{"id":192301,"date":"2025-04-19T07:12:10","date_gmt":"2025-04-19T07:12:10","guid":{"rendered":"https:\/\/peraltafinancing.com\/business\/marketing\/zuckerberg-admits-that-time-spent-on-facebook-and-instagram-has-declined\/"},"modified":"2025-04-19T07:12:10","modified_gmt":"2025-04-19T07:12:10","slug":"zuckerberg-admits-that-time-spent-on-facebook-and-instagram-has-declined","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=192301","title":{"rendered":"Zuckerberg Admits That Time Spent on Facebook and Instagram Has Declined"},"content":{"rendered":"


\n<\/p>\n

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As you\u2019re no doubt aware, Meta is defending itself against an FTC antitrust case at the moment<\/a>, which has seen Meta CEO Mark Zuckerberg face several days of questioning in a federal court, in regards to the company\u2019s acquisitions of Instagram and WhatsApp and is motivations in buying up potentially competing apps.<\/span><\/span><\/span><\/p>\n

And most of what\u2019s been shared is information we already knew: Meta purchased Instagram because it saw opportunity to expand the app; Meta tried to acquire Snapchat back in 2013<\/a> (and again in 2016<\/a>); TikTok has emerged as a serious threat to Meta\u2019s overall business. <\/span><\/span><\/span><\/p>\n

All of this is stuff that\u2019s been discussed publicly for some time, and overall, it\u2019s difficult to see how the FTC will be able to make the case that Meta has a monopoly over the social media and broader digital marketing space, given the business scope of key competitors.<\/span><\/span><\/span><\/p>\n

But there have also been some points of note shared which do relate to broader trends, and understanding how Meta\u2019s business is traveling. <\/span><\/span><\/span><\/p>\n

For example, Zuckerberg has admitted that Facebook is losing out to other apps in terms of time spent<\/a>.<\/span><\/span><\/span><\/p>\n

As reported by The Information<\/a>:<\/span><\/span><\/span><\/p>\n

\u201c<\/em>Facebook’s and Instagram’s share of the amount of time people spend on social media apps has \u201cgone down meaningfully,\u201d Meta Platforms CEO Mark Zuckerberg testified on Wednesday, saying that <\/span><\/span><\/span><\/span><\/span><\/em>\u201ca lot of the interaction\u201d people have directly with their friends has shifted to messaging apps.\u201d<\/span><\/span><\/span><\/span><\/em><\/span><\/span><\/span><\/p>\n

The latter part here is nothing new, as we\u2019ve covered the broader shift to messaging<\/a> pretty extensively. <\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n

But the admission that time spent on Facebook and IG is in decline is a significant note, on an element that Meta has generally avoided discussing. <\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n

Back in the day, Meta used to regularly share updates on the amount of time users were spending in its apps, reporting, for example, in 2016 that users <\/span><\/span><\/span><\/span>were spending <\/span><\/span>more than 50 minutes per day, on average<\/span><\/a>, using Facebook, Instagram, and Messenger<\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span>.<\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span>\u00a0<\/span><\/span><\/span><\/p>\n

But after that update, Meta stopped reporting these figures. Which likely suggests that the amount of time spent in its apps hasn\u2019t increased significantly ever since.<\/span><\/span><\/span><\/span><\/span><\/p>\n

That doesn\u2019t mean that Facebook or IG aren\u2019t popular, as both have billions of users, but over time, anecdotally, and based on external research<\/a>, the indicators suggest that people are spending a lot less time in each app, while TikTok usage continues to rise.<\/span><\/span><\/span><\/span><\/span><\/p>\n

According to a report published earlier this year<\/a> by <\/span><\/span>Guggenheim Partners, using data from Apptoptia, American TikTok users now spend an average of 108 minutes per day in the app, while Facebook users are active for 63 minutes per day on average. On Instagram, that\u2019s down to 48 minutes.<\/span><\/span><\/span><\/span><\/span><\/p>\n

The figures here still seem high, based on the amount of users these apps have, with the average spread across people who only log in to check on people\u2019s birthdays, and those who scroll endlessly through the app. But as a comparative measure, this data suggests that people are now spending almost twice as much time scrolling on TikTok as they are on Facebook.<\/span><\/span><\/span><\/span><\/span><\/p>\n

And that\u2019s after Facebook saw increases in usage over the past couple of years<\/a>, as it\u2019s injected more and more AI-recommended Reels into user feeds. \u00a0<\/span><\/span><\/span><\/span><\/span><\/p>\n

Meta hasn\u2019t shared any specific numbers, but it is interesting to note Zuckerberg\u2019s statement here, that both apps have seen \u201cmeaningful\u201d reductions in overall engagement.<\/span><\/span><\/span><\/span><\/span><\/p>\n

Another point of note from Zuckerberg\u2019s testimony is that he once suggested that they could erase all users\u2019 social graphs<\/a> in order to reinvigorate Facebook engagement.<\/span><\/span><\/span><\/span><\/span><\/p>\n

Which actually makes some sense. Over time, people\u2019s social graphs have become so cluttered, because they\u2019ve followed every brand page, every fan profile, they\u2019ve accepted friend requests from everybody that they went to school with or worked with, whether they\u2019re interested in hearing about them or not.<\/span><\/span><\/span><\/span><\/span><\/p>\n

A refresh could actually improve the relevance of your notifications, and the platform\u2019s algorithms, which would make it an even more engaging experience moving forward. <\/span><\/span><\/span><\/span><\/span><\/p>\n

Meta obviously didn\u2019t go with this idea, but with Zuckerberg talking about getting back to \u201cOG Facebook\u201d<\/a> of late, I wonder if this might be something worth revisiting. <\/span><\/span><\/span><\/span><\/span><\/p>\n

As noted, the FTC versus Meta case is currently being heard in federal court, and could go on for up to two months. And right now, based on publicly shared evidence, it seems unlikely that the outcome will end up going against Meta, and forcing it to sell off IG and WhatsApp. <\/span><\/span><\/span><\/span><\/span><\/p>\n<\/p><\/div>\n\n","protected":false},"excerpt":{"rendered":"

As you\u2019re no doubt aware, Meta is defending itself against an FTC antitrust case at the moment, which has seen Meta CEO Mark Zuckerberg face several days of questioning in a federal court, in regards to the company\u2019s acquisitions of Instagram and WhatsApp and is motivations in buying up potentially competing apps. And most of […]<\/p>\n","protected":false},"author":1,"featured_media":192302,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[98],"tags":[24581,37260,15100,17018,22871,1231,16543],"dealstore":[],"offerexpiration":[],"class_list":["post-192301","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-admits","tag-declined","tag-facebook","tag-instagram","tag-spent","tag-time","tag-zuckerberg"],"yoast_head":"\nZuckerberg Admits That Time Spent on Facebook and Instagram Has Declined - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=192301\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Zuckerberg Admits That Time Spent on Facebook and Instagram Has Declined - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"As you\u2019re no doubt aware, Meta is defending itself against an FTC antitrust case at the moment, which has seen Meta CEO Mark Zuckerberg face several days of questioning in a federal court, in regards to the company\u2019s acquisitions of Instagram and WhatsApp and is motivations in buying up potentially competing apps. 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