Decoder with Nilay Patel How the head of Facebook plans to compete with TikTok and win back Gen Z
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Aug 30, 2022 Tom Alison, the Head of Facebook at Meta, brings over a decade of expertise in algorithm development to the table. He discusses Facebook's fierce competition with TikTok for Gen Z's attention, revealing strategic shifts toward content discovery. Alison sheds light on the evolving news feed, as the platform aims to engage younger audiences with a revamped algorithm. With insights from a seasoned executive, the conversation also covers the challenges of maintaining meaningful connections while adapting to the fast-paced social media landscape.
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Evolving Social Media Use
- Young adults (18-29) heavily influence Facebook’s design choices.
- Their social media use revolves around recommendations and interest-driven content.
Facebook's Expansion Resistance
- Facebook faced resistance at every expansion stage.
- Resistance arose when expanding beyond Harvard students, opening to non-students, and introducing ads in the feed.
Connection Through Content
- Tom Alison shared a barbecue content creator example.
- This demonstrates how recommendations can deepen shared interests and spark conversations.