After years of larger competitors copying TikTok, the short-form video app is now copying a newer rival.
The feature, called TikTok Now, will send users a daily, timed push notification to post a 10-second video or still photo from their phone's front and back cameras of what they're doing at that moment. It's essentially a clone of the main feature of BeReal, which sends users a daily prompt with a two-minute timer to post unedited front- and back-camera images.
The feature plays on the desires of social media users for ephemerality and less polished posts, demand for which has also been evident in the popularity of features such as TikTok Stories and disappearing posts. The move is also a reminder that while TikTok has emerged as a dominant force in the social media market, it is not above cloning features in an effort to stave off burgeoning competition, just as Facebook has done.
Like TikTok, Instagram announced last month it would test a BeReal copycat feature called IG Candid Challenges.
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