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TikTok’s intention to become a search platform is one step closer – signalling its intention to challenge YouTube.

It has announced a raft of new features over the last few weeks but the most recent one – extending the description form 300 to 2,200 characters – is a sure sign that SEO (search engine optimisation) is becoming more important.

This mean that business owners using the platform are going to need to start writing.

And of course SEO writing is something of a creative discipline – weaving all those niche appropriate keywords and search phrases into a piece of copy that sparkles?

By extending the description to 2200 characters users have in effect the opportunity to write the equivalent of a short blog of around 350-400 words with every video.

Why does this matter? It’s a sure signal that TikTok is shifting from the dancing lip-synching platform it unleashed upon the world two or three years ago to become a more business focused search platform.

Extending the description for SEO purposes sits alongside the move to encourage longer videos – up to ten minute videos – a sure sign it intends to become a serious challenge to YouTube.

TikTok has repeatedly challenged the status quo and sent ripples across digital social and search

In 2022 TikTok has emerged as a threat to: 

  • Google
  • Netflix
  • Established news media.

It’s shaken up “old” platforms like Facebook, YouTube, Instagram to the extent that they have introduced their own TikTok lookalikes.

And even LinkedIn – the established sedate home of business where grown ups hang out – is advertising on TikTok.

In the last couple of months more and more business related features have been introduced into the platform and this longer word count is just one of them.

So sharpen your pencils and be prepared to write. TikTok is coming.

If you want to know how to use TikTok for Business – Anne Gould runs TikTok 1000 for Midlife courses. Click here for more details.

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