TikTok’s Explore Page: A Small Tweak or a Big Shift?

Have you spotted it yet? TikTok has launched a brand-new Explore Page! This page is designed entirely to help you discover new content that matches your interests and the latest trends. The first thing that stands out? All the content on this page consists of photo carousels. The platform we know for short videos suddenly seems to be heading in a different direction. A striking move – possibly marking the beginning of a new content style within the app.

Opportunities with the Explore Page

TikTok’s Explore Page brings new possibilities. It may seem like an unusual shift for TikTok, but what opportunities does this new page offer its users?

First, the Explore Page drives more engagement than videos. TikTok thrives on interaction, and photo carousels generate 12% more engagement than videos. Since users swipe through the carousel and pause to view the content, engagement naturally increases.

Second, the Explore Page could give a boost to shopping content – which is booming right now. The page could be a great opportunity for businesses to showcase their products more effectively. While video has already proven to be highly successful for this, carousels could also be an excellent tool.

Third, TikTok is positioning itself as a social media platform that offers more than just video content. By giving photo content its own space, it strategically competes with major platforms like Instagram and Pinterest – the go-to platforms for visual content.

The introduction of the Explore Page shows that TikTok isn’t just focused on videos but is also improving the (visual) search experience for users. It’s definitely worth experimenting with, as this content shift won’t just impact users – it will also be significant for businesses.