TikTok plans to challenge Instagram with the launch of a new photo-sharing app called “TikTok Notes.” This move reflects the trend of social media platforms imitating each other’s features, with Instagram having previously launched Reels in response to TikTok’s success.
Mike Proulx from Forrester noted that successful imitation can pay off, citing Instagram’s adoption of Snapchat’s “Stories” feature. However, he cautioned that similar attempts, like Twitter’s, have failed, underscoring the uncertainty of success in this competitive landscape.
The notification received by some TikTok users suggests that TikTok Notes will allow users to share photo posts, a feature currently available within the TikTok app.
Screenshots show that users can opt out of having their photo posts shared to the new app. Social media consultant Matt Navarra expressed skepticism about the necessity of another photo-sharing app, given the existing options available.
Launching a separate app like Notes represents a strategic shift for TikTok, likely influenced by regulatory challenges and the need to diversify its offerings.
Jasmine Enberg from Insider Intelligence highlighted that photo-sharing remains a space where TikTok does not have a dominant presence. Proulx suggested TikTok could learn from Meta’s approach with Threads by leveraging its existing user base, emphasizing the importance of community, user experience, and algorithms in differentiating social media platforms.
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