The battle between TikTok, Instagram and YouTube isn’t just about videos and views: it’s about engagement – and that’s also a key metric for music marketers judging the success of their campaigns and content.
So, some notable news today from TikTok with updates to its comments section. It’s introducing voice comments, comment polls and new kinds of photo comments.
The first of those are voice messages up to 60 seconds long which can be posted under any video. They’ll be rolling out “over the next month” – but only to people aged 18 and up. It’s unclear whether under-18s will be blocked from listening to other people’s voice comments as well as posting their own.
Comment polls are a feature for creators, who can now add a poll when they’re commenting on their own videos. Similar to other platforms, they’ll choose up to five answers for the poll and set how long it should last.
Finally, TikTok already allows photo comments, but now those can be carousels of up to nine photos at once, or ‘Live Photos’ from their camera roll with “a brief burst of motion”.
All of this is designed to make TikTok’s comments section – which already fields 1.7bn new comments a day – feel more dynamic. We’re also sure that artists on TikTok will be able to put the new features to inventive use.
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