Today, 5 minutes agoLauren Feiner‘Part of our core identity’ is connecting friends.In this 2024 video played in court, Mosseri explains that Instagram doesn’t plan to go after the long-form video market because it’s not as conducive to sharing and interacting with friends. Mosseri testifies that even today, “I still think friends are an important part of the experience.”Today, 19 minutes agoLauren FeinerMosseri moderated a ‘strained’ relationship with Instagram’s founders.In an email thread from 2018, Mosseri checked in with Zuckerberg from paternity leave to try to communicate concerns the Instagram co-founders Kevin Systrom and Mike Krieger had with strategy changes for the app. Mosseri wrote that after catching up with Systrom, it was “hard for me to get a read on what’s going on as the relationship is strained.” He told Zuckerberg, “The core tension seems to be twofold: (1) you believe slowing down Instagram will help more than some others do, and (2) your tolerance for handicapping Instagram is expectedly higher than the Instagram team’s.”Today, 28 minutes agoLauren Feiner‘Instagram will always need to focus on friends.’Zuckerberg told Mosseri in a 2018 email that even as Instagram grows to include more public entertainment posts, it “can never exclusively be for public figures or it will cease to be a social product.” Meta has been arguing that the social media market has changed so much that entertainment is a key focus of social apps including Instagram and TikTok, but the email suggests that at least at the time, Meta’s CEO felt that connecting with friends would always need to be remain a core use case.Today, 51 minutes agoLauren FeinerThe FTC plays Mosseri’s ‘Decoder’ interview.The Verge’s Editor-in-Chief Nilay Patel gets a shoutout in court when the government plays a clip of Mosseri’s January 2021 podcast interview. In the clip, Mosseri talks about joining Instagram and making changes to the safety and integrity operations. Mosseri says on the stand that he indeed “vaguely remember[s] talking to Nilay.” Here’s part of the transcript from the clip they played in court:When I joined Instagram, I wasn’t running it. I was the head of product. I had come from running News Feed at Facebook for a number of years. And I told everybody I was going to be a sponge, and I wasn’t going to push for any change for a couple months while I ramped up and tried to better understand Instagram, the product, the employee base, and the values.But the one place where I almost immediately broke my promise was on safety and integrity. I was pretty interested in the details, having spent the last couple of years being responsible for fake news on Facebook and a bunch of other gnarly safety problems.I found for the most part that [Instagram was] just running our own stuff, and our team was tiny. And so I made the team pivot and essentially [integrate] the technology and work with the engineers who worked on safety across the rest of the company. I actually lost a bunch of people because of that. Not because they disagreed that it was a better way to keep people safe on Instagram over the long run, but it just wasn’t why they signed up to be on the team. So it was pretty painful for six months on that front. And I lost some credibility with some of the people.Today, An hour agoLauren FeinerThreads was initially going to be inside the Instagram app.But the team decided to make it a standalone app because they wanted to replicate how within Twitter, replies are as prominent as the original posts — something that’s not typically the case on Instagram. The group decided it would be too confusing to users to squeeze in this different model. “That was a very contentious decision internally,” Mosseri testifies.Today, An hour agoLauren FeinerPeople go to Twitter for news and celebrities.That’s how Meta viewed the app when it was evaluating launching a competitor that would eventually be called Threads. The FTC is trying to use Meta’s internal evaluations of Twitter to show that it doesn’t see the primary reason for going to Twitter as connecting with friends and family — and therefore, it’s arguing, in a different market from the one it says Facebook and Instagram monopolize.Today, An hour agoLauren FeinerConnecting with friends is still an important part of using Instagram.Mosseri says the app finds the most success in blending entertainment with interacting with friends. That could look like commenting on a public post about a sporting event and interacting with a friend in the comments, he says. That’s important since Meta noted in documents around 2018 that people were sharing less in their feeds, and public content was increasing. The FTC is trying to point out that even if posting to the apps has declined, there’s still friends and family interaction happening.Today, Two hours agoLauren FeinerInstagram CEO Adam Mosseri takes the stand.The FTC is beginning its questioning of the Meta executive by fleshing out what users want out of Instagram. The testimony will help shape how the judge thinks about the market Meta competes in: a limited market in social media networking to keep up with friends and family, or a broader market including entertainment that encompasses apps like TikTok and YouTube.May 7Lauren FeinerInstagram chief Adam Mosseri is testifying tomorrow.Schultz began testifying about how Meta tracked the rise of mobile messaging apps. Mosseri is expected to take the stand tomorrow and we’ll go live again then.May 7Lauren FeinerMeta’s chief marketing officer takes the stand.Alex Schultz, who’s worked at Meta for years in growth and analytics, is now testifying. He clarifies during the FTC’s introductory questions that while there are multiple VPs of analytics, he is “the” VP of analytics. While I was across the courthouse covering Apple executive Eddy Cue’s testimony in the Google remedies case, WhatsApp chief Will Cathcart was testifying earlier today, followed by an FTC expert who surveyed users about their main motivations for using various social media apps.May 5Lauren FeinerCourt adjourns for the day.The judge opted to watch video testimony slated for the day in his chambers, so we’re done for the day. We’ll go live again this week when the trial continues.May 5Lauren FeinerCuts to Instagram’s growth staffing came ‘out of the blue,’ Systrom wrote.A 2014 chat log between Systrom and Deng seems to undercut Deng’s testimony that he doesn’t recall Meta scaling back growth resources for Instagram. Deng says he doesn’t have enough context to confirm what he and Systrom were discussing, but described the chat as a “knee-jerk reaction” to an email they mentioned at the time. “Am I reading correctly we now have less growth support, not more?” Systrom asked. “This isn’t great for us,” Deng wrote at the time.May 5Lauren FeinerMeta supercharged Instagram’s growth, its former product chief says.Deng, who moved to Instagram in 2013 until 2015 after working on Facebook Messenger, is challenging Instagram co-founder Kevin Systrom’s testimony that the app could have reached the same success without Meta and that the company deprived it of resources. Deng says Meta helped Instagram with speeding up high quality hiring, and sharing infrastructure and growth team staff. Still, Deng left Instagram several years before Systrom departed the company.May 5Lauren FeinerMessenger exec was ‘not at all’ concerned about WhatsApp becoming a major competitor.Deng, who led product for Facebook’s messenger product in the early 2010s, says he was not worried about WhatsApp growing into a big rival in the US. Since many people in the US had iPhones where they could send mobile messages including photos through iMessage, he says, “people just expected more here than just text messaging,” which was the focus of the simple WhatsApp service. “There’s nothing about what they did that signaled they remotely wanted to get into more expressive messaging.” he says.May 5Lauren Feiner‘We’re all terrified.’Former product executive Peter Deng warned colleagues about the existential threat of mobile messaging apps moving into Facebook’s core space. In an October 2012 email, he called messaging rivals “the biggest threat to our product that I’ve ever seen in my 5 years here at Facebook; it’s bigger than G+, and we’re all terrified,” he wrote, referring to Google’s now-defunct social media competitor. “These guys actually have a credible strategy: start with the most intimate social graph (i.e. The ones you message on mobile), and build from there.” Deng testifies he was referring to the three mobile apps that had started adding such features, and not the one Facebook ultimately acquired: WhatsApp.May 1Lauren FeinerPeople don’t come to TikTok to connect with real-life friends.Former TikTok director of UX research Eric Morrison testifies in a short video deposition that as of 2022, unlike Facebook and Instagram, TikTok “was not necessarily serving that need to connect to people that you already know.” This is the need that the FTC says Facebook and Instagram uniquely fill, alongside the smaller apps Snapchat and MeWe.May 1Lauren FeinerMeta has grown despite the threat of TikTok.Hegeman concedes that even with TikTok becoming a more significant competitor in the past two years, Facebook’s user base and the time users spend on it have continued to grow.May 1Lauren FeinerMeta throws a jab at Apple over its developer policies.Hegeman says that the (not publicly disclosed) number of users who opted out of off-app tracking through Apple’s App Tracking Transparency policy mostly reflects Apple’s scare tactics in framing the question to users, rather than whether users actually prefer not to share their data with Meta. He adds that Apple frames the ask very differently when asking users about similar opt-ins for its own products. “I think it’s a clear example of them trying to leverage their position controlling the iOS operating system to advantage their position in the market,” he says.May 1Lauren FeinerFocusing on friends and family wasn’t a great strategy for Meta.Sometime after 2018, Meta realized that focusing on surfacing friends and family content wasn’t helping it as much as it had hoped. Competitors like TikTok were taking over a lot of time users would spend online, and Hegeman says Meta found it to be a better strategy to broaden the focus of the Facebook app to include investments in video and other kinds of content.May 1Lauren FeinerAds aren’t a huge cost for users.In 2021, Meta found that by reducing the relative amount of ads some groups saw by 80 percent, it only saw about a 3 percent increase of a usage metric. This shows ads aren’t a major cost for consumers, Hegeman says, because if a company like Apple lowered the price of its iPhone by 80 percent, it would likely see much more than a 3 percent increase in sales.May 1Lauren Feiner‘Very little interest’ in Meta’s ad-free subscription in Europe.In response to regulations in the EU, Meta began offering an ad-free version of its products there for 6 Euros a month. But that offering hasn’t caught on, Hegeman says — just about 0.007 percent of users opted to pay for the service.May 1Lauren FeinerUsers don’t really notice when Meta shows them more ads.Meta found when it tested a new system to customize how many ads it shows based on how much a user likes or dislikes them, users didn’t seem to know the difference. The time they spent on the platforms and engaged on it didn’t change much. “This change had a minimal impact on people’s experience and was not very noticeable,” Hegeman says.May 1Lauren FeinerApple’s privacy changes let users block Meta from tracking them off-app.The FTC is asking Meta about Apple’s 2021 App Tracking Transparency policy that let users decide whether to let developers track their activity off-app to help serve more persoanlized ads. Meta warned investors in 2022 that it would result in a $10 billion revenue hit to its business that year. That’s presumably because when users are given an option to give Facebook and Instagram less data, at least a significant chunk of them take it. We don’t know exactly how many, though, since the judge sealed the courtroom to discuss internal metrics like how many people opted into the tracking.May 1Lauren FeinerWould Instagram have collected less user data without Meta?That’s theme of the FTC’s questioning of Meta’s CRO. The FTC’s Stephen Pearson is asking about what Meta says it collects in its privacy policy, and points out that if Instagram were independent, it would have its own policy. Meta uses this data to fuel personalized advertising, which makes money for the company. Pearson is also beginning to touch on ad load — or the relative amount of ads to organic posts users see in their feed — which the FTC has tried to show Meta can increase with relatively little risk of losing users.May 1Lauren FeinerMeta’s chief revenue officer is up next.John Hegeman, the top executive in charge of monetizing Facebook and Instagram, just took the stand. He previously led product management for the Facebook feed.