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Mark Zuckerberg once suggested spinning out Instagram as a solution to its ‘cannibalization’ of Facebook
- In an internal email surfaced during the Meta antitrust trial, Mark Zuckerberg expressed concern about Instagram cannibalizing Facebook.
- Zuckerberg suggested ways to prevent cannibalization, including integrating Meta's apps and potentially spinning out Instagram.
- Evidence presented in the FTC trial indicates that Zuckerberg understood the threat Instagram posed to Facebook.
- Zuckerberg feared that Instagram's growth could lead to a decline in Facebook engagement as users shifted to Instagram.
- He raised concerns about the negative impact Instagram's growth could have on Facebook's engagement and profitability.
- Zuckerberg wanted integration between Facebook and Instagram to prevent network collapse of the more engaging product.
- He suggested reducing promotions to Instagram and enhancing integrations between the two networks.
- Zuckerberg emphasized the importance of branding to keep Facebook at the forefront of Meta's products.
- While considering spinning out Instagram, Meta chose to rebrand as Meta, with the logo appearing across all its apps.
- If the FTC prevails, Meta may have to divest Instagram and WhatsApp as separate entities, as Zuckerberg previously suggested.
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