On TikTok, a series of consecutive days spent exchanging direct messages with another user is referred to as maintaining a “streak.” This typically involves sending a message daily to a designated contact, with the intention of continuing the exchange without interruption. An example would be two users sending each other a simple “Hi” or a photo every day to keep the communication chain active.
The practice serves multiple purposes. It can foster a sense of connection and consistent communication between users. Furthermore, it can act as a gamified method for maintaining engagement on the platform, encouraging daily activity. Historically, this trend is derived from similar features on other social media platforms, adapted to the TikTok environment.