Neptune is emerging as a new contender in the short-form video app market, aiming to compete with established platforms such as TikTok, Instagram Reels, and YouTube Shorts. Currently in its beta phase, Neptune has garnered interest from a significant user base, with 970 testers involved and 400,000 individuals on the waitlist, according to company reports.
On Monday, Neptune announced its plan to launch on the App Store in the coming week, with a scheduled release on the Google Play Store approximately six months later. The startup was founded by Ashley Darling, a former talent director at the OPTYX agency, who worked extensively with “underestimated” influencers. Darling’s goal for Neptune is to create a platform that values creativity over follower count.
Darling expressed to TechCrunch that her motivation stemmed from a desire to recapture the fun and creativity of social media, based on her experiences as both an influencer and a support to brands. She decided to establish a new platform rather than wait for existing ones to pivot in this direction.
With uncertainties surrounding TikTok’s future, Neptune aims to attract creators seeking alternative ways to generate income while prioritizing video quality and meaningful connections over the accumulation of followers. The app will offer various revenue-generating options like tips, livestreams, and subscriptions.
Neptune incorporates features similar to its competitors including a discovery tool and a vertical video feed, enabling users to interact through comments. Additionally, users can add cover photos to their profiles in a manner reminiscent of other social networking applications.
A unique aspect of Neptune is its optional “ghost metrics” feature, allowing creators to hide their follower and like counts, thereby mitigating social pressures related to follower statistics while still giving creators the option to display their metrics if desired.
Neptune claims its algorithm focuses on user interests and content quality rather than the popularity of creators. Unlike typical social media algorithms that favor content with high engagement, Neptune aims to support lesser-known creators, often referred to as “micro-influencers.”
Timur Tugberk, Chief Marketing Officer, emphasized Neptune’s mission to empower creators, stating the platform favors personal connections over social status.
Another feature, “Hop Back,” enables users to seamlessly resume videos where they left off, addressing the issue of losing one’s place upon app refresh.
While still in beta, Neptune offers limited features, consisting mainly of a video feed and search function, lacking in-app editing tools and direct messaging capabilities. The company is actively working on future updates including livestream functionality, playlist creation, and music integration.
