Could TikTok take down Instagram?

Is TikTok trying to take down Instagram?

There’s no question that TikTok is one of the most popular social media platforms on the planet. What started as a silly little app for dancing has turned into a global popwerhouse, with over 1.12 billion users worldwide. TikTok isn’t just ONE of the apps that people use for information and socializing; it’s THE app where trends are set and information is shared. I personally have learned more about parenting, overseas conflicts and biology on TikTok than I ever have from any other source.

So, how does TikTok intend to challenge Instagram? Well, it’s launching a photo-sharing app.

Photo carousels were introduced as a TikTok feature in the last year, and while extremely popular, TikTok has decided to launch a SEPARATE app for photo sharing, called TikTok Notes.

TikTok Notes is TikTok's space for offering users a dedicated app to express themselves through images and text. The app, which is currently in the testing phase, will allow users to create and share photo posts, accompanied by captions or text overlays. TikTok users have received pop-up notifications about the upcoming app, which will automatically share their existing photo posts on TikTok Notes unless they opt out.

So, what does this mean for Instagram? Probably nothing.

Remember when Meta dropped the Threads app, and millions of people signed up… and then everyone deleted the app from their phone within a month? Yeah, that’s kinda what I expect to see happen with TikTok Notes.

The announcement of TikTok Notes highlights the ongoing battle between social media platforms to be everything to everyone. From Instagram's reels feature to TikTok's expansion into photo sharing, platforms are constantly vying for users' attention and engagement. I’ve even heard that LinkedIn wants to launch a dedicate video feed, to rival reels and TikTok.

Why can’t y’all just stay in your respective lanes?! Instagram should be for photos. TikTok for videos. LinkedIn for thought leadership and professional networking. Facebook for mommy groups and angry Boomers shaking their fists at the sky. What users are left with instead are multiple versions of the same platform. As the competition intensifies, it begs the question: are these platforms spreading themselves too thin in an attempt to compete with one another?

While TikTok Notes may seem like a promising addition to the social media landscape, I just don’t think it’s shot that’s going to land. Consumers are experiencing app fatigue, making it increasingly challenging for new platforms to gain traction. As TikTok Notes enters the conversation, it faces stiff competition from established players like Instagram, which boasts a larger user base and a strong foothold in the photo sharing space.

My recommendation to business owners? Have the conversation with your social media marketing team, and stay on top of TikTok Notes. But don’t abandon your Instagram strategy just yet…