Meta Director General Mark Zuckerberg, head of Instagram Adam Mosser and other executions Meta thought Tiktok was defeating Meta in his game. This is according to a new appearance in the US Federal Commission’s antitrust lawsuit against the technology giant, published on Monday.
The document, dated February 2022, includes conversations between a number of meta executives discussing the Facebook and Instagram strategy and market position. In a message, Zuckerberg called Facebook a “challenging” that has “lost his mind and momentum”, adding that Tiktok creates a “feeling of common context”, where friends see the same memes, he said.
Mosser also agreed that Facebook should be thought of as a challenger now, noting that it is no longer the predetermined detection engine. He proposed that his favorite detection engine today could be YouTube, but he was expecting Tiktok to exceed the Google owned video platform in time, given Meta’s data.
“The most natural differentiated strategy … For Facebook is to be the predetermined area of the discovery. But it is interesting that (tiktok) is 100% video and beat us badly,” Mosser wrote. “My assumption is that they are raising the social mobile market and eating on TV, long -shaped video, Netflix too.”
Mosser was right. Tiktok overcome YouTube for the average viewing time in the SH.BA in 2021, a study was found. Another study by Qustodio parental control software found that children aged 4 to 18 had spent 60% more time in Tiktok than YouTube in 2023. Last year, Tiktok began to allow 60-minute loads to challenge YouTube.
And only this week, Netflix introduced her own tiktok -like experience in her mobile app, offering a new vertical video of the recommended video, personalized to the individual user.
In court, however, the US government is trying to prove that Meta violates competition laws by acquiring companies like Instagram and WhatsApp to create a social media monopoly. A document like this could damage the issue, given that, from within, Meta executions were discussing how badly was Facebook beaten by Tiktok.
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For example, Zuckerberg noted that even if Facebook remained the largest app in the number of people dealing with it on a daily or weekly basis, it was no longer the biggest app from the time.
He also emphasized that Tiktok has a way to provide people with a sense of common context. That is to say, if you and your friends are interested in the same things, you are likely to encounter the same things in Tiktok’s food, he said.
“This makes it naturally socially because instead of sending some content to a friend, you can simply assume that they have seen it,” CEO explained. “If we could reach a level like this with unrelated FB themes and content, that would be great.”
Other executions also tried.
WhatsApp Head Will Cathcart emphasized that Tiktok users can comment on a video in a special niche, which would lead the algorithm to bring them and other commenters to the same videos over time.
Stan Chudnovsky, then a VP and GM in Meta, added that Meta had now begun to compete in a space that had become very fragmented with a “gang of companies eating in our growth”.
“Only adding a new format (as we have done with history) is no longer enough. There are only many other places for people to be,” he added, citing other social applications known in the SH.BA, such as Tiktok, Twitter, Imessage, YouTube, Reddit and Discord.
John Hegeman, then VP of advertising (now the main income official), agreed that Tiktok was “clear in direction” in areas such as short video content, ranking skills and tools of creation, but said he could close the gap by taking the creators to post in the coils as well.
However, he said he was less sure than Meta was in teaching machinery and the technical side of things, and in terms of the tools of creation. The document paints a photo that, according to Meta’s appearance, Facebook is underdog in the social media market.
It is also not the only document that has come to the surface during the trial to demonstrate the fear of Meta from the competition. Zuckerberg himself proved last month that Tiktok’s success was a risk to the meta business and had slowed its growth.
