TikTok has launched its new photo and text-sharing app, “Notes,” in Australia and Canada. The app represents TikTok’s foray into a dedicated space for still images and written content, challenging Instagram’s dominance in that arena.

“We’re in the early stages of experimenting with a dedicated space for photo and text content with TikTok Notes. Starting today, TikTok Notes is available for download and limited testing in Australia and Canada,” the company announced on X.

“Notes” allows users to post photos or images accompanied by captions and headlines, marking a departure from TikTok’s core focus on short video content. As a company spokesperson told TechCrunch earlier this month, “Notes” provides “a dedicated space” for users “to create and share their creativity” through photos and text.

The app’s interface resembles Instagram, with a feed displaying posted images in a tiled layout. Users can access content from accounts they follow through a “Following” tab, while an algorithmic “For You” feed surfaces recommended posts tailored to their interests, akin to TikTok’s main video feed.

Unlike Instagram’s ephemeral “Stories” feature—which allows users to post a photo or video that disappears after 24 hours—posts on Notes appear permanently on users’ profiles. The app currently lacks support for videos.

Existing TikTok users can log into “Notes” with their current accounts, though the company has not yet implemented cross-posting between the two apps as initially indicated.

TikTok’s decision to launch “Notes” in Australia and Canada likely follows a common industry practice of conducting limited tests in smaller Western markets before pursuing broader international rollouts. This approach hints at the potential global expansion of “Notes” in the future.

According to Social Media Today, “Notes” was likely inspired by the success of Xiaohongshu, a Chinese app analogous to Instagram. It has gained significant traction in China’s market and branched into e-commerce. With “Notes,” TikTok is attempting to do the same in Western markets.

The “Notes” unveiling intensifies TikTok’s rivalry with Instagram’s parent company, Meta, which has successfully mimicked competitor features like Snapchat’s Stories and TikTok’s viral video feed to drive engagement on IG.