In an unexpected twist, Mark Zuckerberg previously expressed concerns about the impact of Instagram on Facebook. Internal communications from 2018 reveal that he believed Instagram’s rapid growth might actually harm Facebook’s user engagement, leading him to consider the possibility of spinning Instagram off into a separate entity. This concern now plays a significant role in the ongoing antitrust lawsuit against Meta, with the Federal Trade Commission (FTC) potentially pushing for exactly that outcome.

Zuckerberg’s views pointed to a complicated relationship between the two platforms. He noted that as users flocked to Instagram, Facebook experienced significant drops in usage. In his email, he reflected on the potential for a “network collapse,” prompting him to suggest that promoting Instagram aggressively might lead to unintended negative consequences for Facebook.

He proposed various strategies to mitigate this risk, such as integrating the apps more closely under the Facebook brand, envisioning a future where users would recognize the connection between Instagram and Facebook. Despite these fears, Meta transitioned into a more unified brand with the launch of its Meta identity, which placed its logo across all its platforms. Ironically, the FTC’s lawsuit is now examining these past acquisitions, suggesting that Instagram was acquired to eliminate competition rather than to foster growth within the family of apps.

As the legal battle unfolds, more internal communications and insights have emerged, shedding light on Zuckerberg’s initial apprehensions about Instagram. The future remains uncertain, but the case reflects a complicated and evolving narrative about competition and consumer choice in the tech landscape.