Photography marketing

TikTok Now is the latest attempt to copy BeReal

It looks like TikTok isn’t just the app that other social media is trying to copy. This time it’s TikTok that is copying the functionality of another app that is rapidly gaining popularity.

That’s right, I’m talking about BeReal. After Instagram, TikTok now has its own take on the real-time dual-camera view. It’s called “TikTok Now” and lets you share “your most authentic moments” with your followers.

TikTok Now is a daily challenge, just like the whole concept of BeReal. It invites you and your friends to capture what you’re doing right now by using your phone’s front and back camera simultaneously. Much like BeReal, TikTok will send you daily prompts to capture a 10-second photo or video to share what you’re up to. The only difference with BeReal is that TikTok also lets you share videos, while the “antisocial app” is only for photos.

In the United States, TikTok Now can be accessed from the TikTok app. But in other regions, TikTok Now may also be available as a dedicated app. It looks like TikTok isn’t entirely sure how this will play out, but they want to see how the community embraces this “new” creative format.

In my opinion, the concept of BeReal loses its meaning after being copied by other major social media apps. The idea was to create an “anti-Instagram” platform that invites people to share authentic moments, not photoshopped, polished, “perfect” lives that don’t actually exist. It seems people were looking forward to something like this, so BeReal’s monthly active users grew over 300% in 2022, according to Influencer Marketing Center. It ranked first in the list of free iPhone apps, fourth in social media download, and tenth in most downloaded social media platforms. So, yes, from now on TikTok can also be your BeReal.

[via TechCrunch]