Through TikTok Jump, creators can embed third-party owned “mini apps” or “Jumps” into their TikTok videos, directing viewers to third-party content – like recipes, makeup tutorials or interactive quizzes – accessed straight from the TikTok video. For example, if a TikTok user is viewing a recipe video on the app, the creator of the video can embed a TikTok Jump link, taking the viewer to additional recipes or similar content from a third-party partner on a separate screen within the TikTok app. TikTok writes, on its TikTok Jump landing page, that Jumps were “built by our partners to deepen and dynamically extend the TikTok experience into real-world action.”
Who Has Access To TikTok Jump?
TikTok is testing TikTok Jump with a select group of partners, or “early beta collaborators,” as the social platform calls them. Among this group is Whisk, Breathwrk, Quizlet and Wikipedia. Nick Holzherr, CEO of Whisk, spoke of the initial positive results that Whisk experienced, saying, “Since initiating a limited beta earlier this year, TikTok and Whisk have helped alleviate a long-standing problem that recipe creators face: how to allow TikTok users to view and save full recipe content. Not only are TikTok creators using Whisk to add recipes previously published online; they’re also sharing unique TikTok recipes that don't exist anywhere else.” According to TikTok, a new batch of third-party providers – including BuzzFeed and Watcha – will join the lineup of early beta collaborators over the next few weeks.
What Sparked The Creation Of TikTok Jump & What Will Future Iterations Look Like?
TikTok Jump has the potential to significantly expand product discovery on TikTok and take the in-app experience to the next level for users. “TikTok has become a destination both to be entertained and to learn,” said Sean Kim, TikTok’s U.S. Head of Product. “Through TikTok Jump, we’re creating that ‘last mile’ of our community’s discovery journey and helping to spark action and deeper interaction both on and off the platform.”
And, while in its early stages, TikTok Jump is being promoted primarily as an expansion of entertaining and engaging content, the possibility to further build TikTok Jumps into a strong ecommerce feature is there. “The use cases for TikTok Jumps are almost limitless, and we look forward to working with selected providers to build innovative Jumps that help fuel the instructive and entertaining content our community craves,” adds Kim.
TikTok also notes that the process of accessing Jumps requires “minimal technical integration” for third-party providers, making the ease of use yet another incentive for advertisers to consider TikTok Jump when strategizing new ways to engage audiences and build out content.
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