Exposed! Why TikTok Is Winning The Social Media War Against Facebook?

As trendsetting kids and young adults make TikTok the trendiest social app right now, Facebook is concerned that it may soon surpass the combined worldwide advertising scale of Twitter and Snapchat this year and match the might of YouTube within two years.

Despite TikTok being launched globally 12 years after its Google-owned rival, the Chinese-owned video-sharing site is forecasted to overtake YouTube by 2024 when both are expected to generate $23.6 billion (£18.2 billion) in ad income.

The amount of time users spend on the app is unusual, according to Debra Aho Williamson, principal analyst at Insider Intelligence, which created the projection for ad expenditure. “TikTok’s user base has grown in the past couple of years,” she adds. It has developed significantly from its beginnings as a dancing and lip-syncing software. It develops trends and intimate relationships with creators that keep viewers interested in videos after videos.

In 2021, four years after its global launch, TikTok will have one billion users, which is three years sooner than WhatsApp and four years faster than Facebook, YouTube, or Instagram. Data.ai researchers updated their earlier forecast that TikTok will reach 1.5 billion monthly active users this year earlier this week after discovering that the app has already eclipsed that mark by 100 million users in the first three months of the year.

The firm is winning the war for the “sweet spot” of social media users, those in the 18 to 25 age range where Facebook is experiencing the sharpest reductions, with parent company Meta attempting to stop the outflow by luring them to stablemate Instagram.

TikTok is likewise becoming more and more compulsive. A study commissioned by media regulator Ofcom found that 16% of three and four-year-olds watch TikTok video, despite the platform’s purported restriction to users aged 13 and older. In the age range of five to seven years old, this number increased to 29% of all kids.

According to data.ai, the average TikTok user spent 19.6 hours on the app each month last year, matching Facebook as the social media platform with the most time spent by users worldwide. From 4.2 hours in 2018, this indicates a nearly fivefold increase for TikTok in only four years.

Facebook and Instagram each have 2.9 billion monthly active users, and Insider Intelligence estimates that their respective ad revenues will be $85 billion and $82 billion in 2024. Mark Zuckerberg’s Meta continues to dominate the industry. Recently, it came to light that the corporation had hired a lobbying firm out of concern of TikTok to portray the latter as the “true threat, especially as a foreign-owned app.”

How TikTok Makes Us Hooked

If you’ve never used TikTok, it offers a never-ending stream of extremely brief videos. Because of the intensity of signals they are able to gather within a focused period, algorithms are able to determine your preferences in a very short amount of time.

Imagine if it takes hours of attention for a platform to recognize that you enjoy soul music or Succession when you watch Netflix or listen to Spotify. However, it takes TikTok 15 to 20 minutes to learn about your musical, political, as well as your mental condition.

TikTok is distinct from other social networking sites. The “connections” or “friends” list of a user is what Facebook, Instagram, Twitter, and other platforms utilize to serve out content.

But TikTok is different since it makes content placement decisions independently of who your friends are. Instead, the algorithms used by TikTok determine exactly what makes you tick. When it comes to figuring out what you truly want to see and presenting it to you, AI is really skilled.

More importantly, the algorithms understand that a consumer might quickly grow tired of seeing the same things. Therefore, the algorithms will start experimenting with related but distinct content to see if you enjoy it and maintain your attention.

TikTok: The Game Changer

Facebook’s idea of a social media feed has been reinvented by TikTok. Can Facebook make back lost ground before it’s too late?

The stakes are undoubtedly significant, particularly now that Zuck is leading the business in new directions. One strategy is to maintain control of the Facebook, Instagram, and WhatsApp dominance. The other is developing a brand-new company designed for the Metaverse.

But compared to the last time Facebook had to keep an eye on its back, when Snapchat was snapping at its heels, the stakes are higher now. TikTok is now a far more powerful adversary! Facebook is also concerned about its gradually aging user base.

Investors are skeptical of Meta’s ability to negotiate this dual route while there are issues with its advertisements business, which generates Facebook’s income, as if those issues weren’t enough. At the end of last year, Facebook saw user loss for the first time ever. When Apple changed its privacy policies at the same time, Facebook’s CFO estimated a $10 billion revenue loss.

Additionally, if Zuckerberg wants to continue supporting his vision for the metaverse, the corporation must demonstrate its ability to expand given its already battered stock price.

5 Key Reasons Why TikTok Is Addictive

1. Highly Personalized Feed

Every social media site has a recommendations or suggestions section where they can point you in the direction of content that they “think” you’ll like based on their algorithms. This is referred to as the “For You” page on TikTok.

However, TikTok differs from other video-sharing apps since it allows users to customize their experience. The recommendations on other social media sites like Facebook, Instagram, Linkedin, and Twitter are based on your friend or following lists. The suggested material is influenced by the people you know and follow.

TikTok, however, doesn’t operate in this manner. Instead, they add information that is tailored to a user’s preferences to their For You page. A user will receive more of the same material from TikTok the longer they stay on the platform and view it. The purpose of TikTok is to lock the user into an endless scrolling loop.

2. Instant content

When a user first launches the program, TikTok immediately begins playing a loop of quick video snippets. There is no need to log in, choose what to look at first, or go to a home page; the content is available right now.

3. Videos played in a never-ending loop

On the majority of social media networks, you can view a post and then continue scrolling. For instance, Netflix provides a pause before instantly playing the following episode. TikTok is unique in that it employs a clever approach of repeatedly looping movies.

Interestingly, as part of its Big Tech Crackdown, the Chinese government has imposed restrictions on Douyin, the Chinese version of TikTok. The implementation of required 5-minute breaks is one of them. In order to break the “lock-in” of continuous scrolling, Douyin must interrupt the continuous content feed.

4. Short and to the point

The longest piece of content on Tiktok is three minutes. However, most video shorts are between 15 and 30 seconds long and last less than a minute. Although it doesn’t sound long, that is what makes TikTok shorts so special. Similar to Twitter, which popularized the 140-character tweet, TikTok has elevated brevity to a virtue.

The psychology is very clever because the human brain is very good at losing track of time. While it may seem like a little amount of time to view a few 15-second videos, it is actually fairly simple to lose 15-20 minutes watching a stream of entertaining content.

5. Changing the way we listen to music

The biggest music publishers in the market have agreements with TikTok. This enables users to use brief excerpts of popular music in their videos even though such videos have nothing to do with the songs in question. For well-known musicians, this has shown to be a very effective method of music promotion. and makes it possible for up-and-coming artists to succeed.

The point is that music is a major indication for engagement on TikTok. Popular songs are frequently used, which has the same impact as turning up the radio while a favorite song is playing.

Final Words

Facebook is a social networking site that allows you to create a community where anyone can create, share, and publish images and videos as well as post links to articles and other interesting web content. This allows you to connect with people from all over the world.

TikTok is a video-sharing website that has developed over time to overtake Facebook as the most popular social media network.

In TikTok vs Facebook war the former is currently winning and is among the social media platforms with the fastest growth rates in the world. Global downloads of TikTok recently surpassed the 3 billion mark on the App Store and Google Play. 

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