Meta's recent policy shifts under Mark Zuckerberg's leadership initially triggered user departures but ultimately led to renewed growth, partly aided by TikTok's uncertain future in the US market.
The social media giant faced backlash after announcing the removal of third-party fact-checkers and the elimination of diversity programs. These changes prompted some users to delete their accounts, with R.E.M's Michael Stipe even launching a "Lights Out Meta" campaign urging people to boycott all Meta platforms for a week.
Analytics firms reported a brief decline in engagement, with Facebook's Daily Active Users dropping 2% in early January. However, the platform's fortunes quickly reversed as news of TikTok's potential ban emerged, driving users to seek alternative platforms.
Instagram, which shares a younger demographic with TikTok, experienced an especially strong recovery. Its Reels feature has become a natural landing spot for content creators seeking a new home for short-form videos.
The timing proved advantageous for Meta, as user engagement returned to pre-announcement levels. A CivicScience survey of 1,346 Americans revealed mixed reactions to the changes: 36% supported them, 32% opposed them, and 32% remained neutral. Young users aged 18-24 showed the strongest support, with over half favoring the new direction.
The potential TikTok ban could bring additional benefits to Meta beyond user growth. Industry analysts project that Meta could gain up to $3.37 billion in advertising revenue if TikTok exits the US market completely.
This recovery demonstrates Meta's resilience in maintaining its user base despite controversial policy changes, while also highlighting how external factors like competitor challenges can influence social media platform dynamics.