After inspiring multiple look-a-likes from rivals like Instagram and YouTube, TikTok is now copying features from the new player BeReal. This “anti-instagram” app has gained a huge number of users for prompting people to “be real” by uploading a photo of themselves once a day without any edits or filters. 

Mid September, TikTok announced its newest feature – TikTok Now. It features a similar dual-camera function to the BeReal and challenges users post a 10-second video or a picture of themselves each day. Similar to BeReal, users receive a notification saying “Time to Now” on TikTok.  As of now, the feature is available as a standalone app in some locations and is only offered as a built-in feature in the US. 

It’s theorized that this new experiment is TikTok’s attempt to gain market share in areas that BeReal hasn’t gained traction yet. It’s also a good test for marketers to see if the dual camera and more candid format is something that holds appeal on a larger scale. People are also watching to see if this copycat feature will catch on the same way Instagram stories stole Snapchats glory or if it’ll flop like the Reels, Instagram’s TikTok lookalike.

Source: https://www.marketingdive.com/news/TikTok-BeReal-marketers-gen-z/632887/