GoKawiilAlthough TikTok is widely described as a social media giant, it’s been gradually moving beyond that category. Over time, the video app added TikTok Shop, a map for local discovery, robust search, games, and so much more. Now, it has recently added hotel booking capabilities and is pursuing a fintech license.
It appears that TikTok is taking steps to evolve into what’s called a “super app,” a single platform where users can do much more than just watch and share videos, and actually handle a wide range of needs in one destination.
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 singular 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 that people use for most of their digital activities. After taking its biggest leap with TikTok Shop, the company — which, notably, transitioned to new, primarily U.S. ownership back in January — has applied the same playbook to recent developments.
Hotel and attraction booking
Image Credits:TikTok
Earlier this month, TikTok launched TikTok GO, a way for users to discover and book hotels, attractions, and experiences directly within its app in the U.S. 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.
Instead of directing users to third-party websites after they come across a destination or recommendation in a video, TikTok has started positioning itself as a one-stop platform where viral travel content can drive bookings and revenue.
While people have already been using TikTok as a search engine and replacement for Google, this latest step puts TikTok in more direct competition with Google’s core businesses, Search and Google Maps, because it’s working to not only be the app where you discover places, but also the platform where you purchase that trip.
Payments
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