TikTok Tests Snapchat-Like Streaks to Boost User Engagement

In an effort to increase user engagement and time spent on its platform, TikTok is testing a new feature reminiscent of Snapchat’s popular streaks. This feature, aimed at encouraging users to maintain continuous interactions, highlights TikTok’s strategy to enhance user connectivity and retention.

The Concept of Streaks

The concept of streaks involves users exchanging direct messages (DMs) for consecutive days. On TikTok, a streak is formed when two users DM each other for more than three consecutive days. Once this threshold is reached, a streak badge appears in the chat, along with the count of streak days. If no messages are exchanged within 24 hours, the streak ends. To prevent streaks from ending, TikTok sends reminders when a streak is about to lapse.

User Experience and Settings

TikTok has confirmed that it is experimenting with this feature in select markets and with a limited group of users, although the company has not provided a detailed statement on the matter. Several users have already reported encountering the streaks feature on their apps, indicating that testing is well underway.

For users who prefer not to receive streak-related notifications, TikTok offers an option to disable these alerts. This can be done by navigating to Settings > Privacy > Notifications > Streak settings, where users can turn off both in-app streak notifications and reminders.

Drawing Inspiration from Snapchat

The introduction of streaks on TikTok is clearly inspired by Snapchat, where streaks have long been a status symbol among friends, reflecting the frequency and consistency of their interactions. Recognizing the value of this feature, Snapchat even introduced a paid option last year allowing users to pause or restore streaks, further capitalizing on the emotional investment users have in maintaining these digital markers of their friendships.

By adopting a similar feature, TikTok aims to foster a comparable sense of connectivity and loyalty among its users. The company hopes that streaks will not only increase user engagement but also deepen the sense of community on the platform, mirroring the success Snapchat has had with its own version of the feature.