Mark Zuckerberg once suggested spinning out Instgram as a solution to its ‘cannibalization' of Facebook

Core Insights - Meta CEO Mark Zuckerberg expressed concerns about Instagram potentially cannibalizing Facebook, which could lead to a "network collapse" of Facebook, a more engaging and profitable product [1][6][18] - Zuckerberg proposed strategies to mitigate this risk, including creating stronger integrations between Meta's apps and considering the possibility of spinning out Instagram as a separate business [2][10][18] Group 1: Concerns about Cannibalization - Zuckerberg highlighted that Instagram's growth negatively impacted Facebook's engagement, with internal data indicating a significant decline in Facebook usage as users joined Instagram [6][7] - He noted that promoting Instagram to grow as large as Facebook could have unforeseen negative effects on Facebook's overall engagement [7][8] - The internal email indicated that Instagram's growth was primarily driven by Facebook's distribution, raising concerns about replacing a more profitable product with a less engaging one [8][9] Group 2: Strategic Recommendations - Zuckerberg recommended reducing promotions for Instagram and enhancing integrations to encourage cross-engagement between Facebook and Instagram [9] - He suggested that branding should emphasize Facebook's association with Instagram and WhatsApp to maintain Facebook's prominence [15][16] - The email also mentioned the challenges of product development within Instagram and WhatsApp due to their independent leadership, which could hinder open discussions about concerns [15] Group 3: Potential Outcomes of FTC Case - The FTC's case against Meta aims to prove that the company maintains a social networking monopoly through acquisitions like Instagram and WhatsApp [3] - If the FTC succeeds, Meta may be forced to spin out Instagram and WhatsApp, a scenario that Zuckerberg had previously suggested as a potential strategy to preserve Facebook's growth [18] - Zuckerberg warned that there was a "non-trivial chance" of being compelled to separate these acquisitions, which could undermine the company's strategy of building a family of apps [18]