Rival social media platforms are taking advantage of TikTok's legal and technical challenges by rolling out new monetization tools and expanding ad offerings. Competitors like Meta are aggressively pursuing a revamped video strategy to attract TikTok's user base of 170 million. This shift has led to increased engagement, as evidenced by a 14% rise in time spent on Facebook Reels. Industry analysts suggest that TikTok's association with past political issues could hinder its recovery if a deal with ByteDance occurs, raising questions about its future appeal to users and advertisers.
As TikTok faces mounting uncertainty, competitors are doubling down with fresh monetization tools, expanded ad offerings, and aggressive outreach-turning disruption into an opportunity to reshape short-form video.
Meta, one of TikTok's biggest competitors, has been aggressive in revamping its video strategy even before the threats of a TikTok ban were sharply felt.
Market intelligence firm Sensor Tower found that time spent on Facebook Reels in the U.S. jumped 14% between January and September 2024.
If Trump is able to broker a deal with ByteDance, he's not likely to let consumers forget that he saved TikTok.
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