TikTok exploded onto the social media scene in 2018 and has since become one of the most popular and fastest-growing apps in the world. What started as a platform for creating short lip-syncing videos has evolved into a bustling community with over 1 billion monthly active users that spans entertainment, education, ecommerce and more (1).
Over the past few years, TikTok has rapidly added new features for creators and users while tweaking its algorithm to better serve engaging content. It has also focused on beefing up moderation, security and advertising capabilities as its popularity has surged (2).
As TikTok continues to grow, it will likely keep evolving with more tools for creators, changes to its algorithm, enhanced monetization and security features, expanded partnerships and increased global availability. This article will explore how TikTok is poised to change in the future across key areas like features, monetization, moderation and more.
New Features
TikTok is constantly releasing new features for creators and users. Some potential upcoming features based on recent updates include expanded video editing tools, new filters and AR effects, and more seamless integration with other platforms.
In October 2022, TikTok introduced new editing features like video trimming, filters, and stickers in the upload flow to make it easier for creators to enhance their videos before posting (Source). More advanced editing tools for multi-clip videos, transitions, and graphics could be on the horizon.
TikTok is also expanding its vast library of AR effects and filters through partnerships with providers like Snapchat and Instagram. New facial filters, augmented reality objects, and visual effects are being added daily to help creators take their videos to the next level.
Integrations with other platforms are another potential area of growth. TikTok has experimented with linking to YouTube and Instagram within the app. Seamless cross-posting or expanded profile integration could make it easier for creators to engage audiences across different platforms (Source).
Overall, TikTok appears focused on giving creators more tools and options to produce high-quality, engaging video content natively within TikTok without needing third-party apps or services.
Algorithm Changes
TikTok’s For You Page (FYP) algorithm is responsible for showing users content based on their preferences and engagement. The algorithm works by monitoring how users interact with videos to determine their interests. Over time, it gets better at surfacing relevant content for each user.
In the future, TikTok will likely update the FYP algorithm to become even more personalized. As noted in an article from Buffer, “TikTok is continuously working to improve recommendations and serve users content that aligns with their tastes.” https://buffer.com/resources/tiktok-algorithm/ The algorithm may adapt to focus more on micro-categories and genres within users’ broader interests to keep their feeds fresh and engaging.
TikTok is also expected to refine the algorithm to prevent repetitive or irrelevant content. As reported in The New York Times, “TikTok is tinkering with the algorithm to identify and root out videos promoting dangerous behavior or spreading misinformation.” https://www.nytimes.com/2021/12/05/business/media/tiktok-algorithm.html This could involve adjusting how certain content is recommended, as well as implementing stronger content moderation policies.
Monetization
TikTok’s monetization opportunities have rapidly evolved as the platform grows. In 2022, TikTok generated an estimated $9.4 billion in revenue, more than double the previous year according to Business of Apps. Advertising represents the majority of TikTok’s revenue. The platform offers a variety of ad formats including in-feed native ads, brand takeovers, and branded effects.
TikTok has also created new ways for creators to make money directly. This includes tipping, paid subscriptions, live-gifting, and the Creator Fund which pays creators based on their views. According to Influencer Marketing Hub, TikTok paid out over $1.2 billion to creators through its Creator Fund in 2022. Additionally, TikTok launched TikTok Pulse, a new advertising product that will share ad revenue with creators when brands place ads next to top-performing videos.
As TikTok matures, advertising and creator monetization opportunities are expected to continue expanding. TikTok’s focus on developing money-making options directly on its platform gives it an advantage in retaining creators and influencers. Providing diverse revenue streams will be key in TikTok’s ongoing competition with rivals like YouTube.
Moderation
TikTok has come under scrutiny for issues around dangerous challenges, misinformation, and other problematic content. In response, TikTok plans to implement stricter policies and enforcement around this type of content. According to TikTok’s own transparency report, the platform removed over 49 million videos for violating community guidelines during a six month period in 2019 (source). Going forward, TikTok aims to be more proactive in identifying and removing policy-violating content.
TikTok also plans to expand its content moderator workforce to supplement its AI moderation systems. According to statistics, social media platforms are hiring tens of thousands of human moderators to review flagged content and make judgment calls on gray areas where AI struggles (source). By increasing human oversight, TikTok can make more nuanced decisions on ambiguous content. Overall, stricter enforcement and expanded moderation teams will help TikTok curb misinformation and dangerous challenges.
Security & Privacy
As TikTok continues to grow, security and privacy concerns have emerged as major issues the platform will need to address. According to Time, TikTok has faced real privacy scandals, including employees improperly accessing user data in the past. While TikTok claims it stores American user data in the US with backups in Singapore, critics worry China’s government still may gain access to data.
To enhance security and privacy, TikTok will likely implement more robust encryption, access controls, and auditing of employee data access. The platform may also adopt authentication measures like two-factor authentication, as noted by Kaspersky. As lawmakers and regulators pressure TikTok to improve safeguards, the company will likely invest heavily in data protection to mitigate security risks and rebuild user trust.
User Experience
TikTok is constantly evolving its user interface and experience to keep the platform fresh and engaging for users. Some potential redesigns in the future may include modernizing the interface with newer visual styles and navigation patterns. For example, TikTok could introduce more personalization options for users to customize their feeds and profiles. The company is also focused on improving accessibility features for users with disabilities. In the past year, TikTok has added alt-text for images, increased font sizes, and introduced options to remove animations for people sensitive to motion.
As TikTok product manager this Reddit post explains, frequent iterative changes to the interface keep users engaged since there is always something new to discover. At the same time, TikTok aims to balance introducing new features with keeping the core user experience intuitive and consistent. Looking ahead, TikTok will likely continue experimenting with new layouts and interactions while ensuring the app remains easy to navigate, especially for new users. Improving accessibility will also be an ongoing priority as TikTok strives to make the platform more inclusive.
Partnerships
TikTok has partnered with major brands like Chipotle, Walmart, and Nike through influencer campaigns and hashtag challenges (TikTok Marketing Partners). These brand partnerships allow advertisers to connect with TikTok’s young userbase. According to TikTok’s partner directory, they are expanding their partnerships to work with technology providers, creative agencies, analytics companies, and more to offer brands a full-service advertising solution.
TikTok is also pursuing partnerships with other social media platforms. For example, TikTok teamed up with Snapchat so users can share TikTok videos on their Snapchat stories. TikTok also partnered with Instagram to allow cross-posting between the apps (TikTok Marketing Partners). These cross-platform collaborations allow TikTok to expand their reach and brand partnerships.
Global Expansion
TikTok has experienced meteoric growth internationally, with the app being available in over 150 countries and in 75 languages. Localization has been key to TikTok’s global expansion strategy. The app has adapted its interface and content recommendations to fit the preferences of users in different regions. For example, TikTok created a separate app called Douyin for the Chinese market to comply with local censorship laws (source).
TikTok has also tailored content moderation policies for different countries, banning certain types of content that may be seen as objectionable based on local cultural norms. For instance, exposed undergarments and suggestive dance moves are prohibited in India and the Middle East. As TikTok continues expanding globally, it will need to navigate content policies carefully to avoid backlash like getting banned in countries like India and Indonesia (source).
Moving forward, TikTok is focusing on growth in developing markets, especially Southeast Asia and Latin America where internet and smartphone penetration are rapidly increasing. TikTok’s growth strategy relies on providing localized experiences and being sensitive to diverse cultural contexts.
Conclusion
In summary, TikTok is likely to undergo several key changes in the future that will shape its evolution. The platform is expected to introduce new innovative features like live shopping and virtual gifts to drive engagement. It will also continue refining its recommendation algorithm to provide a more personalized experience. Monetization efforts will ramp up through advertising, influencer marketing and e-commerce integrations.
Moderation policies and security protections will play a greater role as well, as TikTok aims to balance free expression with safety. The user experience itself will become more immersive with AR effects. And global expansion, especially across developing markets, will remain a priority.
Looking at TikTok’s potential long-term impact, it has already redefined entertainment and popular culture for younger generations. Its addictive short videos are now shaping trends, memes, slang and more. TikTok could also transform online shopping, education, job recruitment and other sectors. While risks around data privacy and Screen time exist, TikTok seems poised to continue growing as a cultural phenomenon.
