TikTok Updates: Retargeting, Hashtag Limits, and More

Summary

---

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.

Transcript

[Michael Stelzner]

After 13 years, we are making a bold move. We've been hosting thousands of marketers in San Diego, California since 2013 for social media marketing World and it has been epic. Here's the news. We're making a bold move to anaheim, California in 2026. The decision came down to three very compelling factors. First of all, the location advantages are incredible. Orange County's central location means easier access for our growing international audience. There are five different airports that service the area, including the Los Angeles airport, which means it's a lot more economical for you to get here. Second, the weather. April in Anaheim is absolutely perfect. 75 degrees, sunny skies, less chance of the random rainstorms that sometimes surprise us in San Diego. And third, this is really the big one. And Disneyland. It's only a 20 minute walk away from our venue. Imagine being able to experience Disneyland with your new friends that you make at the conference, literally after the event. I did this with one of my brand new employees. It was an incredible experience. Talk about developing lifelong relationships. This is the way to do it. This is the year to finally come and experience the magic that is social media marketing world. Grab your tickets right now because we have a really big sale going on. Visit social media marketingworld.info I can't wait to see you there.

[Kenya Kelly]

Welcome to the social media marketing Talk show, your guide to the ever changing world of social media.

[Jerry Potter]

On today's show, we're going to explore the most important TikTok updates that you need to know about, including our hashtags actually helping you on TikTok. There's an important test going on that we want to fill you in on. Also, affiliate marketing has been huge on TikTok and and now can help a new kind of business. So this might be an opportunity to have affiliates increase your reach. And there's a new retargeting feature on TikTok that's going to be really powerful. We'll fill you in on that and so much more. Right now. My name is Jerry Potter, host of the social media marketing talk Show, a social media examiner production where we break down all the latest social media news and what it means for marketers like you. Today I'm joined by Kenya Kelly. Kenya is a TikTok and Instagram Reels expert and runs a social media agency. She's also the host of the if you create it podcast. Kenya, welcome to the show. Yay.

[Kenya Kelly]

Thanks for having me. Glad to be back.

[Jerry Potter]

All right, let's start with this retargeting tool which you know, again, if you can get attention on TikTok, that's huge. If you can keep attention, that's even more powerful. So tell us about this new retargeting tool that TikTok is testing for.

[Kenya Kelly]

Sure. So we know that TikTok has had like an ads manager very similar to Facebook ads manager. But it's, I would say it's still fairly new to the games of the advertising game. But now what they're doing is they're going to have the retargeting very similar to what you can do on Facebook. So what happens is that if someone clicks on a TikTok ad and then they spend at least 10 seconds on the website of the company, then you have the ability to retarget that person, which is of course crucial because we all do that all the time with like a Facebook and Instagram ads. But now you're going to be able to do that with TikTok.

[Jerry Potter]

I like that. Although the 10 seconds feels short to me. I don't know what Google counts as like a bounce when, like when they're, you know, ranking websites and things like that. I think it's shorter than 10 seconds, but it'll be interesting to see. I was kind of curious though, if companies will find out if they enact this, they'd be like, oh my God, nobody's staying very long. Which would also be good information to have, but.

[Kenya Kelly]

Oh, for sure. I think it's good to have because I mean, you would rather know what if you got heat there or you don't? I think it's beneficial.

[Jerry Potter]

Yeah, absolutely. Yeah. And maybe in the future you'll be able to set standards like 10 seconds, 30 seconds, different things.

[Kenya Kelly]

Oh yeah, that's good. Yeah, I can see that.

[Jerry Potter]

The other great thing about this too is that as privacy gets locked down more and more and more when you're keeping it in one ecosphere, then obviously the information could be a lot more accurate. So yeah, that's going to be cool. All right. Our hashtags helping you. We're hurting you on TikTok. There's an interesting update we want to talk about here in just a second. But if you're listening to the show, you're probably looking to always take your marketing to the next level. After 12 conferences and tens of thousands of glowing testimonials from attendees, social media marketing world is still the number one place to improve your marketing. And being there in person is the best way to attend. Because in addition to discovering the latest marketing strategies, you also going to make valuable connections with other marketers on A similar journey. Before the show today, Kenya and I were talking about people that we know that we've met at Social Media Marketing World. So these connections can't be found anywhere else. You can learn more, get your all access ticket now. Go to Social Media Marketing World. Again, Social media marketing. All right, TikTok is testing a hashtag limit for how many you can use. So what's the limit and what are your thoughts around this?

[Kenya Kelly]

Yeah, so now you can only post five hashtags on TikTok. So when you have that description area on TikTok, you have this space for 4,000 characters, but they are now limited to where you can only do five hashtags. And I honestly feel like this is proven. That theory that many of us were saying is that you have to be very intentional with your hashtags on TikTok, because TikTok has the most greatest sensitive software out there for social media. And when you use particular hashtags, you're going to reach whomever is trying to interact with that hashtag. Like, for example, when I started to really blow up my Houston account on TikTok, I was just tagging Houston and then using Houston hashtags, and I started realizing how famous I was getting in the city. I didn't really know how powerful that it was until I started doing that. And then when I hosted an event in Dallas and use Dallas hashtags, that content reached those people. So it's a really great a strategically target the people who are interested in your content or who you just would want to, you know, get as a client or something.

[Jerry Potter]

Yeah, well, and my sense is that, you know, hashtags certainly aren't what they maybe once were on Instagram or back in the day on Twitter. But for local businesses, yeah, there's no question. It's one of the easiest ways to tell any algorithm, hey, this is, you know, this is for local people, you know, and get it out there. Do you feel like the way that hashtag work on. Because I know you do a lot of stuff with Instagram too. The way they work on Instagram and Tik Tok is similar. Or are there nuances that you find between them?

[Kenya Kelly]

No, I think there's nuances because one of the things that I know about TikTok is that people are necessarily searching a hashtag. Right. Or following a hashtag per se. But if I use the hashtag search Social media marketing world, right, Then that content is going to target anybody that has used that hashtag. Social Media Marketing world that has interacted with Content that has that hashtag, but it's also interacted with something that is similar to what is under that hashtag. So it's very, very strategic and intentional.

[Jerry Potter]

Okay, that's a. That's a good tip for us. Right. Because obviously people have used Social Media Marketing World hashtags when they attend Social Media Marketing World. So they haven't officially explained this test. And you may still be able to post more 5 hashtags, but it is something that's being tested.

[Kenya Kelly]

You cannot.

[Jerry Potter]

Oh, you won't.

[Kenya Kelly]

No. You get.

[Jerry Potter]

Nobody can. Because the thing I read said some people maybe still be able to.

[Kenya Kelly]

No. So when you type and you try to hit that six hashtag, it's not going.

[Jerry Potter]

Okay, well, I meant per account, because they're still testing. This is my understanding.

[Kenya Kelly]

Oh. I've tried it on both of my accounts. One is big and one is smaller, and I couldn't do anything above five.

[Jerry Potter]

Okay. It was just like, nope, nope.

[Kenya Kelly]

I was like. I was shocked. I didn't know it had happened.

[Jerry Potter]

What happened? Yeah. And obviously we're seeing this on other platforms. True. So I wouldn't be surprised if this does roll out to everybody, if it hasn't already. So. All right. Some content feature updates, we know that we just talked about Instagram, and Instagram has been saying for at least a year now, we're really focusing on people sharing content in the DMs, and now TikTok is adding some more features around that in the DMs, which Kenya's, for those of you listening to the podcast later, Kenya is giving a double thumbs up. I don't know if I've ever seen you give a double thumbs up before, but you're excited for this. Tell us about this update.

[Kenya Kelly]

Yeah. So listen, I've been saying so much about the TikTok DMs for so long because it's been like it's still a super new platform. And so they never really had a strategy for what was happening in the dms. And people never really use the dms. But now that it's available, you now are able to not only 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. And so a lot of times I will screenshot my account and circle where my link and bio is, and I can put that right there in the chat to tell people where I want them to go. And then you have the ability to do, like these different stickers and things like that on the inside of the DMs, but it's huge improvement.

[Jerry Potter]

That's a great idea. Like, literally show people, hey, here's where the link is.

[Kenya Kelly]

Yeah.

[Jerry Potter]

I think sometimes as marketers, we just assume people are born in 2025, knowing what link in bio means, and obviously they're not. So. No, yeah, that's great. That's really smart. And then another DM update that they're testing is avatar sticker mixing, which sounds like it could be a good branding opportunity for certain brands. But tell us about the avatar sticker mixing feature that we're hearing about.

[Kenya Kelly]

Yeah. So TikTok allows users to combine their avatar with stickers and direct messages. I think what that means because I haven't. Haven't seen my ability to do that. But I know that on TikTok you're able to create an avatar or like an AI avatar. I think what they're saying is, in addition to the voice notes in the DMS and the images that you can also put your avatar in there. I am visualizing it to be similar to Instagram. So, like, you know, on Instagram you can have your picture and then it'll say all these different things and you can use these different, like, AI images of yourself. I think that's what they're saying because I haven't been able to do it on my account yet.

[Jerry Potter]

I think it's anything like this is a great opportunity for brands to further brand themselves, but also just add more personality and stand out. If you are talking to customers in the DMS or, you know, anything like that. There's one company that I use, it's a software company and their support is world class. But whenever you get an email back from one of their support people, it always has a name. And there's one woman who has her name, and then underneath it says a literal ray of sunshine. Like, that's her bio.

[Kenya Kelly]

Oh, yeah, yeah.

[Jerry Potter]

And she's very positive. But I laugh every time I see it. And so I think anything we can, you know, be combining with stickers and avatars and things like that to personalize the brand.

[Kenya Kelly]

Okay, that's really powerful.

[Jerry Potter]

So, yeah, a literal ray of sunshine. I've probably seen it nine times. I contact them a lot. That's how I know their support is good. And so every time I'm just like, ah, literally of sunshine.

[Kenya Kelly]

That's so sweet.

[Jerry Potter]

All right, let's talk about getting affiliates to help you grow your business. The affiliate program for TikTok Go is growing and expanding and adding more things. So tell us about this update for sure.

[Kenya Kelly]

So everybody knows all about that. Well, maybe people know that there is ability to sell products on TikTok and you have the affiliates, but now there is an affiliate for services and not just products. So it's, it's hotels, it's restaurants and it's any kind of local experiences. And basically what it means is that I'm going to be headed to San Diego for Social Media Marketing World and I can partner with Anaheim. In Anaheim. Yes. Yeah, you're right, you're right, you're right. Anaheim.

[Jerry Potter]

Yeah.

[Kenya Kelly]

I'm like, woo. And so there's a hotel that we're going to be staying at and so if that hotel is inside of the the affiliate portal with TikTok, I can partner with that hotel, create content and then I will get paid money to actually create content and post for that particular hotel. Because influencers do it all the time. They go to hotels and say, hey, I'm going to stay at your location. And they'll either let them stay there for free or what have you. But now instead of just the free, it could be free too. But they also have the ability, we also have the ability to make money from the hotels, from the restaurants and just different experiences. And it encourages creators to create content about all these things that they're doing and that it also helps the businesses really market themselves with influencers and creators. Because, you know, sometimes a restaurant can't afford to pay somebody $5,000 to create a video, right?

[Jerry Potter]

Yeah.

[Kenya Kelly]

But they can do a partnership with that influencer. They get the business and the creator makes money.

[Jerry Potter]

Well, and what I love about this is there doesn't need to be an official agreement or does that like does the brand have to approve you as an affiliate or can you just sign up or both options that there do we know yet?

[Kenya Kelly]

Yeah, the brand is already on the inside of Tik Tok. 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.

[Jerry Potter]

Yeah, that's what I love about this. Yeah. For brands and marketers because again, there's no contract to negotiate. All you have to do is just let people know it's available and off they are marketing your business for you. So.

[Kenya Kelly]

Exactly.

[Jerry Potter]

Yeah. So as you mentioned, it's starting with sort of these hospitality service businesses it's launching here in the US and Japan and Indonesia. So far in the US the initial service category is hotel bookings. Only, but obviously we're going to see this expand to other things. You know, they've, they've talked about food and travel, but also wellness education, any number of things.

[Kenya Kelly]

This is just my little theories. I think this is going to also be where coaches are going to be able to offer their services and it's going to be affiliate revenue at some point in time. I'm watching them slowly do this thing with coaches like on the back end and I'm like, they're going to start up here. But I think that they're like, this is how going to get in the door with like the coaching industry that people can sell affiliates through that too. That's just what I think.

[Jerry Potter]

Yeah, well, you told me. I didn't know if it was like public, but I. You told me. Yeah, they're doing this stuff with coaches on the back end, but I just imagine being able to take your testimonials like people are giving you testimonials and not only do you take that video for any business and maybe make a TikTok out of it, but then tell them, hey, by the way, you can share this and have an affiliate link attached.

[Kenya Kelly]

Exactly. Yep.

[Jerry Potter]

Yeah, that's huge. All right, quick reminder. We are gathering in Anaheim for social media marketing World. Look into your all access ticket right now. Find out about it. Come join us. Elevate your marketing game. Go to social media marketing world again, social mediamarketing.world Kenya, where's the best place to discover more about you?

[Kenya Kelly]

Yes, you guys, you can connect with me here on YouTube. I have my podcast if you created podcast and I'm on Instagram, Facebook, TikTok and everywhere under my name.

[Jerry Potter]

All the places. I love it. And you got a good SEO so people can find you. So yeah. All right. And another podcast. If you enjoy this one, you'll probably also enjoy the social media marketing podcast. Wherever you listen to your podcasts. Until next time, may you be wise with your marketing decisions. Thanks everyone. Bye.

[Kenya Kelly]

The social media marketing talk show is a social media examiner production. For more social media Insight, visit social mediaexaminer.com.

[Michael Stelzner]

This is the year to finally come to social Media Marketing World 2026. Grab your tickets right now by visiting social media marketing world.in fox.