TikTok explores close-friends communities with new app Whee
TikTok explores close-friends communities with new app Whee
TikTok's new app Whee isn't yet a hit, but it might pave the way for a new era of social media.
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Let’s dive into today’s topic:
TikTok explores close-friends communities with new app Whee
TikTok's new app Whee isn't yet a hit, but it might pave the way for a new era of social media.
Why it matters
Back in 2008, the first social media apps, then called “Web 2.0”, were all about small communities, like student groups.
As these platforms grew, large brands quickly saw the potential. Social media became personalised mass media.
Fast-forward almost two decades, and our timelines are now cluttered with endless noise. We’re all too familiar with the mindless scrolling and privacy constraints that come with big-tech social media.
As a result, we see people moving back to smaller, private communities using tools like WhatsApp groups, private social media accounts, and gated Discord servers.
Artists need to know where their audience is moving. TikTok is one of the largest social media brands worldwide, so it’s valuable to understand their intentions when they launch a new app.
How it works
Earlier this month, TikTok quietly launched a new app called ‘Whee’ in the App Store and Google Play. The app is only available in 71 countries.
Although Whee resembles Instagram with features like photo sharing and DMs, I disagree with the tech media labelling it as another Instagram clone. Here's how TikTok describes Whee in its App Store listing:
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.
And this is how Meta describes Instagram in its App Store listing:
Connect with friends, share what you're up to or see what's new from others all over the world. Explore our community where you can feel free to be yourself and share everything from your daily moments to life's highlights.
Both descriptions focus on their users' self-identity, but while Instagram highlights "see what’s new from others all over the world," Whee emphasises "connect with your close friends," "only your friends can see," and "best place for close friends.”
This suggests that TikTok and its parent company, ByteDance, are exploring a new kind of social media where communities are private but still feature timelines and group DMs.
Whee’s launch has had no marketing push—no organic content, website, ads, or app store search engine campaign. Unsurprisingly, it hasn’t taken off yet. But it’s early days, and it will be interesting to monitor how this unfolds.
Yes, but..
I haven't tried the app yet because Whee isn't available in the Netherlands, similar to other TikTok apps like Lemon8, TikTok Notes, and TikTok Studio.
Take action now
Artists can explore Whee if available in their country or start thinking about ways to engage their fans in private communities. A strategy to boost video shares would support this goal.
Your thoughts
We’re eager to hear your experiences and insights on today’s topic. Join the conversation and engage with hundreds of artists, creators, and industry professionals in the comments.
Further reading
TikTok’s Instagram rival, Whee, has no traction (TechCrunch)
TikTok has quietly launched an Instagram-like app called Whee (Music Ally)
TikTok is copying Instagram again with Whee (The Verge)
Why video shares are crucial for creators on TikTok and Instagram (The Fanbase Builder)
How artists contribute to social media addictions (The Fanbase Builder)