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How Meta Tried to Lure TikTok Users to Instagram
In the days before TikTok went dark, Instagram and Facebook released a flurry of new features and ran advertisements promoting itself as a comparable alternative.
It was an opportunity too good for Meta to ignore: On January 19, TikTok, one of its biggest social media rivals, was set to go dark across the United States when a new national security law went into effect. TikTok’s Ad Library, a transparency tool that allows anyone to search what paid campaigns are running on the platform, shows that Meta ran dozens of sponsored videos about Instagram and Reels in January that were collectively viewed by millions of users. TikTok announced it was coming back online in the US on January 19, after President Donald Trump signaled he would sign an executive order the next day extending the deadline for the new law to take full effect.
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