Whee: TikTok's New Social App Struggles to Gain Traction

Earlier this month, TikTok launched a new social app called Whee, designed to rival Instagram by allowing users to share photos with friends, apply filters, and send messages.

Despite these features, the app’s future remains uncertain as it struggles to gain visibility and downloads, according to recent data from app intelligence firm Appfigures.

Quiet Launch and Limited Promotion

Whee was quietly introduced on June 18 across 71 countries, but it has yet to make a significant impact. The app has not been promoted through Apple’s Search Ads, a crucial tool for new apps to gain visibility on the App Store. Consequently, Whee did not appear in the Top Free Apps chart or within the Top 500 Social apps in its supported markets immediately after its launch.

Download Statistics and Market Reach

As of Tuesday, Whee had only amassed 13,000 downloads globally on iOS and slightly over 10,000 on Android, according to Google Play data. The app’s primary markets include Malaysia, Turkey, Saudi Arabia, Peru, and Indonesia, where download numbers remain modest.

For example, Malaysia, the top market, contributed only 2,400 downloads, while Indonesia, ranked fifth, added just 800 installs.

These figures suggest that most downloads are likely from users who stumbled upon the app while browsing the App Store. In smaller markets with fewer app options, Whee managed to enter the Top 500 Social apps, though it rarely reached the Top 10, mostly ranking well past 50.

Lack of Marketing Efforts

Appfigures also noted that ByteDance, TikTok’s parent company, has not invested in Apple Search Ads to promote Whee. This lack of advertising support has contributed to the app’s low visibility and download rates. User feedback has been lukewarm, with Whee holding an overall rating of 3.6 out of 5 from 31 App Store ratings, only 10 of which include reviews.

Potential Strategic Move Amid Regulatory Challenges

ByteDance has not disclosed its plans for Whee, but the timing of the app’s launch is noteworthy. President Biden signed a law banning TikTok in late April, following a House-passed bill requiring either a ban or sale of the app.

TikTok has since sued the U.S. government to delay the ban, but Whee’s arrival may be a strategic move by ByteDance to maintain a social presence in the U.S. if the ban is enforced.

Previous Attempts and Future Prospects

This is not ByteDance’s first attempt to diversify beyond TikTok. Earlier in 2023, the company launched Lemon8, an Instagram-like app, in the U.S. and U.K., even paying TikTok influencers to promote it. While Lemon8 initially saw moderate success with 2.5 million iOS downloads in the U.S. by November 2023, it has grown to become the No. 2 Lifestyle app in the U.S., with nearly 7.7 million iOS installs.

ByteDance also operates CapCut, a popular video editing app for TikTok content, and previously experimented with a BeReal rival called TikTok Now, which was discontinued after less than a year. Currently, ByteDance is testing another Instagram competitor, TikTok Notes.

Whether Whee will follow Lemon8’s growth strategy remains to be seen. If TikTok influencers begin promoting Whee, it’s likely part of ByteDance’s effort to boost the app’s visibility and user base.

For now, Whee’s journey in the competitive social media landscape continues with a slow start.