Why TikTok is Launching a New Photo App & The Broader Trend It's Part of

TikTok

Apr 15

TikTok is set to launch a new app for photo posts, dubbed TikTok Notes, as revealed via in-app notifications that some users are seeing. According to these notifications, all existing and future photo posts will appear on this new app unless users opt-out.

Given the name, the app will likely make the text accompanying photos a prominent part of the experience. Plus, TikTok will likely showcase content from TikTok Notes in its native app, similarly to what Instagram does for Threads.

Photo Content Has Taken a Backseat

Over the past few years, video content has taken precedence, somewhat overshadowing underserved photo creators. Although Instagram has recently shown more attention to photo content, with new carousel features and monetization for photos, it has opened up competition for other photo-sharing experiences.

TikTok’s Embrace of Photos

TikTok has been promoting photos for the past few months and highlighting the benefits of photo posts over videos. For instance, photo posts generate 1.9x more likes and 2.9x more comments than videos on average. As I wrote in a previous newsletter edition, the push for photos is a way to attract more creators, enhance search and discovery, and boost branded content and advertising.

How Should Creators and Brands Respond

With photo posts from the native TikTok app set to be shared on TikTok Notes, creators and brands need not undertake drastic measures, but rather focus on crafting engaging captions for photos. Those who already share photo posts can anticipate broader reach, visibility, and potentially enhanced performance upon the app's launch, as these posts will gain an additional platform for discovery.

And Then, There’s TikTok Lite

TikTok Notes isn't the only new app from TikTok. TikTok is also launching TikTok Lite in select countries. Like Flip, this app will reward users with points for watching videos, inviting others to sign up, and more. These points can be redeemed for gift cards or used as tips for creators. This is reportedly aimed at driving growth among users aged 18 and up in the European Union.

Why Pursue Standalone Apps?

Does launching separate apps versus building dedicated feeds or experiences make sense? Probably not on the surface. Firstly, another app adds extra burden for users whose phones are already packed with numerous apps. Secondly, amidst a potential ban, launching more apps draws more scrutiny towards TikTok.

All the Social Media Platforms are Doing It

But if we look at the broader trend of what's been happening on social media — many social media platforms are launching new, standalone apps or investing heavily in existing ones — it makes sense, as these have become ways of driving growth. Some of the key examples are:

Meta launched Threads as an alternative to X, which will eventually be another place to sell ads.
Pinterest rolled out Shuffles, a collage maker app, to attract Gen Z users to its main app and aid its goal of making Pinterest more shoppable. Shuffles also inspired a new Collage feature.
ByteDance introduced Lemon8 to the US and UK as a competitor to Instagram and Pinterest, providing creators a space for lifestyle content with TikTok-like algorithm benefits.
YouTube launched YouTube Create, an editing tool similar to CapCut that lowers the barrier to content creation on YouTube.