TikTok’s separate BeReal clone app is now accessible in areas outdoors the US, with individuals in a position to obtain ‘TikTok Now’ and get each day prompts to submit a ‘Now’ clip, exhibiting what they’re as much as at a random time.
As per the Google Play store description of the app:
“TikTok Now’s the brand new social platform from TikTok. Share your most genuine moments with the individuals who matter essentially the most. TikTok Now permits you to submit a each day video or photograph at the very same time as your pals. You may obtain a random each day notification concurrently your pals, supplying you with a 3-minute window to take a 10-second video or real-time photograph utilizing each the back and front cameras.”
Which, after all, is strictly like BeReal, with TikTok blatantly copying the BeReal mannequin because it seeks to faucet into the rising pattern.
Within the US, TikTok Now has been launched as a feature within the main TikTok app – which is an fascinating method, making an attempt out variable approaches in numerous markets to measure curiosity within the possibility.
I imply, actually, it could seemingly be of most profit to TikTok to maintain the performance within the app, as that may then get extra individuals utilizing TikTok extra typically, the place it may well monetize them by way of advertisements, and assist increase its market presence.
The separate TikTok Now app looks like an odd tactic on this respect – however then once more, the cross-promotional worth could assist TikTok increase its presence, and join extra customers via to its fundamental platform, which can assist to broaden its general presence.
Value noting, too, that the vast majority of BeReal users are in 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 approach, it’s not nice information for BeReal, which has seen meteoric progress all year long.
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 probably end result, with Clubhouse ultimately losing audience 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 observe an identical path, with the platform now seeking to probably build in add-on subscription elements to avoid ads, with a purpose to convert its reputation into an precise enterprise. The problem for BeReal on this respect is that it doesn’t command a variety of viewers consideration, with regard to time spent, so its solely true, viable pathway to monetization can be by way of push notification advertisements, utilizing the belief that it’s constructed with its each day updates for promotions as properly, or sponsored placement in its prompts.
I believe neither of these choices can be fashionable with customers, and ultimately, because the hype dies out, BeReal will probably find yourself being a fad app – which is why larger apps replicating its core options truly is sensible.
Even when you don’t prefer it. Positive, it appears a bit of low-cost and nasty to steal concepts from different apps, however as all of the platforms would observe, 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 ultimately is sensible as an addition to different platforms as properly. It’s the good, social media circle of life, and inside that, it’s tough for smaller apps to realize 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 via that gauntlet, with TikTok Now probably set to turn into an enormous challenger in markets outdoors the US.