TikTok has quietly rolled out a mini-game in direct messages where users must send specific emojis to unlock a floating alligator challenge. The game adds an Easter egg element to chats, encouraging more interaction.

According to Tech Crunch, the game is available globally on iOS and aims to make messaging more engaging. However, it’s part of a broader trend by social media platforms to keep users engaged longer.

The UK media watchdog Ofcom reports that social media activity has declined as users fear old posts could cause problems. Less than half of adult social media users now post or share content compared to 61% in the previous year.

Meanwhile, TikTok is also casting actors for microdramas within its app, aiming to expand beyond short-form video content. This suggests a shift towards more engaging formats to keep audiences hooked.