TikTok’s new feature: Text posts!

Last updated:
July 27, 2023
min read
Norman Brauns

TikTok’s new feature: Text posts! Yet another challenge for “X”. Here’s what it means for brands.

To say we are anticipating TikTok's text post feature merely scratches the surface. The platform continuously demonstrates its capability to adapt and evolve, fostering a growing pool of creators, influencers, and ways to communicate. We’re already at work discovering best use cases for our clients.

Our options for shaping client narratives have expanded. We can now engage in direct, personal text-based communication with audiences, meeting certain demographics or campaign goals in ways that will resonate most – an essential strategic dimension previously unavailable.

The feature aligns with other platforms’ offerings such as Twitter's — strike that, X’s — tweets (?) or Facebook’s status updates, making cross-platform strategies easier for brands that have multi-network followers. It offers an opportunity for more profound forms of storytelling. We recognize that videos generate high engagement rates due in part to their visual, easy-to-digest nature, but some topics and insights need more nuanced, deeper expression. As always, understanding intent is key.

As marketers and experts, evaluating new implementations critically is part of our role. Developing best practices on maintaining audience engagement with text posts is a challenge we take on with enthusiasm.

Features like upvoting and commenting (like Reddit and Quora engagements) strengthen its potential capacity to foster deeper levels of interaction, conversation, and community-building. It may also appeal to a wider demographic, including users who prefer reading over watching videos.


As TikTok takes measures to control spam content in text posts with its “anti-spam rules,” our role is to create and promote content for our clients that aligns with these rules but remains engaging and original.


For agencies, any expansion of functionality on a platform like TikTok represents both an opportunity for creativity and a need for strategic thinking. It provides us more tools to tailor specific strategies (especially in light of Google’s SGE roll-out) that more capably consider brand objectives and audience preferences —  ultimately enhancing our position as a trusted partner.