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Tadaa scoops half a million new users as Instagram wobbles

Hamburg-based photo-sharing firm Tadaa appears to be capitalizing handsomely on Instagram’s recent ToS woes, announcing that it has received transfers of more than 3 million photos from the troubled Facebook acquisition just two weeks after adding an ‘Instagram import’ app.

Guaranteed to impress the jobbing social media manager, content manager and community manager alike is another spin-off from the app. Tadaa has picked up no fewer than 500,000 new users during the same fortnight.  That takes the startup’s total user base to within a gnat’s whisker of 2 million. Christmas presents just don’t get any better than this.

Unique attractions

While the success has almost certainly been buoyed by Instagram’s change of privacy policy in December (which immediately aroused user anxieties that their photos would be shared commercially without their consent), Tadaa insists that it has plenty of other attractions.  For one thing, its community has access to a heavily “gamified” environment, ingeniously “financed” by a virtual currency called “Tadaa dollars” which users are rewarded with whenever they receive a re-share, comment or like.

But the social features are the German firm’s real paydirt. You can re-post photos (like Twitter’s re-Tweets), reply using photos instead of texts, and take part in frequent Tadaa-staged competitions (presumably, it didn’t want to be outdone in this department by rivals like EyeEm and its photo missions).

Fabulous editing

The award for most addictive standout feature, though – at least for those hardcore iPhone photographers (iPhoneographers) out there – has to go to Tadaa’s free, built-in photo-editing features. You don’t even need to join up in order to use the app for photo-editing – and, boy, does it take editing to a new level. There are literally dozens of frames and filters to choose between, and the flagship HD Tilt Shift feature is to die for. It magically alters the depth of the field after you’ve taken the shot. Gandalf couldn’t do better.

Saturation, lighting and contrast can also be adjusted, and you can reach a longest edge upload resolution of 1600X. That’s about three times higher than Tadaa’s nearest rivals, including Instagram.

OK, it’s not as simple to use as Instagram. But hey, once you’ve got the hang of it you’ll find it hard to travel second class again.

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