The ongoing rivalry between Instagram and TikTok is set to intensify as tech titan ByteDance gears up to launch its latest venture, TikTok Notes, a new photo and text app.

Since 2020, Instagram, under the umbrella of Meta, has been attempting to counter TikTok’s meteoric rise by introducing features like Reels. Now, TikTok is poised to strike back by entering Instagram’s territory with a platform tailored for photo and text content.

Whispers of this development first surfaced last month when eager TikTok users took to Reddit to share glimpses of notifications heralding the imminent launch of TikTok Notes.

In a statement addressing the speculation, TikTok affirmed its commitment to innovation, expressing its intention to provide its community with avenues to express creativity through photos and text within a dedicated space.

While the app, TikTok Notes, is not yet widely available, a spokesperson for TikTok clarified that the testing phase is currently not rolling out in the U.S. Nevertheless, the anticipation among users is palpable.

Despite TikTok users spending considerable time on the app, Instagram still maintains its lead in terms of downloads. Instagram boasts 1.47 billion users compared to TikTok’s 1.12 billion, indicating a formidable challenge for TikTok Notes to carve out its niche.

A sneak peek into TikTok Notes reveals a notification prompt alerting users that their existing and future public TikTok photo posts will be visible on the platform unless opted out. This move suggests TikTok’s strategy of leveraging existing content to populate its new venture.

However, TikTok ensures that users have the option to toggle off their photos from appearing on TikTok Notes, respecting their privacy preferences.

Although the website notes.tiktok.com is live, the app is not yet accessible on the App Store. Nonetheless, visitors to the landing page can catch a glimpse of the app’s aesthetic, sparking curiosity and anticipation among potential users.

The success of TikTok Notes remains uncertain, with industry experts highlighting the prevalence of copycat features across social media platforms. Mike Proulx, VP and Research Director at Forrester, notes that such endeavors have proven successful in the past, citing Instagram’s replication of Snapchat’s “Stories” feature.

Nevertheless, concerns regarding app fatigue linger, with some questioning whether users will embrace yet another platform. TikTok creator Marketing With Sam acknowledges this skepticism but suggests that brands have witnessed higher engagement with carousel posts compared to video content, hinting at a potential niche for TikTok Notes.

In the ever-evolving landscape of social media, only time will reveal whether TikTok Notes will resonate with users and pose a credible challenge to Instagram’s dominance in the realm of photo sharing. As the battle between these tech giants heats up, users await eagerly to see how this new chapter unfolds.