Meta’s User Numbers Bounce Back After Controversial Changes, But TikTok’s Fate Could Impact Future Growth
Meta, under Mark Zuckerberg’s leadership, has experienced a series of controversial changes recently, including the removal of fact-checkers, a shift towards free speech, and the elimination of diversity and inclusion programs. These changes sparked outrage from some users, with calls for boycotts and account deletions in protest. However, despite initial concerns, Meta’s user numbers have shown a remarkable rebound, driven in part by the uncertainty surrounding TikTok’s future.
Earlier this month, Zuckerberg announced a shift in Meta’s approach, citing a desire for more open discourse by removing third-party fact-checkers and focusing on community-driven content moderation. Additionally, the company’s decision to end its diversity, equity, and inclusion (DEI) programs led to significant backlash, including a public call for a week-long boycott from R.E.M frontman Michael Stipe, who urged users to log out of Meta’s platforms, including Facebook, Instagram, and WhatsApp.
While several analytics firms reported a slight dip in engagement following the policy changes, the potential ban of TikTok in the U.S. appeared to have an unexpected impact. As TikTok’s future became uncertain, many of its users migrated to Meta’s platforms. Apptopia reported a 2% decline in Facebook’s daily active users (DAUs) during January, but growth was seen in the days leading up to the Supreme Court’s decision to uphold the TikTok ban.
Meta’s platforms, particularly Facebook and Instagram, have seen engagement levels return to pre-announcement figures. Instagram, in particular, showed a stronger recovery, aided by its Reels feature, which has drawn former TikTok users.
If TikTok is banned in the U.S., Meta stands to gain up to $3.37 billion in ad revenue from the influx of displaced users, as the platform continues to benefit from an expanding user base and higher engagement.
A recent survey conducted by CivicScience found that 36% of Americans supported Meta’s changes, with 32% opposing them and 32% remaining neutral. The demographic most supportive of the changes were Gen Z users, with over half of individuals aged 18-24 backing the new direction.
While Meta faces scrutiny over its decisions, it remains poised to benefit from the shifting dynamics in the social media landscape, particularly as competitors like TikTok face increasing regulatory challenges.