Since its launch, Instagram has faced competition from many social media apps. Even though rivals came and went, Instagram managed to keep its position strong—until TikTok entered the scene. The short-video platform quickly captured users’ attention, creating serious challenges for Instagram.
In a recent statement made during the ongoing antitrust case against Meta by the U.S. Federal Trade Commission (FTC), Instagram CEO Adam Mosseri revealed how TikTok forced Instagram into crisis mode. He admitted that TikTok’s rise pushed Instagram to its limits.
Mosseri confessed that TikTok once posed a serious threat to Instagram’s future. In March 2020, he even sent an email to his team with a clear warning. He wrote,
“We can’t explain everything, but one thing is clear—we must change quickly. It’s time to either learn fast or slowly fade away.”
This internal message has now become an important part of the legal case.
Meta, the parent company of Instagram, is currently under pressure from the FTC’s antitrust lawsuit. The commission claims that Meta acquired Instagram and WhatsApp not to grow fair competition, but to kill it completely. Mosseri’s leaked email could strengthen the FTC’s argument, showing Meta was ready to do anything to stay on top.
The CEO’s comments confirm that TikTok became a major challenge for Instagram, leading the platform to make big strategy changes. These included launching new features and copying elements that made TikTok popular.
Despite the pressure, Instagram managed to survive and stay relevant. Its secret? Copying successful features from other platforms. When new apps became popular, Instagram was quick to adapt their features.
One major example is Instagram Stories, which was directly inspired by Snapchat. Instagram added the same feature, and soon it became one of the most used tools on the platform. Users loved sharing quick updates on Stories instead of posting in the feed.
Similarly, Instagram launched Reels to compete with TikTok’s short videos. This move helped Instagram bring back user engagement, especially among younger users who had moved to TikTok.
