Social Media Marketing Talk Show

Episode: TikTok Updates: Retargeting, Hashtag Limits, and More

Date: September 8, 2025
Host: Jerry Potter (with Kenya Kelly)
Podcast: Social Media Examiner

Episode Overview

This episode dives into the latest TikTok updates poised to impact marketers and creators. Hosts Jerry Potter and TikTok/Instagram expert Kenya Kelly break down crucial changes, including a powerful new retargeting tool, major shifts in hashtag strategy, enhanced DM features, and the expansion of TikTok’s affiliate marketing program to include service-based businesses. The conversation is packed with actionable insights, rich anecdotes, and direct comparisons to updates on other platforms.

Skip to the sections below for timestamped highlights, notable quotes, and detailed analysis on each point.

Key Discussion Points and Insights

1. TikTok’s New Website Retargeting Tool

(02:27 – 03:51)

Overview:
TikTok now allows advertisers to retarget users who have clicked an ad and spent at least 10 seconds on a website—mirroring Facebook’s capabilities.

• How It Works: Retarget users post-ad click if they stay on a website for 10+ seconds.
• Significance: Provides deeper follow-up capabilities, enables tracking of more engaged prospects.
• Potential Limitations: Short visit duration threshold (10 seconds) might limit retargeting scope.
• Comparison: Similar to Facebook Ads retargeting, but still evolving in depth and flexibility.

Notable Quotes:

• “If someone clicks on a TikTok ad and spends at least 10 seconds on the website, then you have the ability to retarget that person.”
  — Kenya Kelly (02:40)
• “Maybe in the future you'll be able to set standards like 10 seconds, 30 seconds, different things.”
  — Jerry Potter (03:42)

2. Hashtag Limitations: Only Five per Post

(04:57 – 07:38)

Overview:
TikTok is testing (and for many, rolling out) a strict cap of five hashtags per post, despite a generous 4,000-character caption limit.

• Intent: Encourages strategic, intentional hashtag use instead of mass-tagging.
• Impact for Marketers: Focus on niche or local targeting; less clutter, more relevance.
• Differences with Instagram:
  • TikTok’s hashtag logic is more about reach and algorithmic targeting based on trending or relevant tags.
  • Instagram focuses more on hashtag follow/search behavior.
• Local Marketing Power: Well-chosen hashtags can powerfully boost discovery for local brands/events.

Notable Quotes:

• “You have to be very intentional with your hashtags on TikTok, because TikTok has the most greatest sensitive software out there for social media.”
  — Kenya Kelly (04:57)
• “When I hosted an event in Dallas and used Dallas hashtags, that content reached those people.”
  — Kenya Kelly (05:41)
• “No, you get... when you type and you try to hit that sixth hashtag, it's not going.”
  — Kenya Kelly (07:17)

3. DM Updates: Voice Notes, Images & Avatar Stickers

(08:08 – 10:33)

Overview:
TikTok DMs are being enhanced, supporting better creator-follower communication and more personal, branded interactions.

• New Features:
  • Voice notes in DMs (finally!).
  • Ability to upload images (great for tutorials, directions, visual cues).
  • “Avatar sticker mixing”: Combine personalized avatar stickers with messages (branding opportunity).
• Practical Use:
  • Example: Kenya sends annotated screenshots showing followers where to click on her profile—bridging the tech gap.

Notable Quotes:

• “You can now do voice notes in the dm, which is huge, thank God, because you can't post clickable links in the DMS right now, but you can do voice notes. You can also upload images.”
  — Kenya Kelly (08:08)
• “I think sometimes as marketers, we just assume people are born in 2025, knowing what link in bio means, and obviously they're not.”
  — Jerry Potter (08:54)
• “TikTok allows users to combine their avatar with stickers and direct messages... I am visualizing it to be similar to Instagram.”
  — Kenya Kelly (09:16)

4. Affiliate Program Expansion: Beyond Products to Services

(10:43 – 13:50)

Overview:
TikTok’s affiliate program now includes hotels, restaurants, and experiences—not just physical products. Creators can earn by promoting services via TikTok content.

• How It Works:
  • Service providers (e.g., hotels) opt in to TikTok’s affiliate program.
  • Creators select these brands/services and can instantly start promoting (no brand pre-approval needed).
  • Users get paid when their content drives bookings/purchases.
• Current Launch:
  • Rolling out in the US, Japan, and Indonesia.
  • Begins with hotel bookings; expansion to restaurants, wellness, education, and more anticipated.
• Game-Changer for Small Biz: Lowers influencer partnership barriers for local businesses.
• The Coaching Connection: Prediction that this affiliate feature will eventually expand to knowledge and coaching products.

Notable Quotes:

• “Now there is an affiliate for services and not just products. So, it’s hotels, it’s restaurants, and it’s any kind of local experiences.”
  — Kenya Kelly (10:55)
• “The person is able to just go in and just sign up themselves. They don’t have to do anything. Like there’s no red tape to hit.”
  — Kenya Kelly (12:28)
• “This is going to also be where coaches are going to be able to offer their services... at some point in time. That’s just what I think.”
  — Kenya Kelly (13:10)
• “Imagine being able to take your testimonials... and then tell them, hey, by the way, you can share this and have an affiliate link attached.”
  — Jerry Potter (13:40)

Memorable Moments

• Kenya’s real-life strategy for local reach using city-specific hashtags (05:12).
• Jerry’s “born in 2025” quip about digital nativism and assumed knowledge (08:54).
• The “double thumbs up” for TikTok DMs update (08:08).
• Discussion on how brands can instantly benefit from affiliate expansion—no contracts needed (12:36).

Timestamps for Key Segments

• [02:27] — TikTok’s Website Retargeting Tool Explained
• [04:57] — TikTok’s Five-Hashtag Limit: Why It Matters
• [08:08] — DM Feature Updates: Voice Notes, Images, Avatars
• [10:43] — Affiliate Program Update: Now for Services & Local Experiences
• [13:10] — Predictions: Affiliates for Coaching & Info Products

Takeaways for Marketers

• Activate TikTok retargeting for better ROI on ad campaigns—start tracking those 10-second-plus visits.
• Focus your hashtags: Get strategic, especially for local and event-driven campaigns.
• DMs are powerful: Use new features for personalized engagement and education.
• Jump on affiliate programs for services: Creators, coaches, and local brands have significant new monetization and partnering opportunities.

Stay tuned for next week’s updates and more actionable insights for your social media marketing arsenal!

For more, follow Kenya Kelly everywhere by name, or listen to her “If You Create It” podcast.