What is TikTok Now?
TikTok Now is a new feature within the TikTok app that was first announced in September 2022. It allows users to capture and share authentic, real-time photos or 10-second videos with their friends [1].
With TikTok Now, users get a daily notification prompt asking them to take a video selfie or a picture to share what they are up to in the moment. Once users capture their Now, they can choose to share it with their friends on TikTok. Their friends who have opted in will also receive a notification to capture and share their own TikTok Now back.
The purpose of TikTok Now is to provide an easy way for TikTok users to share glimpses into their daily lives and connect in real time. It aims to capture authentic, spontaneous moments that show what users are doing throughout their day. The feature allows users to engage with their close friends in a casual, fun way through photo and video sharing.
Origins and Development
TikTok Now was developed and launched by TikTok as a new feature within their app in September 2022 (https://newsroom.tiktok.com/en-us/introducing-tiktok-now). The feature allows users to share quick daily videos or photos with their friends.
TikTok describes TikTok Now as “a daily photo and video experience to share your most authentic moments” (https://newsroom.tiktok.com/en-us/introducing-tiktok-now). They wanted to create an easy way for users to capture what they are doing in the moment and share it with their close friends.
The TikTok product team developed TikTok Now as a standalone feature within the TikTok app. It was first tested in select markets before rolling out more broadly. The goal was to provide a natural extension of TikTok that makes connecting with friends even easier.
How TikTok Now Compares to BeReal
TikTok Now is very similar to the social media app BeReal in both concept and execution. BeReal, which launched in 2020, prompts users once a day to take and share a photo in a 2-minute time frame. TikTok Now mimics this core functionality with its own daily prompt for users to capture and share a 10-second video or static photo
There are clear parallels between the features of each app. Both encourage authenticity by giving users a limited time to capture and post photos/videos of what they are doing in the moment, rather than allowing carefully curated content. TikTok Now and BeReal also utilize a dual selfie and environment camera format to share your surroundings. Additionally, they provide a Friends feed and Discovery feed to view posts (source).
However, there are some key differences. BeReal cannot be used without posting, while TikTok Now participation is optional. TikTok also allows users more control with editing tools and filters. Overall though, TikTok Now closely replicates BeReal’s core functionality and prompt-based sharing experience (source).
Features
TikTok Now has several key features that set it apart from other social media apps:
The main feature is the daily prompts that users receive to capture authentic moments throughout their day. Users get notified at random times to take a 10 second video or a photo to share (TikTok, 2022). They have a 3 minute window to respond to the prompt before it expires.
The prompts encourage spontaneity, with the goal of capturing more candid, raw, and unfiltered content. Friends can also choose to have their TikTok Now updates posted together as a way to share experiences (TikTok Creator Portal, 2022).
Other features include filters and stickers to customize your TikTok Now posts. There is also a private inbox where friends can request to view your content before it is posted publicly.
Usage and Popularity
Since its launch in September 2022, TikTok Now has seen rapid growth in usage and popularity. According to Backlinko, TikTok Now has over 150 million active users in the United States. Globally, TikTok Now is estimated to have over 400 million users as of January 2023, just 4 months after launch.
The main driver of TikTok Now’s quick adoption is its integration directly within the main TikTok app. This exposes the TikTok Now feature to TikTok’s over 1 billion monthly active users worldwide. TikTok has been strategically rolling out TikTok Now to its massive user base region-by-region.
TikTok Now is also benefitting from the popularity of the BeReal app that it mimics. BeReal gained significant momentum in 2022 with over 15 million global downloads. TikTok is leveraging this viral interest in candid social media apps by essentially baking BeReal’s core functionality into its platform.
Early user demographics show TikTok Now skewing towards younger audiences, much like TikTok overall. An estimated 70% of TikTok Now users are under 30 years old. Teen adoption is also strong, likely due to TikTok’s popularity among Gen Z. TikTok will aim to expand TikTok Now’s reach to broader demographics over time.
Criticisms and Controversies
TikTok has faced criticism over privacy and data security concerns. As a Chinese-owned app, some worry TikTok may share data with the Chinese government, though TikTok has denied these claims.
In 2019, TikTok was fined $5.7 million by the U.S. Federal Trade Commission over allegations it illegally collected personal information from children under age 13 without parental consent. TikTok changed its rules after the settlement but faced further criticism about protection of younger users.
TikTok has also been accused of censoring content that is critical of China or could anger the Chinese government. According to a report by The New York Times, TikTok instructions for moderating content in other countries directed moderators to censor videos mentioning Tiananmen Square, Tibetan independence, or banned religious groups in China.
These controversies have fueled bans and restrictions of TikTok in countries like India, Pakistan, and Taiwan. Some U.S. policymakers have also pushed for restricting TikTok over data privacy issues and censorship concerns.
Impact on Culture
TikTok has had a significant cultural impact by enabling spontaneous and authentic content to spread rapidly. As reported by CNN, “TikTok has contributed to the cultural conversation and changed how entire industries operate. It has affected what we eat, watch and buy.” [1] TikTok’s format focuses on short, creative videos that showcase real people and their unfiltered talents. This contrasts with the polished perfectionism of Instagram and allows more organic trends to emerge.
A study by TikTok showed that spontaneous viral sounds on the platform were being turned into chart-topping songs, like Lil Nas X’s “Old Town Road.” [2] Dance challenges also frequently go viral on TikTok before being replicated across social media. By celebrating raw creativity and individuality, TikTok has enabled more diverse voices and influences to shape popular culture.
However, some criticize TikTok for promoting frivolous trends over more substantial cultural engagement. The app’s algorithmically-driven “For You” feed often focuses on entertainment over education. While TikTok has democratized culture, it has also facilitated the spread of potentially dangerous viral stunts and hoaxes.
Future Outlook
The future outlook for TikTok Now appears bright, with many analysts predicting that it will see substantial growth and evolution in the coming years. According to the TikTok What’s Next 2024 Trend Report (https://newsroom.tiktok.com/en-us/tiktok-whats-next-2024-trend-report), TikTok Now has strong potential to continue gaining users and engagement as it refines its features and capabilities. Key predictions for TikTok Now’s future include:
– Expanded augmented reality effects and filters to make posts more creative and interactive.
– Integration with other social media platforms to increase its reach and allow cross-posting.
– Partnerships with retailers for social commerce features.
– Improvements to content moderation through AI to maintain a safe environment.
– Localized content and advertising to cater to different geographic markets.
– Evolution of the algorithm to better understand user preferences and connections.
As long as TikTok Now stays ahead of trends and continues innovating, analysts see it becoming an increasingly popular way for people to share authentic, unfiltered moments. Its success will likely encourage other social media companies to release similar candid photo sharing features as well.
Pros and Cons
TikTok Now has both advantages and disadvantages. On the pro side, it gives users a fun and easy way to share authentic glimpses of their lives with friends. The prompts encourage users to post multiple times per day, fostering ongoing engagement. It also piggybacks off the massive popularity of TikTok, giving users a new creative outlet leveraging TikTok’s video tools and effects. Additionally, the posts disappear after 24 hours, creating a temporary, informal vibe.
However, there are concerns around privacy and screen time. Posts are visible to all friends, which some may find invasive. The expectation to post frequently could enable compulsive usage habits. There are also concerns that TikTok Now’s popularity will lead to further overuse of social media among teens. Critics argue the duplicated BeReal format lacks originality and that short-form video platforms may encourage shallow content. Overall, while TikTok Now offers lighthearted entertainment, its dependence on constant user-generated content and privacy risks require careful consideration (source, source).
Conclusion
In summary, TikTok Now was introduced by TikTok to provide an innovative new way for users to share authentic, in-the-moment content and engage with their friends and the broader TikTok community. It functions as a hybrid of Stories and BeReal, enabling users to capture what they are doing in the moment via quick photo and video snaps on a daily basis. While some have criticized it as simply copying competitors, TikTok Now does offer its own unique spin with features like the Group feature for coordinating shared content amongst friends.
The ultimate purpose of TikTok Now is to facilitate more authentic, real connections between users, moving beyond highly curated and edited content. It taps into the cultural zeitgeist around authenticity and living in the moment. While the future impact and longevity of the feature remains uncertain, it clearly aligns with TikTok’s mission of providing entertainment, self-expression and genuine human connection.
