Company Documents Leaked! Meta Admits Facebook Lost To TikTok

Facebook lost to TikTok (photo: dock. unsplash)

JAKARTA Meta executives realize that TikTok has managed to excel in the social media market. In fact, in a leaked document, Meta realized that Facebook had been defeated by TikTok.

This document appeared on May 5 in an antitrust lawsuit filed by the US Federal Trade Commission (FTC), reported by a TechCrunch report. In the document, there were conversations of a number of Meta executives in February 2022.

These executives discussed Facebook's market strategy and position as well as Instagram. Although Instagram has increased significantly, it is undeniable that Facebook has 'lost its market share' over the past few years.

Meta officials also note that compared to TikTok, the vertical video platform is more popular because it presents content with a 'joint context'. That is, users can find the same interest more easily.

"The most natural and different strategy for Facebook is the surface of default discovery. However, it's interesting that (TikTok) is 100 percent of the videos and beats us by a landslide," wrote Instagram Chief Adam Mosseri in the report.

That year, Mosseri suspected that TikTok would further dominate the mobile market, even replacing public interest in shows, "TV, long videos, and Netflix as well."

In fact, TikTok is in more demand right now. The platform managed to overtake average YouTube viewing time. In fact, in a study, young people are known to spend 60 percent of their watching time on TikTok than YouTue.

Although TikTok has not beaten Netflix completely, the film streaming platform and the series are following TikTok's steps by launching a special tab to scroll through film footage. Of course in vertical format like TikTok.