In a recent court filing related to the U.S. Federal Trade Commission’s antitrust lawsuit against Meta, internal discussions reveal that CEO Mark Zuckerberg and other executives recognized TikTok as a significant competitor, suggesting that it was surpassing Facebook and Instagram in various key areas. The document, dated February 2022, implies that Meta’s leaders viewed themselves as challengers in the social media landscape, with Zuckerberg describing Facebook as having “lost the mindshare and momentum.”
Adam Mosseri, head of Instagram, concurred, indicating that Facebook was no longer the leading platform for content discovery, envisioning that TikTok might soon eclipse YouTube in popularity based on available data. He noted TikTok’s full video format and its ability to capture viewer engagement, stating its clear advantage in attracting users and impacting traditional media consumption patterns.
The growing supremacy of TikTok is underscored by various studies: in 2021, TikTok surpassed YouTube for average watch time in the U.S., and by 2023, children aged 4 to 18 reportedly spent 60% more time on TikTok compared to YouTube. Additionally, Netflix has recently added a TikTok-like feature to its app, highlighting a shift in how content is consumed.
Amidst the antitrust concerns, the U.S. government aims to illustrate that Meta violated competition laws through acquisitions like Instagram and WhatsApp, effectively monopolising the social networking space. This internal acknowledgment of TikTok’s ascendancy might complicate Meta’s defence in the lawsuit, as it shows that executives were aware of how significantly TikTok was impacting their platforms.
Zuckerberg further emphasised that while Facebook may still lead in user engagement numbers, its users were not spending as much time on the app as they once did. He pointed out TikTok’s capability to create a shared experience among friends, where users encounter similar content organically, thereby enhancing its social aspect.
Other Meta executives echoed these sentiments. Will Cathcart, head of WhatsApp, highlighted how TikTok’s comment features foster community interactions, while Stan Chudnovsky, then a VP and GM at Meta, cautioned that the competitive landscape had become fragmented, with numerous apps vying for user attention. John Hegeman, formerly VP of Ads, agreed that TikTok excelled in short-form video content and tool capabilities, voicing concerns about Meta’s lag in the technological aspects of content creation.
Overall, this document presents a candid assessment within Meta, revealing a sense of urgency as they confront the reality of being perceived as the underdog in a rapidly evolving social media arena, heavily influenced by TikTok’s dynamic growth and innovative appeal. This perception of competition has significant implications for Meta’s current and future strategies as it navigates its legal battles and the shifting digital landscape.
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