TikTok Copies BeReal with New ‘TikTok Now’ Feature

Properly, it didn’t take lengthy for TikTok to get the gist of the social media cloning sport.

In the present day, TikTok has announced a brand new characteristic known as ‘TikTok Now’, which is able to immediate customers to share a selfie, utilizing the back and front digital camera, at a random time every day.

As defined by TikTok:

“Making potential deeper connection and leisure in a enjoyable format, TikTok Now invitations you and your mates to seize what you are doing within the second utilizing your gadget’s back and front digital camera. You will obtain a each day immediate to seize a 10-second video or a static picture to simply share what you are as much as.

TikTok Now

Sound acquainted?

The characteristic is principally a direct rip-off of BeReal, whose rapid growth and rising popularity has already seen its key components replicated by Instagram and Snapchat as effectively.

And now, TikTok’s getting in on the identical, with the characteristic being given a brand new tab within the app, and even a brand new, separate app in some areas outdoors the US.

Each these approaches are very totally different, and it’ll be fascinating to see whether or not TikTok Now catches on in both kind. That is significantly related within the case of TikTok, as a result of not like different social networks, TikTok has framed itself as ‘an entertainment app’, on account of its deal with highlighting one of the best content material from throughout the platform, versus customers curating their expertise through their very own good friend and curiosity segments.

Now, it appears that evidently TikTok’s leaning the opposite manner, and inspiring extra direct good friend interplay. Which has at all times been part of the app, nevertheless it’s fascinating to notice compared to Meta, which is now making an attempt to expand people’s feed experience past their established social graph.

So, will it work? Will TikTok customers get pleasure from having BeReal within the app that they’re already utilizing?

That’s actually the important thing lure – whereas social platforms are constantly copying and stealing components from one another, the primary intention right here is the dilution of differentiation, giving folks much less cause to go and obtain an entire different app.

You in all probability know individuals who refuse to obtain TikTok, however scroll by means of Instagram Reels commonly. That’s the viewers and habits that this method is geared toward, maintaining customers of their apps for longer – versus, say, killing off a competitor straight.

TikTok, Instagram and Snap would possibly solely maintain a tiny fraction of their viewers from downloading BeReal by replicating its core components, however that would find yourself which means that a couple of million customers now gained’t drift off to a different app to attach with their associates.

So it doesn’t must be nearly as good, and the platforms don’t care that folks would possibly scoff at their blatant duplication. As a result of it does work, it does maintain some customers from downloading different apps.

And in some circumstances, like Instagram Stories, the replicators can really become the market leaders with such options. So whether or not you prefer it or not, it’s a method that they’ll maintain utilizing within the battle to take care of relevance and viewers.

However once more, the larger query on this occasion is whether or not TikTok is seeking to incorporate extra friend-focused options within the app. It has appeared that TikTok has been successful by taking the other method, which supplies it a a lot wider pool of content material to tug from when exhibiting customers the attest clips of their ‘For You’ feed.

Possibly now, TikTok is seeking to beef up its aggressive providing, in additional methods, because it appears to the following stage of social platform dominance.

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