TikTok Copies BeReal with New ‘TikTok Now’ Function

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

At this time, TikTok has announced a brand new characteristic referred to 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 attainable deeper connection and leisure in a enjoyable format, TikTok Now invitations you and your folks to seize what you are doing within the second utilizing your system’s back and front digital camera. You will obtain a day by 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 mainly a direct rip-off of BeReal, whose rapid growth and rising popularity has already seen its key components replicated by Instagram and Snapchat as nicely.

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 attention-grabbing to see whether or not TikTok Now catches on in both type. 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’, attributable to its give attention to highlighting one of the best content material from throughout the platform, versus customers curating their expertise by way of their very own buddy and curiosity segments.

Now, plainly TikTok’s leaning the opposite method, and inspiring extra direct buddy interplay. Which has at all times been part of the app, however it’s attention-grabbing to notice compared to Meta, which is now attempting to expand people’s feed experience past their established social graph.

So, will it work? Will TikTok customers take pleasure in 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 principle purpose right here is the dilution of differentiation, giving individuals much less motive to go and obtain a complete different app.

You in all probability know individuals who refuse to obtain TikTok, however scroll by Instagram Reels repeatedly. That’s the viewers and conduct that this strategy is geared toward, conserving customers of their apps for longer – versus, say, killing off a competitor immediately.

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

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

And in some instances, like Instagram Stories, the replicators can truly 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 keep up relevance and viewers.

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

Possibly now, TikTok is trying to beef up its aggressive providing, in additional methods, because it seems to be to the subsequent stage of social platform dominance.

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