Zuckerberg Admits Meta Missed Early TikTok Threat Due to Social Media Misread

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Meta CEO Mark Zuckerberg acknowledged that his company was slow to recognize TikTok's meteoric rise because executives initially viewed it more as a YouTube competitor rather than a social platform, according to a leaked recording from a recent company all-hands meeting.

"When I look back on TikTok, I think part of the reason why we were slow to it is because we didn't think TikTok was social," Zuckerberg said in the recording obtained by Business Insider. "We looked at it and thought, 'Oh, this is like a little more like YouTube.'"

The admission came after an employee questioned whether Meta's current focus on artificial intelligence might cause the company to miss the next major social media trend, similar to how it underestimated TikTok's potential.

Zuckerberg explained that Meta's traditional understanding of social interaction - centered around friends posting content and commenting - led to misreading TikTok's appeal. The company failed to notice how users were actively sharing TikTok content through private messages on platforms like WhatsApp, Messenger, and Instagram DMs.

Looking ahead, the Meta chief emphasized the need to broaden their view of social interaction as they develop AI features. He outlined plans for AI-powered elements in Facebook and Instagram feeds, including interactive AI agents for user conversations and enhanced content experiences.

Addressing concerns about AI investments potentially affecting Meta's core social media business, Zuckerberg stressed the company's ability to manage multiple priorities simultaneously. "If we can't build Facebook and [the] next platform at the same time, then, like, eventually game over," he stated.

The CEO also noted TikTok's uncertain future in the US market, acknowledging its position as a major competitor while highlighting the ongoing questions about its ownership and operational status.