Thanks to Generation Z, whose interests have become a convenient shield for big corporations, TikTok is set to roll out a new feature in the coming weeks: voice messaging.
Analysts at ByteDance, TikTok’s parent company, have deemed the platform’s direct messaging (DM) functionality too outdated to meet the demands of today’s users.
By introducing the ability to record and send 60-second voice notes, TikTok aims to boost screen time and audience engagement, aligning with a broader trend of transforming apps into all-in-one super-services.
This move echoes recent efforts by Spotify, which has been expanding beyond music to lock in users’ entertainment and communication needs.
A Push for Engagement
The decision to add voice messages reflects ByteDance’s strategy to keep TikTok competitive in a crowded digital landscape. With users already accustomed to sharing short videos and photos in DMs, the addition of voice notes — coupled with the ability to send up to nine media items per message—seeks to deepen social interaction on the platform. This could mirror the success of rivals like Instagram and WhatsApp, where multimedia messaging has become a staple. However, the move raises questions about whether TikTok can truly rival established messaging apps or if it’s merely a tactic to retain users within its ecosystem.
A New Messenger in the Works?
The late arrival of voice messaging has reignited speculation about a new messenger being developed behind the scenes at ByteDance. With TikTok already dominating the short-video and e-commerce markets, the company appears to be exploring fresh growth avenues.
Yet, despite its global reach, TikTok has never been seen as a viable WhatsApp alternative, largely due to its focus on vertical video content rather than robust, private communication. Voice messages alone may not bridge that gap, suggesting ByteDance might need more innovative solutions to reposition TikTok — or its rumored new app — as a serious contender in the messaging space.
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A Question of Direction
While the voice messaging update could enhance TikTok’s appeal, it also highlights the platform’s struggle to evolve beyond its original niche. Big tech’s push to become super-services often risks diluting their core identity, and TikTok’s pivot toward communication tools might not resonate if it fails to address user expectations for privacy and functionality. As ByteDance experiments with new directions, the success of this feature — and any forthcoming messenger — will depend on whether it can offer more than a trendy add-on. For now, the company’s ambitions hint at a bold, if uncertain, future.
