TikTok has announced the discontinuation of TikTok Now, an in-app feature and standalone app that was designed to mimic the functionality of BeReal.
BeReal, which gained popularity last spring, invites users to take a photo using their front and back cameras at a random time every day. This feature aimed to capture authentic, candid moments from users' daily lives. Platforms such as Snapchat, Instagram, and TikTok have sought to capitalize on these features, reflecting the influence of BeReal.
Despite TikTok heavily promoting the TikTok Now feature, it seems that it failed to resonate with users, leading to its phased-out discontinuation.
"We're updating the TikTok experience and are discontinuing TikTok Now," reads a notification from TikTok. Although users can view their previous Now posts, they will no longer be able to create new ones.
TikTok is killing its BeReal clone TikTok Now pic.twitter.com/8uPn88HQV4
— Matt Navarra (@MattNavarra) June 27, 2023
This development may hint at a decreased interest in BeReal-style app experiences. BeReal reported 20 million daily active users (DAUs) in April but has not updated these numbers since. App research firm Sensor Tower noted in October that BeReal had hit 53 million downloads across iOS and Android, but only 9% of these users opened the app daily.
BeReal has recently introduced major changes, including a "Bonus BeReal" and in-app chat feature. Whether TikTok Now's closure signals a decline for BeReal itself will become clearer over time.
