TikTok’s group messaging feature aims to capture more of Gen Z’s attention from Instagram and Snap. But TikTok will need to find a way to attract users from those platforms.
TikTok announced earlier this month that users can now create group chats of up to 32 people to chat and share content. More than half (53.3%) of US Gen Zers use social media for messaging per an EMARKETER survey, meaning group messages could be a big draw for Gen Zers.
Instagram and Snapchat are currently the dominant messaging platforms for Gen Zers, according to our analyst Jasmine Enberg. A large part of Gen Z’s Instagram use is due to the platform’s direct messaging capabilities, as noted in our US Social Media Users by Generation 2024 report. But with group chats, that use could shift to TikTok.
“Gen Z’s social messaging behavior is highly fragmented,” said Enberg. “It’s not too late for TikTok to carve out some market share, especially given that it’s already a go-to entertainment app and where Gen Z spends the most social media time.”
Messaging is difficult to monetize, which has created revenue problems for Snapchat. But messaging still presents a marketing opportunity for brands on TikTok by encouraging users to spend more time in-app and by allowing a streamlined pathway for sharing content. Messaging can also create a new venue for brands to communicate with customers and provide customer service by communicating directly, the way they already might on Facebook or X.
TikTok will first have to foster a messaging culture. Previously, TikTok has allowed users to share content in other apps, which introduced the platform to more people. “But social DMs and group chats have taken off among Gen Z, and TikTok needs to play in that space to keep up engagement among its core user base, especially as social interactions shift to more private spaces of social apps,” Enberg said.
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