Bereal's homework, Tiktok copied the latest, but the most essence?

On the social track, the product of Bereal's "acquaintance social" and "dual lens" function settings have occupied a place. At the same time, Beereal's growth momentum was noticed by other large manufacturers, so many products began to learn from Beereal's features. So how do other products pay for Beereal's homework?

On September 15, Tiktok released a message on the official website, announcing that it will launch a new feature "Tiktok now". This function cannot be said to be as beyond, it is exactly the same.

1. Bereal is a endurance player? Tiktok finally can't sit still

Bereal was launched globally in 2020. Since this year, it has started to work. At least two downloads have increased by at least twice since February. The monthly active households have increased by 315%. In May this year, the valuation reached 630 million US dollars.

Before Beereal, there were also social APPs created by small manufacturers to climb the list briefly, and they were also advertised as "anti -ins" and "real social", such as Dispo, Poparazzi, etc.

As the timeline extended, the big manufacturers discovered that Bereal was originally endurance players. Before the iOS16 update and some component apps reached the summit, Bereal has ranked top 30 days for the iOS free download list in the United States.

It is difficult for such a fierce growth momentum and a longer -lasting achievement than the previous similar APP. Before TiKTOK, Instagram and Snapchat had incorporated the Bereal function into their respective apps. Tiktok was "copied" this time. Essence

There are not many ideas that can step on the user's preferences. Over the years, manufacturers have learned from each other, such as Instagram to learn from Snapchat's post -reading function, Facebook/Instagram's short video content display method of Tiktok, Twitter's learning of Clubhouse House function and so on. It depends on how much they learn from, how much they are engraved from function/gameplay, and how to judge two aspects of their own products.

In terms of gameplay, Tiktok now is highly similar to Bereal. TIKTOK users will receive a notice of publishing Tiktok now at a certain time at a certain time, enter Tiktok now, the front and rear cameras of the mobile phone will be turned on. Users need to take pictures within 3 minutes or take a short video record of 10 seconds. Inside can be continuously resumed. Click on the uploading dynamic left corner to label the final moment of uploading dynamics. If the user records the dynamics late than the system notification time, the user name will be delayed for several hours. The function of friends like and comments on the right side of the dynamic is also set up.

In addition to the similarity on the large framework, in some details, you can also see the shadow of Bereal from Tiktok now.

For example, the system notification method of TIKTOK now is "Lightning + Time To NOW + Lightning" is similar to Beereal's "exclamation mark + time to be Beereal + exclamation mark"; Tiktok now has a wonderful memory function. Users can view the dynamics of the past 28 days according to the calendar. Bereal also has the same features.

Tiktok now can be "only visible to friends" or "everyone can be visible to friends", as is the same, but the source of friends of Tiktok now can be both a address book or Facebook or a tiktok friend. Can be authorized by obtaining a address book.

Tiktok now (top) and

Bereal (below) lock screen notification comparison

Tiktok now (left) and

Bereal (right) wonderful memory section comparison

While the gameplay is almost re -engraved with Beereal, in terms of grafting, TIKTOK obviously has a little more thinking.

In the US market, "Now" replaced the previous "Friends" as the second main menu below the APP to integrate into the TIKTOK APP. Clicking the NOW main menu, you will find that the previous Friends section has become a sub -menu under Now. Under Friends, users can still browse short videos released by Tiktok friends.

With the addition of NOW function, Tiktok's content found function and social functions of acquaintances were divided more clearly, and compared to previous, the Now function is "semi -mandatory" interaction. Daily strengthening users interact with acquaintances on TIKTOK every day on TIKTOK. habit. On TIKTOK, users can browse their attention on the "Homepage" menu but have not returned user content and system recommendation content. In the "Now" menu, you can view the content released by friends with each other and real -time dynamics. In the market outside the United States, TIKTOK today (September 20) launched an independent App "Tiktok now". The APP settings are very simple, which is basically the same as Bereal. The homepage is divided into two sections: "friend" and "exploration". "Friends" is used to view the NOW dynamics of mutual related users, and "exploration" is used to view the Now of the unblocked stranger. The function of the independent app is more focused, and there is no short video content of the user in Tiktok.

In addition, in the "Exploration" section, users can only view the NOW dynamics of others, but they cannot use emoticons to make simple interaction in the "exploration" section in Bereal. However, if the user clicks on the A user under the "exploration" section of the independent app, then A will automatically enter the user's follower list in the Tiktok App.

The author compared Snapchat, Instagram, and Tiktok ’s gameplay and product grafting method. Finally, the conclusion was that Tiktok was copied late and copied, but it was copied to the essence of Bereal.

Second, Instagram, Snapchat wants to "copy" the epidermis, Tiktok wants to "copy" the essence?

Let's label Beereal.

First of all, this is a "acquaintance social" app. The main interactive object of the user is the small, classmates, and friends in the address book. They can put down some "idol baggage".

Second, the difference between Beereal in function/gameplay is that the setting of "dual lens" and the user will realize "differently" interaction on the premise of paying less costs.

Before Tiktok, the functions of BEREAL's Instagram and Snapchat were "dual -lens".

Instagram's class Beereal function is called "Dual", which is placed in the function of publishing Story and tied with Story templates such as "cycle" and "puzzle". After using "Dual", the picture taken by the rear camera is the main background. The picture taken by the front camera is similar to that of "stickers" that can be moved, zoomed and adjusted in the background. It looks like the "Dual" function in Instagram is more like a new camera template.

Snapchat's Beereal function is similar to a camera template. On the right side of the Snapchat shooting page, there is a "dual lens" superimposed icon. Under this icon, users have 4 dual lens superposition options. The most interesting one is to matched the portrait of the portrait. The photo as a portrait background.

Snapchat itself has a genetic lens gene. Users like to make interesting pictures or videos with creative lenses. In addition, Snapchat's design of dual lenses is more refined and the entrance is shallow. Therefore, compared to Instagram, Snapchat's reference on Bereal seems to be More successful.

Snapchat "Dual Camera" function (left)

vs I fell into the water cup! (right)

However, the "dual lens" does not seem to be the reason why Bereal is really hot, because "dual lens" is not the original of Beereal.

As early as 2013, Frontback launched the gameplay of using a mobile phone front and rear camera and arranging two -way photos vertically, which is essentially the same as the gameplay of the two -way photo switching with each other.

Frontback ｜ Source: GOOGLE PLAY

Frontback got a lot of heat when it went online, and even attracted Twitter to send a $ 4,000-10 million acquisition invitation, but Frontback rejected Twitter. In less than a year, FRONTBACK exposed the retaining problem at the end of 2013. In the end, Frontback did not make bigger and stronger as the founder Frédéric Della Faille hoped, but faded off the line in August 2015.

Many people think that Beereal just borrows from Frontback's creativity. Breal has been launched for nearly 3 years, and it has erupted and maintained on the list by 2022. It has not embarked on the old road of Frontback. Simply use the exclusion method. Bereal can get angry, either its growth environment has changed greatly in 2013. Nowadays, the development environment is more conducive to Beereal's circle, or the user's low threshold "differently" interaction at the same time is compared to compared The setting of "dual lens" is more attractive for users. In fact, the two possible factors point to the same competitiveness of Bereal -to make up for the lack of social functions of the mainstream social media in 2022.

Facebook first started on campus social, and was biased towards acquaintances. In 2012, the Facebook app was launched, and the Facebook at that time was equivalent to at the youth stage.

In the process of gradually growing into a young age, in order to maintain competitiveness and ability to improve commercialization, the APP has to continue to add the latest and hottest functions, or to continuously acquire other popular products to expand user coverage. At this time, the social attributes of Facebook acquaintances are naturally weakened.

In 2020, Facebook wants to retrieve the original intention, adding the Facebook Campus section under the menu menu, but due to its volume, development stage, and development energy, this section opened for the campus socially did not stimulate anything. Water flowers.

In order to meet the needs of the public, the mainstream social media is understandable. However, in the process, there will naturally be some user needs that are left out, or they cannot take energy to innovate. At this time, some non -mainstream products have growth opportunities. Compared with the mainstream social media in 2013, the super apps have not achieved a super app, and in 2022, the social APP of a small body may be easier to understand user needs.

In the past, the best way to realize all friends at the same time is to build a group through real -time wheat, videos, and establishing groups. Such user thresholds will be very high. In the author's immature understanding, Beereal has achieved collective active active and regular interaction at a certain period of time through system notifications to enhance them with lower thresholds. The important reason for the long -lasting performance.

At the same time, Instagram, Facebook, etc., which originally carried the social functions of acquaintances,,,, continued to weaken the social network of acquaintances in response to Tiktok and left a position for Bereal.

On the surface, TIKTOK "copied" to the essence of Bereal, and essentially, INS copied Tiktok left -handed, right -handed Beereal, while forcing users to continue to break the circle. The habit of interaction.

3. Summary

Or because of higher customer acquisition costs in the United States, or fear of being too criticized, Tiktok did not go online in the United States, but the Tiktok now launched in other markets has been engraved with Beereal almost 1-1. For support and a certain resource tilt, Tiktok now will probably grow faster.

The problem that the large factory is difficult to copy the essence has made Beereal still have competitive barriers in the short term, but at this time, Tiktok is constantly reminding this "small" social app, and the subsequent development path will be more difficult.

Author: Zhao Siyao

Source Public Number: White Whale Oceania (ID: baijingapp), pan -Internet service platform.

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