On the internet, practically every social media platforms are rivals.
Business is business.
But at times, when one cannot completely stop another, the only way to compete is by joining that rival.
In this case, Instagram wants to fight TikTok, by joining TikTok.
The platform owned by Meta, makes an official debut by creating its own TikTok account.
There, Instagram created the verified TikTok account directly under its creator umbrella, with its first-ever video that promotes Instagram Reels.
The video invites viewers to receive different tips and tricks "directly from us at Instagram" by following the @instagramcreators TikTok account.
This is a classic example of a social media app having an account on another social media app.
The reason for this kind of approach, is ironic as the statement itself.
For example, there is an advise that is meant to help users increase their visibility on Reels.
According to reports, Meta's Instagram is like persuading social media influencers on its platform to show up on Instagram's TikTok account to promote the company's TikTok-competitor feature Reels.
Instagram also use the moment to lure in TikTok influencers to also use Reels.
Not only that Meta can use the account to promote Instagram's features, as the company can also use it to grow its following elsewhere, launch ads to gain insights on trends happening on the rival platform.
"Our intent with establishing a brand presence and cultivating community on platforms like TikTok or others is no different," a spokesperson for Meta said.
"Brands leverage a variety of channels, including some of our social media platforms, to reach and engage with the people using their products and services every day."
Shortly after this, Facebook also launched its own verified TikTok account.
In other words, the two Meta's companies are making a home for themselves on the competitor platform.
The @facebook said that "we believe people can do more together, than alone," accompanied by a link to the Facebook app.
But unlike Instagram's TikTok account, which Meta quickly used to promote its product, the Facebook account was left alone without any post at first.
"People have a lot of choices for how they want to spend their time, and apps like TikTok are growing very quickly," once said Meta's CEO Mark Zuckerberg in an interview.
"TikTok is so big as a competitor already and also continues to grow at quite a faster rate off of a very large base."
Before having these two accounts on TikTok, Meta has launched several short-form video products for both Facebook and Instagram in an attempt to take on TikTok.
But as time past, TikTok is still ahead in this niche.
With Facebook’s steadily decreasing popularity among younger user, Meta seeing itself incapable of competing directly with TikTok in the short-form video sector.
And here, the most obvious thing to do, is join the platform to see how things go over there.
