TikTok is entering the photo market, announcing a new app for posting photos. This platform, called TikTok Notes, is designed to accommodate users who would rather share still photos along with text. Although the app is not launched yet, some users reported getting messages indicating that it will be released soon.

Competition in social media

This new app by TikTok appears to be a direct competitor to Instagram, a giant in the photo-sharing platform. Overall, TikTok launching such an app is not a surprising move, as social media giants frequently imitate one another’s features.

In 2020, for example, Instagram introduced Reels, a copy of TikTok’s short video style. Recently, TikTok has also been encouraging longer-form content mimicking YouTube on its platform by incentivizing creators.

Mike Proulx, research director at analysis firm Forrester, points out that while these kinds of clone features can be effective, success is not guaranteed, citing Twitter’s unsuccessful attempt as an example.

Perspective of analysists

TikTok users received a message that says unless they opt out, TikTok Notes will automatically share their photo postings. This feature begs the question of what consumers want since some analysts, such as Matt Navarra, argue that although the app may draw in more inactive users, there might not be a big enough market for yet another photo-sharing website.

For instance, when Threads was launched, Meta received criticism for automatically making accounts for Instagram users. In the end, the app did not achieve its desired user retention, which might happen to the new photo sharing app that TikTok plans to launch.

In hindsight, Instagram’s algorithm was reported to be overfocusing on videos, which led to more criticism from its users. So, TikTok might still have a chance of penetrating the market. The app is still in development according to the tech giant.

“As part of our continued commitment to innovating the TikTok experience, we’re exploring ways to empower our community to create and share their creativity with photos and text in a dedicated space for those formats,” TikTok spokesperson said.