In the Know Mark Shmulik: Meta, Not Your Parents’ Facebook (Part 2)
Jun 11, 2025
Mark Shmulik, a US Internet Analyst at Bernstein Research, shares his insights on Meta Platforms’ strategic maneuvers against competitors like TikTok and Google. He discusses the importance of attracting content creators and monetizing platforms such as WhatsApp. The conversation highlights the rapid success of Threads and its user engagement without heavy advertising. Shmulik also explores Meta’s future ambitions in AI and augmented reality, emphasizing a shift towards personalized experiences and innovative digital services.
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Meta's Innovation Execution
- Meta excels at executing innovations by fast-following competitors and scaling new product formats.
- Success depends on building engaging products and convincing creators to shift to new formats on Meta's platform.
Creators and Meta's Scale
- Meta incentivizes creators with its massive global reach, making it attractive for content creation.
- Its algorithm favors followers' content, helping creators monetize better than TikTok's virality-focused approach.
Meta Dominates Ad Monetization
- All major digital platforms compete for the same advertising dollar but cater to different demographics and use cases.
- Meta monetizes advertising revenue more effectively per minute than competitors by delivering superior ROI.