Hey there, TikTok enthusiasts! I’m thrilled to sit down with Milena Traikovich, a powerhouse in demand generation who’s helped countless businesses transform their social media strategies into lead-nurturing goldmines. With her deep expertise in analytics and performance optimization, Milena has a unique perspective on how platforms like TikTok can be leveraged beyond just viral content. Today, we’re diving into the often-overlooked world of TikTok Direct Messages (DMs) and how they’re becoming a game-changer for brands and creators. From setting up your inbox to turning casual chats into conversions, Milena shares her insights on navigating privacy settings, managing high-volume messages, and unlocking the marketing potential of DMs. Let’s get into it!
How have you seen TikTok Direct Messages evolve from a simple chat feature into a powerful tool for brands and marketers?
Honestly, TikTok DMs have come a long way from just being a way to slide into someone’s inbox for a quick hello. They’ve morphed into a direct line for capturing interest and building relationships right where the audience already hangs out. Unlike pushing people to a “link in bio” or waiting for comments, DMs let brands connect instantly with fans or potential customers without losing momentum. I’ve seen businesses use them to handle customer queries, seal collabs with influencers, and even drive sales—all inside the app. It’s like having a mini-CRM system baked into TikTok, and smart marketers are catching on fast.
What makes DMs stand out compared to other engagement tactics on TikTok, like replying to comments or directing followers to external links?
DMs have a personal touch that’s hard to replicate with public comments or external redirects. When you reply to a comment, it’s visible to everyone, which can be great for transparency but lacks intimacy. And sending folks to a link outside the app risks losing them along the way—too many clicks, too much friction. DMs, on the other hand, keep the convo in-house and one-on-one. They’re perfect for qualifying leads or addressing specific needs without the noise of the public feed. I’ve noticed brands that use DMs well can turn a curious follower into a loyal customer just by making that direct, tailored connection.
Can you walk us through the essentials of setting up Direct Messages on TikTok and why some accounts might struggle to access this feature?
Setting up DMs is pretty straightforward when you know the path. You go to your profile, hit the three lines in the top right, navigate to Settings & Privacy, then Privacy, and finally Direct Messages. From there, you decide who can message you. But here’s where it gets tricky—some accounts don’t even see the option. Often, it’s because they’re on a business account, which sometimes restricts DMs. Switching to a personal account usually fixes that. Other culprits include outdated app versions or using TikTok Lite, which strips out features like messaging. I always tell clients to double-check their setup before launching a campaign; otherwise, they’re missing out on inbound opportunities without even realizing it.
How do privacy settings for DMs impact the way brands or creators connect with their audience, and what’s the best way to choose the right setting?
Privacy settings are a huge deal because they basically shape your funnel on TikTok. You’ve got options like “Everyone,” “Suggested friends,” “Followers you follow back,” or “No one.” If you’re a brand aiming for max reach during a product launch, setting it to “Everyone” opens the door to anyone who’s interested. But if you’re focused on deeper, more trusted interactions—like nurturing a loyal community—narrowing it to mutual followers cuts down on spam. I advise clients to match the setting to their campaign goal. Reach means open access; relationship-building means tighter controls. It’s also a brand safety lever—more open settings can invite risks, so you’ve got to weigh that against potential gains.
What’s the significance of TikTok’s inbox structure, like Primary, Secondary, and Requests tabs, for managing messages at scale?
TikTok’s inbox setup is a lifesaver for anyone dealing with a flood of messages. Primary is usually for your closest connections, Secondary for prioritized contacts like partners, and Requests catches everything else—often new leads or collabs. I’ve worked with brands who treat this like a mini-CRM: assign community managers to Primary for ongoing fan chats, biz dev folks to Secondary for partnerships, and a dedicated screener to Requests to filter out spam from real opportunities. Ignore Requests, and you’re leaking potential deals. I’ve seen missed collabs just because no one checked that tab. It’s all about setting up a workflow to handle the volume without losing the good stuff in the noise.
How can brands and creators use the unique features of DMs, like sending videos or links, to turn conversations into conversions?
TikTok’s DM toolkit is underrated. You can send photos, share existing TikTok videos, and even drop clickable links right in the chat. That’s huge for bypassing the “link in bio” hassle. I’ve advised brands to prep assets—like quick product demo videos or user-generated content—and have them ready to share in a thread. Links should be used strategically, only after building some context, not as a cold pitch. And with the three-message cap for unaccepted requests, every reply counts. Craft those early messages to show value, build trust, and then hit them with a clear call-to-action. It’s about turning a casual DM into a micro-conversion zone.
What challenges do age restrictions pose for using DMs, and how should brands navigate these limitations when working with creators?
TikTok’s strict under-16 rule for DMs is a real barrier. If an account’s birthdate is set below that age, messaging is locked, no exceptions. For brands or agencies, this means vetting creators upfront to ensure their accounts aren’t restricted. I’ve seen campaigns stall because a creator’s age was input wrong at sign-up, and the fix—submitting proof via TikTok’s support—isn’t always quick. My advice is to audit creator profiles before contracts are signed. Ask for a settings screenshot if needed. It’s a small step that saves major headaches, especially if DMs are central to your collab strategy.
What’s your forecast for the future of TikTok DMs as a marketing tool, and how do you think brands should prepare for what’s next?
I think TikTok DMs are only going to grow as a marketing powerhouse. As the platform keeps rolling out features—like more robust messaging tools or deeper analytics for inboxes—I expect DMs to become a core channel for lead gen and customer service, rivaling email for some brands. We might even see better integration with e-commerce, like direct checkout options in chats. For brands, the prep work starts now: build a solid DM management system, train teams to treat it like a sales funnel, and stay on top of platform updates. The ones who master DMs early will have a serious edge as TikTok doubles down on keeping users—and transactions—inside the app.
