What’s Fb doing on TikTok? Scoping out the competitors? DM’ing Charli? Recruiting beta testers? Shopping for adverts? We’ll know quickly sufficient as a result of the social networking firm has arrange its personal TikTok account, the place it’s already amassed some 15.1K followers, as of the time of writing, regardless of not having posted any public movies. The account is verified by TikTok and Fb additionally confirmed it’s legit.
Fb’s TikTok (that sounds incorrect) was noticed a few days in the past by social media guide Matt Navarra.
The account had acquired a blue checkmark indicating its verified standing. However its lack of content material and considerably odd bio — “We imagine individuals can do extra collectively, than alone.” — why the comma?! — nonetheless made us query whether or not or not this was actually Fb’s account. As well as, the account’s bio hyperlinks out to the Fb app on Google Play, not the Fb web site or some type of official communication channel.
Additionally, isn’t it Meta now??
However Fb — err, Meta — informed us the TikTok account is actual.
“Manufacturers leverage quite a lot of channels, together with a few of our social media platforms, to succeed in and have interaction with the individuals utilizing their services and products day by day,” a Meta spokesperson mentioned. “Our intent with establishing a model presence and cultivating group on platforms like TikTok or others is not any completely different.”
It’s potential that Fb desires to juice its Gen Z person base by leveraging TikTok (or its advert platform), after having not too long ago reported flat month-to-month lively person development in its final quarter and, considerably, its first-ever decline in day by day lively customers.
And whereas it is true that giant manufacturers use quite a lot of channels for advertising and communications, it’s a bit of humorous to see Fb pop up on TikTok, given how usually the corporate has cited the short-form video app as its fundamental aggressive risk lately.
In Meta’s This fall 2021 earnings, CEO Mark Zuckerberg reiterated this level in a name with traders.
“Folks have lots of selections for a way they wish to spend their time, and apps like TikTok are rising in a short time,” Zuckerberg mentioned. He later added that “TikTok is so huge as a competitor already and likewise continues to develop at fairly a sooner fee off of a really giant base.”
The corporate wouldn’t share any additional info on its plans for TikTok, together with what kind of content material it had in retailer or whether or not or not the account could be working adverts. (However be at liberty to DM me in the event you see them!)
Within the meantime…
@angiebhandal #howdoyoudofellowkids #30rock #stevebusemi #meme ♬ unique sound – Angie B