TikTok is the most recent social platform to step again from the BeReal development, with the announcement that it’s retiring ‘TikTok Now’, its copycat performance that it launched in September last year.
TikTok Now was launched as an in-app performance in some markets, and a separate app in others. It’s not clear if the solo app can be shuttered, however the in-app choice will quickly be no extra.
As you possibly can see in this alert, shared by social media skilled Matt Navarra, the choice will quickly be ‘discontinued’, although customers will nonetheless have the ability to entry their beforehand posted TikTok Now content material within the app.
It’s the most recent signal that the BeReal development is fading out, with the app itself additionally seeing a drop off in users, because it seeks to increase its performance. It not too long ago started testing a Bonus BeReal with customers within the UK, in addition to ‘RealPeople’, which allows customers to observe celebrities.
It stays to be seen whether or not these updates will catch on, however the primary problem for BeReal appears to be that it’s extra of a performance than a separate app, and outdoors of a immediate per day, there’s simply not that rather more you possibly can construct into the core expertise.
Although BeReal says that it’s going high quality. Again in April, the app reported that it’s now as much as 20 million daily actives, and it’s persevering with to develop around the globe. That’s a bounce on the ten million customers it reported in August 2022, but it surely additionally exhibits that it hasn’t maintained vital development momentum within the six months since.
That’s possible why Instagram has additionally slowed its development of its ‘Candid’ clone feature, with TikTok now shifting in-trend, presumably attributable to lack of curiosity.
For TikTok customers, then, it’s possible not an enormous blow, as they in all probability weren’t actively utilizing Now anyway. However possibly, for customers of the separate app, they might have extra group and connection by way of the choice.
We’ve requested TikTok for more information on the way forward for the app, and we’ll replace this put up if/once we hear again.