TikTok this Thursday launched a new function that will allow its users to send a single message privately. Photograph a strategy that he blatantly plagiarizes the design he started on the app to his friends every day Be realistic.
known as ‘anti-Instagram‘, BeReal is a platform created in France in 2020 and catapulted especially among the youngest, with its popularity exceeding one million in recent months. This unexpected success is due to its simple operation. And by connecting small circles of friends who receive notifications once a day, the app can share a snapshot of what they’re doing at the moment with loved ones.
In this way, BeReal has increasingly positioned itself in an increasingly digital ecosystem as an alternative to powering social communication without filters or postures. funcompetition and content recommendation algorithms.
So far, TikTok has spearheaded this turn towards an internet where third-party content is consumed without interruption. But this Thursday’s announcement confirms it’s seeking a balance between fun and connection with friends. In this way, it copies its competitor to override the French app and not lose users to this new digital phenomenon. “Get ready for daily push notifications, inviting you to take a 10-second video or photo of what you’re doing at the moment,” TikTok explains.
Vertical video platform wasn’t the only one responding to BeReal’s growing popularity by plagiarizing its design. A few weeks ago, Instagram (owned by Aimparent company Facebook) announced that it is developing the same function. There are more and more applications that put authenticity into the background, trying to copy everything that has triumphed over their competitors in order to maintain their position in the market and continue to compete. Even if that means being a kind of digital Frankenstein.