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Copycat: taking tiktok Facebook seriously

via:博客园     time:2020/8/6 15:46:00     readed:165

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Article / Lianzi

Source: silicon man (ID: guixingren123)

After several plagiarism failures, Facebook's instagram is pushing up the copycat

Today, tiktok is facing a new snipe when it has to seek to sell its North American business, caught in all sorts of turmoil. The sniping is still about Facebook.

Facebook's Instagram as like as two peas in the 50 countries and regions today officially launched a new TikTok campaign tool: Reels, which looks almost the same as TikTok.

One

What is reels?

Instagram has 110 million users worldwide. Many of them open their Instagram, today and will find Instagram are trying to push users with new features

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It appears at the top of instagram's browser page and in the information flow, becoming a new product feature promoted by instagram.

In addition, like tiktok, it uses artificial intelligence algorithms to study user preferences and push relevant videos to them.

At present, Microsoft has restarted the acquisition of TikTok U.S. business negotiations. At the same time, Trump tough said that if TikTok can not be acquired by American companies, will face the risk of product shutdown. Meanwhile, he even

The launch of reels is considered by many American teenagers to be a local product of the United States, which once again encircles tiktok. In their words,

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Even some young U.S. users are confused,

To be fair, however, instagram has its own advantages. In terms of music copyright, instagram has more legitimate copyright of music than tiktok after a long time of deep cultivation, and it also gives users more audio options in the process of creating short videos.

Therefore, compared with the immobile Shanzhai, it seems to be a high imitation.

In fact, reels is not a brand new product. In 2019, instagram took the lead in launching reels in Brazil, and in the past year, it has promoted and continuously optimized more pilot projects. Finally, it is officially part of instagram app worldwide today.

Currently, instagram has more than 100 million users worldwide. Whether it can drive the development of reels through existing users is what instagram needs to prove in the future.

Two

Everyone competes to be the catcher

Reels is not Facebook first clone of TikTok in the US market. At Instagram

The end of 2018 Facebook saw TikTok's potential for popularity among young people in North America, determined to confront it. And the first weapon Zuckerberg has against Facebook is

After more than a year's efforts, Lasso was finally launched in 11 countries such as the United States and Mexico, and even had a plan to enter the Indian market.

However, before the shutdown, Lasso accumulated 420000 downloads, far lower than the 600 million downloads of tiktok.

All in all, Facebook lost the battle.

However, a number of US media believe that lasso's accumulated data and experience in the field of short video will pave the way for instagram to launch reels. Users can get used to lasso data, so that users can understand lasso better.

In fact, in addition to Facebook's lasso and instagram's reels, tiktok's global success is also coveted by snap, a post reading burning app once popular among young Americans.

This week, snap, once suffering from plagiarism by Facebook and instagram, is also launching some short video features with music similar to tiktok, hoping to take over the users tiktok has accumulated after it is forced to leave the United States.

According to the verge, the feature currently allows snap users to add music to their short videos.

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Snap said it had bought a lot of popular music rights with Warner Music and universal music. However, the verge report points out that although the new feature has similarities with tiktok, it is not a complete copy. The feature has been launched in New Zealand and Australia since this week and is expected to be launched in more countries this fall.

Compared with tiktok, snap's new features will focus more on the soundtrack itself. When users swipe on the video, they can see the song and singer name of the soundtrack and listen to the song in its entirety.

The Facebook、Instagram Snap followed TikTok, according to the Silicon Sta

In short, tiktok's fate in the United States before September 15 still has a variety of variables, but many of its takers have been impatient.

Three

History repeats itself in surprisingly similar ways

If you summarize Trump's threat to tiktok, it's about buying you or destroying you.

Facebook and Zuckerberg played this game about eight years ago.

In 2012, Facebook launched an unsuccessful app called poke, which was a pixel level replica of snap.

One week before poke went online, snap CEO Evan epigel received an email that Zuckerberg wanted to meet and communicate with. The whole communication has one idea: we intend to buy you. At the same time, we have made a product like snap, poke. If we don't agree, this product will destroy you.

Epiegel once said he had received an email from Zuckerberg on Poke launch, which read

But Zuckerberg and his Poke did not. Poke was finally defeated and suspended in 2014. At that time, the Snap of Japanese goods users have exceeded 100 million.

But the story doesn't seem to be

Two years after poke went offline, instagram, which Facebook acquired, was sold. Instagram launched instagram stories in 2016, which perfectly reproduces snap's post reading burn. It allows users to share content in the main stream of information, or share instant messages in the stories function. After 24 hours, the content will disappear.

After instagram launched stories, it was a great success. Snap announced its lowest daily activity growth rate in a long time in the third quarter of 2016. After that, snap also went down.

And such a story and what tiktok is facing today seem to be a repeat after many years.

When Facebook CEO Zuckerberg put TikTok on the opposite side of U.S. information security on various occasions in 2020, publishing products Lasso plagiarizing TikTok, he made a Instagram again

However, not everyone is optimistic about instagram's pursuit.

Tiktok's creator community accumulated in the development of the United States is also tiktok's valuable wealth. If instagram replicates its features but fails to shake its young followers, it is likely to be a futile effort.

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