When BeReal emerged as Gen Z's favorite with its "authentic social" concept, industry giants quickly took notice. TikTok, the dominant force in short-form video, recently launched "TikTok Now" – but is this merely a copycat move, or does it represent deeper strategic thinking?
I. The Rise of BeReal and the Industry's Response
Launched in 2020, BeReal experienced explosive growth in 2022 with a 315% surge in monthly active users and a $630 million valuation. Its core philosophy of "anti-filter" authenticity, where users share unedited moments at random daily prompts, attracted a devoted following.
Before TikTok's entry, Instagram and Snapchat had already introduced BeReal-inspired features. This imitation game isn't new – Instagram Stories borrowed from Snapchat, while Facebook and Instagram Reels responded to TikTok's success. The effectiveness of such adaptations depends on both functional replication and seamless platform integration.
II. TikTok Now: Similar in Form and Substance?
TikTok Now mirrors BeReal's mechanics: daily notifications prompt users to capture 10-second videos or photos using both cameras within three minutes. Posts display timestamps, with delayed uploads showing the lag. Users can like and comment on friends' posts.
The similarities extend to details:
- The notification format ("Lightning + Time To Now + Lightning") echoes BeReal's design
- A "Memories" feature archives posts from the past 28 days
- Privacy controls allow posts to be visible to friends or all users
However, TikTok adds strategic differentiators. In the U.S. market, "Now" replaces the "Friends" tab in the main menu, separating content discovery from friend interactions. Internationally, TikTok launched a standalone "TikTok Now" app with simplified functionality. Notably, the "Explore" section limits engagement with strangers' posts unless users follow them, creating a bridge back to the main TikTok platform.
III. Beyond Surface-Level Imitation: Understanding BeReal's Core Appeal
Previous attempts by Instagram and Snapchat focused on replicating BeReal's dual-camera feature. Instagram's "Dual" option appears alongside other Story templates, while Snapchat offers various camera overlay effects. However, dual-camera functionality existed as early as 2013 with Frontback – suggesting this isn't BeReal's true innovation.
BeReal's success lies in addressing the erosion of close-friend interactions on mainstream platforms. As Facebook and Instagram prioritized broad engagement to compete with TikTok, they inadvertently created space for apps emphasizing intimate connections. BeReal's scheduled notifications create synchronized moments of authenticity among friends – a niche TikTok Now appears better positioned to capture than previous imitators.
IV. Strategic Implications: TikTok's Social Expansion
TikTok Now represents more than feature replication – it's a strategic move to:
- Expand its user base by attracting those seeking authentic connections
- Increase engagement through habitual interactions
- Diversify its content ecosystem beyond entertainment
- Strengthen network effects by deepening social ties
This follows TikTok's broader pattern of social feature experimentation, including group chats and live streaming, as it evolves toward becoming a comprehensive social platform.
V. The Road Ahead
The launch intensifies competition in social media's authenticity race. While TikTok benefits from its massive existing user base and sophisticated recommendation algorithms, BeReal maintains first-mover advantage in cultivating genuine interactions. The outcome will depend on which platform better balances innovation with user expectations in an increasingly fragmented social landscape.