TikTok might well play an Uno "Reverse" card on Meta, with fresh job postings from the app indicating that it is looking to build more social engagement features, which could include messaging, new sharing functions, in-stream chats, and more.
Axios cited reports saying TikTok has published several new job ads that relate to social networking elements that it's looking to build.
Axios reports

"In the roles posted for Android and iOS engineers based in San Jose, California, TikTok comments that the team aims to build a platform meant to "enable users to meet and interact with their real-life friends seamlessly on TikTok, and encourage them to share their life moments with each other and stay connected regardless of where they are.". Yet another job ad, for a product manager of "TikTok Social" in San Jose describes the company as looking "to break the boundaries of TikTok by encouraging meaningful social connections between users."

This is a shift in strategy for TikTok, which to date has attempted to leverage its omnipotent AI system to surface the best video clips available within the entirety of the app, rather than restrict user access to content from their respective friend and following segments.

But the concern, apparently, is that a lot of users are consuming TikTok clips off-app, and talking about them in other apps. The broader trend in social media is users are now sharing more and more content direct messaging, with smaller groups, and it might be that TikTok has seen a sharp increase in people using its sharing tools to push content- and, engagement off-app-which has now got it playing around with its own in-stream opportunities.

Which, as mentioned above, could see the app looking to replicate some of Meta's app features, an interesting reversal of the more typical replication path of late.

And it makes sense. TikTok does already offer basic messaging, but the lack of emphasis on building a social graph in the app means that most people have larger and more specific networks elsewhere. That would be why more people are sharing TikTok clips in other spaces, and if TikTok can keep more of that interaction in its own platform, that could help to expand its utility, and help it branch into more areas.

Which could include shopping, and facilitating in-stream purchases. That's where TikTok has seen the most revenue success in Asian markets, and if it can get more people spending more time in the app, and engaging in a broader range of activities, perhaps that will help fuel different types of engagement.
Such as talking to brands, and sending direct messages about products. The more that TikTok can make this a habitual behavior, the more likely it will be to expand its opportunities, and as such, it seems like a logical progression for the platform to investigate.

There's not much to go on as yet, but it does seem like TikTok will be wading into new engagement territory in the near future.

We’ll keep you updated on any progress.