TikTok absolutely nailed two things. First, it is just video. Facebook tried to shoehorn video shorts into two existing platforms (FB and Instagram) but that ju

TikTok absolutely nailed two things. First, it is just video. Facebook tried to shoehorn video shorts into two existing platforms (FB and Instagram) but that just breaks up the flow. People expect to read things on FB and look at photos on Instagram. Having a video suddenly playing in full screen sucks when those are your expectations. Second, TikTok has an absolutely amazing recommendations algorithm. This is the core of the product: an algorithm that has a great mix of showing you things that have to do with your interests while also showing you things that are just slightly outside of them to expand your horizons. It feels cohesive and custom tailored. FB shorts are awful. They show you cheesy bullshit videos that have nothing to do with you or each other. Until you watch one and then they assume that’s all you ever want.