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TikTok Notes - What is it, and Why Do We Care?

Writer's picture: Lori YogurtianLori Yogurtian
Apr 12, 20244 min read

Updated: Apr 14, 2024

A banner with a screenshot of a notification from the social media platform TikTok. In the center of the image, there is a dialogue box with a dark background and white text that reads: "Your photo posts will be shown on TikTok Notes." Below this headline, it explains that TikTok Notes is a new app for photo posts that is coming soon, and that existing and future public TikTok photo posts will be shown on TikTok Notes. The message offers a choice, with a toggle switch that is currently turned on, indicating the default option to "Show photo posts on TikTok Notes" is selected. There is a red button labeled "OK" below the toggle switch. At the bottom of the dialogue box, there's an option to "Learn more." On the right side of the image, there's a phone displaying a few photo posts with a text overlay and a green button at the bottom labeled "Open App." Below the phone, there's a browser bar with a URL that reads "notes.tiktok.com." The background of the image features a stylized graphic with vibrant pink and blue accents, and the TikTok logo is partially visible on the left side of the image.

TikTok Notes is set to be the next big release in the (thankfully?) never-ending cycle of new social media platforms. Many who have seen the announcement have commented on the feature tug-of-war with Meta’s Instagram - with speculation that this is a move to appeal to the audience who miss the legacy platform’s original draw - a virtual photo album you can share with tens or millions of your closest friends.



Here’s all we know for sure, so far!: 

TikTok Notes Announcement Pop-Up Notification on TikTok App: reads TikTok Notes, a new app for photo posts, is coming soon! Your existing and future public TikTok photo posts will be shown on TikTok Notes. If you prefer not to show your public TikTok photo posts on TikTok Notes, turn this off now. Learn More.

  • TikTok appears to be testing a new photo and text sharing app. Some users of the current, majority-video, application received the following message when uploading a “photo” post to the existing platform: 

“TikTok Notes, a new app for photo posts, is coming soon! Your existing and future public TikTok photo posts will be shown on TikTok Notes. If you prefer not to show your public TikTok photo posts on TikTok Notes, turn this off now. Learn More.” 
This image features a close-up view of a new interface on a digital platform, specifically showing a feature related to "TikTok Notes." In the foreground, there are three overlapping digital cards displaying photo posts. The first card shows an interior space with text overlaid that reads, "It should be a most warm day of this week," followed by a sun and smiley face emoji. The second card displays an orange cat outside with text saying, "How to help an orange cat with hairy cheeks," accompanied by cat and cheek pinching emojis. The third card features a selfie of a person with text that is partially obscured, but begins with "Spending...23." At the bottom of the interface, there is a prominent green button labeled "Open App," with the TikTok Notes logo and the text "Opening in TikTok Notes" just above it. The background is a soft, muted shade, allowing the focus to remain on the photo posts and the Open App button.

  • The only official announcement from TikTok about the app is a website https://notes.tiktok.com/ with a non-functional button to “Open App”

  • The site does show some mock-ups/previews of presumably how the photo sharing feature will look in the app, paired with some…questionable…caption copy. 

  • There is no “TikTok Notes” App currently in the App Store 

  • TikTok told the BBC it is working on a "dedicated space" for photos and text but has not finalized the design of the Notes app or confirmed a release date.




What we want to know…


Is this the resurgence of Photo? With the shift to the popularity, and pushing, of short-form video, many everyday users, creators and brands on social media platforms have adapted their posting habits or strategy to favor video over photo and text ( even on the platforms like Instagram, Facebook, and X, which have main features that support that kind of content.) 


A Socialinsider study found that Reels see an average reach rate of 30.81%. That's double the reach rate of other content formats. Even in terms of impressions, Reels surpass other post types with 2x more impressions. 

This image is a collage of social media posts from a profile with the username "reallife." The collage is designed to look like an interface of a social media app with various posts displayed on a smartphone interface. The images show different people and scenes: The top-left image shows a person in a white shirt smiling and posing indoors. The top-right image is a portrait of an individual in a white sweater looking thoughtful. The center-left is a selfie of someone wearing sunglasses, with the blue sky and clouds reflected in the glasses. The middle of the collage features a selfie taken by one person with three others in the background, all smiling and posing for the camera. Below this, another image shows a group of friends laughing and posing indoors. The bottom-right image is of a person outdoors wearing sunglasses with clouds reflected in them. The central theme of the collage revolves around positivity, friendship, and enjoyment of life's moments. The bottom of the collage has a graphic representing the 'like' feature common on social media platforms, with an icon of a thumbs up and the word "LIKE" beside it. There's also a black line connecting this to a round button, mimicking the interface of a smartphone. The entire collage is set against a neutral, textured background, emphasizing the content of the social media posts.

While no one is arguing that people love watching video as content, there is some

healthy debate on how much of the higher engagement is due to platform algorithms favoring video posts over others. That being said, there isn’t a current popular platform that centers on or favors photo and text (as this was once Instagram’s niche, but as it tried to compete with TikTok, it lost this differentiator) - possibly leaving a gap in the market where users who want to consume photo content - and NOT a mix of media - would be drawn to. 


Why does this matter? Because if ( and that is the key…IF) TikTok can release a photo and text app that gains true popularity and wide use, it could have a profound impact on the social landscape. From the every-day user side; we could see a shift to greater participation vs consumption - as photo and text are perceived as less personal, and therefore can be posted at a lower risk for judgment, some of the users who are currently sitting on the sidelines - or favoring to only “show up” on apps like Snapchat or BeReal, might be enticed. These platforms, compared to Instagram and TikTok, have a shorter time frame between the conception, capturing, and posting of a moment or idea - creating a sense of authenticity that is reported to be missing on the “heavily curated” Instagram. If TikTok can translate its air of authenticity to it’s new platform, users could have a feed-based option where they feel more comfortable posting. 


And for creators or businesses/brands, it could provide a channel with reduced barrier to entry of connecting with an audience. Images are often easier to produce or capture than video, and when done right, can leave just as impactful of an impression - but only if the person seeing it is in the right state of mind to receive it. Of course, any new app requires it’s own consideration and strategy, but this could be an interesting development, which allows brands easier access to directly connect with their audience - as TikTok has done with it’s current platform - but in a medium that is easier to create or curate. 

Hand holding phone with TikTok logo showing on the screen.

What we’re waiting to see: 


Will the release of TikTok Notes negatively impact TikTok (original?) TikTok has done an incredible job, to-date, of building an inclusive platform that keeps users engaged and most importantly: in the app. With features like opening links in an internal browser, still in the TikTok app, to creating a full store and shopping ecosystem in the app (even offering affiliate opportunities built-in to incentivize creators,) and basic features such as boards for favorites, and customized additional feeds ( i.e. STEM feed, or Follower Feed vs. FYP) - TikTok has constantly engineered its features and updates to serve the goal of keeping people in the app. So it will be interesting to see, if and how TikTok will reconcile this with it’s new app. 


What should brands do to prepare? 


Nothing…yet! While this is undoubtedly exciting news, with the potential for something great and impactful - until we see not only what the new app will look like - but how people respond and adopt it over time - your marketing team’s time and energy is better spent optimizing and creating on current platforms. 


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