With TikTok, the fact that it’s a new network is actually a feature, not a bug. There is an inherent conflict in the goals of creators for the different formats, and this tension is I think keeping a lot of people from posting to Reels.

First, Facebook views itself first-and-foremost as a social network, so it is disinclined to see that as a liability. Second, that view was reinforced by the way in which Facebook took on Snapchat. The point of The Audacity of Copying Well is that Facebook leveraged Instagram’s social network to halt Snapchat’s growth, which only reinforced that th

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This is a unique network structure. It’s a new way of determining who should see what. It solves a problem (pressure-free photo sharing within specific contexts), and because it’s a network rather than a format, it’s going to be hard for Facebook to copy.

But when you really think about it, why do they still have the feed? Why do you have to tap to get into the Story's experience? I think what TikTok ultimately did, there were a lot of competitors over the last 10 years that were doing similar products, similar sort of full-screen videos. I think what TiKTok really did was they designed the whole pr... See more