After conquering the world with its short, vibrant videos on TikTok, the Chinese tech giant ByteDance is embarking on a new adventure. It has launched Whee, a photo-sharing application that’s somewhat reminiscent of Instagram.

"Whee is a new social app created to keep you connected with your close friends through life's spontaneous moments. Capture and share real-life photos that only your friends can see, allowing you to be your most authentic self. Whee is the best place for close friends to share life moments," reads the description of this new app on Google Play.

ByteDance, the parent company of TikTok, has launched Whee, a platform enabling users to share photos, comment on them and like them. While Whee bears undeniable similarities to Instagram, the TikTok owner intends to set this app apart from its competitor. The new social network does not offer a Stories function, for example. The aim is to focus on sharing photos, accessible only to friends - or a close circle of contacts - potentially reassuring parents of younger users.

With Whee, TikTok is pursuing its strategy of expansion and innovation, with a focus on authenticity. By inviting users to share their "spontaneous moments" to be "authentic," the Chinese firm's new platform echoes the premise of another social network, namely BeReal.

For the time being, Whee is only available on Android, and only in certain countries. The application cannot yet be downloaded in Europe or the US, for example. ByteDance has not yet announced the countries in which it will be available in the near future.

Whee isn't ByteDance's first attempt to compete with Instagram. The TikTok owner already launched a similar app in April 2024, called TikTok Notes, enabling users and influencers to share photos with their community. However, Whee seems to place a greater focus on privacy, with the idea of sharing photos only with close friends.

 - AFP Relaxnews