Facebook and Instagram have just joined TikTok. The social media giant created an account on TikTok late last week. The account is verified and has around 15,000 followers as of now. So far it has reportedly not shared any videos or other content. There is a link to the Facebook app on Google Play. Interestingly, Instagram’s all-new account on TikTok has videos teaching users how to make Reels, the company’s rival to TikTok.
Facebook spokesperson confirmed the TikTok debut to AdWeek. “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. Our intent with establishing a brand presence and cultivating community on platforms like TikTok or others is no different,” a Facebook spokesperson told the publication. TikTok is not the first rival social media platform Facebook has joined. The company also has a Twitter account. Similarly, Google, not a success story in social media space per se, also has an account on Twitter. TikTok too owns an account on Instagram with loads of followers.
Incidentally, Facebook and Instagram joined TikTok just days after it the company took its TikTok rival Reels global. Last month, Facebook upped its ante on TikTok by launching its short-video platform Reels for all global users. Instagram Reels now has presence in around 150 countries. The company also announced new monetisable features for advertisers on the platform.
Facebook does acknowledge TikTok as a big competition. During the recent earnings call, Facebook CEO Mark Zuckerberg termed TikTok as a formidable competitor. At the same time, he also said that Reels has become the company’s fastest-growing content format by far. Reels first rolled out in 2020 as a way to take on TikTok as a feature inside the Instagram app. However, Facebook soon realized its potential and has made huge investments in the platform.