The Rise of Tiktok: why is Facebook worried?

TikTok is on track to surpass the combined global ad size of Twitter and Snapchat this year, and to rival mighty YouTube within two years, as fashion-forward teens and young adults take to the app. trending social media right now – and Facebook is concerned.

Despite the fact that TikTok launched internationally 12 years after its Google-owned rival, the Chinese video-sharing site is expected to catch up with YouTube by 2024, when the two are expected to earn $23.6 billion (18, £2 billion) in advertising. Income.

Last year it overtook the global publicity grab of Snapchat, which was previously the digital hangout of choice for teens and twenties, and by the end of this year it will have overtaken Twitter. This year, it is expected to increase its global ad revenue to $11.6 billion, surpassing Snapchat and Twitter combined.

TikTok reached one billion users four years after its global introduction, in half the time of Facebook, YouTube or Instagram, and three years faster than WhatsApp. Data.ai analysts changed a projection that TikTok would hit 1.5 billion monthly active users this year earlier this week, after their study said it had eclipsed that milestone of 100 million users. during the first three months.

The application of short videos is also becoming more and more addictive. Despite the platform’s purported restriction to people aged 13 and over, around 16% of three- and four-year-olds see TikTok material.

Facebook has 2.9 billion monthly active users and Instagram has another 2 billion, with Insider Intelligence estimating its ad sales in 2024 at $85 billion and $82 billion, respectively. Despite this, it was revealed last month that the company had hired a lobbying firm to portray TikTok as a “serious danger, especially as a foreign-owned app”.

Facebook has 2.9 billion monthly active users and Instagram has another 2 billion, with Insider Intelligence estimating its ad sales in 2024 at $85 billion and $82 billion, respectively. Despite this, it was revealed last month that the company had hired a lobbying firm to portray TikTok as a “serious danger, especially as a foreign-owned app”.

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