TikTok deploys Share Feed and sharing tools designed for private conversations: a common video feed, collaborative collections and festive cards. The aim is to make discovery more social, more relevant and easier to activate on a daily basis.
Between private messages that sometimes replace calls and videos that become topics of discussion, sharing is no longer a "click", but a moment. With Share Feed, TikTok brings the algorithm closer to relationships, by inserting recommendations directly into exchanges. Brands and creators are already seeing this as a more intimate, and therefore more demanding, sphere of influence.
TikTok launches share feed: how the shared feed transforms private messages
Share Feed is part of a private conversation, and every day offers a limited selection of 15 videos calculated from the tastes and activity signals of chat members. The challenge is methodical: to shift discovery from a public space (the "Pour toi" thread) to a relational space, where attention is more stable and intention stronger. A holiday recipe video, a winter DIY tutorial or a fashion sequence no longer arrives "by chance": it becomes a natural pretext for discussion, reaction and recommendation.
The mechanism is also a response to the limitations of link sharing. In a conventional DM, the video arrives isolated, with no continuity. With a common flowThe first video is commented on, then the next one extends the theme, with no extra effort. This continuity changes the way you "hold" an interaction, as if the chat were becoming a co-personalized mini-media.
For a startup, the potential is concrete. Imagine a young brand of consumer AI gadgets: rather than pushing a commercial, it sponsors demonstrative content and encourages users to activate a shared feed with a "curious" loved one. Social recommendation does the rest, because proof by example circulates better in pairs than in monologues. This is precisely the type of logic described in a effective influence strategywhere the emphasis is on real use, editorial angle and gentle repetition rather than one-off impact.
This switch to DM nevertheless imposes a certain rigor: the content must be immediately understandable, useful, and "commentable" enough to trigger a response. Without this, the flow dies out. Hence the importance of working on community mechanics and signal reading, as explained by algorithms and the power of communities. The key insight: with Share Feed, performance is measured less by reach and more by the conversation generated.
TikTok shared collections: organize, co-curate and accelerate decision-making
With the Shared collectionsTikTok applies a collaborative organization logic to short videos: one person saves, another completes, a third sorts, and the whole forms a living folder. Where individual saving was mainly about "not losing", the shared collection is about "preparing": a decorating project, a list of gift ideas, a training program, or even a selection of educational content.
This functionality changes temporality. The shared feed nourishes the instant, the shared collection builds the duration. For an e-commerce brand, the use is immediate: a product range can be associated with inspiration videos, saved in a collection co-hosted by a friend/parent duo, then revisited at the moment of purchase. The decision is then made in several micro-steps, through short content, rather than in a single visit to a product sheet.
A typical case: a small decorating company launches a collaboration with "home" designers. The team offers a "minimal living room" collection, with before-and-after videos, storage routines and material tests. To drive adoption, activation is achieved through influencers, via a influencer agency capable of framing messages, rights and deliverables. The key point is consistency of format: a tutorial that's too long or too advertising-oriented is unlikely to be saved. So it's a good idea to align creation with essential brand content formats demonstration, comparison, behind-the-scenes, proof of use.
The most underestimated benefit remains the social memory. A shared collection serves as a common reference, reducing friction ("we saw a video on... can you find it?"). For marketing teams, this encourages the production of "reusable" content, designed to be found and reconsumed. A brand that structures its videos in this way mechanically increases their chances of being saved, and therefore of returning to the user experience.
| TikTok function | Main use | Indicator to watch | Concrete marketing example |
|---|---|---|---|
| Share Feed | Collaborative discovery in DM | Response rate and talk time | AI product demo commented by two, then shared with another duo |
| Shared collections | Organization and selection over time | Saving, reopening, adding by member | Wishlist video "gift ideas" with tagged products |
| Festive cards | Emotional activation in messaging | Open rates and response rates | Greetings + teasing of a limited offer or live event |
Greeting cards and competition: why TikTok relies on emotion and social shopping
All integrated greeting cards in messaging add a discreet but powerful lever: scripted emotion. A short animation, a festive design, a personalized message: the mechanics are simple, but they enhance the value of messaging as an attention-grabber. However, in influence strategies, "warm" attention is rare: it appears when the person has already opened an exchange and accepts an interaction. TikTok relies on this window.
For a brand, the card isn't a crude advertising medium; it's a point of contact. A fintech might send a "Happy New Year" card to a community of ambassadors, then direct them to a video mini-series explaining a new feature. An online school might thank learners and propose a challenge to be shared as a duo via Share Feed. In all cases, effectiveness depends on the ability to prolong the conversation. This is where an operational detail becomes decisive: knowing how to respond to comments on networks and transpose this discipline to DM, with flexible scripts and realistic response times.
This offensive is also part of a competitive landscape. Instagram has been testing hybrid feed logics, forcing teams social media to compare the dynamics of discovery. To understand what's at stake, the analysis of Instagram Blends for sharing Reels helps us understand what sets TikTok apart: a recommendation based on video behavior, rather than on the social relationship displayed. The choice of platform is therefore not simply a question of audience, but of circulation mechanics.
In a methodical approach, using Share Feed involves simple tests: creating "duo-friendly" content (questions, dilemmas, comparisons), checking that it is saved in the collection, then measuring the impact on downstream actions. In order to structure this management, a detailed reading of the indicators becomes central, as shown by the following examples reading KPIs on social networks. The final insight: TikTok is less about increasing the volume of sharing than it is about increase the quality of exchangeswhich changes the way you optimize a campaign.
To transform Share Feed, shared collections and DM formats into measurable results, support often makes the difference. ValueYourNetwork, expert in influence marketing since 2016, has piloted hundreds of successful campaigns on social networks, with a performance and creativity-oriented approach. Its know-how consists of connecting influencers and brands at the right time, with the right formats and the right objectives. To structure a TikTok activation consistent with these new uses, contact us.
To see examples and tutorials related to sharing on TikTok, this video selection will help you get started.
To compare the dynamics of collaborative workflows and understand the differences in approach between platforms, these video analyses are a good complement.