TikTok has joined social media competition to unseat Twitter as the leader in text-only posting. Reuters
TikTok has joined social media competition to unseat Twitter as the leader in text-only posting. Reuters
TikTok has joined social media competition to unseat Twitter as the leader in text-only posting. Reuters
TikTok has joined social media competition to unseat Twitter as the leader in text-only posting. Reuters

TikTok launches Twitter rival with new text posts


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TikTok, the social platform known for its addictive video content, said on Monday that it will offer text-only posts, becoming the latest tech giant to offer an alternative to embattled Twitter.

“Today we're thrilled to announce the expansion of text posts on TikTok, a new format for creating text-based content that broadens options for creators to share their ideas and express their creativity,” the Chinese-owned company said.

“With text posts, we're expanding the boundaries of content creation for everyone on TikTok, giving the written creativity we've seen in comments, captions and videos a dedicated space to shine.”

The text posts on TikTok will most closely resemble similar offerings on Instagram, which this month also launched a challenge to Twitter – since renamed X by owner Elon Musk – called Threads.

Like Meta-owned Threads, TikTok benefits from its size, with around 1.4 billion monthly active users, according to specialist site Business of Apps.

But unlike Facebook's parent company, TikTok has chosen to integrate its new text-only feature into its app rather than launch a separate product, as Meta did with Threads.

TikTok's version will remain more visual than a Twitter or Threads post, with users able to add a colour background, music and stickers to the post, AFP reports.

In addition to Threads, smaller platforms such as Mastodon, Bluesky and Substack Notes have emerged as rivals to Twitter, but none have so far dethroned it despite its troubles.

Mr Musk last week said Twitter has lost about half of its advertising revenue, leaving an opportunity for the challengers.

The burning issue

The internal combustion engine is facing a watershed moment – major manufacturer Volvo is to stop producing petroleum-powered vehicles by 2021 and countries in Europe, including the UK, have vowed to ban their sale before 2040. The National takes a look at the story of one of the most successful technologies of the last 100 years and how it has impacted life in the UAE. 

Read part four: an affection for classic cars lives on

Read part three: the age of the electric vehicle begins

Read part two: how climate change drove the race for an alternative 

MATCH INFO

Fixture: Thailand v UAE, Tuesday, 4pm (UAE)

TV: Abu Dhabi Sports

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Mercer, the investment consulting arm of US services company Marsh & McLennan, expects its wealth division to at least double its assets under management (AUM) in the Middle East as wealth in the region continues to grow despite economic headwinds, a company official said.

Mercer Wealth, which globally has $160 billion in AUM, plans to boost its AUM in the region to $2-$3bn in the next 2-3 years from the present $1bn, said Yasir AbuShaban, a Dubai-based principal with Mercer Wealth.

Within the next two to three years, we are looking at reaching $2 to $3 billion as a conservative estimate and we do see an opportunity to do so,” said Mr AbuShaban.

Mercer does not directly make investments, but allocates clients’ money they have discretion to, to professional asset managers. They also provide advice to clients.

“We have buying power. We can negotiate on their (client’s) behalf with asset managers to provide them lower fees than they otherwise would have to get on their own,” he added.

Mercer Wealth’s clients include sovereign wealth funds, family offices, and insurance companies among others.

From its office in Dubai, Mercer also looks after Africa, India and Turkey, where they also see opportunity for growth.

Wealth creation in Middle East and Africa (MEA) grew 8.5 per cent to $8.1 trillion last year from $7.5tn in 2015, higher than last year’s global average of 6 per cent and the second-highest growth in a region after Asia-Pacific which grew 9.9 per cent, according to consultancy Boston Consulting Group (BCG). In the region, where wealth grew just 1.9 per cent in 2015 compared with 2014, a pickup in oil prices has helped in wealth generation.

BCG is forecasting MEA wealth will rise to $12tn by 2021, growing at an annual average of 8 per cent.

Drivers of wealth generation in the region will be split evenly between new wealth creation and growth of performance of existing assets, according to BCG.

Another general trend in the region is clients’ looking for a comprehensive approach to investing, according to Mr AbuShaban.

“Institutional investors or some of the families are seeing a slowdown in the available capital they have to invest and in that sense they are looking at optimizing the way they manage their portfolios and making sure they are not investing haphazardly and different parts of their investment are working together,” said Mr AbuShaban.

Some clients also have a higher appetite for risk, given the low interest-rate environment that does not provide enough yield for some institutional investors. These clients are keen to invest in illiquid assets, such as private equity and infrastructure.

“What we have seen is a desire for higher returns in what has been a low-return environment specifically in various fixed income or bonds,” he said.

“In this environment, we have seen a de facto increase in the risk that clients are taking in things like illiquid investments, private equity investments, infrastructure and private debt, those kind of investments were higher illiquidity results in incrementally higher returns.”

The Abu Dhabi Investment Authority, one of the largest sovereign wealth funds, said in its 2016 report that has gradually increased its exposure in direct private equity and private credit transactions, mainly in Asian markets and especially in China and India. The authority’s private equity department focused on structured equities owing to “their defensive characteristics.”

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Washmen Profile

Date Started: May 2015

Founders: Rami Shaar and Jad Halaoui

Based: Dubai, UAE

Sector: Laundry

Employees: 170

Funding: about $8m

Funders: Addventure, B&Y Partners, Clara Ventures, Cedar Mundi Partners, Henkel Ventures

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Our legal consultant

Name: Hassan Mohsen Elhais

Position: legal consultant with Al Rowaad Advocates and Legal Consultants.

Updated: July 24, 2023, 9:42 PM