TikTok is experimenting with another app to enhance engagement and tap into broader usage trends. The latest app, Whee, offers an Instagram-like feed of images shared exclusively with friends.

“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,” TikTok stated as published in social media today's website. 

In April, TikTok introduced Notes, another photo-sharing app resembling Instagram and their earlier app, Lemon8, which launched last year. While Lemon8 focuses on products and promotions, Whee and Notes target different use cases.

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Whee aims at friend sharing, while Notes caters to a broader audience. The App Store describes Notes as a lifestyle platform offering informative photo-text content about travel tips, recipes, and more, functioning as a public sharing platform for visual content.

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The emphasis on image sharing aligns with Chinese market trends. Tencent-backed Xiaohongshu, a popular Instagram clone, has seen significant growth and expanded into eCommerce. TikTok might be looking to replicate this success with Notes in Western markets and promote private sharing through Whee, potentially gathering insights for ad targeting.

Despite the crowded market with Instagram and Snapchat, TikTok's new ventures will be interesting to watch as the platform continues to explore new ways to engage users.