During his testimony in an FTC antitrust case, Instagram CEO Adam Mosseri revealed the intense competition from TikTok that has forced the platform to adapt quickly. When Mosseri took over in 2018, Instagram was experiencing significant drops in user engagement, with estimates showing around 23% linked to TikTok's popularity. To combat this, Instagram revamped its Reels feature, utilizing improved AI recommendations. The competition is fierce, as TikTok now offers a more interactive user experience, challenging Instagramâs engagement metrics. Mosseri emphasized that friend-based engagement remains crucial for their platformâs identity amidst the changing landscape.
"You're either growing, or you're slowly dying."
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