TikTok has challenged the entire digital world with its breakneck growth, especially among the younger generation. The situation is such that even tech giants like Google, Meta or Amazon can’t feel safe as they follow China’s ByteDance, originally a video-sharing service launched in 2011, in more and more areas.
Over the past few years, “more than TikTok” has become a business strategy for small and large technology companies. Many are running TikToking themselves and trying to embed a copy of the app’s defining features into their platforms. Whereas TikTok itself is turning the trend on its head and laying the groundwork for solutions that rival the features of Google, Amazon, Spotify and other companies.
Who is TikTok up against? Hustle asked. And he quickly answered: basically with everyone. Instagram created Reels and YouTube launched Shorts, so both Meta and Google are in the TikTok game. Spotify has been testing a TikTok-like discovery feature since 2021. Amazon is also testing a TikTok-like shopping feed and recently confirmed its live shopping efforts.
TikTok is currently in a particularly good position in the competition. Google, for example, has acknowledged that young people use TikTok to find restaurants, not Google, and TikTok continues to expand its search capabilities. 63% of TikTok users find new music on TikTok more than any other platform, and TikTok is in talks with labels to quickly expand the Resso music platform globally. commerce, putting Amazon under the gun. As The Washington Post’s Gen Z tech correspondent Jules Terpak put it, “TikTok is a beast.”
