Alex Schultz highlighted the strategic importance of TikTok’s fate for Meta, noting that the company must prepare for a potential shift if TikTok faces a ban in the U.S. He stated, ‘Meta needed to prepare for what could be a seismic shift in how Americans used social media.’ This insight indicates that Meta is recognizing the rapidly changing landscape of social media and positioning itself to capture TikTok's user base should the competitor be banned.
Meta has initiated plans to engage TikTok influencers actively in anticipation of a shift in user preferences. Schultz mentioned, ‘In private, Meta has dispatched teams... to court TikTok's popular influencers and possibly further tweaking Instagram to make certain features more familiar to heavy users of TikTok.’ This emphasizes Meta's proactive approach to adapt its platforms and attract migrating users from TikTok.
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