TikTok.com accounted for some of the most viewed links and domains on Facebook in the second quarter, Meta revealed, as the company continues to face pressure from the competing social network, which is hugely popular with younger users.
The tech giant’s newly released Widely Viewed Content Report, which focuses on what appears in US users’ feeds, reveals that TikTok ranks fourth on Facebook’s list of most viewed domains — with a total of 108 million viewers .
TikTok.com — meaning just the domain name — also recorded a whopping 35.9 million viewers on the company’s list of widely shared links.
The company’s quarterly report, founded by CEO Mark Zuckerberg, examined four different types of content — domains, links, Facebook pages, and Facebook posts. Though some of the numbers in the report seem high, the company says that all content actually makes up just 3.04% of what people see in their Facebook feeds.
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The tech giant’s new Widely Viewed Content Report, which focuses on what appears in US users’ feeds, reveals that TikTok ranks fourth on Facebook’s list of most viewed domains — with a total of 108 million viewers
The company’s quarterly report, founded by CEO Mark Zuckerberg, examined four different types of content — domains, links, Facebook pages, and Facebook posts. Though some of the numbers in the report seem high, the company says that all content actually makes up just 3.04% of what people see in their Facebook feeds
The rest they see are unlinked posts from their Facebook friends or posts from groups they’ve joined.
It’s also worth noting that the report doesn’t include links or domains for some meta-owned domains – like Instagram – so it’s not clear if any of this content tops the list.
Daily Mail ranked fifth on the list of most watched websites with 85.6 million viewers.
Meanwhile, a recent Insider Intelligence report shows that TikTok is on track to overtake Facebook in terms of influencer marketing spend this year and will likely overtake YouTube by 2024.
Right now, Alphabet-owned influencer marketing spend on YouTube is $948 million, with Facebook taking in $739 million and TikTok taking in $774 million.
It’s also worth noting that the report doesn’t include links or domains for some meta-owned domains – like Instagram – so it’s not clear if any of this content tops the list. Above: Facebook’s list of most viewed domains
Alphabet-owned influencer marketing spend on YouTube is $948 million, Facebook is $739 million, and TikTok is $774 million. Instagram is still at the top
Meta can be comforted by the fact that Instagram is still the king of this domain, with an estimated $2.2 billion in influencer marketing spend on the popular platform.
But even that platform is in a challenging position, having been forced to roll back recent changes aimed at making it very video-focused and more like TikTok after countless regular users, entrepreneurs, and celebrities like the Kardashians complained had.
The feed adjustments would also have made it possible for smaller influencers – i.e. followers between 1,000 and 19,999 followers – to benefit more from the algorithm. Many of these smaller creators are already doing well financially on TikTok.
“TikTok is becoming increasingly popular for influencer marketing, but it’s nowhere near Instagram in terms of spend or marketer adoption,” Insider Intelligence principal analyst Jasmine Enberg told TechCrunch.
“This is partly due to the higher prices that Instagram creators charge for content, but also because of the wide range of content formats, most of which are now shoppable. Still, Instagram is trying to become more like TikTok so it can attract smaller developers, which is what TikTok is known for.
“This is key for Instagram to maintain its lead in influencer marketing, especially since many developers on TikTok now boast follower counts that can match or surpass Instagram and YouTube.”
The California-based company has also felt the effects of Apple’s recent ad tracking changes.
Facebook reported its first annual revenue decline for the second quarter in July, announcing a 1 percent decline to $28.8 billion, and the social network said growth could slow further in the next quarter. Net income — earnings — plunged 36 percent sequentially to $6.7 billion.
Apple’s new “Ask app to track” feature, which is a prompt on iPhones, reportedly cost Meta $10 billion in ad revenue last year alone. During its recent conference call, the company also forecast third-quarter revenue to fall further to $26 billion to $28.5 billion, saying that “a continuation of weak advertising demand” would weigh on top line.
John Hegeman, Meta’s vice president of monetization, recently told The Verge that the company will be considering some paid features in the future: “I think we see opportunities to build new types of products, features and experiences that… people would be willing to pay and excited to pay.’
Instagram is in a challenging position, having been forced to reverse recent changes aimed at making it very video-focused and more like TikTok, after countless regular users, entrepreneurs and celebrities like the Kardashians complained
John Hegeman, Meta’s vice president of monetization, recently told The Verge that the company will be considering some paid features in the future: “I think we see opportunities to build new types of products, features and experiences that… people would be willing to pay and be excited to pay’
