The Silicon Valley Giant collectively criticized Tiktok's "Science and Technology Summit" to reflect the decline of their innovation ability

Few people can think of the United States Internet circle, which has always been full of controversy in the industry, because a strong rising globalized new -oriented company -TIKTOK, and frequently stood in the same camp, and resisted this to discuss this together to discuss this. The rapid development of short video applications. It seems that as long as the name of this company is mentioned, they can step on the pain of American technology companies and provoke their sensitive nerves about future Internet competition.

And this inverted discussion about Tiktok has even more intensive to the open industry conference.

At the scene of the Code Conference, which has just ended recently, the American Science and Technology Code Conference (Code Conference), the Silicon Valley science and technology giants, mainstream technology media, and elites of science and technology academic circles are no longer focused on discussing the advent of black technology, nor did they communicate carefully. The process of scientific and technological innovation concentratedly aimed at TIKTOK at the firepower and staged a "TIKTOK Critical Conference".

"Running Title" American Annual Code Conference

In this critical conference, the first to firing Tiktok was Google CEO Sundar Pichai.

In an interview with senior scientific and technological journalists, Sander Pichay first said that Google faced the threat brought by the emerging technology companies that "I don't know where to come out", and then the words mentioned Tiktok.

"Tiktok has been developing too fast. We must know that we are discussing it 3 years ago." Sander Picchai believes that Tiktok has grown into a strong competitor of Google's video platform YouTube.

In an interview of the next day, "After reading", Evan Spiegel, the chief executive officer of Snapchat's parent company, also added to the Tiktok's discussion camp. Evan Spegel pointed out that TIKTOK's success is completely relied on a strong miracle. By spending "billions of dollars" to buy creators and users to seize the market share, we can only make this original unknown product, which becomes the original unknown product. conquer the world.

Evan Spegel also added that for emerging startups, they could not "buy" users like Tiktok at all, and Tiktok's growth was not the product of scientific and technological innovation.

Evan Spegel (left) and Sander Picchai (right)/picture Source: Getty Image

In addition to the discussion of technology giants, Minnesota Senator Amy Klouchar also critical opinions on Tiktok. She has proposed an antitrust bill in the Senate, focusing on the problem of cracking down on false news of large social platforms. She said at the coding conference that when Tiktok grew to a certain scale in the future, she would also include it in the key control objects of the bill.

Not only that, the most severe criticism of TIKTOK during the encoding conference came from the well -known media group Axel Springer CEO Mathias Dopfner, and he described Tiktok as the media as the media The industry's "nail -like opponent" and called for it to completely ban it in the United States and even Europe as soon as possible.

Judging from the media business of Axel Springer Group, although it is currently the only media company in Europe that has not established a cooperative relationship with Tiktok, Diffna said at the meeting that this status quo is likely to not continue to continue. Essence

"I can't guarantee how long it can last, because the group is almost unable to afford the losses behind this. After all, Tiktok has caused us to lose too many young audiences." Dorvner said.

In the sound of Tiktok's tiktok, Apple's CEO Tim Cook did not want to show a clear attitude at first, or because the new iPhone14 was released and China has always been the main overseas market. It was not a Tiktok expert on the grounds that the topic was gently brought in the interview.

However, in the subsequent round table discussion, when asked how to view the development of the current social media platform and the social division of social division, Tim still pointed to Tiktok with a loquat. It will never make users be brainless and indifferent to the screen. "

At the scene of the encoding conference, the American academic elite Scott Galloway was also a professor, writer and blog host of New York University Business School. : "So far, there are only two topics in the Code conference: one is TIK and the other is Tok."

It is worth noting that Gallowei spared no effort to publish violent attacks in this "TIKTOK Critical Conference". According to foreign media AIXOS, Galovova "seized each opportunity to emphasize the harm of Tiktok, and repeatedly appealed to the product to ban the product."

Although the conference also invited science and technology star companies including Amazon and Disney, unlike the prediction of discussions on scientific and technological innovation technologies and emerging development trends in previous years, this year's industry summit frequently "run topics", instead "criticized TIKTOK "Become the only theme that runs through, and Tiktok, who has been discussed in turns, did not attend the meeting. Tiktok vs American technology giant

Behind the collective discussion of the technology elites at this coding conference, it is the hostile attitude of the American technology giant to this globalized new and noble accumulation. Although they still have different opinions on the threats of Tiktok, the giants, the giants A unity was reached at a key point: only 5 years were established, and it swept the world's short video applications with the trend of destroying Gula, which brought unprecedented and imminent crisis to its own business.

Among them, Meta (former Facebook), who has not attended the United States Code this year, is the earliest technology giant who has the longest hostile attitude towards TIKTOK. In addition to Meta founder Zuckerberg's continuously provoking the US market to resist Tiktok from the values ​​level in recent years, the founder of the Meta CEO has always regarded Tiktok as the number one rival in business.

Picture source: getty image

At the META financial report in February this year, Zuckerberg mentioned Tiktok five times and blamed one of the reasons for Meta's performance to the rapid development of Tiktok. For Meta, Tiktok has reached a volume of 1 billion months in 5 years and still maintains a good increase. The two applications of Facebook and Instagram have reached the same user level for nearly 10 years. And gradually enter the growth bottleneck period.

What is even more worried about Zuckerberg is that following Apple introduced the application to tracking a transparent policy last year, users have the right to freely choose whether to share their personal data with advertisers, and this pair of Meta, which rely on online advertising revenue, For social media companies such as Twitter, Snap, it means a significant reduction in commercial income. It is reported that Meta's loss of advertising revenue this year will exceed $ 10 billion, and many of these income flows to the Tiktok platform that is still growing.

In addition, for YouTube's parent company Google, the rapid growth of Tiktok not only has a certain impact on its video business. More importantly, when the entire Internet world gradually entered the era of the short video, Tiktok, which has a large amount of video content and strong recommendation technology, is challenging Google's more core search and map business.

According to Google's internal data, nearly 40%of generations Z -generation users are more popular with social media such as Tiktok and Instagram, rather than more traditional Google search.

"In our research, about 40%of young people will not go to Google Maps or Google when they are looking for lunch. Instead, they will go to TIKTOK or Instagram." Labakar Lagfan said at a meeting.

After the data was announced, it also caused discussion among netizens on Twitter. Many netizens said that "no one will use Instagram search", but "Tiktok's search results are indeed more specific."

Picture source: twitter

However, overall, Google's current search business still occupies an absolute advantage. According to Statcounter data, as of June this year, Google Search's market share on mobile terminals accounted for 95.3%, and the proportion of this market was even better than its share on PC. However, the quiet changes that are happening in generations of Z to generations can reflect the search needs and usage scenarios of young people. It has changed from "search and search" to "interest search", "social search", and "video search". This trend may be the reason why Tiktok really makes Google feel uneasy.

At the same time, behind the specific business advantages of TIKTOK, it is the former's attractiveness to the former of the former.

In fact, from the absolute value of user volume and advertising revenue, although TIKTOK has a significant growth rate, there is still a large gap between head platforms including Facebook and Instagram. Compared with the 1 billion monthly active users owned by TIKTOK, Facebook's global monthly live is as high as 2.93 billion, while the global monthly work of the META product line is as high as 3.65 billion; in terms of advertising revenue, foreign media predict Tiktok's 2022 advertising revenue expected revenue. It was $ 12 billion, but Meta's 2021 advertising revenue has reached $ 115 billion.

Although the user volume and commercialization ability has not yet entered the top echelon, the Tiktok platform has a young user who makes all American technology giants envy, which means that in the next 5-10 years or even longer Patients have more growth vitality and business potential, and this is also the main reason why Snapchat, which is also positioned as a young short video platform to join the American technology giant, to discuss Tiktok together. While asking tiktok while asking for "TIKTOK"

While asking TIKTOK, the American technology giants are actually actively "TIKTOK" in an attempt to "catch up" the opponent that "catch up" by "becoming" Tiktok's way.

The loud Meta that has always been "resisting Tiktok" slogan is also the most in -depth American technology giant from the platform algorithm, product function, community operations and other aspects.

Following Zuckerberg's annual financial report at the beginning of the year many times Tiktok, he also stated at the internal employee conference that he would take aim at Tiktok to make major changes to Facebook and Instagram.

Zuckerberg first carried out the algorithm transformation of "TIKTOK" on Facebook. As early as a dialogue at the beginning of the year, Zuckerberg said that it is necessary to re -build the Facebook information flow, and this idea has been on the agenda in the middle of the year. It is reported that ALISON, the person in charge of Facebook product, sets the new goal of Facebook in the next stage in the memorandum to set up a "discovery engine", which means that users will receive a large number of content recommended by the algorithm in the platform information stream, and most of them come from unsteady attention Strangers.

In addition to changing the platform algorithm, Facebook will also make significant adjustments to the product interface. According to Alison, the person in charge of the product, the main interface of Facebook will be simplified into two top labels of Stories and Reels in the future. The former retains Facebook The native content of the platform, the latter will introduce short videos of Instagram.

It is not difficult for users who are familiar with Tiktok to find that whether it is the "discovery engine" that Facebook will launch or its significant adjustment of the product interface, it is actually high imitation to the TIKTOK platform. position.

Memorandum of Facebook product leaders/Figure Source: VOX Media

Not only Facebook, but also the other major social media platform under META, Instagram is also carrying out "TIKTOK transformation".

A few months ago, Instagram CEO Adam Mosseri publicly stated that it is "large repair" on the application. In the future, the focus of the platform will be placed on the short video content and the full screen displays the video content. In addition, users will start to receive more content recommended from the platform algorithm, and Maturi claims that it is to help the creators expand the fan foundation.

Although Instagram was a joint protest of the head Internet celebrity including Kylie Jenner and Kim Kardashian, but Motori still said that he would continue Adhering to the transformation of Instagram, "the world is changing rapidly, we need to keep up with the trend."

Instagram head net celebrity resistance platform "TIKTOK"/Picture Source: Instagram screenshot

Google, the parent company of another large head content platform YouTube, also quickly launched a short video product YouTube Shorts after the rise of Tiktok, and with the iteration of the product, many functions similar to Tiktok have been launched.

Recently, YouTube has also announced at the internal conference that it will launch a super support plan for short video creators to reduce the threshold for creators to settle in the platform. On the other hand, it is expected to pay 45%of advertising fees to the creators. As part of this super plan, the creator will also be allowed to use popular songs provided by the platform in long and short videos, and open the commercialization sector of YouTube Shorts creators.

It is worth noting that although Google has been emphasizing the strong competitive pressure caused by TIKTOK growth to YouTube, the outside world has always ignored YouTube Shorts, a short video product that is updated and growing faster than TIKTOK. Public data shows that only 2 years after launch, YouTube Shorts has surpassed Tiktok to reach the volume of 1.5 billion monthly users.

And its recently launched creator super plan, in fact, has launched a snatch war in the short video field. Although YouTube SHORTS provides 45%of the advertising income for creators, although it is not as 55%of the YouTube platform, but with Tiktok's creator fund (Creator Fund) is still a "significant upgrade".

More intuitive comparisons, related data shows that each viewing amount of 1,000 views on the TIKTOK platform, the income that the creator can get is 2-4 cents, and in the support plan of YouTube Shorts, the creator per 1,000 times per 1,000 times The income that can be obtained is $ 3-5. It can be said that although the U.S. technology giants are clamoring and constantly being squeezed and eroded from Tiktok, they not only occupy the head positions of their respective tracks in the overall business, but also His Tiktok transformation, or the launch of independent products similar to TIKTOK, all later in the aspects of volume and commercialization, and continuously narrowed or even overtake Tiktok.

But from another perspective, although the American technology giants are working hard to imitate Tiktok, as a global enterprise with technology -driven genes, in addition to the inherent endowment, it has achieved the current TIKTOK. The iterative interaction learning of the content and technology may be the core competitiveness that competitors cannot follow the same technology even if they have the same technology.

It can be seen that the battle for overseas short videos is still fierce. While Tiktok puts pressure on traditional technology giants, the giants also imitate Tiktok to eat its short video market. In the multi -party segmentation, who can become the real winner in the future, the suspense is still very large.

- END -