Justin Kline is the co-founder of the influencer marketing firm, markedly.

Meta is feeling the heat. At the beginning of this year, the washington post reported that Facebook’s parent company, Meta, paid a national consulting firm to publish op-eds in local US newspapers, alleging that TikTok was unhealthy for teens and politically toxic. The goal: influence parents and politicians to take a frosty approach to TikTok’s growth.

Last year, Facebook, once the undisputed champion of social networking, lost users for the first time in its history. During the same period, Meta invested around $10 billion in the metaverse, five times what it paid to acquire Oculus VR and 10 times what it paid to acquire Instagram. Meanwhile, TikTok is setting new records for daily usage and trending…