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最新個案
- A practical guide to SEC ï¬nancial reporting and disclosures for successful regulatory crowdfunding
- Quality shareholders versus transient investors: The alarming case of product recalls
- The Health Equity Accelerator at Boston Medical Center
- Monosha Biotech: Growth Challenges of a Social Enterprise Brand
- Assessing the Value of Unifying and De-duplicating Customer Data, Spreadsheet Supplement
- Building an AI First Snack Company: A Hands-on Generative AI Exercise, Data Supplement
- Building an AI First Snack Company: A Hands-on Generative AI Exercise
- Board Director Dilemmas: The Tradeoffs of Board Selection
- Barbie: Reviving a Cultural Icon at Mattel (Abridged)
- Happiness Capital: A Hundred-Year-Old Family Business's Quest to Create Happiness
Hey, Insta & YouTube, Are You Watching TikTok?
內容大綱
In early 2023, the entertainment app TikTok reached close to 1 billion users globally, placing it 4th behind the leading social networks of Facebook, YouTube, and Instagram. Featuring a sophisticated recommendation engine, TikTok mastered the art of keeping users interested over long periods of time. TikTok's business model focused on advertising as the principle source of revenue and, by 2023, the app had become irresistible to many marketers. At the same time, competition in the market for short-form videos intensified when Instagram introduced Reels and YouTube launched Shorts. To the surprise of many, YouTube even decided to share a significant portion of its ad revenue from Shorts with the creators of the videos, a first in the industry. Meanwhile, Instagram appeared to move away from recommending content by accounts the users followed, making the app less social. Zhang Yiming, the founder of ByteDance, Liang Rubo, ByteDance CEO, and Chew Shou Zi, TikTok's CEO, had to decide how to respond to these latest developments. Had Meta's Zuckerberg really announced the end of social media? Did YouTube's Wojcicki's move destroy TikTok's business model?