Meta, the parent company behind Facebook and Instagram, has launched several initiatives aimed at capturing the attention of digital content creators, particularly those facing uncertainty on rival platforms. With the recent turbulence surrounding Twitter, now rebranded as X, and ongoing questions about TikTok's future in the United States, Meta is making strategic moves to capitalize on these opportunities.
One significant step is the introduction of Threads, a new platform designed to tap into the disarray at Twitter. This launch is part of Meta's broader strategy to offer alternatives to existing platforms. Furthermore, Meta has unveiled an app called Edits, mirroring ByteDance's CapCut, which went offline following a ByteDance ban.
Meta is also building its version of TikTok Shop by introducing a "new affiliate link experience for your shoppable content" on Facebook. This system allows users to add affiliate links directly onto their videos, echoing TikTok's feature. The initiative is part of Meta's comprehensive effort to compete with ByteDance and attract creators from "third-party social apps." The company aims to evaluate potential users based on "an evaluation of your social presence."
Additionally, the "Breakthrough bonus programme" offers financial incentives to new users joining Facebook and Instagram. Participants can earn up to $5,000 (£4,040) by posting a minimum of 20 reels on Facebook and 10 reels on Instagram within each 30-day period. This move is specifically targeted at drawing creators away from TikTok, which currently boasts 170 million users in the US, many of whom depend on it for their livelihoods.
Instagram has undergone changes, including a new rectangular post format akin to TikTok's style. Adam Mosseri, Instagram's boss, acknowledged criticisms regarding these modifications.
"One of the mistakes I made was not giving people enough of a heads up," he conceded.
These developments reflect Meta's ambition to gain traction amidst TikTok's uncertain future in the U.S., providing an opportune moment for Meta to expand its influence.