Meta was revealed to be planning an "anti-Tik Tok" movement. According to the report, Meta hired dozens of public relations companies to contact the media, journalists and even local politicians to "encircle" and defeat Tik Tok in the whole country. Meta was revealed to have planned the "anti-Tik Tok" movement.
Meta was exposed to be planning an "anti-Tik Tok" campaign 1, and news spread to Reuters said that the total revenue of ByteDance in 20021was about 58 billion US dollars (369.2 billion RMB), up 70% year-on-year, of which advertising revenue accounted for 77%, reaching nearly 280 billion RMB, exceeding the national broadcasting industry in 2020.
ByteDance immediately released a rumor on the evening of March 30th, saying that it was verified that "the advertising revenue of ByteDance 202 1 exceeded the sum of national TV stations" was a rumor, and that Reuters had never released the news that the advertising revenue of ByteDance exceeded 280 billion RMB.
However, according to "Science and Technology Innovation Board" learned from people close to ByteDance, while domestic advertising revenue in ByteDance declined, advertising revenue in overseas Tik Tok increased at a compound annual growth rate of 300%.
Tik Tok, with its infinite scenery, has also attracted great dissatisfaction from Facebook, the big brother of American society.
On March 30th, US Eastern Time, Washington post published a report, pointing out that Meta, the parent company of Facebook, is cooperating with technology consulting firm Targeted Victory to plan a nationwide anti-Tik Tok campaign.
Washington post got the internal mail of target victory. According to these emails, the company attacked Tik Tok through media and lobbying activities, describing it as a threat to children and the whole society.
In some emails, Targeted Victory asked its partners very pertinently: "Do you have any bad trends or stories about Tik Tok?"
"It's better to have a story like' From Dancing to Hurting: How Tik Tok Becomes the Social Media that Hurts Children the Most'."
In an email in February, a director of Directional Victory said, "It is necessary to send the message that Tik Tok is actually a real threat despite the current attack on Meta".
For Silicon Valley, Tik Tok has undoubtedly become a strong competitor. Last September, Tik Tok announced that its global monthly users exceeded 654.38 billion. 65438+February, the network service company Cloudflare released a global traffic report of 202 1, and Tik Tok beat Google on 202 1 to become the most visited network platform in the world.
The rapid development of Tik Tok scares Facebook, the big brother of social media. In 20021year, Francis Hogan, a former employee of Facebook, exposed a large number of internal documents. In a report, Facebook researchers said that teenagers spend "2-3 times" more on Tik Tok than Ins, and Facebook's popularity among young people plummeted.
In addition to losing users' anxiety, Facebook has also fallen into a quagmire in recent years, because problems such as monopoly, user privacy disclosure, false information flooding and endangering teenagers' mental health have been under public pressure. Taking Tik Tok as a knife may be a dual consideration of competing for users and diverting fire.
These emails have never been reported before. Targeted Victory refused to respond to the anti-Tik Tok movement revealed in the email, saying only that it had cooperated with Meta for several years and was "proud of the work we have done".
Meta spokesman Andy Stone argued: "We believe that all platforms, including Tik Tok, should face censorship commensurate with their success."
A spokesman for Tik Tok said that the so-called popular trend in Tik Tok in some reports was not actually found on the platform, and Tik Tok was "very concerned" about it.
Meta was exposed to be planning an "anti-Tik Tok" campaign, and the topic of "Meta hired a public relations company to discredit Tik Tok" exploded on the Internet.
In less than a day, the heat exceeded 20,000, and a queued "uninstall statement" appeared at the beginning of the exposure tweet:
Facebook has been uninstalled.
This time, the opposition was so loud because the report said that Meta hired dozens of public relations companies to contact the media, journalists and even local politicians to "encircle" and defeat Tik Tok throughout the United States.
When asked about this activity, Meta spokesman Andy Si Tong commented:
We believe that all platforms, including Tik Tok, should face censorship commensurate with their growing success.
In this regard, someone greeted Aite Meta directly.
How exactly is it smeared?
The report is from Washington post, and the article says that Meta is cooperating with Targeted Victory, one of the largest public consulting companies in the United States.
This is a Virginia-based company that claims that it can deploy field teams anywhere in the United States within 48 hours to solve "marketing challenges" and has worked with Meta for at least 6 years.
According to the internal mail disclosed in the report, their policy of action is:
Mehta is just a punching bag in the current society, and Tik Tok is the real threat.
Specifically, it is to expand the negative reports on Tik Tok through various channels. There are two main points:
First of all, videos of some young users recording their misconduct on Tik Tok were spread as a "trend" to prove that this social software has a negative impact on the mental health of teenagers.
For example, the "sly licking" that once circulated in Tik Tok last year made countless young students strive to be gentlemen on the beams and take pride in stealing school tissues, masks and even toilets. ...
At that time, this trend caused public condemnation at home and abroad, and the media in Michigan, Minnesota, Washington and other regions followed suit.
Tik Tok executives were also forced to testify before the Senate on whether the application was repeatedly abused to encourage harmful and destructive behavior.
There are many similar things. Last September, social media all over the United States suddenly began to report a "Tik Tok Challenge Preview", including the slap a Teacher Challenge, which was called 5438+ 10.
However, a month after schools, police and supervisory organs around the country were on the brink, there was no similar challenge.
The Tik Tok Programme itself states that most people seem to get information about these challenges from sources other than Tik Tok.
Now, Washington post pointed out in the report:
The theft challenge first spread from the Facebook platform. Targeted victory spread and strengthened these real negative behaviors, and also relied on local media and Facebook to spread slapping teachers to challenge this unfounded rumor.
Secondly, it points out Tik Tok's "origin": its headquarters company is not in the United States, which has aroused people's concerns about data security.
Thirdly, the report also suggests that targeted victory will put articles in some key constituencies, and suggests that some local government officials join monitoring organizations to investigate the influence of Tik Tok on young people.
These actions have brought additional political pressure to Tik Tok's platform.
Communication channels also include media, radio and television programs in various places:
The release of such a wave of information even made the person who reported it first claim that he had been attacked, insulted and even intimidated many times during the reporting process.
Meta was revealed to be planning an "anti-Tik Tok" movement. According to Washington post, Meta has hired one of the largest consulting companies to launch a nationwide anti-Tik Tok public opinion campaign. This old social media company is facing the dilemma of declining participation of young users, so it hopes to win back young users from its biggest competitor in new ways.
The consulting firm named Targeted Victory was founded by a digital director under Mitt Romney during the 20 12 US presidential campaign. According to internal emails obtained by Washington post, the newspaper is committed to describing Tik Tok as an application harmful to young users and society.
According to reports, the publicity activities that target victory is currently promoting include: 1. Unconfirmed reports on popular phenomena on the vibrato platform actually originated from Facebook; ; 2. Publish a column in the news media and write a letter to the editor, urging members to take action against Tik Tok.
A magnified popular phenomenon in Tik Tok is the challenge called "evil licking". The challenge showed children's behavior of destroying school property, so Senator Richard Blumenthal asked Tik Tok executives to testify before a Senate committee on how the app was used to "promote and encourage harmful and destructive behaviors", although some surveys found that this trend originated from Facebook.
In addition, the targeted victory spread in the local media that Tik Tok had a "slap teacher" challenge, but a report by Insider found that the rumor about this challenge was first circulated on Facebook, but it did not exist in Tik Tok.
Washington post saw in an email that employees of Targeted Victory said that the company needed to "send a message that although Meta is the current punching bag, Tik Tok is the real threat."
In a statement to Forbes, Targeted Victory said that he "managed the bipartisan team on behalf of customers" and worked with Meta for several years, and said that the company was "proud of the work we have done". A spokesperson for Meta told Forbes: "We believe that all platforms, including Tik Tok, should face censorship commensurate with their growing success."
Tik Tok's spokesman responded that the company was "very worried that local media reports on so-called trends that have not yet been discovered on the platform may cause harm to the real world."
According to the data of Apptopia, a market research organization, since the launch of 20 16, Tik Tok has become the most downloaded application in the world in 20021,more than 65438+ billion times than Ins and Facebook.
In an internal report leaked by Frances Haugen, a former employee of Meta, last year, the company's researchers concluded that since 20 19, the number of American young users of Facebook has decreased by 13%, and it is expected to decrease by 45% in the next two years. The report also said that the usage rate of the app among adults aged 20 to 30 is also expected to drop by 4%.
In fact, Tik Tok, which has more than 654.38 billion users, has brought more and more troubles to Meta and Zuckerberg. In a conference call with Wall Street analysts earlier this year, Zuckerberg tried to explain the stagnant growth of corporate applications and the decline of daily users of Facebook, which was the first decline in 18 years.
Zuckerberg insists that his main defense against Tik Tok is the scroll. As a short video clone of Tik Tok, Reels was launched on Ins and Facebook in August 2020. But at present, it seems difficult to shake Tik Tok's market position.