Neptune is one of the newest short-form video apps on the block seeking to compete with major players like TikTok, Instagram Reels, and YouTube Shorts.
The app, currently in beta, has attracted attention from hundreds of thousands of users, with 970 testers participating and 400,000 people on the waitlist, per the company.
Neptune announced Monday that it’s preparing to launch the app on the App Store next week, with plans to roll out on the Google Play Store in about six months.
The startup was founded by Ashley Darling, who has a background as a talent director at the OPTYX agency, where she worked with “underestimated” influencers. She set out to develop a platform that emphasizes creativity instead of the number of followers a creator has.
“I spent years working with independent creators, both as an influencer myself and later helping brands,” Darling shared with TechCrunch. “I kept hearing the same thing from creators and users, ‘I miss when social media was fun. When it was about creativity, not competition.’ So, instead of waiting for a platform to listen, I built one.”
With TikTok’s future still uncertain, Neptune hopes to attract creators looking for an alternative way to earn revenue while fostering an environment that prioritizes the quality of videos and connections instead of follower counts. The app plans to offer various revenue streams, including tips, livestreams, and subscriptions.
Like its competitors, Neptune features a discovery tool and a vertical feed for users to swipe through short videos and engage through comments. Additionally, users can add a cover photo to their profiles, imitating what X and other networking apps offer.
A key distinguishing feature of Neptune is that it lets creators hide their total followers and likes. This “ghost metrics” feature is optional, however, and is designed to help users avoid the pressures associated with follower count, yet still caters to creators who may want to showcase their metrics.
According to the company, Neptune’s algorithm emphasizes user interests and content quality rather than creator popularity. Typically, social media algorithms prioritize content with the highest engagement, often leaving lesser-known creators, or “micro-influencers,” at a disadvantage.
“We put the power back in the hands of [the creators] who actually built the internet. Not the corporations, not the algorithms. Neptune is for connection, not clout,” chief marketing officer Timur Tugberk said.
Another notable feature is “Hop Back,” which allows users to resume watching a video right where they left off, preventing them from losing their place when the app refreshes.
Neptune is in beta and doesn’t offer all of its intended features yet. It’s currently on the simple side, providing only a video feed and a search function. When testing the app, we also noticed it lacks in-app editing tools and direct messaging.
The company says it’s working on adding a livestream capability, the ability to create playlists, and music integrations.
Lauren covers media, streaming, apps and platforms at TechCrunch.