TikTok, the popular video-sharing app, has decided to discontinue an in-app feature called TikTok Now, which was a close copy of the social media platform BeReal.
Introduced last year, TikTok Now allowed users to capture 10-second videos or photos using the front and back cameras on their phones, giving them daily prompts to do so. The feature was launched as BeReal was gaining popularity among users. The concept behind BeReal was to encourage users to capture and share more genuine moments, deviating from the curated, picture-perfect posts often seen on other platforms like Instagram.
Following BeReal’s popularity, Snapchat and Instagram also launched similar features last year. However, it remains to be seen whether users will continue to favor this more authentic social media experience. According to market intelligence firm Sensor Tower, despite its growth, only 9% of users opened the BeReal app daily during the third quarter of last year. As of April, BeReal reported 20 million daily active users.
TikTok announced the discontinuation of TikTok Now in a statement on June 27. Users were notified about the upcoming change, with the company assuring that they could still access previous posts made with TikTok Now.
“We’re excited to use the feedback we’ve gained through TikTok Now as we continue building ways for the TikTok community to create and connect over shared entertainment,” said TikTok spokesperson Zachary Kizer. The move highlights the dynamic and competitive nature of social media platforms, where features are continuously tested, introduced, and sometimes discontinued, in response to user behaviors and emerging trends.