Mark Zuckerberg prefers Instagram and X for influencers over his own Facebook, here’s why

At a time when Meta’s flagship platforms—Facebook, Instagram, and WhatsApp—continue to serve billions of users worldwide, internal communications reveal deep-seated concerns at the very top of the company about Facebook’s long-term viability. As part of the U.S. Federal Trade Commission’s (FTC) ongoing antitrust lawsuit against Meta, a set of internal emails exchanged between CEO Mark Zuckerberg and Facebook head Tom Alison in April 2022 have surfaced. These documents indicate that Zuckerberg is more inclined to follow creators and influencers on platforms like Instagram and X (formerly Twitter) than on Facebook.

The internal emails highlight a growing disconnect between Facebook’s aging model of “friending” and the contemporary digital culture that increasingly revolves around “following” influencers and public figures.