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How TikTok broke social media

TikTok has changed social media with its algorithmically selected short-form video model, making life much harder for incumbent social apps. However, the new model makes less money than the old one, and may always do so.

1 min read
  • TikTok has changed social media with its algorithmically selected short-form video model, making life much harder for incumbent social apps.
  • TikTok's rivals have reinvented themselves to imitate its short-form video model, including Meta's Reels, YouTube's Shorts, Snapchat's Spotlight, Pinterest's Watch, and Netflix's Fast Laughs.
  • Short-form video has taken over social media, with 40 minutes of the average American's 64-minute social media viewing time being spent watching video clips.
  • TikTok monetises its American audience at a rate of just $0.31 per hour, a third the rate of Facebook and a fifth the rate of Instagram.
  • Short-video apps are hampered by weaker targeting and have yet to close the earnings gap with old social networks.
How TikTok broke social media
Whether or not it is banned, the app has forced its rivals to adopt a less lucrative model | Business
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