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TikTok has become a threat to the dominance of Meta (the parent company of Facebook, Instagram and Whatsapp) for several reasons:
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It has exponential growth.
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As of 2021, it is the most downloaded app of the year.
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It easily reached 1 billion monthly users.
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It works great in all markets (Europe, Asia, USA, Latin America, Middle East and North Africa).
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Its popularity among American Generation Z (those born between 1997 and 2021) is higher than Instagram’s.
We are in the same context as Snapchat with its filters and invention stories, in 2016 began to tease young users on Mark Zuckerberg’s platforms. Then a new audiovisual concept was created, based on the influence of the ephemeral.
In response, Instagram successfully and shamelessly copied the model stories that disappear after 24 hours. In fact, Kevin Weil, one of its directors, came to the conclusion that copying is how technology companies operate and that good ideas are born in one place and then spread throughout the industry.
Instagram failed to copy TikTok
However, Instagram has imposed on all its users tiktokization its platform, giving priority to video ( coils) in photos and using the algorithm to see stories and content from other users, and not from friends who is being followed.
This caused a wave of indignation among some instagrammers, which show the loss of platform identification. In fact, thousands of users signed the Change.org petition. Make Instagram Instagram Again: Stop Trying to Be TikTok, I Just Want to See Beautiful Photos of My Friends.
Faced with a wave of criticism, Instagram CEO Adam Mosseri said: “If we ever fail, it’s because we don’t think big enough or are not brave enough.” However, in the video message, he also made it clear that “to be honest, this video is going to carry more and more weight on Instagram.”
The Future of the Meta in Video
Tiktok was able to attract new content creators, it built an algorithm that quickly catches the user, suggesting videos of interest to him as soon as he enters the social network. In addition, he was able to monetize it, so his income is getting higher.
For its part, Meta is aware of this situation and knows that the future of social media lies in videocentrism. Instagram doesn’t want the same as Fotolog, but it needs to develop and solidify its video strategy.
By 2022, it is estimated that 82% of all internet traffic will be video.
Jorge Gallardo-Camacho, Director of Audiovisual Communications and New Media, Camilo José Sela University
This article was originally published on The Conversation. Read the original.
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I’m Liza Grey, an experienced news writer and author at the Buna Times. I specialize in writing about economic issues, with a focus on uncovering stories that have a positive impact on society. With over seven years of experience in the news industry, I am highly knowledgeable about current events and the ways in which they affect our daily lives.