TikTok’s Path to Becoming a Super App
TikTok, known as a social media giant, is gradually expanding beyond this category. The video app has added TikTok Shop, a map for local search, powerful search, games, and more. Recently, it added hotel booking capabilities and is seeking a financial technology license.
It appears that TikTok is taking steps to evolve into a so-called “super app” – a single platform where users can do much more than just watch and share videos, and effectively satisfy a wide range of needs in one place.
The Super App Model
The super app model is very popular in China, where apps like WeChat exist, combining the functions of Facebook, WhatsApp, Apple Pay, and an app store in one platform. It’s clear that the question arises as to whether the super app model will work outside of China, but that doesn’t mean TikTok won’t try.
Instead of switching between apps, TikTok is working to become an app that people use for most of their digital activity. After the biggest leap with TikTok Shop, the company has applied the same approach to recent developments.
Hotel and Attraction Booking
Earlier this month, TikTok launched TikTok GO, a way for users to discover and book hotels, attractions, and experiences directly within their app in the US. TikTok GO showcases accommodations and things to do through video, search, and location pages. When users find something that interests them, they can view details, check availability, and make a booking.
Payments
Several weeks ago, Reuters reported that TikTok had submitted an application to Brazil’s central bank to obtain permission to operate as a financial technology company, offering lending and payment services.
The company is seeking two licenses. The first will allow it to provide prepaid accounts, so users can store funds, receive money, and make payments. The second license will allow it to operate as a direct lender, enabling it to lend its own capital or function as a platform that connects borrowers and lenders.
TikTok Shop
One of TikTok’s biggest moves beyond social media was the launch of TikTok Shop. TikTok began testing TikTok Shop in 2021 and launched it in the US in 2023. Since then, the company has been able to successfully compete with Amazon, Shein, and other online marketplaces.
Music
TikTok’s popularity has influenced the music industry and how people discover new music, and the company has tried to capitalize on this by launching a streaming music service called TikTok Music in 2023 to compete with platforms like Spotify and Apple Music, but subsequently closed it a year later.
Search and Maps
TikTok has launched a powerful search feature that displays maps, local hashtags, and even reviews to help users discover trending restaurants, travel destinations, stores, and local experiences. It has also added more detailed information about locations and restaurants on special pages, allowing users to quickly browse things like business hours, star ratings, price ranges, and more.
Games
TikTok has also launched a series of casual games within its app, so users can spend even more time on its platform and interact with others in messages.
Micro-Dramas
TikTok has started using micro-dramas, launching a Minis section within the app and a dedicated separate app for mini-series that can be watched in a series of one-plan episodes.
Stay tuned to follow the developments around TikTok and other companies working on creating super apps!