In December 11th, Adam Moseley, chief executive of Facebook's photo and video sharing service, Instagram (Adam Mosseri), claimed that short video application TikTok (TikTok Overseas Edition) is the most powerful competitor in the company's history.

Photo: Adam moselli, CEO of instagram, a photo and video sharing service

In response to the rapid growth of tiktok, instagram announced on Thursday local time that it would combine the two most important priorities of online shopping and reels short video capabilities. Now, businesses and creators can label their products when they make reels videos, and consumers can click "view product" to buy it immediately or save it for later purchase.

The purpose of incorporating shopping features into videos is to make reels more attractive to consumers and creators, and to improve advertising effect by letting consumers buy advertising products immediately, thereby allowing Facebook to charge higher fees for these products. In the long run, it could also bring a new source of e-commerce revenue to Facebook, which will eventually charge a commission on every transaction.

Moselli firmly believes instagram has huge long-term opportunities for shopping in the next five to 10 years, although it is much more complex than its traditional advertising business.

With regard to the antitrust lawsuit filed by the Federal Trade Commission (FTC) and the 48 state attorney general's coalition against the parent company Facebook, moselli believes tiktok can be used to refute the argument that "Facebook suppresses the view of competitors".

"Tiktok is an incredibly strong competitor, even the most powerful competitor we've ever seen," he said. They are always focused, determined, and very executive. We're trying to catch up in a lot of ways, creating a complete experience for creators to motivate them to use our platform more, because if there's no compelling content, there's no reason for them to go to reels first. "

Moselli also referred to a possible litigation outcome, in which Facebook was forced to divest instagram. Facebook bought instagram for $1 billion in 2012. (small)

Source: Netease technology report, translated by Baidu