Apps within apps sounds very meta, but such ‘mini-programs’ have been an important part of the growth of messaging app WeChat. In the west, Apple is trying to popularise the idea on iOS with its ‘App Clips‘ feature, while Snapchat has its own spin on this with its ‘Minis‘.

Now TikTok is joining the fun with a feature called TikTok Jump. “Built by third-party providers, Jumps are mini-programs and services that creators can link to within their videos,” explained its US head of product Sean Kim yesterday. “Users around the world can click these links to explore recipes, take quizzes, discover useful learning tools and much more.”

The first developers creating these ‘jumps’ are Whisk, Breathwrk, Wikipedia, Quizlet, StatMuse and Tabelog, with more to come including BuzzFeed. But TikTok says it will open up the feature, based on HTML5, to new partners. There is clearly scope for music services and startups to be part of that…

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Stuart Dredge

Music Ally's Head of Insight

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