ByteDance, owner of the short video service TikTok, sent a message to users of the platform that the developer “Will update TikTok features and end support for TikTok Now”. The “TikTok Now” section is a copy of the French “anti-Instagram” app BeReal.
The “TikTok Now” function was introduced last September and is set to become established “Authentic and spontaneous TikTok connections” – Users were asked to take pictures with the phone’s main and front cameras at the same time every day without preparation. And that really reminds me too much of the core idea behind the BeReal platform, which exploded in popularity last year.
The difference between TikTok Now was the ability to add a video up to 10 seconds long to photos. In the United States, the section appeared as part of the main TikTok application, and in a number of other countries a separate TikTok Now application was released. The platform administration did not reveal the reasons for the decision to cut the project, but apparently it is about a sharp drop in the popularity of the original BeReal platform: from October 2022 to March 2023. Its daily active users fell by 61% and the viral effect had disappeared.
According to Apptopia analysts, the number of BeReal users has dropped from 15 million to 6 million, although the administration of the French platform tried to question this statistic, claiming 20 million. In addition to TikTok, BeReal’s own clone of SnapChat launched a messenger; A similar feature was tested on Instagram*.
* It is included in the list of public associations and religious organizations for which the court made a final decision to liquidate or ban activities on the grounds provided for in Federal Law No. 114-FZ of July 25, 2002 “On Combating Extremists”. has met activity”.