Social media giant TikTok is rolling out new features aimed at making content discovery a more collaborative experience. The company has officially launched “Shared Collections,” a tool for users to jointly organize saved videos, and has also teased an upcoming “Shared Feeds” feature designed for watching content together.
Collaborative Curation with Shared Collections
Building on the individual Collections feature introduced earlier this year, Shared Collections allows users who follow each other to create and contribute to a common folder of saved TikToks. This functionality enables users to co-create lists for various purposes, such as planning holiday dinners, gathering home decor inspiration, or organizing gift ideas.
According to the company, the feature is designed to make it easier for people to stay organized as they discover and save content together. Shared Collections can be kept private between friends and family or made public. The feature is now available globally for all users aged 16 and over.
A Glimpse into Shared Feeds
TikTok also provided a preview of “Shared Feeds,” a new function set to launch in the coming months. This feature will allow two users to generate a private, interest-based feed within their direct messages, surfacing new content tailored to their combined tastes.
The feed is generated based on both users’ activity on the platform, including likes, watch history, and comments. Each day, the Shared Feed will present a selection of 15 videos. After viewing the content, users can see a “Shared Likes” history, highlighting the videos they both enjoyed. This concept is similar to Instagram Reels’ “Blend” feature, which also creates a personalized feed for friends.
Relevance to the MENA Market
For the highly engaged and youthful user base across the MENA region, these new features could significantly deepen platform interaction. The collaborative nature of Shared Collections aligns well with the strong community and family-oriented culture prevalent in many MENA countries, providing a new digital avenue for shared planning and interests.
For MENA-based creators and brands, these tools present a strategic opportunity. They can encourage followers to create Shared Collections featuring their products or content, fostering a more interactive community and driving user-generated curation. As TikTok continues to be a dominant platform for marketing and influence in the region, features that boost community engagement are a welcome development for the local ecosystem.
About TikTok
TikTok is a leading global platform for short-form mobile video. Its mission is to inspire creativity and bring joy. TikTok has global offices including Los Angeles, New York, London, Paris, Berlin, Dubai, Mumbai, Singapore, Jakarta, Seoul, and Tokyo.
Source: TechCrunch
