TikTok and the Fall of the Social-Media Giants

Facebook is context collapse - the social graph includes so many people. TikTok's social graph isn't built on a graph of people you know which avoids the context collapse.

Today this is changing. Social media products - including our own - are delivering value by investing more in discovery engines that help people find and enjoy interesting content regardless of whether it was produced by someone you’re connected to or not.

Facebook had a growth mantra of “7 friends in 10 days” that made the product sticky for new users, but TikTok doesn’t require any friends, followers, or even an account. The hyper-personalized algorithm recommends content based on thousands of objects and tags analyzed in each individual video, along with an individual user's view history, re-watch... See more