I think TikTok is winning because their objective algorithm optimizes for a different outcome.
Facebook and YouTube optimize for time spent on the site. Youtube famously cut ad revenue for content that is watched for fewer than 10 minutes. They both make decisions based on what will increase time spent on the site, thinking that's the best way to sell ads.
TikTok optimizes for content that people love by giving the most reach to items that commenters buy gifts for. This has the side effect of making content that consumers really connect with get paid the most. There is a big difference between what people love and what makes people spend a lot of their time.
Facebook does not optimize directly for time spent, it's too hard. I know because I worked on these algorithms. Time spent is a metric Facebook monitors and works to increase over time, but basically no work is done to increase time spent directly. Facebook also tries to give more reach to content that people like. There are whole teams of people that work on that, they are just less good at it than TT.
Tiktok optimizes for similar metrics. There's no difference there. The main difference is that they are more focused and have been doing short form video from the ground up.
Could you share what metrics they optimistize or monitor? Or how do they improve their algorithms? I don't know how much you can tell but I always wanted to hear it from someone who has worked with them
I think TikTok is winning because their objective algorithm optimizes for a different outcome.
Facebook and YouTube optimize for time spent on the site. Youtube famously cut ad revenue for content that is watched for fewer than 10 minutes. They both make decisions based on what will increase time spent on the site, thinking that's the best way to sell ads.
TikTok optimizes for content that people love by giving the most reach to items that commenters buy gifts for. This has the side effect of making content that consumers really connect with get paid the most. There is a big difference between what people love and what makes people spend a lot of their time.