The war between Facebook and TikTok seems to have no limits and every day unorthodox political, commercial and technical interests are more evident.
But let’s go to the chronology:
In April 2020 Facebook buys 10% of the largest telephone operator in India.
At the beginning of July 2020, India blocks the social network TikTok and other Chinese applications, curiously inviting citizens to use Instagram , while Facebook anticipates the launch of Reels in this country
A few days later, the authorities in the US, UK and Australia questioned the ban on TikTok “for suspecting that it spies on users and may represent a threat to the country. Nobody is missing the war waged a year ago when the US discredited Huawei for the same reason, with no evidence to prove it today.
Meanwhile Anonymous calls on Twitter for TikTok users to remove the application from their mobiles, something that never ceases to surprise us when there is no real evidence to prove anything they say.
For its part, Amazon sends an email to its workers prohibiting the use of TikTok, a day later the Efe Agency publishes a correction from Amazon saying that the sending was an error and that it does not prohibit the use of the application.
In the midst of all this mess on July 7, Emmanuel Macron opens his TikTok account, supporting with this gesture the confidence of the French government in TikTok.
US tech investors plan to acquire TikTok to neutralize the power of the Chinese social network in the US.
TikTok reacts and appoints a former Disney director as CEO, exits the Iceland Mobile Database market after the new national security law and plans to hire 20,000 American professionals in the next three years.
Instagram pays tiktokers
And when it seemed that everything was a little calmer…. break the news:
Facebook offers money to TikTok influencers to create content on Reels , paying a greater amount to those creators who only share exclusive content, that is, if I can not buy, or improve the competition, I take their customers.
“Facebook has asked the creators of TikTok to publish exclusively on Reels or to publish their content on Reels first, offering to pay for the production of the videos with the caveat that the creators sign confidentiality agreements to keep the details of the agreement secret. ”(Source: Forbes )
Until now we have seen all kinds of maneuvers on the part of Facebook to maintain the hegemony of its platforms, but at least as far as I know it is the first time that it takes such a step, trying to “buy” the influencers and thus leave TikTok without the creators most valuable to the community.
What will happen after this?
It is true that the influencers in the end what they want is to make money and if Facebook pays them to create videos for Reels they will surely move to Instagram “a powerful gentleman is money”.
In addition, many users who have succeeded in TikTok do not have any kind of ancestry on Instagram, so if this network promises to give them money, visibility and positioning, they will fulfill one of their most precious desires: To have income with their creations and succeed on Instagram is the dream of many tiktokers.
We will have the solution when we can test Reels. At the moment it is available in Brother Cell Phone List, Germany, Brazil and India, but what all users agree on is that Reels has much fewer options than TikTok and its use and creativity is much less attractive.
I already commented in a previous post that copying the TikTok features is going to be very complicated. This network has already trapped more than 1 billion users and Facebook will have to make a lot of effort to give Reels the charm of TikTok.