re-Post' Option to Boost Distribution of Clips


This is interesting – TikTok is currently testing a new ‘Repost’ option with some users which enables them to re-share TikTok clips to their followers, with the re-posted clip then displayed in their connections’ feeds.

As you can see in this screenshot, posted by user Kev Adriano (and shared by Matt Navarra) some users can now see a new ‘Repost’ button in their sharing options, which essentially amplifies that clip by re-sharing it in both the ‘Following’ and ‘For You’ feeds of your connections.

When you re-post a clip, your connections will be able to see that you’ve re-shared it in the video details, along with any comments you’ve added to the clip.

TikTok repost

So it’s another way to boost clips that you like, and share them with all of your friends at once, as opposed to sending each clip individually – though it is interesting to see TikTok experimenting with re-sharing in this way while other social and messaging platforms are considering the negative impacts of such on their user engagement.

Twitter, for example, removed straight re-tweets as an option in the lead up to last year’s US election, in an effort to slow the blind amplification of political messaging and misinformation. Twitter’s data showed that this approach kind of worked in prompting more thoughtful discussion via tweets, while WhatsApp has also implemented rules to limit the re-distribution of messages within its systems in order to stop the spread of viral hoaxes and misinformation around the pandemic.

By making it easier to re-distribute posts, that then increases the potential of misinformation being more widely shared, as it’s just a tap away. And while TikTok isn’t necessarily known as a key source of misinfo and harmful hoax campaigns, adding the capacity to more easily re-share does provide more potential on this front, which could be problematic.

But then again, maybe TikTok simply sees this as a means to increase engagement by amplifying videos between friends that they all know each other will like.

The option is not available to all users as yet, so TikTok could still roll it back, but it could provide another way to boost re-distribution, if you can prompt users to re-post your clips.

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Meta Publishes New Report on the Increasing Consumer Reliance on Business Messaging

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Meta Publishes New Report on the Increasing Consumer Reliance on Business Messaging

Messaging has become an increasingly important connective tool for many businesses and consumers, with more than 20 billion messages now sent between people and brands on Messenger alone every month. It’s convenient, generally sees quick response, and is available within the apps that people are already comfortable with for their direct interactions. In fact, 64% of people now say they would prefer to message rather than call a business.

With this in mind, Meta recently partnered with the Boston Consulting Group on a survey of more than 6,500 respondents across the APAC region, in order to glean more insight into how APAC users are looking to use messaging for brand queries, and how businesses can better align with these shifts.

The 29-page report, which you can download here, includes a range of valuable insights into the importance, and value, of messaging interactions. Here’s a look at some of the key notes:

First off, the report looks at the growing adoption of business messaging, and how that’s changed throughout the pandemic.

The global lockdowns led to a significant boost in eCommerce activity, and as such, it’s little surprise to see the reliance on business messaging rise in recent years. But that’s also a key trend of note for brands – as more consumers conduct more of their interactions via messaging, and other online means, that, in turn, increases their expectation of the same options from other businesses.

The report also provides a somewhat surprising look at how often people are messaging with brands:

Meta messaging report

That’s a lot of activity, which seems more impactful than the raw numbers, in terms of messaging volume. A lot of consumers are interacting with brands every other day, so it’s not just that they’re using this as a supplementary connection channel, it’s fast becoming an essential connector for businesses.

The report also looks at the different ways in which brands can use messaging within their process:

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Meta messaging report
Meta messaging report

As well as the key pain points for consumers when messaging with brands:

Meta messaging report

There are some interesting insights here, worth factoring into your planning. Really, if you’re not offering direct messaging as a connective option, or optimizing for it, you’re likely missing out. And while this data is APAC specific, most of these trends would likely hold in other regions as well, which could give you some food for thought for your planning, particularly as we head into the holiday sales push.

You can download Meta’s full ‘Business Messaging: The Quiet Channel Revolution across Tech’ report here.

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