This just in: TikTok is rolling out a new feature called TikTok Now.
Drawing inspiration from the rising app, BeReal, users will be notified to capture and share content within a set time period — using their device’s front and back camera.
Image via TikTok Newsroom
So, why is TikTok rolling out TikTok Now? We’re breaking down our initial thoughts, and what the feature is, below.
What Is the TikTok Now Feature?
According to the platform, “TikTok Now is the newest way to be entertained and connect with others.”
TikTok calls it a “daily photo and video experience to share your most authentic moments with the people who matter most.”
Not dissimilar to Instagram’s Candid Challenges, it appears TikTok Now is taking a page straight out of BeReal’s handbook.
Users who participate in TikTok Now will be prompted to share a 10-second video or static photo within a set time period.
TikTok’s also set up some parameters on who can (and can’t) view your TikTok Now posts:
Anyone younger than 18 will not be able to share their content on the Explore feed
Users aged 13-15 will have commenting options limited to Friends only.
Users aged 18+ can choose to share their posts with the broader TikTok Now community — beyond their friends.
At the moment, TikTok Now can only be accessed directly within the app for US users.
However, TikTok will be rolling out the feature to users worldwide in the coming weeks, and hints that it'll be available as its own app.
So, keep an eye out!
P. S. You can plan and schedule your TikTok content in advance with Later’s management tools. Join 4M+ creators, brands, and social media managers, and create an account today — for free.
So…What Are Our Initial Thoughts?
Let’s be real: BeReal is currently on everyone’s radar.
It’s been reportedly downloaded 28M times since its launch in 2020 — with the majority of those downloads in 2022.
A small player when compared to TikTok’s 3.5B total downloads, but the speed of its popularity can’t be ignored.
And TikTok (like Instagram) has taken notice.
To TikTok’s credit, they’ve been at the forefront of fun video editing tools and features for the past few years — whether it’s Duets, Stitches, or the ever popular green screen.
Their goal? Keep users engaged. So launching TikTok Now is a predictable step.
However, it remains to be seen whether users will adopt it.
New features usually take some time to ramp up (remember when Instagram first launched Stories?) but judging by a few comments on our latest TikTok, initial reactions to TikTok Now are…mixed.
What are your thoughts? Let us know over on Later’s TikTok account.
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