Network effect, first mover effect, and cost of switching. The appeal of any social media platform isn't inherent in the design or the platform, its in the userbase and the content they create. Everyone is on tiktok because everyone is on tiktok. They launched first, caught on and got a massive userbase. It's hard for users to move away from tiktok because their favourite creators aren't on Shorts. It's hard for creators to move because they can't take their followers with them.
this post was submitted on 24 Mar 2023
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The TikTok algorithms do seem to be better, and there's some manual boosting of creators in the background as well. It's also just a new platform and there's a certain draw and hype to that as well.
Another element is that Facebook just can't compete anymore. They're not an innovative upstart, they're an ossifying tech monopoly. Their growth strategy for a while was buy them if you can't beat them (Instagram for example). But they can't buy TikTok.
This whole anti TikTok campaign works in the favour of both the US social media monopolies and the military intelligence industrial complex. The monopolies get rid of competition and the intelligence agencies continue to have easy access to the personal information of basically everyone.