Although TikTok is widely described as a social media giant, it is gradually moving away from that category. Over time, the video app added the TikTok Shop, a map for local discovery, powerful search, games and more. It recently added hotel booking capabilities and is seeking a fintech license.
It seems that TikTok is taking steps to evolve into a “super app,” a single platform where users can do much more than just watch and share videos and that can truly handle a wide range of needs in one destination.
The super app model is big in China with apps like WeChat, which is like Facebook, WhatsApp, Apple Pay and an app store all on a single platform. Of course, there’s the question of whether a super app model would work outside of China, but that doesn’t mean TikTok won’t try.
Instead of switching between apps, TikTok is working to become the app people use for most of their digital activities. After taking its biggest leap with the TikTok Shop, the company — which, notably, spun off into new, mostly American ownership in January — has applied the same drive to recent developments.
Sport
Over the years, TikTok has consistently sought to become a place where users can come for sports moments and content. In early June, the company launched a dedicated FIFA World Cup hub where users can view scores, match schedules, standings, video trends, highlights, player videos and more.
If users 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.
The World Cup hub was made possible through TikTok’s sports-centric product called “TikTok GamePlanwhich is designed to enable sports teams, leagues and broadcasters to drive discovery and engagement on the platform. The social media giant also has partnerships with Major League Soccer (MLS) and Major League Baseball (MLB) for behind-the-scenes and exclusive content.
Booking hotels and attractions
In May, TikTok launched TikTok GO, a way for users to discover and book hotels, attractions and experiences directly on its app in the United States. TikTok GO shows accommodations and things to do through video, search, and location pages. When users find something they’re interested in, they can view the details, check availability and complete a booking.
Instead of directing users to third-party sites after finding a destination or a recommendation in a video, TikTok began positioning itself as a one-stop platform where viral travel content can drive bookings and revenue.
While people already use TikTok as a search engine and replacement for Google, this latest step puts TikTok in more direct competition with Google’s core businesses, Google Search and Maps, because it works to not only be the app where you discover places, but also the platform from which you buy that trip.
Payments
In March, Reuters reported that TikTok had 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. The first would allow it to provide prepaid accounts so users can store funds, receive money and make payments. The second license would authorize it to act as a direct credit provider, allowing it to lend its own capital or act as a platform connecting borrowers and lenders.
The move marks a major way TikTok is branching out beyond a social media platform and into a digital ecosystem. By seeking to introduce financial services to its app, TikTok seeks to increase user engagement, open up new revenue streams and position itself to compete with fintech startups and e-commerce platforms.
TikTok Store
It is widely known that one of TikTok’s biggest leaps beyond social media was the launch of the TikTok Shop. TikTok began testing the 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.
According to eMarketer, TikTok Shop will grow its US sales by 407% in 2024 and another 108% in 2025 to reach $15.82 billion. As of last year, the company accounted for 18.2% of total social commerce in the US, with that number expected to reach 24.1% by 2027.
In addition, TikTok began to challenge digital shopping even more with the launch of TikTok Shop gift cards late last year. The TikTok Shop has also recently expanded luxury retailsince at first it was mainly known for cheap goods.
Music
TikTok’s popularity has affected the music industry and the way people discover new music, and the company tried to capitalize on that by launching a streaming service called TikTok Music in 2023 to take on platforms like Spotify and Apple Music, but ended up shutting it down a year later.
The company said it will focus on promoting music listening and continue to work with music streaming services rather than compete with them. However, TikTok hasn’t completely given up on its musical ambitions, as the company recently introduced a feature that allows Apple Music subscribers to play full songs on the app after discovering them in the “For You” stream.
Search and Maps
TikTok has launched a powerful search experience that displays maps, local hashtags and even reviews to help users discover trendy restaurants, travel locations, shops and local experiences. It has also added more detailed information about places and restaurants on dedicated pages, allowing users to quickly see things like hours of operation, star ratings, price ranges and more.
TikTok was already involved in Google’s Search business when it first launched, quickly popping up with captioned videos and graphics of restaurants and locations. However, users may still have to turn to Google Search to find a place’s exact location or read reviews. However, in recent years, TikTok has increasingly eliminated this need by embedding detailed information about places right into its app.
Minidramas
While TikTok is known for user-generated entertainment, the company has also begun to embrace micro-dramas by launching an in-app Minis section and a dedicated standalone app for bite-sized TV shows that can be watched in a series of one-minute episodes. While TikTok already competes with streaming giants like Netflix for users’ attention, its move into scripted shows puts it in even more direct competition with them.
It’s worth noting that TikTok took first steps into entertainment with the launch of live streaming and support for longer videos, a significant departure from its initial focus on 15-second videos.
Games
TikTok has also released a series of casual games on its app to get users to spend even more time on its platform and interact with others in DMs. The addition of games marked TikTok’s continued effort to transition from a social media platform to an all-in-one entertainment platform where you can not only scroll through videos, but also challenge your friends to easy-to-play games.
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