To be Social Network has the most users on the planet but Facebook – “pet” of Meta Platforms Inc. (USA) – is facing stiff competition from short video social network competitors TikTok (China).
The American daily Wall Street Journal reported that TikTok became the most downloaded application in 2021 and surpassed Instagram in popularity with young users.
The ambition of the giant
Giant Meta Platforms Inc. was also negatively affected by a security feature developed by Apple Inc. introduced last year caused business disruption in the digital advertising sector. The market value of Meta Platforms Inc. fell by more than $300 billion in February 2022.
Meanwhile, TikTok, after only a few years of launch, has become popular when allowing users to create videos, edit interesting content and share on the application, even can be sold in the market. Content posted on TikTok is diverse in topics, making it easy to comment (comment), like (like) … Thanks to that, a number of young users, including many children, are passionate about the background. This short-form video social networking platform, although it contains a lot of malicious content, affects psychology and personality.
That context forced the Facebook giant to research new competitive strategies, including launching the short video feature Reels (Facebook Reels) for global users. Reels feature allows users to adjust the maximum video recording time to 1 minute, adjust the recording speed to fast or slow, trim the newly recorded video or add a video as you like; add music, voiceover to video or reduce original sound; insert stickers, animations or other content into videos… “The Reels short video feature has become Meta’s fastest growing content format ever” – Meta Platforms Inc CEO. Mark Zuckerberg emphasized.
The Meta representative also said that the Reels interface has several options for advertising and more options will be available in the near future. These advertising options include overlay ads, banner ads, and sticker ads. Meta has also been testing full-screen and content display ads on Facebook Reels and will roll it out globally in the coming months. In particular, Meta plans to spend $ 1 billion for the Reels Play bonus program to pay content creators if they qualify, at $ 35,000 / month.
Meta is also exploring ways to make it easier for creators to share Reels videos, such as cross-posting between Facebook and Instagram. Users can find Facebook Reels in the main Facebook page, under the “Groups” and “View” tabs. “The Facebook Watch feature will continue to exist, but we believe there is great potential for Reels on Facebook. These features will bring many benefits to users” – Ms. Maren Lau, Deputy Regional Manager of Meta in Latin America, asserts.
Facebook’s race to follow TikTok when launching the Reels short video feature could make this social network lose its identity. Photo: BANG HUNG
Users are not interested
That’s the ambition, but it seems that the user response to Facebook Reels is not really positive, including Vietnamese users. At a community page on Facebook called “Insight disheartened”, a few days ago, a member posted a status (status) expressing disappointment with Reels’ interface and quickly received many sympathetic interactions in the community. comment section. Most users rate Reels’ interface as bad, bad video quality, boring content, annoying click-mute feature …, while only a few think that videos on Reels have good content, less toxic ( malicious) than TikTok videos.
According to Nguyen Ngoc Long, founder of the Black Moon Media brand, although Facebook still leads in the number of users, it is difficult to compete with TikTok in terms of new user growth and attractiveness to young users. . The reason is because Facebook has grown to the point where it has almost run out of space and revealed many limitations such as not being able to control fake news, not being able to block malicious content, or not seeming to want to block this content to run for profit. . On the other hand, the competitive weapon of this social network with the largest users in the world is not strong enough to “fight” against TikTok, as shown by the Reels feature, which is still quite weak and has many limitations.
“Following TikTok by offering a similar short video feature is just Facebook’s way of retaining old users, not attracting new users. Facebook’s core value is to focus on relationships, connecting people relatives, friends, colleagues… and distribute user-submitted content to this community, meanwhile, TikTok was born to connect people who share the same interest in viewing certain content and distributing With the Reels feature, Facebook is changing the way it distributes videos, but if it falls behind and considers this as the main development content, Facebook will move away from its core values and “death” “It was signaled to come sooner” – Mr. Long analyzed.
According to media expert Nguyen Ngoc Long, these two social networking platforms will be two different territories, attracting users with different interests and hobbies. Therefore, in the near future, Facebook still owns the largest number of users. But with the way of running after the features of the “competitor”, Facebook is clearly underperforming.
“When launching the Reels feature, Facebook adjusted its algorithm to ensure the same attractiveness and spread as TikTok, but certainly did not attract content creators from TikTok. In fact, 90% of the time. Videos on Reels are brought from TikTok, with very little new creative content, so instead of following another platform, Facebook, in addition to taking over competitors, has only a way to stay loyal and develop core values. own core” – Mr. Long acknowledged.
CEO Mark Zuckerberg himself, although confident with the rapid development of the short video feature Reels, also admits TikTok is still a formidable competitor. “The huge reach of Facebook and Instagram gives Meta the opportunity to make Reels able to reach significantly more users than TikTok. The question is whether people will take advantage of this or ignore it because because TikTok is more familiar?” – Daily News Wall Street Journal comment.
at Blogtuan.info – Source: Soha.vn – Read the original article here
