TikTok to launch "Notes" to kill Instagram

TikTok has recently stirred curiosity among its users with a mysterious notification hinting at its upcoming feature. The enigmatic message unveils the arrival of "TikTok Notes," a new application tailored for sharing photo posts. According to the notification, both current and forthcoming public TikTok photo posts will find a home on the TikTok Notes platform.

TikTok, the perennial headline-grabber, has once again found itself under the microscope, drawing significant apprehension from its massive American user base totaling 170 million. A recent legislative development, with the US House of Representatives passing a bill on March 13, has cast a shadow of uncertainty over TikTok's future in the US. The bill's ultimatum? ByteDance, TikTok's parent company, must divest from the tech giant, or be banned in the US.

But the intrigue doesn't stop there. The social media saga has witnessed dramatic shifts in recent times, with Elon Musk's dramatic takeover of Twitter, re-branding it as "X," and Meta's strategic (but failing) launch of Threads, a move aimed at captivating the audience escaping from "X.

Now, onto the main attraction: TikTok Notes. Will this launch emulate Threads' failure or trajectory, leveraging Instagram's sprawling user database to its advantage? The anticipation is important to marketers and content creators all around, but let's not overlook the challenges that lie ahead.

Threads' journey serves as a cautionary tale. While its debut witnessed an unprecedented surge, amassing a staggering 100 million accounts within five days, the subsequent months saw a precipitous decline in engagement, plummeting by a significant 79 percent. As of February 2024, Threads could only bring in 1.6 million active daily users in the US.

If TikTok Notes decides to replicate Meta's playbook, it could potentially tap into 1.7 billion prospective users.        

TikTok’s [2022] addition of photo carousels shows the platform has been testing photo-sharing strategies for a while, and it’s not unreasonable to think TikTok Notes could be an extension of this – either within the same app environment or as a separate standalone app" says Bassam Saleem, Expert Business & Commerce marketer.

Quick Fire Questions & Answers

What is Notes?

According to a TikTok spokesperson, it's envisioned as a dedicated space' for sharing both photo and text content, providing users with a platform to unleash their creativity. Visually reminiscent of Meta's Instagram, it serves as a hub for sharing still images accompanied by text.

Do I need a new account?

No, existing TikTok users can seamlessly transition to Notes using their current account credentials. While the company has hinted at integrating existing and future posts from TikTok into Notes, this feature hasn't been fully implemented at launch.

What can I post on there?

Notes allow users to share photos or images along with captions. Notably, it distinguishes itself from Instagram by permitting users to include a headline for the photo in addition to a caption.

What can I see there?

Notes showcase familiar content, reminiscent of typical meme-style fillers. However, this landscape is poised to evolve as the platform gains traction, welcomes content creators, and fosters connections with friends.

Navigating through Notes, users encounter a 'following' tab, similar to Instagram, highlighting content from individuals they follow. Additionally, the 'for you' tab employs TikTok's signature algorithm to curate personalized content, mirroring the experience on the main TikTok platform.

Does it have Stories?

Not at the moment. Notes opts for a timeless approach reminiscent of traditional Instagram, where posted photos endure on the profile without a predetermined expiration.

What about Reels?

Contrary to Instagram's Reels, which mirrors TikTok's short video format, Notes stays true to its roots. In essence, the TikTok equivalent of Reels remains none other than TikTok itself.

Final Thoughts

While Notes currently echoes familiar features seen on Instagram, its evolution and adoption by users are likely to shape its unique identity over time. As users continue to explore and engage with Notes, it will be fascinating to see how it integrates into the TikTok ecosystem and contributes to the platform's ongoing growth and innovation in the realm of digital content sharing. I say, it'll be a success.