It's simpler intuition but more complex from a data / ml perspective.
Their algorithm is really built around their features. Specifically, temporal representations of user interest:
https://ieeexplore.ieee.org/document/9458799/
The features used by their algorithm tells you what a user is interested, historically.
Contrast this to Meta, which uses the social graph as their features. Imagine features like the number of times a user likes another author's / cluster's content.
Tiktok will serve you $TOPIC because you have $INTERACTED with $TOPIC historically.
Meta will serve you $TOPIC because you have $INTERACTED with $PEOPLE who post $TOPIC, historically.
Meta only coincidentally gives you what you like.
Tiktok knows what you like.
This is the difference. This is why IG is losing.
Their algorithm is really built around their features. Specifically, temporal representations of user interest:
https://ieeexplore.ieee.org/document/9458799/
The features used by their algorithm tells you what a user is interested, historically.
Contrast this to Meta, which uses the social graph as their features. Imagine features like the number of times a user likes another author's / cluster's content.
Tiktok will serve you $TOPIC because you have $INTERACTED with $TOPIC historically.
Meta will serve you $TOPIC because you have $INTERACTED with $PEOPLE who post $TOPIC, historically.
Meta only coincidentally gives you what you like.
Tiktok knows what you like.
This is the difference. This is why IG is losing.