TL;DR: Repost to Inner Circle introduces a selective‑audience repost option; similar to Instagram’s “Close Friends” but for users’ Tiktok reposts. It allows users to pick who views their reposts using a predetermined ‘Inner Circle’ list that the user creates. This reduces the social friction and fear of reposting to the wrong audience, ultimately increasing repost activity and strengthening content circulation on TikTok.
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· TikTok · Growth & Social · v1.0 · 2026 ·
This Product Requirements Document was written independently for portfolio purposes.
All research, problem framing, metrics, and product decisions are my own.
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Product
TikTok
Area
Growth · Social
Status
Draft
Version
v1.0
TikTok users who want to repost content are forced to share with their entire follower base. Because a user's following often consists of distinct audiences; close friends, classmates, coworkers, or family, users maintain different personas for different groups. Reposting to all of them at once creates a fear of being misperceived or oversharing with the wrong audience.
This friction discourages reposting altogether, reducing the amount of content being shared and circulated on the platform.
| Metric | Target | Why it matters |
|---|---|---|
| Repost rate per user | +15% within 90 days | Measures whether the feature drives core reposting behavior and content circulation |
| Inner Circle feature adoption | 25% among active reposters within 90 days | Measures whether users discover and actually use the new feature |
| Reposting CSAT score | +10 points post-launch | Measures whether users feel less anxious about reposting, not just whether behavior changed, but whether the experience improved |
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Guardrail metric
Public repost rate should not decline more than 10% within 90 days of launch. Ensures selective reposting adds to public reposting behavior rather than replacing it; protecting content circulation and ad reach.
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| Persona | User story |
|---|---|
| 👔 The Professional | As a creator with a professional business account presence, I want to select specific followers who can see my reposts, so that my professional circle remains separate from my personal life online. |
| 🧑🤝🧑 The Teenager | As a teenager with a mixed follower base, I want to limit my reposts to a chosen group of friends, so that I can share personal content freely without it being visible to all my followers. |
| ⭐ The Creator | As a TikTok creator building my presence for brand partnerships, I want to be intentional about which audience views my reposts, so that I can protect my personal image and avoid being misrepresented in the eyes of potential brand partners. |
| 🔒 The Private User | As a casual TikTok user with a large mixed follower base, I want to exclude certain followers from seeing my reposts, so that my personal life and experiences remain private from people I don't know well. |
TikTok will introduce Repost to Inner Circle, a new reposting option that allows users to hand-select who can view their reposted videos. Unlike the existing repost feature which forces users to share with their entire follower base, Inner Circle gives users the choice to create a curated list they repost to, so that users can share without fear of oversharing with the wrong audience, increasing reposting and content circulation on the platform.