TikTok knows that Meta CEO Mark Zuckerberg intends to retool the Instagram and Facebook apps to look more like its popular short video service. TikTok is not interested in copying Facebook.

Blake Chandlee (TikTok's president for global business solutions) said that Facebook is a social network. He spoke to CNBC on Thursday. They've built all of their algorithms on the social graph. This is their core competency. Our core competency is not that."

Chandlee, who worked 12 years at Facebook before joining TikTok as a 2019 TikTok employee, said that his former employer would be in trouble if it attempted to copy TikTok and end up offering a poor experience for users and brands.

In 2020, Facebook launched Instagram reels as its first foray into short-form video. It added the service to its core Facebook app last year. Chandlee stated, "We are an entertainment platform." The difference is huge. It is a huge difference.

The Verge's Tom Alison, chief of Facebook app, said this week that TikTok is increasingly taking share from the largest social network in the world. Facebook will modify its primary feed to be more TikTok-like by recommending more content, regardless of whether friends have shared it.

Alison stated, "I think what we probably didn't fully embrace or see was how social this format can be." Alison spoke to The Verge.

A recent performance on Facebook supports that. The company started in April, and revenue for the second quarter could fall from last year's level for the first time. Meta's stock is down 52% this fiscal year, falling below the Nasdaq by 32%.

Earlier in the year, Zuckerberg acknowledged TikTok's increased competition and stated, "This is why our focus is on Reels over the long-term." China's ByteDance owns TikTok, which is privately owned.

Chandlee stated that history is not on Zuckerberg's side and compared its current problem with the one Google faced when it tried to take on Facebook.

Chandlee stated, "You can still remember when Google+ was created." Facebook had war rooms back then. It was huge. He said that everyone was concerned about it.

However, no matter how much Google invested in its social-networking efforts, it could not compete with Facebook. Facebook has already become commonplace for people to share photos and update their friends.

Chandlee stated, "It was clear that Google's value searches and Facebook were great at social." He said, "I see the same thing now." "We are good at what they do.

These cultural trends are brought out, and people get a unique experience on TikTok. They won't have that experience on Facebook unless Facebook completely abandons its social values. I don't believe it will.

Facebook did not immediately respond to a request to comment. Chandler said he respects Zuckerberg and considers both Facebook and Google as strong competitors.

He noted, however, that TikTok is not the only competitor in its field and includes businesses in ecommerce and live streaming. Chandler stated that he hadn't noticed a decrease in TikTok's ad spending, despite what Snap reported.

Snap told investors that inflation and the threat of recession are affecting ad revenue. Snap's stock lost nearly three-quarters this year.

Chandlee stated, "I heard there would be a slowdown of the ad industry, anywhere from 2% - 6%, but we haven't seen it." "We are not experiencing the headwinds some others are seeing."