TikTok Notes, a new platform for sharing photos, is coming soon, according to a notification by the social media platform.
The Instagram killer’s new URL is reported to be photo.tiktok.com but was not yet active.
Analysts see the new platform as a direct threat to Meta’ Instagram.
Mike Proulx, a Forrester VP research director, said the notification TikTok users received makes it sound all but certain that TikTok Notes will have an imminent launch.
“It comes at a precarious time for the app where we’re seeing TikTok usage begin to plateau while Reels usage increases," said Proulx.
"This is exacerbated by TikTok’s uncertain future in the US as creators scurry to diversify their presence on alternative platforms.
“If TikTok Notes ends up launching as a stand-alone app, it’ll be a challenge to amass a user base at scale from scratch."
TikTok could take a leaf out of Meta’s playbook for Threads, by mobilising existing users to the new app.
"But like Threads, the key will be creating a compelling enough experience to get them to stick around TikTok Notes beyond the initial curiosity factor," said Proulx.
“The copycat phenomenon runs rampant across social media platforms and, when done right, they pay off. When Instagram copied Snapchat with its ‘stories’ feature, it eventually became more popular than Instagram’s feed. But copying a similar stories feature didn’t work out when Twitter did the same, which the platform eventually sunset in August of 2021.
“When social media features all start to become ubiquitous, what differentiates one social media platform from another narrows. It comes down to community, user experience, and, yes, algorithms.”
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