“It’s almost like the Explore Tab that we have on Instagram” said Facebook CEO Mark Zuckerberg in leaked audio of him describing TikTok during an all-hands meeting. But it’s not. TikTok represents a new form of social entertainment that’s vastly different from the lifelogging of Instagram where you can just take a selfie, show something pretty, or pan around what you’re up to. TikToks are premeditated, storyboarded, and vastly different than the haphazard Stories on Insta.
That’s why Zuckerberg’s comments cast a dark shadow over the future of the Facebook family of apps. How can it beat what it doesn’t understand? He certainly can’t ignore it. Facebook’s copycat Lasso has been installed just 425,000 times since it launched in November, while TikTok has 640 million installs in the same period outside of China. Oh, and TikTok has 1.4 billion total installs beyond China to date.
Casey Newton of The Verge today published two hours of audio and transcripts from two internal-only all-hands Q&As held by Zuckerberg at Facebook in July. His comments touch on the company’s plan to fight being broken up by regulators, especially if Elizabeth Warren becomes President. He thinks Facebook would win, but on resorting to suing the government, he says “does that still suck for us? Yeah.” Zuckerberg also describes how Facebook is working to launch a payments product in Mexico and elsewhere by year’s end as Libra deals with regulatory scrutiny.
But beyond his comments on regulation, it’s his pigeonholing of TikTok that’s most alarming. It foreshadows Facebook failing to win one of the core social feeds that its business depends on. Perhaps his perspective on the competitor is evolving, but the leak portrays him as thinking TikTok is just the next Snapchat Stories to destroy.
Zuckeberg’s Thoughts On TikTok
Here’s what Zuckerberg said about TikTok during the internal Q&A sessions, (emphasis mine):
So yeah. I mean, TikTok is doing well. One of the things that’s especially notable about TikTok is, for a while, the internet landscape was kind of a bunch of internet companies that were primarily American companies. And then there was this parallel universe of Chinese companies that pretty much only were offering their services in China. And we had Tencent who was trying to spread some of their services into Southeast Asia. Alibaba has spread a bunch of their payment services to Southeast Asia. Broadly, in terms of global expansion, that had been pretty limited, and TikTok, which is built by this company Beijing ByteDance, is really the first consumer internet product built by one of the Chinese tech giants that is doing quite well around the world. It’s starting to do well in the US, especially with young folks. It’s growing really quickly in India. I think it’s past Instagram now in India in terms of scale. So yeah, it’s a very interesting phenomenon.
And the way that we kind of think about it is: it’s married short-form, immersive video with browse. So it’s almost like the Explore Tab that we have on Instagram, which is today primarily about feed posts and highlighting different feed posts. I kind of think about TikTok as if it were Explore for stories, and that were the whole app. And then you had creators who were specifically working on making that stuff. So we have a number of approaches that we’re going to take towards this, and we have a product called Lasso that’s a standalone app that we’re working on, trying to get product-market fit in countries like Mexico, is I think one of the first initial ones. We’re trying to first see if we can get it to work in countries where TikTok is not already big before we go and compete with TikTok in countries where they are big.
We’re taking a number of approaches with Instagram, including making it so that Explore is more focused on stories, which is increasingly becoming the primary way that people consume content on Instagram, as well as a couple of other things there. But yeah, I think that it’s not only one of the more interesting new phenomena and products that are growing. But in terms of the geopolitical implications of what they’re doing, I think it is quite interesting. I think we have time to learn and understand and get ahead of the trend. It is growing, but they’re spending a huge amount of money promoting it. What we’ve found is that their retention is actually not that strong after they stop advertising. So the space is still fairly nascent, and there’s time for us to kind of figure out what we want to do here. But I think this is a real thing. It’s good.
To Zuckerberg’s credit, he’s not dismissing the threat. He knows TikTok is popular. He knows it’s growing in key international markets Facebook and Instagram depend on to keep user counts rising. And he knows his company needs to respond via its standalone clone Lasso and more.
But while TikToks might look like Stories because they’re vertical videos, and TikTok might algorithmically recommend them to people like Instagram Explore, it’s a whole ‘nother beast of a product and one that may be harder than it seems to copy.
To crystallize why, let’s rewind to Snapchat. With the launch of Stories, it started to blow up with US teens. Facebook’s attempts to clone it in standalone apps like Poke and Slingshot never gained traction. In fact, none of Facebook’s standalone apps have succeeded unless they splintered off an already-popular piece of Facebook like chat and users were forced to download them like Messenger. It wasn’t until Zuckerberg stuck his clone of Stories front-and-center atop Instagram and Facebook that Snapchat’s user count went from growing 18% per quarter to shrinking. There, Facebook used the same strategy laid out in Zuckerberg’s comments — push its good-enough clone in countries where the original isn’t popular yet.
But Facebook was fortunate because Stories really wasn’t that dissimilar to the content users were already sharing on Instagram — tiny biographical snippets of their lives. Snapchat CEO Evan Spiegel had originally invented Stories as a vision of Facebook’s News Feed through the lens of an ephemeral camera. All users had to know was “I take the same videos, but shorter and sillier, posted more often, and then they disappear”. The concept of Instagram and Facebook didn’t have to change. They were still about telling friends what you were up to. Choking off TikTok’s growth will be much more complicated.
Why TikTok Is Tough To Clone
TikTok isn’t about you or what you’re doing. It’s about entertaining your audience. It’s not spontaneous chronicling of your real life. It’s about inventing characters, dressing up as someone else, and acting out jokes. It’s not about privacy and friends, but strutting on the world stage. And it’s not about originality — the heart of Instagram. TikTok is about remixing culture — taking the audio from someone else’s clip and reimagining the gag in a new context by layering it atop a video you record.
That makes TikTok distinct enough that it will be very difficult to shoehorn into Instagram or Facebook, even if they add the remixing functionality. Most videos on those apps aren’t designed to be templates for memes like TikToks are. Insta and Facebook’s social graphs are rooted in friendship and augmented by the beautiful and famous, but don’t encompass the new wave of amateur performers TikTok elevates. And since each post to the app becomes fodder for someone else’s creativity, a competitor starting from scratch doesn’t offer much to remix.
That means a TikTok clone would have to be somewhat buried in Instagram or Facebook, rebuild a new social graph, and retrain users’ understanding of these apps’ purpose…at the risk of distracting from their core use cases. This leaves Facebook hoping to grow its standalone TikTok clone Lasso which TechCrunch scooped a year ago before it launched last November. But as we’ve seen, Facebook struggles growing brand new apps, and that effort is further hindered by its increasingly toxic brand and sheen of uncoolness. Nor does it help that Facebook must divert development resources to comply with all the new privacy and transparency obligations as part of its $5 billion FTC fine and settlement.
The Next Feed
Facebook’s best bet is to assess the future value of the ads it could run on a successful TikTok clone and apply some greater fraction of that grand sum to competing directly. It’s already made some smart additions to Lasso like tutorials for how to remix and the option to add GIFs as sections of your video. But it’s still failing to gain serious traction in the US. While typical videos on the TikTok homepage where I’m spending a few hours a week have hundreds of thousands of Likes, the top ones I saw in my Lasso feed today received 70 or fewer.
I had Sensor Tower run some analysis comparing TikTok with Lasso since its launch last November, and found that Lasso gets 6 downloads for every 1000 for TikTok in the US. Some more stats:
- US Total Downloads Since November: Lasso – 250,000 // TikTok – 41.3 million
- US Downloads Per Day Since November: Lasso – 760 // TikTok – 126,000
- Average US Google Play Social App Chart Ranking: Lasso – #155 // TikTok – #2
Beyond the US, Lasso has only launched in one other market, Mexico in April, where it’s been faring better but could hardly even be considered a competitor to TikTok. Facebook needs to lean harder into Lasso:
- Mexico Total Downloads Since April: Lasso – 175,000 // TikTok – 3.3 million
- Mexico Downloads Per Day Since November: Lasso – 1,000 // TikTok – 19,000
Zuckerberg may need to find a coherent place for TikTok style features inside Instagram and potentially Facebook. That could be another horizontal row of previews like with Stories and/or a header on the Explore page dedicated to premeditated content. Certainly something more prominent than a single button like IGTV that still no one is asking for. One opportunity to best TikTok would be building a dedicated remix source browser into the Stories camera to help users find content to put their own spin on.
Facebook will also need to buy out top TikTok creators to make videos for it instead, and even quasi-hire some of the most prolific video meme or challenge inventors to give users trends to jump on rather than just one-off clips to watch. Its failure to offer IGTV stars monetization has led many to ignore that platform, and it can’t afford that again.
If Zuckerberg approaches TikTok as merely an algorithmic video recommender like Explore, Facebook will miss out on owning the social entertainment feed. If he doesn’t decisively move to challenge TikTok soon, its catalog of content to remix will grow insurmountable and it will own the whole concept of short form performative video. Snapchat’s insistence on ephemerality makes it incompatible with remixing, and YouTube isn’t nimble enough to reinvent itself.
If no American company can step up, we could see our interest data, faces, and attention forfeited to an app that while delightful to use, heralds Chinese political values at odds with our own. If only Twitter hadn’t killed Vine.
Twitter Spaces arrives on Android ahead of Clubhouse – TechCrunch
Twitter announced today it’s opening up its live audio chat rooms, known as Twitter Spaces, to users on Android. Previously, the experience was only open to select users on iOS following the product’s private beta launch in late December 2020. The company says that Android users will only be able to join and talk in Spaces for the time being, but won’t yet be able to start their own.
That added functionality is expected to ship “soon,” Twitter says, without offering an exact timeframe.
The company has been working quickly to iterate on Twitter Spaces in the months since its beta debut, and has been fairly transparent about its roadmap.
Last month, the team developing Twitter Spaces hosted a Space where users were invited to offer feedback, ask questions, and learn about what Twitter had in the works for the product in both the near-term and further down the road. During this live chat, Twitter confirmed that Spaces would arrive on Android in March.
It also promised a fix to how it displays listeners, which has since rolled out.
Other Spaces features are being shared in public as they’re designed and prototyped, including things like titles and descriptions, scheduling options, support for co-hosts and moderators, guest lists, and more. Twitter has also updated the preview card that appears in the timeline and relabeled its “captions” feature to be more accurate, from an accessibility standpoint.
The time frame of some of its new developments — like Android and scheduling options — were being promised in a matter of weeks, not months.
This fast pace has now led Twitter to beat its rival Clubhouse — the app currently leading the “social audio” market — to offer support for Android. Today, Clubhouse remains iOS-only in addition to being invite-only.
It’s also indicative of the resources Twitter is putting into this new product, which was first announced publicly just in November. Clearly, Twitter believes social audio is a market it needs to win.
The company also sees the broader potential for Spaces as being a key part of a larger creator platform now in the works. During its Investor Day last week, Twitter spoke of tying together its new products like Spaces, Newsletters along with a “Super Follow” paid subscription, for example.
It’s now also testing a Twitter “Shopping Card” that would allow users to tweets posts that link directly to product pages via a “Shop” button — a feature that would seem to fall under this new creator focus, as well.
But now, a separate beta app won’t be required — when live Spaces are available, they’ll appear at the top of the Twitter timeline for Android users to join.
West Tenth’s app encourages women to start home businesses, not join MLMs – TechCrunch
A new digital marketplace called West Tenth, now backed by $1.5 million in seed funding, wants to give women a platform to start and grow their home-based businesses. Through its mobile app, women can promote their business to others in the local community, then field inquiries and requests through the app’s integrated messaging platform, as well as finalize transactions through in-app payments.
The startup was co-founded by Lyn Johnson and Sara Sparhawk, who met when they both worked in finance. Johnson remained in finance, but Sparhawk later moved on to work at Amazon.
Johnson explains that her experience led her to better understand the economic inequality of women in the U.S., where they only own 32 cents to every dollar in financial assets than men own. A large driver of this is that women leave the workforce, often to raise children, which results in years where they don’t have earnings.
“We’re really good as a society at supporting women on the way of out of the workforce to care for their kids, but really terrible at supporting them on the way back in,” Johnson says. “Women know this, and as an alternative to employment that just seems to fail them, they’re starting businesses in droves.”
With West Tenth, the goal is to encourage this sort of entrepreneurship — and more broadly, to help women understand that the many of the talents they’ve developed at home are, in fact, potential businesses.
This includes opportunities like home-based bakers and cooks, photographers, home organizers or designers, home florists, baby sleep consultants, party planning and event services, crafting classes, fitness training, homemade goods, and more.
The company notes that the app isn’t necessarily closed to men, but the current market for U.S. home businesses favors women as they’re more often the partner who chooses to leave work to raise children. However, there are some men on its platform.
Though today many of these entrepreneurs market their home businesses on Facebook, they’re missing opportunities to reach customers if they’re not heavily involved in local groups and responding to requests for recommendations. West Tenth instead centralizes local businesses in one place to make discovery easier.
In the app, customers can browse and shop local businesses, filtering by category via buttons at the top of the screen. The results are sorted by distance and offer photos, description, and the starting price for the goods or services offered. Through integrated messaging, users can reach out directly for a quote or more information. Customers can also complete their purchases through the app’s Stripe payments integration. West Tenth takes a 9.5% commission on these sales.
Another key aspect to West Tenth is its education component, The Foundry.
Through a $100 per quarter subscription membership (or $350 per year), business owners will be able to attend bi-monthly events, including classes focused on the fundamentals of setting up home-based businesses, marketing, customer acquisition, and other topics. These classes will also be available à la carte at around $30 apiece, for those who want to pay per session.
In addition, attendees will hear from guest speakers who have experience in the home-based business market, and they’ll be able join mastermind networking groups to exchange ideas with their peers.
This system of combining education and networking with business ownership could potentially help more women become home-based business entrepreneurs instead of joining multi-level marketing (MLM) companies, as is common.
“When we started this, we recognized that MLMs are one of the few kind of industries that’s focused on this demographic of women who’ve left the workforce — which is a huge, untapped talent pool in the U.S.,” notes Johnson. “But they’re really predatory. Only the top 1% of sellers distributors really make money and the rest lose money. And they lose their social capital, as well. What we’re really interested in doing is becoming an alternative to MLMs in many respects,” she adds.
Not surprisingly, MLMs aren’t allowed on the West Tenth platform.
The startup, which completed Kansas City TechStars last summer, has now raised $1.5 million in seed funding to get its platform off the ground. The round was led by Better Ventures along with Stand Together Ventures Lab, Kapital Partners,The Community Fund, Backstage Capital, Wedbush Ventures, and Gaingels.
The funds will be used to develop the product and grow its user base. In time, West Tenth aims to build out product features to better highlight local businesses. This includes shopping elements that will let you see what friends are buying and video demonstrations, among other things.
Since 2019, West Tenth has grown its footprint from just 20 businesses on the app to now over 600, largely in suburban L.A. and Salt Lake City. It’s now aiming to target growth in Phoenix, Boise, and Northern California.
The timing for West Tenth’s expansion is coming on the tail end of the COVID-19 crisis, where things have only gotten worse for women’s traditional employment.
School and daycare closures combined with job losses that greatly impacted women’s roles have now driven more women out of the workforce compared with men. And according to McKinsey, women accounted for nearly 56% of workforce exits since the start of the pandemic, despite making up just 48% of the workforce. This COVID-driven “shecession,” as some have dubbed it, is also disproportionately impacting women of color, studies have found.
“We’ve seen 5 million women exit the workforce — some because they were laid off or furloughed, and a huge chunk because they’re opting out because the caregiving responsibilities just became overwhelming,” says Johnson.
“The thing is when women leave the workforce for caregiving reasons — for some reason we really discount that and we make it even harder for them to return to work. So I think over the next 18 to 24 months, we’ll see a big surge in economic activity in the home with women trying to bring in additional sources of income by running a business from the home,” she says.
The West Tenth app is available on both iOS and Android.
Flipboard expands its local coverage to more than 1,000 cities and towns – TechCrunch
News aggregator Flipboard‘s local coverage is making what product lead Brian Gottesman described as a “quantum leap,” expanding from 60 topics (a.k.a. cities, towns and communities that you can follow) to more than 1,000.
While Flipboard has allowed users to follow stories focused on major cities like New York for years, it launched a broader initiative around local news at the beginning of last year. The company says it’s now bringing together news coverage in locations across the United States and Canada, including all 210 Designated Market Areas tracked by Nielsen.
This comes as local newspapers continue to struggle and shut down, creating what are known as news deserts. But Flipboard’s data quality analyst Marty Rose said that its local news sections don’t just rely on traditional newspapers — they can aggregate stories from travel blogs, publications aimed at diverse audiences, TV stations, regional/national publications that do stories of local interest and more.
“Our aggregation could create a local paper where in communities they don’t exist,” Gottesman added.
Flipboard is now tying these local topics to GPS locations, as well. Users will be asked to share their location with the app (Gottesman noted that to protect user privacy, Flipboard is only using “coarse precision” and doesn’t retain user location data), then presented with a list of nearby cities and local topics of interest that they can follow. This will allow them to keep up on everything from local political news to COVID-19 updates, weather forecasts and dining recommendations.
“This is such a key part of informing our users,” Gottesman said. “They need to know if there’s a natural disaster in their area … they need to know if there’s a new place to go and get vaccines. Their community is more important than ever.”
Conversely, Rose said that by building relationships with local news organizations, Flipboard could also “elevate” their coverage to non-local sections when it might be relevant to a broader audience.
Asked how publishers’ subscription strategies and paywalls might affect the stories that appear in these local topics, Rose acknowledged, “Some local publications do have paywalls. It’s entirely up to them, we have no problem with that whatsoever … We provide the headlines and if the user clicks through and they’re presented with some kind of paywall, it’s unfortunate for them, but it’s not really our call.”
At the same time, he said that local TV coverage isn’t paywalled, and that a growing number of local blogs and digital publications are relying on more of a donation or membership model: “I really hope that they stick around and we can push those a bit more.”
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