Tuesday, September 27, 2022

TikTok launches new “Now” app and feature in response to BeReal

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TikTok has launched a new app and feature called “Now” specifically targeting BeReal’s popularity.

TikTok Now is a “daily photo and video experience to share your most authentic moments with the people who matter most,” says the company. But it’s an almost exact copy of BeReal: like that app, users get a notification once a day and are then prompted to record a short video or share a photo right away.

It remains an “experiment” for now, TikTok said. And it’s still unclear in what form it will arrive if this experiment is successful.

For example, in the US, TikTok Now is part of the main app. However, it may be available as a dedicated TikTok Now app in some other countries.

And that could change in the future, as TikTok says it will “continue to improve the user experience as we learn more about how the TikTok community is embracing this new creative format.”

While TikTok is best known for its short videos and the “For You Page” that allows users to simply scroll through them, it has tried to expand into other types of content in the past. For example, it already offers a live format that it broadcasts through the same feed.

And other apps have tried to launch their own versions of BeReal. For example, Instagram is experimenting with its own app called IG Candid, which presents people with a “challenge” to take a photo when they receive a notification at random times throughout the day.

That’s despite BeReal being specifically pushed as an alternative to better curated apps like TikTok and Instagram. Unlike these apps, users are encouraged to follow their friends, post and view content only once a day, and view those posts in a simple chronological feed.

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