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https://velocitize.com/wp-content/uploads/2022/04/pexels-artem-podrez-6003271.jpg.webp 1280w" sizes="(max-width:1100px) 50vw, 1100px"/> <img width="1100" height="619" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%201100%20619'%3E%3C/svg%3E" alt="" decoding="async" data-lazy-srcset="https://velocitize.com/wp-content/uploads/2022/04/pexels-artem-podrez-6003271-1100x619.jpg 1100w, https://velocitize.com/wp-content/uploads/2022/04/pexels-artem-podrez-6003271-400x225.jpg 400w, https://velocitize.com/wp-content/uploads/2022/04/pexels-artem-podrez-6003271-768x432.jpg 768w, https://velocitize.com/wp-content/uploads/2022/04/pexels-artem-podrez-6003271.jpg 1280w" data-lazy-sizes="(max-width:1100px) 50vw, 1100px" data-lazy-src="https://velocitize.com/wp-content/uploads/2022/04/pexels-artem-podrez-6003271-1100x619.jpg"/><noscript><img width="1100" height="619" src="https://velocitize.com/wp-content/uploads/2022/04/pexels-artem-podrez-6003271-1100x619.jpg" alt="" decoding="async" srcset="https://velocitize.com/wp-content/uploads/2022/04/pexels-artem-podrez-6003271-1100x619.jpg 1100w, https://velocitize.com/wp-content/uploads/2022/04/pexels-artem-podrez-6003271-400x225.jpg 400w, https://velocitize.com/wp-content/uploads/2022/04/pexels-artem-podrez-6003271-768x432.jpg 768w, https://velocitize.com/wp-content/uploads/2022/04/pexels-artem-podrez-6003271.jpg 1280w" sizes="(max-width:1100px) 50vw, 1100px"/></noscript> </picture> </div><article class="post-50582 post type-post status-publish format-standard has-post-thumbnail category-agency category-content-marketing category-digital category-influencer-marketing category-marketing category-recommended-reads category-social-media-marketing tag-brands tag-content-marketing tag-facebook tag-instagram tag-instagram-reels tag-meta tag-micro-influencers tag-social-media tag-tiktok tag-ugc tag-video tag-youtube entry" aria-label="Video Games: Meta and the TikTok Threat"><header class="entry-header"><h1 class="entry-title">Video Games: Meta and the TikTok Threat</h1> <p class="entry-meta"><span class="author"><a href="https://velocitize.com/author/eileen-smith/" title="Posts by Eileen Smith" rel="author">Eileen Smith</a></span><span class="date">April 27, 2022</span></p> <div class="social-share"> <p>Share</p> <ul> <li> <a href="https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fvelocitize.com%2F2022%2F04%2F27%2Fvideo-games-meta-and-the-tiktok-threat%2F" target="_blank" class="facebook"> <i class="fa fa-facebook"></i> </a> </li> <li> <a href="https://twitter.com/intent/tweet?text=Video%20Games%3A%20Meta%20and%20the%20TikTok%20Threat%20-%20&url=https%3A%2F%2Fvelocitize.com%2F2022%2F04%2F27%2Fvideo-games-meta-and-the-tiktok-threat%2F&via=velocitizepub" target="_blank" class="twitter"> <i class="fa fa-twitter"></i> </a> </li> <li> <a href="https://www.linkedin.com/shareArticle?url=https%3A%2F%2Fvelocitize.com%2F2022%2F04%2F27%2Fvideo-games-meta-and-the-tiktok-threat%2F&mini=true&title=Video%20Games%3A%20Meta%20and%20the%20TikTok%20Threat" target="_blank" class="linkedin"> <i class="fa fa-linkedin"></i> </a> </li> </ul> </div> </header><div class="entry-content"> <p><a href="https://www.washingtonpost.com/technology/2022/03/30/facebook-tiktok-targeted-victory/" target="_blank" rel="noreferrer noopener">The Washington Post reported</a> recently that Meta/Facebook feels so threatened by the younger, hipper TikTok that the company hired an outside political consulting group to conduct a clandestine smear campaign. (Scratch the clandestine part.) </p> <p>Targeted Victory created the nationwide campaign to expose the short-form video app and social platform as “a danger to American children and society” while attempting to shift controversy concerning user data and privacy issues from Meta to TikTok. </p> <p>It’s not the first time that the TikTok threat has eclipsed the Meta-owned Instagram. In 2016, CEO Mark Zuckerberg <a href="https://www.buzzfeednews.com/article/ryanmac/zuckerberg-musically-tiktok-china-facebook" target="_blank" rel="noreferrer noopener">tried to (unsuccessfully) buy it</a>.</p> <figure class="wp-block-image"><img decoding="async" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%200%200'%3E%3C/svg%3E" alt="Statistic: Distribution of TikTok users in the United States as of March 2021, by age group | Statista" data-lazy-src="https://www.statista.com/graphic/1/1095186/tiktok-us-users-age.jpg"/><noscript><img decoding="async" src="https://www.statista.com/graphic/1/1095186/tiktok-us-users-age.jpg" alt="Statistic: Distribution of TikTok users in the United States as of March 2021, by age group | Statista"/></noscript><figcaption><em>Source: <a href="https://blog.hootsuite.com/tiktok-marketing/" target="_blank" rel="noreferrer noopener">Hootsuite/Statista</a></em></figcaption></figure> <p></p> <h2 class="wp-block-heading">Video Killed the Instagram Star?</h2> <p>According to the <a href="https://newsroom.tiktok.com/en-us/tiktok-whats-next-report-2022" target="_blank" rel="noreferrer noopener">latest annual report</a> conducted by TikTok for Business, “What’s Next: Insight into Culture Drivers on TikTok,” TikTok now boasts a community of one billion monthly active users (MAU) worldwide, catching up to Instagram’s <a href="https://www.cnbc.com/2021/12/14/instagram-surpasses-2-billion-monthly-users.html" target="_blank" rel="noreferrer noopener">two billion MAU</a>. </p> <p>Among Gen Z, however, <a href="https://www.emarketer.com/content/more-us-gen-zers-now-use-tiktok-than-instagram" target="_blank" rel="noreferrer noopener">TikTok has now surpassed Instagram</a> with 37.3 million users compared to Instagram鈥檚 33.3 million. A <a href="https://blog.hubspot.com/marketing/hubspot-blog-social-media-marketing-report?utm_campaign=Marketing%20Blog%20Weekly%20Email%20Sends&utm_medium=email&utm_content=201134030&utm_source=hs_email" target="_blank" rel="noreferrer noopener">study from HubSpot</a> concludes that TikTok “will take over social media, leaving other platforms to adapt.”</p> <p>It’s easy to see why. People are twice as likely to share and engage with video content than <a href="https://www.wyzowl.com/video-marketing-statistics/" target="_blank" rel="noreferrer noopener">any other type of content</a>, especially videos that entertain and make people laugh. (In fact, <a href="https://sproutsocial.com/insights/tiktok-stats/" target="_blank" rel="noreferrer noopener">60% of TikTok users</a> say they use the app for funny or entertaining content.) In that sense, TikTok has brought viral content fueled by strong user engagement to a whole new level.</p> <figure class="wp-block-image"><img decoding="async" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%200%200'%3E%3C/svg%3E" alt="Behaviors of TikTok Engagers in the past month: 68% watched someone else's video; 63% liked someone else's video; 63% followed someone else." data-lazy-src="https://influencermarketinghub.com/wp-content/uploads/2019/01/Blog-Behaviors-of-TikTok-Engagers.png"/><noscript><img decoding="async" src="https://influencermarketinghub.com/wp-content/uploads/2019/01/Blog-Behaviors-of-TikTok-Engagers.png" alt="Behaviors of TikTok Engagers in the past month: 68% watched someone else's video; 63% liked someone else's video; 63% followed someone else."/></noscript><figcaption><em>Source: <a href="https://influencermarketinghub.com/tiktok-stats/" target="_blank" rel="noreferrer noopener">Influencer Marketing Hub</a></em></figcaption></figure> <p></p> <p>For now, Meta’s focus has turned to <a href="https://velocitize.com/2020/11/12/instagram-reels/" target="_blank" rel="noreferrer noopener">Instagram Reels</a>, its own short-form community-centered video platform which launched two years ago. This corresponded with the shutdown of the short-lived Facebook <a href="https://techcrunch.com/2020/07/01/lasso-facebook-tiktok-shut-down/" target="_blank" rel="noreferrer noopener">Lasso</a>, essentially a failed TikTok clone. It’s important to note, however, that outside of these two headline-driving video platforms, YouTube has remained the most <a href="https://www.forbes.com/sites/abrambrown/2022/02/04/facebook-meta-growth-zuckerberg-reels-tiktok-videos-creators-pay/?sh=770a45144008" target="_blank" rel="noreferrer noopener">lucrative income site</a> for creators.</p> <h2 class="wp-block-heading">The TikTok Threat</h2> <p></p> <h3 class="wp-block-heading">Brands Go Viral</h3> <figure class="wp-block-image"><img decoding="async" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%200%200'%3E%3C/svg%3E" alt="Top 3 Brands on TikTok 2021: Guinness World Records 11.3M; Red Bull 5.2M; Roblox 3.9M. " data-lazy-src="https://www.marketingcharts.com/wp-content/uploads/2021/03/Conviva-Top-Brands-on-TikTok-Apr2021-.png.webp"/><noscript><img decoding="async" src="https://www.marketingcharts.com/wp-content/uploads/2021/03/Conviva-Top-Brands-on-TikTok-Apr2021-.png.webp" alt="Top 3 Brands on TikTok 2021: Guinness World Records 11.3M; Red Bull 5.2M; Roblox 3.9M. "/></noscript><figcaption><em>Source: <a href="https://www.marketingcharts.com/digital/social-media-116792" target="_blank" rel="noreferrer noopener">MarketingCharts</a></em></figcaption></figure> <p><a href="https://www.mavrck.co/influencer-marketing-by-demographic-stc-deep-dive/" target="_blank" rel="noreferrer noopener">Influencer platform Mavrck</a> has referred to TikTok as the “birthplace for viral content” to create, share and interact with, especially within a broader omnichannel marketing strategy. For example, according to <a href="https://blog.hootsuite.com/tiktok-stats/" target="_blank" rel="noreferrer noopener">Hootsuite</a>, social media users are active across multiple platforms. TikTok users specifically overlap with Facebook (84.6%), Instagram (83.9%), and YouTube (80.5%).</p> <p>Although content takes on many forms, a brand’s core message should remain the same while the content is shaped specifically for each platform, whether it’s TikTok or Instagram. For example, creating brand-specific <a href="https://velocitize.com/2020/07/23/using-tiktok-to-promote-your-business/" target="_blank" rel="noreferrer noopener">content for TikTok</a> could include a series of short how-to videos; product demos; and customer reviews and testimonials. </p> <p>According to a report from UGC (user generated content) platform <a href="https://www.pixlee.com/" target="_blank" rel="noreferrer noopener">Pixlee</a>, “The Social Media Marketer’s TikTok Cheatsheet,” creating compelling content takes four steps: research; shareable/repurposable content; adding Calls to Action (CTAs); and links. On TikTok, the best content is created with the greater community in mind.</p> <p></p> <h3 class="wp-block-heading">#TikTokMadeMeBuyIt</h3> <p></p> <figure class="wp-block-image"><img decoding="async" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%200%200'%3E%3C/svg%3E" alt="IRI Gen Z Product Purchase Influencers June2021: 59% follow recommendations from friends/family; 39% follow TikTok recommendations" data-lazy-src="https://www.marketingcharts.com/wp-content/uploads/2021/06/IRI-Gen-Z-Product-Purchase-Influencers-June2021.png"/><noscript><img decoding="async" src="https://www.marketingcharts.com/wp-content/uploads/2021/06/IRI-Gen-Z-Product-Purchase-Influencers-June2021.png" alt="IRI Gen Z Product Purchase Influencers June2021: 59% follow recommendations from friends/family; 39% follow TikTok recommendations"/></noscript><figcaption><em>Source: <a href="https://www.marketingcharts.com/brand-related/brand-loyalty-117438" target="_blank" rel="noreferrer noopener">MarketingCharts</a><br></em></figcaption></figure> <p>While increasing brand recognition and connecting with audiences cannot be overstated, most brands are also looking to, you know, <em>sell</em> something. Although at first TikTok was not considered an e-commerce platform, it is now鈥攂ut some marketers just aren’t sure what to do with it yet. </p> <p>According to TikTok for Business, 37% of all consumers will find a product on the app that they immediately want to buy. This number integrates well with the data that <a href="https://www.marketingcharts.com/brand-related/brand-loyalty-117438" target="_blank" rel="noreferrer noopener">40% of Gen Zers</a> say their buying decisions are directly influenced by what they see on TikTok. Close to 70% of users say that TikTok “inspires” them to shop. And many products sell out before they have time to buy them.</p> <p>Speaking of shopping, TikTok’s content-driven Community Commerce marketplace grew out of the viral hashtag #<a href="https://www.tiktok.com/business/en/blog/whats-next-2022-community-commerce?from=whatsnext" target="_blank" rel="noreferrer noopener">TikTokMadeMeBuyIt</a>, which has received over 7 billion views and counting. As TikTok says, they didn’t create <a href="https://www.tiktok.com/business/en/blog/community-commerce-tiktok-making-products-viral" target="_blank" rel="noreferrer noopener">Community Commerce</a>: Their users did. </p> <p>The hashtag fast became an e-commerce phenomenon in 2021, so much so that some retailers built entire sections dedicated to it in their stores. Much of its popularity came from influencers promoting beauty and wellness products and related brands.</p> <h3 class="wp-block-heading">Brands + Creator Collaborations</h3> <p>The TikTok <a href="https://creatormarketplace.tiktok.com/" target="_blank" rel="noreferrer noopener">Creator Marketplace</a> (TTCM) is the official platform where brands can search for creators and invite them to collaborate. These partnership opportunities offer a way for brands to directly communicate with creators. Data is collected by TikTok as well as campaign metrics and reports. </p> <h3 class="wp-block-heading">Think Small</h3> <p>According to <a href="https://influencermarketinghub.com/influencer-marketing-statistics/" target="_blank" rel="noreferrer noopener">Influencer Marketing Hub</a>, the influencer marketing industry is set to reach $16.4 billion.<strong> </strong>And nearly two-thirds of businesses say they鈥檒l increase their 2022 influencer budget. TikTok has become one of the go-to platforms <a href="https://velocitize.com/2022/02/24/state-of-influencer-marketing/" target="_blank" rel="noreferrer noopener">for influencers</a>, specifically micro-influencers and even nano-influencers, which tend to have more of a niche audience. They can also cultivate an authentic connection with followers, which can boost the success of third-party promotions.</p> <p>Influencers with <a href="https://www.statista.com/statistics/1251099/engagement-rate-tiktok-influencers-worldwide/" target="_blank" rel="noreferrer noopener">less than 5K followers</a> see the highest engagement rates on TikTok (17.9%) vs. macro-influencers with up to 1 million followers (13.5%). These more intimate influencers are a good fit for TikTok.</p> <h2 class="wp-block-heading">Conclusion</h2> <p>The TikTok threat is real and Meta is feeling it, so much so that they hired consultants to conduct a smear campaign. Here are some reasons why: </p> <h4 class="wp-block-heading">Numbers</h4> <ul class="wp-block-list"><li>TikTok boasts 1B monthly active users.</li><li>Last year TikTok became the first non-Facebook app to reach 3B downloads globally. </li><li>TikTok is now available in 200 countries. </li></ul> <h4 class="wp-block-heading">Demographics</h4> <ul class="wp-block-list"><li>60% of TikTok users are age 16-24. </li><li>Gen Z prefers TikTok over Instagram by 4M more users. </li><li>Over half (57%) of TikTok users are female.</li></ul> <h4 class="wp-block-heading">Shopping</h4> <ul class="wp-block-list"><li>37% of TikTok users have a household income of $100K+.</li><li>Viral hashtag #<a href="https://www.tiktok.com/business/en/blog/whats-next-2022-community-commerce?from=whatsnext" target="_blank" rel="noreferrer noopener">TikTokMadeMeBuyIt</a> received 7B+ views.</li><li>70% of users say TikTok inspires them to shop.</li><li>Almost half of users say the platform helped them decide what to buy after seeing a product ad. </li></ul> <p>The rise of TikTok’s Community Commerce and Creator Marketplace platforms prove that its role in the future of shopping, and selling, is solid. It’s not that Meta has lost, necessarily; it’s just that TikTok keeps winning.</p> <p><em>Photo by <a href="https://www.pexels.com/photo/woman-in-white-sleeveless-shirt-and-blue-denim-skirt-holding-black-smartphone-6003271/" target="_blank" rel="noreferrer noopener">Artem Podrez</a></em></p> </div><footer class="entry-footer"><p class="entry-meta"><span class="entry-tags"><a href="https://velocitize.com/tag/brands/" rel="tag">brands</a> <a href="https://velocitize.com/tag/content-marketing/" rel="tag">Content Marketing</a> <a href="https://velocitize.com/tag/facebook/" rel="tag">facebook</a> <a href="https://velocitize.com/tag/instagram/" rel="tag">Instagram</a> <a href="https://velocitize.com/tag/instagram-reels/" rel="tag">instagram reels</a> <a href="https://velocitize.com/tag/meta/" rel="tag">meta</a> <a href="https://velocitize.com/tag/micro-influencers/" rel="tag">micro-influencers</a> <a href="https://velocitize.com/tag/social-media/" rel="tag">social media</a> <a href="https://velocitize.com/tag/tiktok/" rel="tag">tiktok</a> <a href="https://velocitize.com/tag/ugc/" rel="tag">UGC</a> <a href="https://velocitize.com/tag/video/" rel="tag">video</a> <a href="https://velocitize.com/tag/youtube/" rel="tag">youtube</a></span></p><section class="author-box"><picture data-del="avatar" class="avatar pp-user-avatar avatar-90 photo"> <source type="image/webp" data-lazy-srcset="https://velocitize.com/wp-content/uploads/2022/11/M7ZNpoM9_400x400-150x150.jpeg.webp"/> <img data-del="avatar" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%2090%2090'%3E%3C/svg%3E" height="90" width="90" data-lazy-src="https://velocitize.com/wp-content/uploads/2022/11/M7ZNpoM9_400x400-150x150.jpeg"/><noscript><img data-del="avatar" src="https://velocitize.com/wp-content/uploads/2022/11/M7ZNpoM9_400x400-150x150.jpeg" height="90" width="90"/></noscript> </picture> <h4 class="author-box-title"><span itemprop="name">Eileen Smith</span></h4><div class="author-box-content" itemprop="description"><p>Eileen Smith is the editor of Velocitize. 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