Meta spends a lot of money to reduce the appeal of TikTok

The Washington Post reported that the campaign includes sending letters to major US news outlets and promoting the posting of content that reviews TikTok’s limitations, especially content. One of these activities includes encouraging parents to sign an open letter expressing concern about inappropriate content being posted on the app and sending it to American newspapers.

Targeted Victory also warned authorities and journalists about negative trends on TikTok such as encouraging students to vandalize school facilities, or violent challenges directed at teachers. Meta also believes that the authorities need to monitor all platforms, including TikTok. Meanwhile, consulting firm Targeted Victory confirmed its cooperation with Meta and did not deny providing negative information about TikTok. Targeted Victory CEO Zac Moffatt insists the company is just highlighting the risks associated with TikTok.

For its part, TikTok is concerned that increasing media coverage of trends that the platform considers unreal will negatively impact the real world.

Meta’s campaign was announced in the context of the company facing stiff competition with TikTok – a short video sharing platform that is growing in popularity among young people, after Meta’s value dropped by hundreds of billions of dollars due to Investors are skeptical about the future of the business.