TikTok Notes: Is It Worth Noting?
On Thursday, TikTok launched a new app to rival Instagram. It has only launched in Australia and Canada so far and is an app that is dedicated to still images and text.
What Has TikTok Said About It?
According to TikTok, Notes is a “dedicated space” for photo and text content. This new app is supposed to give existing TikTok users a way to “create and share their creativity” in a new way relating to the existing video app that has become a mainstay in many people’s lives since it rose to popularity during the 2020 pandemic.
Will It Replace Instagram?
It is too early to tell and there have been several apps that have been pitched as being “the new Instagram” including BeReal which has struggled as of lately (their active users halved from October 2022 to February 2023). It is also not outside the realm of possibility that we could see a generational shift occurring with this platform like we have seen with Facebook and Instagram. Facebook was once the social network of choice for the youth but has since been taken over by Baby Boomers and Gen X and Millennials moved from Facebook to Instagram. Now, we see Gen Z who started off with Instagram as their only option have moved to focus on TikTok. They still use Instagram but with this introduction of TikTok’s Notes, we could see a similar move from Instagram to the new platform for Gen Z.
Should Influencers and Brands Download It?
Absolutely! For influencers and brands this presents an opportunity to reach new audiences in new ways and then to have them discover you on preexisting platforms like Instagram and TikTok as a result. As we have seen many times, there can be benefits for being an early adopter of a new app and if you haven’t been able to reach your ideal audience effectively on existing platforms a new one like Notes could be the one where your content finally reaches the right audience.
What Kind of Content Could Possibly Perform on the New Platform?
We are predicting here but we have seen a shift in the way Gen Z use Instagram. There is a focus on photo dumps, storytelling, and “unfiltered” content. This has been a step away from the “polished” look that Millennials engrained in Instagram. This platform could be a place where more “authentic” and “casual” content could flourish in the same way that it does on TikTok.
How Might This Change the Landscape for Content Influencers and Brands Produce?
Seeing as the app has not launched globally yet, it is hard to say. However, given the possibility that content that is more “casual” and “unfiltered” might flourish, brands and influencers will likely have to come up with new ways to advertise to audiences on the app with more subtle campaigns. This could mean potentially less “selling” to viewers and more of a focus on “brand awareness”. It is a great opportunity going forward to think in new ways about marketing to the next generation in an increasingly “subtle” manner.
Conclusion
Time will tell where Notes will fall on the social media landscape. While Notes might not replace Instagram, it could become the photo-sharing app of choice for Gen Z and Gen Alpha in the same way we saw Instagram replace Facebook for Millennials. Brands and influencers could soon be facing new challenges in how they push campaigns on this new platform but it could also help some reach audiences in a new way and evolve how they reach consumers online.
