TikTok Wants Creators To Post Photos Now
TikTok
TikTok's desire for creators to share longer videos is no secret. But photos, too? Recently, TikTok has been making a greater push for creators to post photo content.
TikTok’s Current Efforts for Photo Posts
TikTok
Some users are receiving in-app notifications that highlight the benefits of photo posts, such as "1.9x more likes and 2.9x more comments than videos on average.”
Ahmed Ghanem / X
Additionally, TikTok has started encouraging users to share photos related to certain categories via profile topic prompts. TikTok positions it as a way for creators to build their audience by creating photo posts for 'top-searched topics' and to get noticed with 'high-quality, informational content.’
Why the Push for Photos?
At a time when video content—both short and long—is the primary focus for many different platforms, TikTok’s push for photo content could seem misguided. However, here are a few reasons why photo content may be desired:
Appeal to More Creators: Despite Instagram's emphasis on Reels, it remains the go-to platform for photo-sharing among creators. While video content is more prevalent today, some creators still prioritize photos. Many of these creators heavily use Instagram, meaning TikTok is missing out on the pool of dedicated photo creators. Highlighting benefits, like increased engagement for photos on TikTok, can attract these creators to share their content on the platform.
Enhance Search and Discovery: TikTok's search engine-like experience is a significant value proposition for users. The production of more photo content can further strengthen the experience, as creators can add titles and have a smoother workflow for longer captions via Photo Mode. Photos and text can also be easier for platforms to categorize and index, making it more likely to connect users with relevant content during searches.
Drive Branded Content & Advertising: Some brands focus on Instagram-centric influencer marketing campaigns to acquire high-resolution photo assets from creators to use on their social channels and for paid media. Making this type of content more native to the platform can attract these brands, potentially prompting them to bring their influencer marketing campaigns to TikTok. As seen in recent years, once brands engage creators for sponsored content, they typically add a paid media component — which would benefit TikTok's advertising business. Carousels, one of its newer ad formats that supports scrollable, multiple images, is an option that TikTok can easily pitch to these brands, especially those that want to advertise multiple products.
So, What Does It Mean?
If there's one thing that creators and marketers should do when it comes to social media, it's not to overthink when platforms are pushing certain features, tools, or formats.
When platforms make a conscious effort to encourage users to do something, it's a signal to take action when possible and capitalize on the benefits that the platforms are promoting. This has been the case for Instagram with Reels, YouTube with Shorts, and even TikTok with long-form videos. Those who are early adopters typically see some type of payoff, whether it's increased reach or, sometimes, a less talked-about outcome: being quicker to understand what works for you or not.
Since most creators and brands are already producing photo content, jumping into photos is a low lift with high potential.
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