Because originality is overrated—or perhaps the sensitivity surrounding it is. Either way, this week, TikTok introduced a new feature that allows users to share a brief, text-based "thought" within the app. This thought is showcased in a speech bubble format on your Stories bubble at the top of your profile.

Yes, TikTok is essentially mimicking Instagram's Notes feature, which has gained popularity among younger users. However, TikTok can't label its version as "Notes" because that name is already used for its separate photo-sharing app, which some might argue is also a copy of Instagram.

It's not entirely accurate to say they're the same; the format and user interface do differ. However, TikTok's focus on still images does harken back to Instagram's roots and can be seen as an attempt to encroach on Instagram's traditional space.

In reality, both TikTok and Instagram have become quite similar in many ways. While users interact with each app differently and certain audiences prefer one over the other, around 50% of the content on Instagram now comes from AI-driven recommendations, primarily featuring video clips. This has made the offerings of both platforms increasingly alike, although TikTok's algorithm tends to respond more effectively to individual user interests.

Both platforms have been mirroring each other's features for so long that such imitation has almost become expected. Therefore, it’s not surprising to see TikTok incorporating an Instagram Notes-like feature into its own experience.

So, will it be successful? 

It has certainly worked on Instagram, according to Meta's reports, which suggests it could also resonate with TikTok users. So, why not give it a shot and see how it performs? TikTok is currently testing this new option with select users.