TikTok is introducing new functionality, although what value it brings is completely ambiguous. For the most part, what it offers the platform is neither entirely good nor bad. If there was anything that falls in the ‘extreme middle category’, this would be one of them. That being said, TikTok is currently working on bringing back an option that allows users to see who viewed their profile. The option would record profile viewing activity over the last 30 days and is believed to add more transparency over user interest.
The Choice
Examples brought in by Kev Adriano, a fellow app researcher shared by Matt Navarra, show that TikTok tools are testing an opt-in function that would let you see exactly who checked out your profile. Other users will also be able to see if you’ve viewed their profile, making the option two-way so long as it’s switched on, which, honestly, may prove troublesome, especially in scenarios where more discreet profile reviews are involved.
As noted earlier, TikTok already has this option before, which it originally added as a means to increase connections. Back then, Twitter had a listing of people who checked your profile, intending to help you find and follow others who sport similar interests. TikTok removed the function early last year, during the time that it was being combed due to discrepancies within its data sharing process and because of several high-profile cases of TikTok stalkers. This of course created real-world problems for some TikTok Stars and it only made sense for TikTok to no longer share that kind of information, as it only serves as a grievance point for those who might have concerns.
The option might serve a dual purpose. Disguised as an opt-in, it could primarily be an undercover security measure designed to weed out any would-be stalker – by opting-out, it would mean that profile viewing would be set to ‘off’, disabling the view prompt. Though this would really only matter if at least either of the two parties involved has the option turned on.
It could help provide insights into evolving user behaviors and in-app trends that have something to do with platform security and privacy, but even then, the immediate value of such an update is barely noticeable. While it’s understandable that TikTok is still new and developing its own set of tools and systems, this particular new addition is simply too ‘obscure’ for anyone to make out any sort of substantial benefit it can offer the platform.
The Wrap
We’re not saying that it’s a bad move, only that it’s almost entirely a useless addition. Whatever limited marketing knowledge is gained through ‘informed’ profile viewing seems significantly less impressive than most other insights that touch on personal performance and reach. I mean, it’d be pretty interesting to see just how many successful contacts are made as a result of these insights but besides that, is there really anything else that we can get from this? Sounds mostly like stalker detection and tracking if you ask us, just phrased more lightly.
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