They’re trying to take over the world.

As a digital and social food marketing agency, we’re always looking for what’s next, and Facebook is always a great start.

In 2013, Zuck & Crew wanted the 2011-released Snapchat for themselves and offered $3 bill. for ownership. Snapchat said no, so they made Instagram Stories (est. Aug 2016).

(Facebook Stories was launched on March 28, 2017, 6 years and 4 months after Snapchat.)

In 2014, Facebook knew users talked online, and not just on Messenger, so they bought WhatsApp for $19 bill.

When Life On Air, Inc launched the Meerkat app (‘memba that?) in 2015, Twitter tried to take its crown with Periscope but Facebook conquered all with Facebook Live that summer. (RIP Meerkat)

Now, with a new “Reels” mode on Instagram set to inspire video shorts by its younger audience (and beyond), you guessed it; Facebook Inc. is coming for TikTok!

Wait, What is TikTok?

TikTok, the app formerly known as musical.ly, is a social platform meant for making short music videos (think online lip syncing) and other fun, quick-to-watch mini productions.

With the younger generations flocking to be TikTok famous among their friends and peers, even Prime Minister hopeful Jagmeet Singh got in on the TikTok fun to ensure no voting demographic was left in the dark about his platform for their futures.

“We haven’t had any brands express interest but we certainly see the potential as those of Gen Y become purchasing decision makers,” added Branding & Buzzing President Sean Beckingham. “Just look at the #BubbleTeaChallenge, that alone garnered 2.3 million views!”

However, TikTok is not without controversy. Today, nearly any kid with a smartphone is able to use the app without adult supervision. Plus, when you sign up for TikTok, your account is public by default, meaning anyone can see your videos, send you direct messages, and use your location information.

There are even rumblings of controversy over the app’s ownership.

Back to the Reels Story

Production of these Reels shorts will be accessible from the Instagram Stories camera menu while featured Reels viewings will be available in a new Top Reels section of Explore. What’s most impressive is that the formation of Reels only took the company 3 years, cutting their app-copy production time in half from their 6 year Snapchat-competing creation of Facebook Stories.

“The result of features like Stories being introduced on Instagram essentially cut off the growth of SnapChat past Gen Z, took down the Periscope and made the Meerkat extinct. Let’s see if the same happens for TikTok” – Branding & Buzzing President Sean Beckingham

At the time of writing, Reels is being tested only in Brazil and a North American launch date of any sort has yet to be announced.

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What’s next for Facebook?

“Have you heard of Facebook Workplace?” Branding & Buzzing Partner Marian Staresinic asks, having gotten a platform preview alongside Sean at Facebook HQ in October.

“If this takes off, it is going to change internal company communication forever, so stay tuned!”