TikTok has taken another step into the messaging business. 

On Monday, the platform released an update that allows group chats of up to 32 people. Users can now share videos with large groups of friends within the platform, which could only be done through other messaging apps previously.

Brands have struggled to break into group chats as they are afraid to turn off consumers by showing up in intimate spaces. Their fear isn’t unfounded, according to Evan Horowitz, CEO of Movers + Shakers, who said brands can easily pull a cringy ‘How do you do, fellow kids?’ in direct messages.

“As we see from brands commenting on posts, most struggle to make their social copywriting feel authentic,” he said. “Sliding into consumers’ DMs with awkward copy will feel invasive and unwelcome.”

But group chats aren’t impenetrable for brands, he maintained, adding that offering users giveaways and experiences is often effective.

That effectiveness is multiplied when groups that include creators, each with their own reach, said Tim van der Wiel, founder of GoSpooky. He added that group chats with creators can allow brands to receive feedback on their social listening and engagement strategies.

The new group chats feature means brands also have another avenue to go viral on TikTok.

“We’ve been seeing a rise in ‘private social’ over the last 12 to 18 months, with more content shared via DMs and chat than on feeds,” said Monica Tailor, chief social marketing officer at McCann. “TikTok’s announcement is not a surprise; it’s delivering what users want and will help brands continue to reach more people … arguably, sharing is the one engagement KPI that matters the most.”

 
Users have shared almost three times more Instagram Reels in group chats than on feeds, according to a recent report from Dash Hudson.

Lastly, allowing users to share content and chat in groups gives them another reason to stay on the app and in front of advertisers, said Heather Hosey, head of social at Droga5.

“If group chats gain traction, it could significantly boost in-app engagement and encourage users to focus on TikTok as a one-stop platform,” she said. “This opens up a seamless consumer journey from content discovery to purchase, offering brands the chance to blend paid and organic content with the influence of close-knit social groups. This approach echoes the success of platforms like WeChat, which dominates in social interaction and commerce.”