It looks like TikTok no longer considers BeReal a threat. TikTok Now, the BeReal clone introduced just nine months ago, is officially dead.

News of the change comes via a notification sent to users worldwide.

The message notes that previous TikTok Now posts will remain available as private “memories.”

If you’ve been keeping up with social media, this news shouldn’t come as too much of a surprise.

Though BeReal’s explosive popularity in late 2022 had other apps rushing to add similar dual-camera time-based features, it looks like that fad has now died down.

Back in April, The New York Times reported that Gen Z is “Over Being Real,” citing a 61% drop in BeReal’s users. While BeReal disputes those user numbers, there’s no denying that the app is no longer the hot topic it once was.

In the end, Instagram may have made the right call in waiting to release its Candid Challenges copycat feature.