The algorithm: TikTok’s algorithm, which serves intensely fine-tuned content to users, is a key element of its success. Meta in recent years has invested billions in Reels, its TikTok clone, but has struggled to monetize it. Companies such as Meta have struggled to stem a mass exodus of users under the age of 25 from their platforms, and internal documents leaked by Meta whistleblower Frances Haugen in 2021 showed that the company had made retaining young users at Instagram and Facebook a top priority. TikTok’s powerful appeal to young people has made its competitors eager to mimic its rise.
Six bar charts show the age distribution for people who use TikTok, Facebook, Instagram, LinkedIn, Twitter and Reddit.
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