June 17, 2022 · less than 3 min read
The video social platform is streaking ahead – and Facebook is looking to ride its coattails to keep up.
The big rethink
What do you think of when you think of Facebook these days? Maybe the sort of online platform that people over 55 might consider ‘hip and happening’? Yeah, something like that.
Whichever way they spin it, Facebook isn’t the top social media player for the younger generation anymore. While that’s not to say Facebook is a bit-part player – boasting 2.94 billion monthly users – the proof is often in the apps these days. And while the TikTok app has been downloaded 3.6 billion times (!), it’s really starting to look like Facebook just can’t keep pace anymore. Estimates show that TikTok downloads were 20% higher than Facebook and 21% higher than Instagram. And so the Facebook top dogs look to be facing down the barrel of a harsh truth: if you can’t beat ‘em, join ‘em.
Do as I do
Perhaps the most troubling number-crunch for Facebook is this: during the first three months of this year, iPhone users averaged 78% more time on TikTok than on Facebook. That’s a lot of ad revenue going missing. Thankfully, Meta’s Facebook exec has a plan.
In an internal memo, Tom Alison explained the need to start heavily recommending posts regardless of where they come from, like TikTok does. And, in huge news for pretty much anyone with a phone, the amicable split between Messenger and Facebook is being undone – they’re getting the band back together, and again forming one app to imitate TikTok’s messaging functionality.
It looks like this is a sign of the times. The ‘News Feed’ has changed, and for Facebook it’s a case of change or face the chop. And one thing’s for sure: Zuckerberg doesn’t like to lose.
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