In an exclusive interview with CES Tech Talk, TikTok makes a huge announcement about the platform’s intentions for 2023 and the future.
TikTok is looking to expand beyond mobile devices and onto other screens, according to Dan Page, Head of Global Business Development, New Screens at TikTok. In an interview with James Kotecki on the CES Tech Talk podcast, Page discussed the company’s plans to bring its entertainment experience to the additional two billion screens around the world that are not mobile devices.
TikTok, which is known for its short-form videos that are often set to music, has become a popular platform for creating and sharing content. It has also gained a reputation for its algorithm, which is able to deliver content that entertains, educates, and makes people laugh. However, TikTok is primarily a mobile platform, with users accessing it through their phones or tablets.
Expanding the platform’s reach is the ultimate goal for TikTok as they strategize how to get the platform on more devices.
Page explained that TikTok is looking to bring its content to other screens, such as TVs and laptops, in order to reach a wider audience. “We think we can do a pretty good job of this in the living room,” he said. “I can’t speak for other apps and how they have translated to other screens versus mobile, but I definitely know we’ve tested quite a few use cases and it translates very well for us.”
What challenges does the platform face in making this transition? How will these changes affect the algorithm?
One of the challenges in expanding to other screens is maintaining the same level of personalization that TikTok is known for. On a mobile device, the content that is shown to a user is tailored specifically to their interests based on the content they have interacted with in the past. When a user accesses TikTok on a TV or laptop, however, the content may not be as personalized, as it is harder for the algorithm to understand the user’s interests.
To address this issue, TikTok is looking at ways to personalize the content on other screens, according to Page. One approach is to use data from a user’s mobile device to understand their interests and tailor the content accordingly. Another approach is to use other sources of data, such as the user’s browsing history or the type of content they are interested in, to personalize the content on other screens.
Maintaining TikTok’s authenticity and individuality as a platform.
Page also discussed the importance of being authentic to the platform when creating TikTok content. He advised creators to pay attention to the trends and creators on the platform and use that as inspiration when creating their own content. “We’re saying be authentic to the platform,” he said. “Pay attention to what the trends are. Pay attention to who the creators are. Pay attention to what works, and use that as an inspiration as the starting point, so that you’re actually delivering some value to the audience, versus trying to force a product or service on them.”
Education is important as TikTok looks to the future.
In addition to expanding to other screens, TikTok is also focusing on education and providing value to its users. “We’re not the young singing and dancing app, we’re far from that,” Page said. “We lean into education, we lean into hacks. When we say make TikToks, we’re saying be authentic to the platform.”
One way that TikTok is providing value to its users is through its “For You” page, which is tailored to each user’s interests and serves as a discovery platform for new content. The “For You” page includes a mix of content from both established and up-and-coming creators and is updated regularly to keep users engaged.
In summary, this could change the TikTok landscape forever in the way that users interact with the algorithm and consume content.
Overall, TikTok is focused on providing a personalized and entertaining experience to its users, whether they are accessing the platform on a mobile device or on other screens. As the company looks to expand to other screens, it will be interesting to see how it adapts its algorithms and approaches to personalization in order to maintain the same level of engagement and enjoyment for its users.