>
When Facebook acquired it, Instagram was a photo sharing app that had 13 employees.And growing quickly, so:
> In his opening remarks, Mr. Matheson mentioned documents, including what he described as a “smoking gun” February 2012 email in which Mr. Zuckerberg discussed the rise of Instagram and the importance of “neutralizing a potential competitor.” In another email, in November 2012 to Ms. Sandberg, the chief operating officer at the time, Mr. Zuckerberg wrote, “Messenger isn’t beating WhatsApp, Instagram was growing so much faster than us that we had to buy them for $1 billion.”
> The F.T.C. showed Mr. Zuckerberg a 2011 email in which he wrote, “We really need to get our act together quickly on this since Instagram is growing so fast.”
* https://archive.is/https://www.nytimes.com/2025/04/14/techno...
> It’s a combination of neutralizing a competitor and improving Facebook, Zuckerberg said in a reply. “There are network effects around social products and a finite number of different social mechanics to invent. Once someone wins at a specific mechanic, it’s difficult for others to supplant them without doing something different.”
> Zuckerberg continued: “One way of looking at this is that what we’re really buying is time. Even if some new competitors springs up, buying Instagram, Path, Foursquare, etc now will give us a year or more to integrate their dynamics before anyone can get close to their scale again. Within that time, if we incorporate the social mechanics they were using, those new products won’t get much traction since we’ll already have their mechanics deployed at scale.”
> Forty-five minutes later, Zuckerberg sent a carefully worded clarification to his earlier, looser remarks.
> “I didn’t mean to imply that we’d be buying them to prevent them from competing with us in any way,” he wrote.
* https://www.theverge.com/2020/7/29/21345723/facebook-instagr...