Business Wars

It’s July 2010, and Kevin Systrom is on holiday in Mexico when he has an idea for how to save his failing app: offer filters to make users’ photos more appealing. He gets back to San Francisco and teams up with his friend Mike Krieger. Together they launch Instagram, a platform that will revolutionize how we interact with society. Meanwhile in Beijing, China, Zhang Yiming starts a news aggregator app powered by AI. It learns which stories users like and feeds them more of it, giving people what they want before they know it. This powerful algorithm will become the foundation for TikTok, an app that will become a proxy battleground for the feud between the U.S. and China.

It’s the mid '90s and Kevin Systrom is editing a video game. It's his first taste of coding, but it won't be his last. When he grows up, he's going to build a product used by more than a billion people. Across the Pacific Ocean, in a rural part of China, Zhang Yiming is having a very different childhood. But he and Systrom share a common North Star: The American Dream. Achieving that dream, however, will be a nightmare filled with stiff competition and cut-throat corporate maneuvers.

It's August 2016 and Instagram co-founders Kevin Systrom and Mike Krieger are about to pull off the tech equivalent of a heist — and they just might get away with it. But despite its success, Instagram faces trouble at home when Mark Zuckerberg starts rocking the boat. In China, TikTok founder Zhang Yiming has his eyes on global expansion. He's willing to spend big to acquire his competition — and that poses a huge threat to Instagram's supremacy.

It’s November 2018. Mark Zuckerberg takes a hit as his copycat TikTok product fails miserably. Then, Instagram faces another disaster when a security breach draws ire from users. But Zuckerberg decides to launch a direct attack on his Chinese competitor. TikTok emerges as a major hitmaker in the music business and cements its place in pop culture. But founder Zhang Yiming's hot app comes under scrutiny from regulators, as it gets drawn into a geopolitical battle that could spell the end of TikTok.

It's July 2020. TikTok usage has skyrocketed during the COVID-19 pandemic, but it faces an unexpected threat — powerful politicians with their own agenda. Now, TikTok must find a solution or risk being shut down in the U.S. Instagram, meanwhile, strikes back with a new feature. It's another copycat product the company's putting front and center for its 1 billion users. And one that could spell trouble for TikTok.

With TikTok’s legal future hanging in the balance, Facebook CEO Mark Zuckerberg hasn’t been shy about borrowing what works from the Chinese upstart and replicating it within Instagram. But his copycat feature Reels made more of a ripple than a splash when it debuted. For more on TikTok’s woes, we speak with Taylor Lorenz. She covers culture and technology for the New York Times and tells us why TikTok’s success can’t be easily duplicated and how Instagram’s Reels-focused redesign angered the platform’s long time influencers.