When Adam Mosseri took over Meta-owned Instagram as CEO in 2018, the app was experiencing what he’d later call “concerning” drops and plateaus in user engagement, thanks partly to fierce competition from a new app: TikTok. Instagram estimated in 2019 that 23 percent of the decline in time spent on Instagram in the US was due to TikTok. Bytedance’s video app kept expanding through the onset of the covid-19 pandemic. “We can’t explain it all, but what’s clear at this point is that we need to adapt, and do so quickly,” Mosseri wrote to his team in March 2020. Instagram needed to recover, he testified Thursday in a DC courtroom, because “you’re either growing, or you’re slowly dying.”

Mosseri described the dire situation while testifying in the Federal Trade Commission’s antitrust trial against Meta, where the government alleges the company illegally monopolized the market for personal social networking services, a category that it says includes Snapchat but not more entertainment-focused apps like YouTube or TikTok. Mosseri’s testimony highlighted how much Instagram sees itself as in competition with TikTok, but it also showed that even as entertainment content becomes a larger port …

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