🧭 Introduction: When Facebook Tries to Be TikTok… and Fails
If you were in the creator scene back in 2018–2019, especially targeting Gen Z in the US, you probably remember Lasso. It was Facebook’s (or Meta’s) not-so-secret weapon to go head-to-head with TikTok. On paper? Pretty slick. A short-video app, fun effects, catchy music, all wrapped in that “we’re-cool-too” package.
But let’s cut to the chase—Lasso flopped.
Fast forward to July 2020: Facebook pulled the plug. Quietly. No farewell party, no nostalgic blog post. Just gone.
So what really happened? Why did Facebook bother creating Lasso, only to abandon it like a one-night stand? More importantly—what can brands, creators, and advertisers learn from this mess, especially if you’re betting on social platforms for growth in the US?
Let’s break it down, no filters, no fluff.
1. 🎯 Lasso Was Born Desperate — Not Inspired
Meta (back then, still Facebook) saw TikTok blowing up among Gen Z and freaked out. They needed something fast. Lasso wasn’t born from innovation. It was a straight-up panic response.
Facebook’s dev team pushed it out in under a year. No real ecosystem, no standout features, no loyalty from creators. It was like trying to copy your cool cousin’s homework five minutes before class. It looked the same on the surface, but the vibe? Off.
Industry Take: In the US creator economy, users can smell inauthenticity from a mile away. TikTok felt organic. Lasso felt corporate.
2. 🧩 No Network Effect = Game Over
Here’s the hard truth: short video apps live or die by their network effect. TikTok had a snowball. Lasso? A lonely snowflake.
No one wants to post on an app where nobody’s watching. Creators didn’t jump on. Influencers weren’t incentivized. Even paid ad campaigns flopped.
There were whispers in the agency world: “We tried running paid shoutouts for Lasso, but CPMs were trash and engagement was worse than a MySpace page in 2020.”
3. 💰 Monetization? Practically Nonexistent
One reason TikTok kept creators? Money. TikTok built ad formats, creator funds, and even offered brand deal matchmaking tools (like Creator Marketplace).
Lasso? Zip. Nada.
No in-app monetization, no creator support team, and definitely no ways to collaborate with brands. If you’re a micro or mid-tier creator trying to eat, Lasso was a dead end.
Side Note: In the US market, creators follow the money. No monetization = no motivation.
4. 🧨 Bad Timing & Worse Branding
Launching Lasso when TikTok was already dominating was like opening a new pizza place across from Domino’s with no sauce, no delivery, and no cheese.
Also, the name “Lasso”? What was that about? It sounded like a cowboy app. Zero Gen Z appeal. No meme potential. No trend energy.
TikTok went viral because it was fun and silly. Lasso felt like a boomer trying to say “lit”.
5. 📱 No Creator Support = No Loyalty
In the US, community support is everything. TikTok courted creators like royalty—with community managers, early collabs, and even event invites.
Lasso? No feedback loops. No verified creator programs. No spotlight features. It was just… there.
Most influencers I talked to back then were like, “I downloaded it, posted once, never checked again.”
Pro Tip: If you’re launching a new platform in the US, invest in creator relations. Don’t treat creators like content slaves—treat them like partners.
6. 🧬 Instagram Reels Made Lasso Obsolete
Right before Lasso got the axe, Instagram Reels launched. And let’s be real—if you’re Meta and you own Instagram, why split your energy?
Reels had the users. It had the infrastructure. It had the reach.
Suddenly, Lasso was redundant. Killing it was just cleaning up the mess.
And yeah—this is exactly why brands shouldn’t rely on single-platform strategies. Today’s rising app might be tomorrow’s “what was that thing called again?”
7. 🤝 The Advertising Black Hole
From a media buying perspective? Lasso was a ghost town. No audience targeting tools, no real conversion data, no pixel integration.
Even the few brave advertisers who gave it a shot were left with terrible ROAS and no campaign reporting.
It was like spending money on a billboard in the desert.
🧠 Final Thoughts: What You Should Take Away
Lasso’s story isn’t just about an app failing. It’s about how not to force your way into culture.
For brands and creators in the US market, the lesson is loud and clear:
- Don’t chase shiny objects without checking the pulse of your audience.
- If you’re going to clone a platform, at least bring something new to the table.
- And above all, never forget: creators are the soul of any content ecosystem. You ignore them, you lose. Simple as that.
So next time Meta throws another spaghetti-app at the wall, don’t be surprised if it slides right off. 😉
