Well, TikTok didn’t take long to get to the core of the social media clone game.
Today, TikTok has announce A new feature called “TikTok Now”, which will prompt users to share a selfie, using the front and back camera, at a random time each day.
as explained tik tok:
To enable deeper communication and entertainment in a fun format, TikTok now invites you and your friends to capture what you’re doing at the moment using your device’s front and back camera. You’ll receive a daily prompt to capture a 10-second video or still photo to easily share what you’re up to.“
And now TikTok is getting in on the same thing, giving the feature a new tab in the app, and even a separate new app in some regions outside the US.
Both methods are completely different, and it will be interesting to see if TikTok Now catches on in any way. This is especially important in the case of TikTok, because unlike other social networks, TikTok has framed itself as “entertainment app‘, due to its focus on highlighting the best content from across the platform, rather than users curating their experience across their friends and interests segments.
Now, TikTok appears to be leaning in the other direction, encouraging more direct interaction with friends. Which has always been part of the app, but is interesting to note in comparison to Meta, which is now trying Expand people’s feeding experience Beyond the well-established social graph.
So, will you succeed? Will TikTok users enjoy having BeReal in the app they are already using?
That’s really the main temptation – while social platforms are constantly copying and stealing items from each other, the main goal here is to smooth out differentiation, giving people less reason to go and download another app entirely.
You may know people who refuse to download TikTok, but scroll through Instagram Reels regularly. This is the audience and behavior this approach is targeting, keeping users in their apps for longer – as opposed to for example killing a competitor directly.
TikTok, Instagram, and Snap may prevent a small portion of their audience from downloading BeReal by duplicating its core elements, but that could mean a few million users won’t now drift to another app to connect with their friends.
So it doesn’t have to be the same quality, and the platforms don’t care that people might make fun of their blatant copy. Since it works, it prevents some users from downloading other apps.
And in some cases, such as Instagram Storiescan actually replicate Become market leaders with these features. So whether you like it or not, it’s a strategy they will continue to use in battle to maintain relevance and audience.
But again, the bigger question in this case is whether TikTok is looking to integrate more friend-centric features into the app. TikTok appears to have won by taking the opposite approach, giving it a much larger selection of content to pull from when showing users testimonial clips on their “For You” feed.
Perhaps now, TikTok is looking to bolster its competitive offering, in more ways, as it looks to the next stage of the social platform’s dominance.