Instagram Executive Acknowledges Longstanding Concerns Over TikTok Competition

A recent testimony by Adam Mosseri, head of Instagram, revealed significant shifts in the platform’s content strategy as it seeks to compete with TikTok. During a federal court hearing in Washington, Mosseri highlighted that only a small fraction of Instagram’s posts now come from users connecting with friends and family. This change is part of a broader effort by Meta Platforms to address government claims of monopolistic practices in social media, particularly in light of the Federal Trade Commission’s (FTC) antitrust lawsuit against the company.

Instagram’s Shift Towards Video Content

Mosseri emphasized that Instagram has undergone a dramatic transformation since he joined Meta in 2018. The platform is now heavily focused on video content to attract a younger audience, particularly those under 30. He noted that only one in six posts on Instagram’s Stories feature comes from personal interactions, indicating a shift away from traditional social networking. This evolution is a direct response to the rising popularity of TikTok, which has captured a significant share of user engagement. Mosseri’s testimony comes during a critical phase of the FTC’s antitrust trial, which aims to demonstrate that Meta has monopolized the market for personal social networking services.

Competition and User Engagement Decline

The FTC’s case against Meta hinges on proving that the company has maintained a monopoly in a narrowly defined market. Internal documents presented in court revealed that Instagram’s researchers had identified TikTok as a major competitor, noting a 40% decline in user engagement attributed to the platform’s rise. Mosseri acknowledged that competition from TikTok is a significant concern for Instagram, stating, “For us, growth is everything. You’re either growing, or you’re slowly dying.” In response to these challenges, Meta has invested billions in developing new features and enhancing its artificial intelligence capabilities to improve user experience.

Balancing Content and User Relationships

In his testimony, Mosseri discussed Instagram’s strategy of blending content from friends and family with that of celebrities and public figures. This approach aims to retain user engagement while adapting to the changing landscape of social media. He described the company’s efforts to innovate and compete effectively, highlighting the importance of maintaining connections among users. Mosseri’s demeanor in court was notably composed, and he even elicited laughter from the audience, including FTC lawyers, as he discussed the significance of Instagram’s acquisition by Meta.

Concerns Over Resources and Content Focus

Mosseri’s testimony also touched on internal communications regarding resource allocation for Instagram’s safety initiatives. He expressed concerns about the platform being “woefully understaffed” in this area, indicating a need for more investment to ensure user safety. Additionally, emails between Mosseri and Meta CEO Mark Zuckerberg revealed discussions about the platform’s content strategy. Mosseri argued against abandoning the focus on friends and family in favor of influencers, a sentiment that Zuckerberg supported. This exchange underscores the ongoing debate within Meta about balancing user relationships with the demands of a competitive social media landscape.

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