Facebook doesn’t want to lose more young users: the plan is to copy Instagram and TikTok

Facebook does not resign itself to losing the potential of young in their networks. To recover the new blood, the social network introduces a series of innovations with which they try to compete with TikTok.

So, after the new update of the network commanded by Mark Zuckerberg, aim at improve rollers. Its intention is to get the attention of both TikTok users and the company itself. instagram.

The first change is that Reels on the platform can now have a duration of up to 3 minutesthus exceeding the current limit of 60 seconds. Although it is still a long way from the 10 minutes of TikTok.

In an imitation plan, one option that Meta has taken directly from that social network is to offer users the opportunity to use models from a video they have just watched to implement it in their own content.

Calls are also introduced Grooves. This feature is responsible for synchronizing the rhythm of the music with the movement of the video. It no longer has to be done manually.

Also, old posts that have been published in the past will be remembered. This content appears privately and only the account owner will be able to see it, but on Facebook it can be shared as a post and also generate a reel very simply by pressing a button.

TikTok, at the forefront

THE brands get more engagement on TikTok than on Instagram, Facebook or Twitter, according to a new report from social media analytics firm Rival IQ.

Signature measures “engagement” per post based on likes, comments, favourites, retweets, shares, and reactions. He then divided those totals by the number of followers to calculate rates.

Thus, TikTok’s average engagement rate in 2022 was the highest among the studio’s major platforms, with 5.69%compared to 0.06% for Facebook, 0.47% for Instagram and 0.035% for Twitter.

From these metrics it can be seen that the average engagement rate on Instagram fell 30% YoY in 2022, the third consecutive year of decline according to the study.

The frequency of brand posts on Twitter and Facebook decreased by about 20% between 2021 and 2022.

This may be because all eyes have turned to videos for TikTok and Instagram, which can take longer to produce than static content.

In the crosshairs of the United States

The director of the US National Security Agency, Paul Nakasone, has expressed concern about the data collection by the Chinese-owned video app TikTok and its potential to enable large-scale influence operations.

When asked by Republican Senator Tommy Tuberville about his concerns about TikTok’s influence on American children, Nakasone told a Senate Armed Services Committee hearing, “TikTok worries me for a variety of reasons.”

First, because of “the data they have… The second is the algorithm and who’s in control of who has the algorithm,” Nakasone added.

The social network has come under increasing criticism over fears that user data could end up in the hands of the Chinese government, undermining Western security interests.