Oh boy, this reminds me back to when I was working in Paid Media and the buzz around publishers was Facebook paying local publishers 5k to post news content on Meta and add their pixels to their websites...<p>Little did they know they were signing a death sentence, contributing to a change in user behavior: "<i>we can consume news on Social Media and not bother to read the actual news piece on the website AND we can be outraged on the comment section!</i>". When Meta pulled the rug capping organic reach, there was a big outrage, but was too late and the damage was done.<p>So be very careful with these deals, Facebook is known for rug pulls while TikTok seems to give a chance for a lot of content to go broad in organic reach.