TikTok knows that other companies are attempting to replicate the format of its signature short-form videos, and it may now do the same with Stories on its platform.
According to a tweet shared by social media consultant and former The Next Web writer Matt Navarra, the company has started removing posts after 24 hours.
TikTok told Variety that the feature is currently being tested with a small subset of users outside of the United States and that it may not become a permanent fixture within the app.
what the… 😳 pic.twitter.com/PIUpKMhj0k
— Matt Navarra (@MattNavarra) August 4, 2021
“We’re always thinking about new ways to bring value to our community and enrich the TikTok experience. Currently, we’re experimenting with ways to give creators additional formats to bring their creative ideas to life for the TikTok community,” a spokesperson for the company said.
Before everyone from Facebook to LinkedIn copied the format, Snapchat was the first app to feature Stories. Twitter also experimented with Fleets to make the feature work on its platform, but that experiment ended earlier this week.
TikTok, like its competitors, may believe it needs to add Stories to remain relevant, especially with companies like YouTube investing millions to replicate its success.