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If you can’t beat ’em, smear ’em.
That appears to be Facebook’s approach when it comes to countering the threat from TikTok, according to a new report in The Washington Post. Meta, Facebook’s parent company, has hired Targeted Victory, a large Republican consulting firm, to place stories in op-eds in local newspapers and on local TV newscasts around the US, according to the report.
TikTok poses perhaps the most existential challenge to Meta and Facebook yet. The video-based social media platform has gained users at a swift pace, and it’s especially popular among younger users, a demographic that Facebook and Meta’s other platforms have struggled with in recent years.
