Meta consolidates its seduction strategy

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Beyond foreign users, platforms have mobilized to court temporarily orphaned creators. Meta has launched updates widely seen as an attempt to make Instagram more like TikTok . On January 19, the firm announced Edits, a video-editing app that The Verge described as “ a blatant copy of CapCut ,” which was taken offline the same day the U.S. ban on ByteDance went into effect.

Two days earlier, Meta had albania consumer email list posted a video in which two creators discussed the “new affiliate link experience for your shoppable content” on Facebook, which could be seen as Meta’s attempt to create its own version of TikTok Shop. The most visible change is to the appearance of Instagram. Posts and videos, previously square on users’ profiles, are now rectangular.

On Saturday, January 19, Instagram also announced that it would be increasing the maximum length of Reels videos from 90 seconds to three minutes, following TikTok's lead, which in 2022 is making it possible to post 10-minute videos . "Historically, we've only allowed 90-second Reels, due to our focus on short-form videos, but we've heard that this is too short for those who want to share longer stories," Mosseri said in an Instagram post on Saturday, January 18.

Finally, to attract TikTokers, Meta is offering financial compensation through the Breakthrough Bonus Program . According to its website, those accepted into this program will receive $5,000 during their first 90 days on the app. On the condition that they publish at least 20 Reels on Facebook and 10 Reels on Instagram every 30 days. These videos must be original and not have been shared on other platforms. The money will be reserved for users who are completely new to Facebook or Instagram. Other benefits are also offered, such as a free subscription to the blue badge verification system.

Will Meta's strategy work? While many users have turned to Red Note in anticipation of the impending ban, some have cited the growing closeness between Trump and Zuckerberg as a deterrent to their adoption of Meta's apps.