Could TikTok Notes be Instagram’s New Competitor? Here’s how.

Shauna Mckillop

May 10, 2024

Blog_AU_Short-Form-Video

Marketers and social media enthusiasts recently saw the launch of TikTok Notes in Australia and Canada for downloading and testing purposes. The platform announced on X that they were in the early stages of experimenting with TikTok Notes before it potentially launched globally.

TikTok Notes

This announcement comes as a surprise as TikTok, known for its dominance in video content consumption, is now experimenting with photo and text content. Will this further increase the screen time of social media users? Pattern’s Social team took a closer look at what TikTok Notes is and how the app functions.

 

What are TikTok notes?

TikTok has recently introduced its contender against Instagram, known as TikTok Notes which is now being gradually released to specific Android and iOS users in Australia and Canada for download and limited testing.

The previews below reveal a notable feature: the ability to create headlines for images placed above captions, a functionality not native to Instagram.

User experience

The homepage is divided into two sections, featuring a distinct page for viewing posts from followed accounts and another designated as the “For You” page – keeping the TikTok element alive. You might have recognised that its layout resembles Pinterest’s homepage but with a condensed, two-column grid where users can like, save and comment on posts. While it’s uncertain whose posts are prioritised, it’s presumed to be accounts/content similar to those followed, based on TikTok’s current algorithm.

TikTok notes

Source: Apple App Store

 

History repeats itself…

Apart from the layout, the app bears a striking resemblance to Instagram. Historically, Meta has been known for replicating features from other platforms like TikTok’s Reels and Snapchat’s Stories. However, with TikTok Notes, the tables have turned, with TikTok now adopting features from its competitors.

What does this mean for your brand?

At the moment the platform is purely organic content only, but as we have seen with every other social media channel, a paid element is never too far away. While the new TikTok venture has only hit app stores in Australia and Canada in the last week, it’s worth continuing to monitor its popularity and usage before determining if it’s a good fit for your brand’s strategy. Overall, this launch reinforces how social media platforms are moving towards an authentic and raw approach when it comes to content.

 

If you’re interested in how to shape your content strategy to become more authentic and raw, contact Pattern to find out how we can support the growth of your social media engagement and reach.

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