Why TikTok Will Change Facebook Ads FOREVER!

0:00we are about to see the single biggest change to Facebook ads and Instagram ads that we've ever seen I can't tell you exactly when it's going to happen it could be in a few weeks time it could be in a couple of years time but I'm now very very confident that it is going to happen and this change actually has nothing to do with the Facebook or Instagram apps or even meta as a company itself instead it has to do with one of their major competitors and that's Tick Tock I think it is now very likely that Tick Tock is going to be back we've seen

0:28a number of countries take steps in that direction so the US for example have banned tick tock on all government devices can't be used on government phones and things like that the UK recently followed suit the us right now is very much debating whether or not to ban Tick Tock and recent polls show that the majority of the American public are on board with Tick Tock being about this around two to one in terms of favor for the ban versus against I think it's very likely that the US at some point will go an outright ban Tick Tock as some other countries have already done by the way

0:58India for example has fully outright banned Tick Tock and if the US takes that step which could be in just a few weeks time it's being debated right now maybe it doesn't happen this time but I think there might be restrictions put on it or a full ban coming later down the line then we know that countries like the UK will absolutely follow suit probably six or twelve months later and I think the EU is likely to follow suit as well in my opinion it seems very unlikely that three years from now the major Western markets are still going to allow Tick-Tock to be used by the people

1:26in that country I think that's very unlikely at this point and I've been talking about Tick-Tock being banned for a while now I think it's been coming and all of what we've seen is only furthered my conviction on that further my conviction what the hell does that mean all the actions that governments have taken in that time period have only sort of helped convince me that that's even more likely to happen now what does that mean for Facebook and Instagram and US advertisers on that platform because when you play out the scenarios of a major platform being banned in the most lucrative markets in the world you have

1:59to think about the ripple effect of that so firstly we know that younger Generations spend an enormous amount of time on Tick Tock and they have very much become accustomed to consuming that really short form content and the other social media platforms have been aware of this for a number of years it's why they've all added short form content options that really do replicate a tick tock style setup so you've got YouTube for example introducing YouTube shorts and quite heavily pushing them at the moment you've got meta with Instagram reels recently they've been pushing for Facebook reels quite a lot so if we play out the scenario what happens if Tick

2:33Tock gets banned I don't think those users are going to change their media consumption habits they're still going to want to consume that really sort of quick fire short form video content I think instead they're going to jump platform

2:49and the two places they're going to end up for the most part is going to be Instagram and it's going to be YouTube with YouTube shorts and Instagram reels some not necessarily in those Western markets but in other parts of the world are probably going to end up um with Facebook reels but uh but that's a bit more of a minor thing I think Instagram reels for meta advertisers are going to be absolutely massive now let's say that does happen let's say tick tock was banned tomorrow and people started jumping um across and spending much more time on those other platforms what does that mean in the case of meta

3:17advertisers it means that cpms particularly on the Instagram real placement are going to absolutely Planet because we've got all this extra Supply which is fantastic news it's not going to last long when there's all that extra supply all those extra eyeballs to advertise to advertisers are going to Cotton on those Tick Tock advertisers they're going to have to go where their users have gone they're going to have to come on to to meta and advertise on Instagram reels they're going to have to go into YouTube and advertise in and amongst YouTube shots but for a while there will be a lag we'll see users switch which

3:49behavior quicker than advertisers particularly when companies have got to stop working with an agency hiring you and all that sort of stuff hire new experts to to use the different platforms and that sort of thing there is going to be a lack so there's a massive opportunity for businesses that are ready with the type of ads that are likely to work well in the Instagram reels Facebook reels placement so this is going to be things that are similar to the content that gets consumed in those placement options is going to be short videos that are entertaining that obviously also promote your products or services so I would absolutely be

4:19thinking about that right now and try and position yourself so that if Tick Tock does get banned in the US in the next few weeks which is possible might take longer than that but it's possible it's going to happen quite quickly that you are ready to jump on that lag between the user switching over and the advertisers catching up so we'll see really low cpms once all those users come in because all the supply of potential people to advertise to goes way up but then the demand side of things the advertisers will come and join and that will force the price back up because they'll all be can Peter long

4:51term though it's a great thing if we think about the health of a platform like Instagram if they go and acquire a whole load of younger users then the average that's currently on Instagram which is what the average Tick Tock user is that's fantastic for the long term because those people are going to start using Instagram reels they'll get used to it they'll sort of establish those Behavior patterns and as they go through life are likely to continue using that platform so you might see that the longevity of a platform like Instagram immediately has another decade or so put onto it simply by Tick Tock being banned

5:21now you might be thinking well what about other social media platforms won't something just pop up to replace Tick Tock I actually think that's quite unlikely so if we go back 10 years ago new social media platforms seem to be popping up quite regularly we had our incumbents and you had things like Vine and Snapchat and I can't remember the exact dates that these were added but things seem to be moving more obviously Tick Tock came along more recently than that but since tiktok nothing has sort of broken in and made it mainstream and do I think that's likely to happen going forward probably not what we see with

5:54any sort of digital technology particularly these information-based digital Technologies is that at the beginning there's lots of different options and then once that market consolidates there's only going to be a few that people really use you can think about search for example at the beginning there are lots of different options and now basically everyone uses Google so I think that is likely that's what we've seen with social media a newer technology it sort of started uh later than say search on the internet and we've now seen a consolidation where we might just be looking at four or five social media platforms that are going to dominate for you know the next few

6:26decades so it is always possible that something new is going to come up but if they're replicating Tick Tock I think they're absolutely fighting an uphill battle when people can just move over and start consuming YouTube short content or Instagram real content that's going to do very similar things and those places have already got so many users and more importantly so many creators which means those places are going to produce the best content and that's what users want the meta ad platforms of Facebook and Instagram are always changing us advertisers need to keep up to date with that but in the decade that I've been advertising on

6:55Facebook I think this is going to be the single biggest change I think it's going to impact Instagram a lot more than it will Facebook and it could be fantastic for us advertisers will have a whole bunch of more people to advertise to and more longevity has been added to the platform that we want to advertise on so make sure you go ahead and subscribe I'll keep you up to date if Tick Tock does get banned I'll let you know exactly what's happening in real time or as close to as I could possibly can with Facebook and Instagram advertising because there will be some really big

7:20changes I'd also strongly recommend you check out this video where I bring you up to date with meta verified and what's happening there if you're looking to build a business advertise on Facebook Instagram really important you're aware of this because I think it's going to change the landscape somewhat go ahead check it out