Facebook wants to copy TikTok, but may have problems

Facebook wants to copy TikTok, but may have problems

Many of the social networks are launching short video services as TikTok has influenced the way users consume content. However, an executive of the platform says that this can be a dangerous path.

Blake Chandlee, president of global business solutions at TikTok, used Facebook as an example. “They built all of their algorithms around the social graph. That’s their core competency. Not ours,” he explains. The executive worked at Facebook for 12 years and joined the TikTok team in 2019.

Still quoting Chandlee, if Facebook tries to copy TikTok, it will have problems and will likely offer an inferior experience. TikTok is seen internally as an entertainment platform, and that would be a significant difference.

Facebook said second-quarter revenue could drop year-on-year for the first time in 2022. (Shutterstock)Source: Shutterstock

Will Facebook Copy TikTok?

Tom Alison, Facebook’s head of apps, believes TikTok is “stealing more and more share” from the social network it works for. Earlier this year, Mark Zuckerberg also recognized the power of competition and said, “This is why our focus on Reels is so important in the long run.”

Facebook has plans to become more like “its rival”, recommending content even if it’s not shared by friends. Messenger and Facebook would also be brought together again, mimicking TikTok’s messaging functionality.

Tom Alison believes Facebook hasn’t seen “how social this format can be”. However, some employees and the head of apps himself have already expressed their concerns that the company is being too aggressive, risking losing its original essence. “They just won’t have it. [a experiência do TikTok] on Facebook, unless Facebook completely strays from its social values, which I just don’t think will happen,” says Alison.

Meta, which owns the social network, is experimenting with the video feed format on Instagram, with the Reels platform. In addition, Facebook also has its own version of the functionality, which now also allows the posting of short videos from the PC.

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