Kate Mills 
Mar 14, 2024
TikTok is reportedly in the process of creating a photo-sharing application, aimed to rival Instagram.
Insiders have recently discovered hints of "TikTok Photos" in the app's underlying code.
This uncovered code indicates forthcoming prompts for TikTok users, urging them to post still images on the upcoming platform to connect with others who appreciate photo content, as noted by The SpAndroid.
The potential introduction of a TikTok alternative to Instagram is significant, especially considering TikTok's substantial influence among the Gen Z demographic. This move could present marketers with fresh opportunities to engage with this audience.
Deep within TikTok's code, developers have stumbled upon a welcoming note that teases the launch of this Instagram competitor. The message suggests:
"TikTok Photos is set to debut shortly, aiming to help users attract new followers on the platform. Even if the pop-up is dismissed, users who opt-in will have their public photos automatically shared on the new app."
This development follows TikTok's 2022 introduction of a "photo mode" feature, which allows users to post a series of still images in a carousel format, complete with musical backgrounds. At the time, TikTok stated:
"Photo Mode lets users create posts with multiple still images that appear in sequence, accompanied by music. These can be browsed at the viewer's leisure."
More recently, TikTok has been nudging its users to share more still images, noting that such content often garners increased engagement in terms of comments, likes, and shares. UCLA influencer marketing instructor Lia Haberman shared a prompt screenshot from Threads, highlighting TikTok's push for photo content:
"TikTok's latest in-app promotion encourages photo posts. According to them, photos can generate up to 2.9 times more comments, 1.9 times more likes, and 2.6 times more shares than videos — an interesting shift for the platform known for short-form video content," Haberman noted.
She added: "After sharing this on LinkedIn and Twitter, feedback suggests that users are indeed seeing enhanced performance with carousel posts, likely aided by an algorithm boost."
This move comes as Xiaohongshu, China's Instagram-like app with integrated eCommerce features, reports considerable success. In 2023, Xiaohongshu reported over $500 million in profits, surpassing expectations and amassing over 200 million users in China. ByteDance, TikTok's Beijing-based parent company, appears to be seizing the opportunity to enter this thriving market with a similar offering.
Furthermore, with looming threats of a TikTok ban in the US, ByteDance may be hastening the launch of this new platform to establish a foothold before any potential restrictions are imposed.
