TikTok has made the decision to discontinue TikTok Now, an in-app feature and standalone app that aimed to replicate the popular functionality of BeReal.This move comes after a relatively brief period of less than a year since the feature’s introduction.
Despite TikTok’s initial emphasis on the feature which was prominently displayed as one of the five buttons in the app’s bottom navigation bar, it failed to resonate with users and will now be phased out.
BeReal, an app that gained substantial popularity last spring, offers users the opportunity to capture authentic moments by taking random front and back camera photos each day.
This approach appealed to users seeking a more genuine glimpse into the lives of their friends. Recognizing the success of BeReal, TikTok, along with Snapchat and Instagram, aimed to capitalize on the emerging trend established by the app.
TikTok made a considerable effort to promote its TikTok Now feature, which became a focal point within the app’s user interface.
Positioned as one of only five buttons in the bottom navigation bar, TikTok Now aimed to provide a similar experience to BeReal, allowing users to capture spontaneous moments and share them with their followers.
However, despite the initial investment and visibility, it failed to gain traction among users, leading to its discontinuation.
According to data from app research firm Sensor Tower, TikTok Now achieved significant download numbers, amassing 53 million downloads across both iOS and Android platforms.This marked an astonishing 2,254% increase in monthly active users.
However, the data also revealed that only 9% of users opened the app on a daily basis, indicating a lack of sustained engagement with TikTok Now. These statistics highlight the disparity between the initial surge in downloads and the app’s long-term user retention.
Meanwhile, BeReal has been making significant updates and improvements to its platform, such as the introduction of features like Bonus BeReal and an in-app chat functionality.
These enhancements indicate that BeReal is actively evolving to cater to user preferences and remain relevant in a competitive market.
It remains to be seen whether the discontinuation of TikTok Now serves as a warning sign for the future of BeReal, as the impact of this decision unfolds over time.