The CEO of Facebook Mark Zuckerberg said that its almost like the explore tab that we have Instagram, A video was leaked audio of him describing tikTok during an all-hands meeting but it was not Tiktok.
Tiktok represents a new form of social entertainment that’s vastly different from the lifelogging of Instagram, where you can sit and take selfies to show something pretty or pan around what you’re up to, TikTOks are represent as premeditated, storyboarded and vastly different than the haphazard Stories on Instagram.
That was the reason Zuckerberg comments cast a dark shadow over the future of Facebook, How can facebook beat what he doesn’t understand?
Facebook’s copycat Lasso has been installed just 425,000 times since it launched in November, while TikTok has 640 million installs in the same period outside of China. Oh, and TikTok has 1.4 billion total installs beyond China to date.
Today Casey Newton of the Verge Published two hours of Audio Q&A which was held by Mark Zuckerberg at Facebook in July.
His comments touch on the company’s plan to fight being broken up by regulators, Even if Elizabeth Warren becomes president He thinks Facebook would Win.
Plus Facebook it’s his pigeonholing of TikTok that’s most alarming. It foreshadows Facebook failing to win one of the core social feeds that its business depends on.
Perhaps his perspective on the competitor is evolving, but the leak portrays him as thinking TikTok is just the next Snapchat Stories to destroy.
Zuckerberg’s thoughts on TikTok.
Here’s what Zuckerberg said About TikTOk dering the Internal Q&A sessions
“So yeah. I mean, TikTok is doing well. One of the things that’s especially notable about TikTok is, for a while, the internet landscape was kind of a bunch of internet companies that were primarily American. And then there was this parallel universe of Chinese companies that pretty much only were offering their services in China. And we had Tencent who was trying to spread some of their services into Southeast Asia. Alibaba has spread a bunch of its payment services to Southeast Asia. Broadly, in terms of global expansion, that had been pretty limited, and TikTok, which is built by this company Beijing ByteDance, is the first consumer internet product built by one of the Chinese tech giants that are doing quite well around the world. It’s starting to do well in the US, especially with young folks. It’s growing quickly in India. I think it’s past Instagram now in India in terms of scale. So yeah, it’s a very interesting phenomenon.
And the way that we kind of think about it is: it’s married short-form, immersive video with browse. So it’s almost like the Explore Tab that we have on Instagram, which is today primarily about feed posts and highlighting different feed posts. I kind of think about TikTok as if it were Explore for stories, and that was the whole app. And then you had creators who were specifically working on making that stuff. So we have several approaches that we’re going to take towards this, and we have a product called Lasso that’s a standalone app that we’re working on, trying to get product-market fit in countries like Mexico, is I think one of the first initial ones. We’re trying to first see if we can get it to work in countries where TikTok is not already big before we go and compete with TikTok in countries where they are big.
We’re taking several approaches with Instagram, including making it so that Explore is more focused on stories, which is increasingly becoming the primary way that people consume content on Instagram, as well as a couple of other things there. But yeah, I think that it’s not only one of the more interesting new phenomena and products that are growing. But in terms of the geopolitical implications of what they’re doing, I think it is quite interesting. I think we have time to learn and understand and get ahead of the trend. It is growing, but they’re spending a huge amount of money promoting it. What we’ve found is that their retention is not that strong after they stop advertising. So the space is still fairly nascent, and there’s time for us to kind of figure out what we want to do here. But I think this is a real thing. It’s good.”
It means Mark is crediting He is not dismissing the threat, He knows TikTOk is Popular Around the globe Plus its growing in key international markets Facebook and Instagram, It depends on User counts rising And he knows his company needs to respond via its standalone clone Lasso and more.
But while TikToks might look like Stories because they’re vertical videos, and TikTok might algorithmically recommend them to people like Instagram Explore, it’s a whole ‘nother beast of a product and one that may be harder than it seems to copy.
To crystallize why, let’s rewind to Snapchat. With the launch of Stories, it started to blow up with U.S. teens. Facebook’s attempts to clone it in standalone apps like Poke and Slingshot never gained traction.
None of Facebook’s standalone apps have succeeded unless they splintered off an already popular piece of Facebook like chat and users were forced to download them like Messenger. It wasn’t until Zuckerberg stuck his clone of Stories front-and-center atop Instagram and Facebook that Snapchat’s user count went from growing 18% per quarter to shrinking.
There, Facebook used the same strategy laid out in Zuckerberg’s comments — push its good-enough clone in countries where the original isn’t popular yet.
But Facebook was fortunate because Stories really wasn’t that dissimilar to the content users were already sharing on Instagram — tiny biographical snippets of their lives. Snapchat CEO Evan Spiegel had originally invented Stories as a vision of Facebook’s News Feed through the lens of an ephemeral camera.
All users had to know was “I take the same videos, but shorter and sillier, posted more often and then they disappear.” The concept of Instagram and Facebook didn’t have to change. They were still about telling friends what you were up to. Choking off TikTok’s growth will be much more complicated.
The rise of social entertainment…not media
TikTOk isn’t about you or what you are doing it is about entertaining your audience, It’s not spontaneous chronicling of your real life. It’s about inventing characters, dressing up as someone else and acting out jokes. It’s not about privacy and friends, but strutting on the world stage. And it’s not about originality.
The heart of Instagram. TikTok is about remixing culture — taking the audio from someone else’s clip and reimagining the gag in a new context by layering it atop a video you record.
That makes TikTok distinct enough that it will be very difficult to shoehorn into Instagram or Facebook, even if they add the remixing functionality.
Most videos on those apps aren’t designed to be templates for memes like TikToks are. Insta and Facebook’s social graphs are rooted in friendship and augmented by the beautiful and famous but don’t encompass the new wave of amateur performers TikTok elevates. And since each post to the app becomes fodder for someone else’s creativity, a competitor starting from scratch doesn’t offer much to remix.
That means a TikTok clone would have to be somewhat buried in Instagram or Facebook, rebuild a new social graph and retrain users’ understanding of these apps’ purposes…at the risk of distracting from their core use cases. This leaves Facebook hoping to grow its standalone TikTok clone Lasso.
Facebook struggles growing brand new apps, and that effort is further hindered by its increasingly toxic brand and sheen of uncoolness. Nor does it help that Facebook must divert development resources to comply with all the new privacy and transparency obligations as part of its $5 billion FTC fine and settlement.
The next feed
Facebook’s best bet is to assess the future value of the ads it could run on a successful TikTok clone and apply some greater fraction of that grand sum to competing directly.
Read also: Zuckerberg requests Trump to be easy on him
It’s already made some smart additions to Lasso, like tutorials for how to remix and the option to add GIFs as sections of your video. But it’s still failing to gain serious traction in the U.S. While typical videos on The TikTok homepage.
Where I’m spending a few hours a week have hundreds of thousands of Likes, the top ones I saw in my Lasso feed today received 70 or fewer.