TikTok's New Venture: The Photo App Set to Challenge Instagram

TikTok is gearing up to challenge its social media counterpart, Instagram, with the upcoming launch of a photo-sharing app.

The company revealed its plans to introduce a dedicated space for images and text, signaling a move beyond its signature short-video format. Some users have already received notifications informing them that their photo posts will automatically be shared to a new platform called “TikTok Notes” unless they choose to opt out.

This move reflects the ongoing trend of social media platforms borrowing features from one another, with Instagram launching Reels, a TikTok-like video tool, back in 2020. Mike Proulx, a research director at analysis firm Forrester, noted that while copycat features can sometimes pay off, success is not guaranteed, as seen in Twitter’s failed attempt to emulate a similar strategy.

Instagram’s push to prioritize Reels within its app has previously drawn criticism from users, including celebrities like Kim Kardashian and Kylie Jenner, who voiced their concerns through a petition in 2022. Instagram eventually reversed course on these changes following public backlash.

While TikTok has not finalized the design or release date of the Notes app, notifications received by users suggest it will enable the upload and sharing of photo posts, a feature already present on the TikTok platform.

Social media consultant Matt Navarra acknowledged the potential for a text or photo app to attract TikTok’s large base of passive users, but questioned the necessity of another photo-sharing platform given the abundance of options already available.

This development comes amidst challenges for TikTok, including legislative pressures in the US that could lead to a ban unless its Chinese parent company sells it within a specified timeframe.

Jasmine Enberg, principal social media analyst at Insider Intelligence, commented on the strategic shift represented by launching Notes as a separate app, noting TikTok’s need to expand its offerings in light of regulatory and consumer scrutiny.

Mike Proulx suggested that TikTok could follow Meta’s example with its Twitter competitor, Threads, by leveraging its existing user base to drive adoption of TikTok Notes. However, he emphasized the importance of delivering a compelling user experience to ensure sustained engagement beyond initial curiosity.

In an increasingly saturated social media landscape, the differentiation between platforms ultimately hinges on factors such as community engagement, user experience, and algorithmic innovation.