TikTok vs. Instagram: The Battle Heats Up with TikTok’s New Photo App

TikTok is gearing up to challenge Instagram with the launch of a photo-sharing app, signaling a significant departure from its traditional short-video format. The announcement comes as some users have started receiving notifications about their photo posts being automatically shared to a new platform called “TikTok Notes,” unless they opt out.

This move reflects the ongoing trend of social media platforms borrowing features from each other. For instance, Instagram introduced Reels, a TikTok-like video tool, in 2020. Mike Proulx from Forrester pointed out that while copycat features can sometimes succeed, as seen with Instagram’s Stories, there’s no guarantee of success, as evidenced by Twitter’s failed emulation attempts.

Instagram’s previous emphasis on promoting Reels within its app faced backlash from users, including celebrities like Kim Kardashian and Kylie Jenner, who voiced their concerns through a petition in 2022. Instagram eventually reversed course on these changes.

Although TikTok hasn’t finalized the design or release date of the Notes app, user notifications suggest it will facilitate the upload and sharing of photo posts, a feature already available on TikTok.

Social media consultant Matt Navarra sees potential in a text or photo app to engage TikTok’s vast base of passive users, but questions the necessity of another photo-sharing platform given the plethora of options available.

This development comes amidst challenges for TikTok, including legislative pressures in the US that could result in a ban unless its Chinese parent company sells it within a specific timeframe.

Jasmine Enberg from Insider Intelligence noted the strategic shift represented by launching Notes as a separate app, highlighting TikTok’s need to diversify its offerings in response to regulatory and consumer scrutiny.

Mike Proulx suggested that TikTok could leverage its existing user base to drive adoption of TikTok Notes, akin to Meta’s strategy with Threads. However, he stressed the importance of delivering a compelling user experience to ensure sustained engagement.

In an increasingly saturated social media landscape, the differentiation between platforms ultimately relies on factors such as community engagement, user experience, and algorithmic innovation.