Mark Zuckerberg is shifting the fight with TikTok from where Facebook is strong to where TikTok is strong. In other words, doing the exact opposite of what Sun Tzu’s Art of War suggests.
approach: don’t attack your enemy’s strong points, attack your enemy’s weak spots. Rather than try to recreate the social graph that everyone and their dogs had tried and failed to do, TikTok simply created a way to optimize its ability to show you something you like, nearly every single time you swipe your greedy little thumb up.Zuckerberg, seeing TikTok’s rise, has responded how he has always responded to business threats: copy and paste.
Even more, it’s a challenge to Meta’s supremacy, because it moves the fight with TikTok from where Facebook is strong to where TikTok is strong.Look, Facebook is still immensely powerful: much more powerful than TikTok. In SensorTower’s Q2 data digest, TikTok was the most-downloaded app. But Meta owns Instagram, Facebook, WhatsApp, Messenger, WhatsApp Business ... five of the top ten most-downloaded apps.Put it this way: a full 50% of the top ten apps are owned by one company.
But sure that time is not immediately imminent. And surely there are other ways of extending the friend graph to younger generations ... if Meta had an ounce of creativity and innovation, rather than a hefty dose of “Redmond, start your photocopiers,” as Steve Jobs’ Apple always accused Microsoft. “If Facebook can thread the needle of retaining user social graphs and capture the zeitgeist of surfacing global social content they stand to win,” he says.
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