TikTok’s path to becoming a top app

Although TikTok is described as a social media giant, it has been slower than the group. Over time, the video app added the TikTok Shop, a local map, dynamic search, games, and more. Now, it has added hotel booking capabilities and is pursuing a fintech license.

It seems that TikTok is taking steps to transform it into a “super app,” a single platform where users can do more than just watch and share videos, and fulfill a variety of needs in one place.

The app industry is huge in China with apps like WeChat, Facebook, WhatsApp, Apple Pay, and app stores all rolled into one platform. Of course, there’s a question as to whether the top-rated app can work outside of China, but that doesn’t mean TikTok isn’t trying.

Rather than an app exchange, TikTok is working to become an app that people use for many digital things. After making a huge leap with the TikTok Shop, the company has used the same formula for its latest venture.

Booking hotels and attractions

Earlier this month, TikTok was launched TikTok GOthe way users find and book hotels, attractions, and experiences directly within its app in the US TikTok GO places with things to do through videos, searches, and location pages. When users find what they’re looking for, they can view details, check availability, and complete a reservation.

Instead of directing users to a third-party site after finding a destination or comment in a video, TikTok has begun to position itself as a one-stop platform where viral traffic can drive bookings and revenue.

While people have been using TikTok as a search engine and replacing Google, this latest step puts TikTok in direct competition with Google’s central businesses, Search and Google Maps, because it works not only as an application where you find places, but also as a platform where you buy the trip.

Fees

A few weeks ago, Reuters reported that TikTok has applied to Brazil’s central bank for approval to operate as a financial technology company that provides lending and payment services.

The company requires two licenses. The first would allow it to offer prepaid accounts so users can save money, receive money, and make payments. The second license would allow it to operate as a direct lender, allowing it to lend its money or its function as a platform that connects borrowers and lenders.

The move shows an important way in which TikTok is expanding beyond social media and into digital. In order to bring financial services into its program, TikTok is looking to increase user involvement, open new ways to earn money, and position itself to compete with fintech startups and e-commerce platforms.

TikTok Shop

It’s well 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 increase its US sales by 407.0% in 2024 and another 108.0% in 2025 to reach $15.82 billion. As of last year, the company accounted for 18.2% of all sales in the US, while this number is expected to reach 24.1% by 2027.

In addition, TikTok began to trouble the digital market even after the launch of TikTok Shop gift cards at the end of last year. The TikTok store has also grown recently high quality productsafter being known mainly for cheap products.

Music

The popularity of TikTok has affected the music industry and the way people find new music, and the company tried to improve this by launching a streaming service called TikTok Music in 2023 to take on platforms like Spotify and Apple Music, but it failed. turn it off A year later.

The company said it will focus on driving music and continue to partner with music streaming services rather than compete with them. TikTok hasn’t completely abandoned its music ambitions, however, as the company recently released a feature that allows Apple Music subscribers. play all songs in the app after finding them on their “For You” feed.

Search with Maps

TikTok has implemented a powerful search engine that shows up on maps, local hashtags, and even comments helping users find nearby restaurants, attractions, shops, and experiences. It has also added information about places and restaurants to dedicated pages, allowing users to quickly see things like opening hours, star ratings, prices, and more.

TikTok was already eating into Google’s search business when it first launched, when it quickly released videos with reviews and reviews of restaurants and places. However, users may still need to go to Google Search to find specific properties or to read reviews. Over the past few years, TikTok has been eliminating that need by including more location information within its app.

Microdramas

Although TikTok is known for user-generated entertainment, the company has also started embrace microdramas by introducing an in-app segment Minis is a dedicated standalone program for mini TV shows that can be viewed in one-minute bursts. While TikTok already competes with streaming giants like Netflix for users’ attention, its move to a scripted format puts it in direct competition with them.

It is worth noting that TikTok has taken a step forward in entertainment by introducing live videos and supporting longer videos, a big move away from its initial focus on 15-second videos.

Sports

TikTok has also launched a a series of casual games in its app so that users can spend more time on its platform and interact with others in DMs. The integration of games shows TikTok’s efforts to move from a social media site to an entertainment platform of all kinds where you will not only watch videos, but also challenge friends to easy-to-play games.