As per the Google Play retailer description of the app:

“TikTok Now could be the brand new social platform from TikTok. Share your most genuine moments with the individuals who matter essentially the most. TikTok Now allows you to publish a day by day video or picture at the very same time as your mates. You may obtain a random day by day notification concurrently your mates, providing you with a 3-minute window to take a 10-second video or real-time picture utilizing each the back and front cameras.”

Which, after all, is precisely like BeReal, with TikTok blatantly copying the BeReal mannequin because it seeks to faucet into the rising pattern.

Social media skilled Matt Navarra shared some further visuals of the TikTok Now app:

Within the US, TikTok Now has been launched as a characteristic inside the principle TikTok app – which is an fascinating strategy, making an attempt out variable approaches in several markets to measure curiosity within the choice.

I imply, actually, it might seemingly be of most profit to TikTok to maintain the performance within the app, as that may then get extra individuals utilizing TikTok extra usually, the place it may monetize them through advertisements, and assist enhance its market presence.

The separate TikTok Now app looks like an odd tactic on this respect – however then once more, the cross-promotional worth might assist TikTok enhance its presence, and join extra customers by way of to its primary platform, which can assist to broaden its total presence.

Value noting, too, that the overwhelming majority of BeReal customers are within the US, so launching a separate app in markets the place BeReal itself has not but gained a foothold may very well be a dilution tactic by TikTok, giving it ‘first mover’ benefit, regardless of replicating the app.

Both means, it’s not nice information for BeReal, which has seen meteoric progress all year long.

Barely reaching 10,000 customers a 12 months in the past, BeReal is now as much as 10 million day by day actives, whereas the app has reportedly been downloaded over 43 million instances.

BeReal’s progress has truly surpassed the momentum trajectory of Clubhouse, which was the hype chief in social media circles final 12 months.

Which is an fascinating comparability, not simply by way of uncooked numbers, however by way of seemingly consequence, with Clubhouse finally shedding viewers as its core options had been replicated by different apps, and struggling to determine a workable monetization construction.

BeReal appears to be like set to comply with an identical path, with the platform now seeking to probably construct in add-on subscription components to keep away from advertisements, with a purpose to convert its recognition into an precise enterprise. The problem for BeReal on this respect is that it doesn’t command a number of viewers consideration, with regard to time spent, so its solely true, viable pathway to monetization could be through push notification advertisements, utilizing the belief that it’s constructed with its day by day updates for promotions as nicely, or sponsored placement in its prompts.

I believe neither of these choices could be in style with customers, and finally, because the hype dies out, BeReal will seemingly find yourself being a fad app – which is why larger apps replicating its core options truly is smart.  

Even in case you don’t prefer it. Certain, it appears a little bit low-cost and nasty to steal concepts from different apps, however as all of the platforms would be aware, all the important thing functionalities in social platforms have been replicated over time, as every vital new shift marks a brand new UI benchmark that alters consumer expectations.

The information feed, reactions, Tales – all the things that catches on turns into a routine utilization pattern, which finally is smart as an addition to different platforms as nicely. It’s the good, social media circle of life, and inside that, it’s tough for smaller apps to achieve traction, and tackle the incumbents, who can simply replicate their key options and re-distribute them to their huge consumer bases.

I’m undecided that BeReal goes to make it by way of that gauntlet, with TikTok Now seemingly set to develop into an enormous challenger in markets exterior the US.