TikTok's Vision of a 'Super App'
TikTok is rapidly evolving beyond its social media roots, adding a plethora of features to become a one-stop platform for users.
TikTok has been gradually moving beyond its social media category, adding features like TikTok Shop, a map for local discovery, robust search, games, and more. Recently, it's added hotel booking capabilities and is pursuing a fintech license, further solidifying its position as a 'super app.'
What is a 'Super App'?
A 'super app' is a single platform where users can do much more than just watch and share videos. It can handle a wide range of needs, making it a one-stop destination for users. The super app model is big in China with apps like WeChat, which is kind of like Facebook, WhatsApp, Apple Pay, and an app store all rolled into a single platform.
TikTok's Progress Towards Becoming a 'Super App'
TikTok is working to become the app that people use for most of their digital activities. After taking its biggest leap with TikTok Shop, the company has applied the same playbook to recent developments. Over the years, TikTok has steadily been looking to become a place where users can come to for sports highlights and content.
Sports Highlights and Content
In early June, the company launched a dedicated hub for the FIFA World Cup where users can see scores, match schedules, standings, trending videos, highlights, videos from players, and more. If people are already watching videos on TikTok but want to keep up with the score, they can do so without leaving the app or opening a dedicated sports news app or Google.
Hotel Booking and Fintech
TikTok launched TikTok GO, a way for users to discover and book hotels, attractions, and experiences directly within its app in the United States. TikTok GO surfaces lodging and things to do through videos, search, and location pages. When users find something they’re interested in, they can view details, check availability, and complete a booking.
Fintech License
TikTok has applied to Brazil’s central bank for approval to operate as a financial technology company offering lending and payment services. The company is seeking two licenses: one to provide prepaid accounts and another to operate as a direct credit provider.
Why is TikTok Moving Towards a 'Super App'?
TikTok is looking to increase user engagement, open new revenue streams, and position itself to compete with fintech startups and e-commerce platforms. By aiming to bring financial services into its app, TikTok is working to become a one-stop platform where users can do much more than just watch and share videos.
Conclusion
TikTok's ambitious push to become a 'super app' is a significant move beyond its social media roots. The company's addition of features like hotel booking, sports highlights, and financial services solidifies its position as a one-stop platform for users. Only time will tell if TikTok's vision of a 'super app' will succeed, but one thing is certain – it's an exciting development in the world of social media and beyond.