Content is King. TikTok has a fund to pay people to make content to get them up off the ground. Insta, despite it's growth, has a decay problem in that it's o

Content is King. TikTok has a fund to pay people to make content to get them up off the ground. Insta, despite it's growth, has a decay problem in that it's out of the zeitgeist of the key demos. it's growing in developing markets and maybe might have some incidental sign ups, but people are not flocking to it. And TikTok - depsite it's popularity, has a very 'fad' feel to it. While FB has a bit of the 'e-mail' incumbency in that it's how people communicate with family and user groups, TikTok is a bit more fleeting. These platforms would get hurt badly without a lot of those middle and upper tier content makers. The current situation is a rational entente actually: Insta makes ads, influencers can make a buck however. The more popular YouTubers will monetize with ads anyhow.