The FTC<\/a> and a coalition of states also suing the company zeroed in on Facebook<\/a>’s acquisition of photo-sharing app Instagram<\/a> for $715 million in 2012, and the $22 billion deal for messaging service WhatsApp<\/a> two years later. The deals, which sailed past regulators when they were proposed, were meant to “squelch” competitive threats, the commission wrote in its complaint Wednesday. Now, the FTC wants Facebook to divest the two businesses -- an idea that poses an existential threat to the empire built by Chief Executive Officer Mark Zuckerberg<\/a>.
Because much of the company’s revenue growth is already coming from Instagram, and WhatsApp is central to Facebook’s bet on digital commerce, losing the two platforms would threaten to erase much of Facebook’s long-term value. The company’s shares, which have soared more than 35% in 2020, fell as much as 4% Wednesday, ending the trading day down about 2%.
“Breakups are scary for investors because in some ways they could disrupt the business models,” said Dan Ives, an analyst at Wedbush Securities who called Instagram one of the three best business acquisitions of the past 15 years. Still, Ives thinks the chance of an actual breakup is “slim” without legislative changes from Congress<\/a>, which he believes are unlikely. “It’s a noisy headline but it doesn’t massively change the situation for Facebook in the near term.”
Our acquisitions of Instagram and WhatsApp have dramatically improved those services and helped them reach many more people . “We compete hard and fairlyZuckerberg's letter to Employees<\/cite><\/div><\/blockquote>
However remote the prospects, any sign that the FTC is leaning toward a breakup is likely to weigh further on Facebook’s stock.
Facebook acquired these promising rival platforms precisely because it expected the main social network to one day fade, and it wanted to be the company deciding what apps people would turn to next. A breakup would undo most of Zuckerberg’s hedging for Facebook’s future, just as his immense investments in Instagram and WhatsApp are starting to pay off. Facebook argues that those investments made Instagram and WhatsApp what they are today.
“Our acquisitions of Instagram and WhatsApp have dramatically improved those services and helped them reach many more people,” Zuckerberg wrote in a post to employees on Wednesday. “We compete hard and we compete fairly. I’m proud of that.”
Here’s how a forced breakup would impact Facebook’s prospects.<\/strong>
E-Commerce<\/strong>
Facebook is running out of slots to place advertisements on its flagship social network -- too many ads in the feed diminish a user’s experience. So it’s leaning hard on the revenue potential of shopping. This year, the company has built ways to shop directly through images and videos in Instagram, and has rallied businesses around the world to use WhatsApp to communicate with customers. Facebook has worked to weave in those commercial aspirations with its main social network by requiring businesses to have Facebook pages in order to run Instagram ads, for instance. The Menlo Park, California-based company is also planning to eventually link WhatsApp’s chatting with Instagram’s shopping. But without those two properties that businesses depend on, Facebook’s path to becoming an e-commerce giant looks a lot harder.
Revenue Growth<\/strong>
Facebook’s user numbers have started to level out in some of its most valuable markets, and the company has been warning for years that the main News Feed’s ad space is reaching saturation. That means the company’s recent revenue growth has been primarily driven by Instagram. The photo- and video-sharing app generated some $20 billion in revenue in 2019, Bloomberg has reported, which would equal about 29% of all of Facebook ad sales last year. Research firm EMarketer estimates Instagram’s 2020 sales will be $28.1 billion, or about 37% of Facebook’s total ad revenue. That would mean Instagram’s $8.1 billion annual sales gain would account for the vast majority of Facebook’s ad revenue growth, according to EMarketer.
WhatsApp, meanwhile, makes virtually no money for Facebook. But that’s soon expected to change as the company makes a big bet on payments, commerce and customer service tools for the messaging app’s 2 billion-plus users. Any revenue WhatsApp brings in will boost Facebook’s growth even further.
International Markets<\/strong>
Both WhatsApp and Instagram are crucial to Facebook’s international strategy, offering the company a strong toehold in fast-growing markets like India and Brazil. In some countries, WhatsApp or Instagram far outpace their parent company by users. In India, for example, WhatsApp has over 100 million more users than Facebook does, according to EMarketer. That’s important to Facebook, which views India as the next great internet<\/a> frontier, and the company has expressed concern that Chinese competitors might get there first. In Japan, Instagram has over 70% more users than Facebook’s main platform.
WhatsApp & Instagram are crucial to Facebook’s international strategy, offering the company a strong toehold in fast-growing markets like India and BrazilFacebook Strategy<\/cite><\/div><\/blockquote>
While Facebook is still the largest social network in most of the world, Instagram and WhatsApp give the company a much larger footprint than it would have as a standalone service. Losing those apps would dramatically cut Facebook’s total user base -- and, in turn, its revenue.
Demographics<\/strong>
Everyone uses Facebook. Everyone except teens, that is. Pew Research found 51% of 13- to 17-year-olds said they used Facebook in 2018, down from 71% a few years earlier. Instagram, meanwhile, was used by 72% of U.S. teenagers.
Facebook isn’t as popular as it once was with the younger generation of internet users, in part because it has a lot more competition for Gen Z consumers. Instagram has been the company’s secret weapon to staving off Snapchat, and could eventually prove to be a bulwark against viral video upstart TikTok. Without Instagram in the fold, Facebook would need to build its own products that appeal to the youngest and most coveted group of internet users -- something it hasn’t been able to do recently. There’s no sign that it would suddenly be able to do so without Instagram under the same roof.
Reputation<\/strong>
As Facebook weathered scandals over privacy breaches, misinformation and election meddling, it became more common to hear people say they were quitting Facebook, and planning to use Instagram and WhatsApp as alternatives for keeping in touch with friends and family online. Though they’re all part of the same company, Facebook understands that its fledglings have a more positive public reputation. The company recently slapped Facebook branding on other members of its family of platforms, a bid to grab back some of those positive feelings. Without Instagram, now branded as “Instagram from Facebook,” for instance, Facebook won’t be able to glean any benefit from the more favorable attitude that app has maintained among its users.
WhatsApp + Instagram<\/strong>
Facebook wouldn’t be the only company in for a struggle if divestments are eventually required. WhatsApp has spent the past six years focused not on revenue or profit but on user growth, reliability and encryption, a freedom it was granted thanks to Facebook’s robust ad business, which paid the bills. WhatsApp is building a business, but there’s no guarantee that it will pay off, and without Facebook’s deep pockets WhatsApp will be under greater pressure to make money.
Instagram, meanwhile, relies on Facebook for many parts of its operations, including the technology that powers the advertising business and content moderation. An Instagram spinoff could mean building an entirely new ad platform, and would also cut off access to important targeting data that Instagram gets from users’ Facebook profiles, possibly making ads on the app less relevant.
The photo-sharing app also relies heavily on Facebook’s automated content-monitoring tools to combat hate speech, terrorist content, and other types of inappropriate user posts -- a system the company has invested billions to develop and maintain as part of a safety and security push. An independent Instagram would potentially need to build those tools on its own.
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Facebook分手会拆除马克·扎克伯格的社交媒体全球帝国
我们竞争监管机构联邦贸易委员会希望Facebook剥离两个企业,一个想法,威胁到帝国的生死存亡由首席执行官马克·扎克伯格。
的联邦贸易委员会和联盟州也将目光锁定在起诉公司脸谱网收购照片共享应用程序Instagram在7.15亿年以2012美元和220亿美元的交易信息服务WhatsApp两年后。坐船过去的交易,监管机构提出时,是为了“压制”竞争威胁,欧盟委员会周三在起诉书中写道。现在,联邦贸易委员会希望Facebook剥离两个企业,一个想法,威胁到帝国的生死存亡由首席执行官马克•扎克伯格。
因为该公司的大部分收入增长已经来自Instagram,和WhatsApp是Facebook的押注核心数字商务,失去了两个平台将威胁消除Facebook的长期价值。该公司的股票,在2020年飙升逾35%,周三跌幅一度高达4%,结束一个交易日下跌了约2%。
投资者“分手是可怕的,因为在某些方面他们可以扰乱商业模式,”丹·艾维斯说,Wedbush证券分析师称Instagram的三个最佳商业收购过去15年。不过,艾维斯认为真正的分手的机会是没有立法从“苗条”国会他认为,这是不可能的。“这是一个嘈杂的头条新闻,但是它不会大幅改变现状为Facebook在短期内。”
我们收购Instagram和WhatsApp可以显著提高这些服务和帮助他们达到更多的人。“我们努力竞争,相当扎克伯格的给员工
然而远程的前景,任何迹象表明,联邦贸易委员会倾向于分手可能进一步权衡在Facebook的股票。
Facebook获得这些有前途的竞争对手平台正是因为它预期的主要社交网络消失的一天,它想成为该公司决定应用人会转向下一个。分手会撤销大部分扎克伯格的套期保值在Facebook的未来,正如他巨大的投资Instagram和WhatsApp开始偿还。Facebook认为这些投资Instagram和WhatsApp今天它们是什么。
“我们收购Instagram和WhatsApp可以显著提高这些服务和帮助他们达到更多的人,”扎克伯格周三员工在一篇文章中写道。“我们努力竞争,公平竞争。我很自豪。”
这是被迫分手会如何影响Facebook的前景。
电子商务
Facebook的插槽上放置广告旗舰社交网络——太多的广告在提要减少用户的体验。这是严重依赖的收入潜力购物。今年,该公司建造了购物方式直接通过Instagram的图片和视频,和世界各地的企业使用WhatsApp上扬与客户沟通。Facebook曾编织在那些商业抱负与其主要要求企业社交网络的Facebook页面为了运行Instagram广告,例如。门洛帕克,总部位于加州的公司还计划最终链接WhatsApp和Instagram的购物聊天。但是没有这两个属性,企业依靠,Facebook的路径成为电子商务巨头看起来很困难。
营收增长
Facebook的用户数量已经开始在它的一些最有价值的市场水平,公司多年来一直警告的主要新闻Feed的广告空间达到饱和。乐动扑克这意味着公司最近的收入增长主要由Instagram。照片和视频分享应用程序生成的一些2019年200亿美元的收入,彭博社报道,这相当于大约29%的Facebook去年的广告销售。研究公司EMarketer估计Instagram的2020年销售额将达到281亿美元,或Facebook的广告总收入的37%左右。这意味着Instagram的每年81亿美元的销售收益将占绝大多数的Facebook的广告收入增长,据EMarketer。
WhatsApp,与此同时,使得Facebook几乎没有钱。但很快将改变公司进行大举投资支付,商务和客户服务消息传递应用程序的两个多亿用户的工具。WhatsApp带来任何收入将进一步推动Facebook的增长。
国际市场
WhatsApp和Instagram Facebook的国际战略是至关重要的,公司提供一个强大的立足点在快速增长的市场,如印度和巴西。在一些国家,WhatsApp用户或Instagram远远超过他们的母公司。例如,在印度,WhatsApp比Facebook拥有1亿多用户,根据EMarketer。Facebook很重要,认为印度是下一个伟大的互联网前沿,公司已表示担心中国竞争对手可能会先到达那里。在日本,Instagram超过70%的用户比Facebook的主要平台。
WhatsApp & Instagram Facebook的国际战略是至关重要的,公司提供一个强大的立足点在快速增长的市场,如印度和巴西Facebook战略
Facebook仍然是最大的社交网络在世界大部分地区,Instagram WhatsApp给公司一个更大的足迹比作为一个独立的服务。失去这些应用将极大地削减了Facebook的总用户基础,反过来,其收入。
人口统计资料
每个人都使用Facebook。除了青少年。皮尤研究发现51%的13至17岁的青少年说他们使用Facebook在2018年,从几年前的71%。Instagram,与此同时,美国72%的青少年使用。
Facebook并不是像以前一样受欢迎的年轻一代互联网用户,部分原因是它有很多为Z一代消费者更多的竞争。Instagram一直避开Snapchat公司的秘密武器,并可能最终被证明是一个防范病毒视频TikTok暴发户。没有Instagram的褶皱,Facebook将需要建立自己的产品吸引最年轻和最令人垂涎的互联网用户群,最近还没有能够做的事情。还没有迹象表明它会突然能够没有Instagram在同一屋檐下。
声誉
Facebook风化丑闻隐私漏洞、错误信息和选举的干预,它变得更加普遍听到人们说他们退出Facebook和计划使用Instagram WhatsApp作为替代网上与朋友和家人保持联系。虽然他们都是同一家公司的一部分,Facebook明白其幼鸟有一个更积极的公众声誉。该公司最近打了Facebook品牌在家庭的其他成员的平台上,为了抢回一些积极的感受。现在没有Instagram,品牌为“从Facebook Instagram,”例如,Facebook不会收集任何受益于更有利的态度应用一直保持在其用户。
WhatsApp + Instagram
Facebook不会是唯一一家在挣扎是否最终需要剥离。WhatsApp过去六年不再关注收入或利润,而是在用户增长,可靠性和加密,自由是理所当然感谢Facebook的健壮的广告业务,支付账单。WhatsApp建立业务,但不能保证它会还清,没有Facebook的雄厚WhatsApp赚钱的承受的压力就更大了。
Instagram,与此同时,依靠Facebook对运营的许多地方,包括技术,广告业务和内容审核。一个Instagram剥离可能意味着构建一个全新的广告平台,并将Instagram还切断了重要目标数据从用户的Facebook资料,可能降低广告的应用相关。
照片共享应用程序也在很大程度上依赖于Facebook的自动化内容监控工具打击仇恨言论,恐怖内容,和其他类型的不适当的用户的帖子——一个系统公司已投入数十亿美元开发和维护安全努力的一部分。一个独立Instagram可能需要建立这些工具。
The FTC<\/a> and a coalition of states also suing the company zeroed in on Facebook<\/a>’s acquisition of photo-sharing app Instagram<\/a> for $715 million in 2012, and the $22 billion deal for messaging service WhatsApp<\/a> two years later. The deals, which sailed past regulators when they were proposed, were meant to “squelch” competitive threats, the commission wrote in its complaint Wednesday. Now, the FTC wants Facebook to divest the two businesses -- an idea that poses an existential threat to the empire built by Chief Executive Officer Mark Zuckerberg<\/a>.
Because much of the company’s revenue growth is already coming from Instagram, and WhatsApp is central to Facebook’s bet on digital commerce, losing the two platforms would threaten to erase much of Facebook’s long-term value. The company’s shares, which have soared more than 35% in 2020, fell as much as 4% Wednesday, ending the trading day down about 2%.
“Breakups are scary for investors because in some ways they could disrupt the business models,” said Dan Ives, an analyst at Wedbush Securities who called Instagram one of the three best business acquisitions of the past 15 years. Still, Ives thinks the chance of an actual breakup is “slim” without legislative changes from Congress<\/a>, which he believes are unlikely. “It’s a noisy headline but it doesn’t massively change the situation for Facebook in the near term.”
Our acquisitions of Instagram and WhatsApp have dramatically improved those services and helped them reach many more people . “We compete hard and fairlyZuckerberg's letter to Employees<\/cite><\/div><\/blockquote>
However remote the prospects, any sign that the FTC is leaning toward a breakup is likely to weigh further on Facebook’s stock.
Facebook acquired these promising rival platforms precisely because it expected the main social network to one day fade, and it wanted to be the company deciding what apps people would turn to next. A breakup would undo most of Zuckerberg’s hedging for Facebook’s future, just as his immense investments in Instagram and WhatsApp are starting to pay off. Facebook argues that those investments made Instagram and WhatsApp what they are today.
“Our acquisitions of Instagram and WhatsApp have dramatically improved those services and helped them reach many more people,” Zuckerberg wrote in a post to employees on Wednesday. “We compete hard and we compete fairly. I’m proud of that.”
Here’s how a forced breakup would impact Facebook’s prospects.<\/strong>
E-Commerce<\/strong>
Facebook is running out of slots to place advertisements on its flagship social network -- too many ads in the feed diminish a user’s experience. So it’s leaning hard on the revenue potential of shopping. This year, the company has built ways to shop directly through images and videos in Instagram, and has rallied businesses around the world to use WhatsApp to communicate with customers. Facebook has worked to weave in those commercial aspirations with its main social network by requiring businesses to have Facebook pages in order to run Instagram ads, for instance. The Menlo Park, California-based company is also planning to eventually link WhatsApp’s chatting with Instagram’s shopping. But without those two properties that businesses depend on, Facebook’s path to becoming an e-commerce giant looks a lot harder.
Revenue Growth<\/strong>
Facebook’s user numbers have started to level out in some of its most valuable markets, and the company has been warning for years that the main News Feed’s ad space is reaching saturation. That means the company’s recent revenue growth has been primarily driven by Instagram. The photo- and video-sharing app generated some $20 billion in revenue in 2019, Bloomberg has reported, which would equal about 29% of all of Facebook ad sales last year. Research firm EMarketer estimates Instagram’s 2020 sales will be $28.1 billion, or about 37% of Facebook’s total ad revenue. That would mean Instagram’s $8.1 billion annual sales gain would account for the vast majority of Facebook’s ad revenue growth, according to EMarketer.
WhatsApp, meanwhile, makes virtually no money for Facebook. But that’s soon expected to change as the company makes a big bet on payments, commerce and customer service tools for the messaging app’s 2 billion-plus users. Any revenue WhatsApp brings in will boost Facebook’s growth even further.
International Markets<\/strong>
Both WhatsApp and Instagram are crucial to Facebook’s international strategy, offering the company a strong toehold in fast-growing markets like India and Brazil. In some countries, WhatsApp or Instagram far outpace their parent company by users. In India, for example, WhatsApp has over 100 million more users than Facebook does, according to EMarketer. That’s important to Facebook, which views India as the next great internet<\/a> frontier, and the company has expressed concern that Chinese competitors might get there first. In Japan, Instagram has over 70% more users than Facebook’s main platform.
WhatsApp & Instagram are crucial to Facebook’s international strategy, offering the company a strong toehold in fast-growing markets like India and BrazilFacebook Strategy<\/cite><\/div><\/blockquote>
While Facebook is still the largest social network in most of the world, Instagram and WhatsApp give the company a much larger footprint than it would have as a standalone service. Losing those apps would dramatically cut Facebook’s total user base -- and, in turn, its revenue.
Demographics<\/strong>
Everyone uses Facebook. Everyone except teens, that is. Pew Research found 51% of 13- to 17-year-olds said they used Facebook in 2018, down from 71% a few years earlier. Instagram, meanwhile, was used by 72% of U.S. teenagers.
Facebook isn’t as popular as it once was with the younger generation of internet users, in part because it has a lot more competition for Gen Z consumers. Instagram has been the company’s secret weapon to staving off Snapchat, and could eventually prove to be a bulwark against viral video upstart TikTok. Without Instagram in the fold, Facebook would need to build its own products that appeal to the youngest and most coveted group of internet users -- something it hasn’t been able to do recently. There’s no sign that it would suddenly be able to do so without Instagram under the same roof.
Reputation<\/strong>
As Facebook weathered scandals over privacy breaches, misinformation and election meddling, it became more common to hear people say they were quitting Facebook, and planning to use Instagram and WhatsApp as alternatives for keeping in touch with friends and family online. Though they’re all part of the same company, Facebook understands that its fledglings have a more positive public reputation. The company recently slapped Facebook branding on other members of its family of platforms, a bid to grab back some of those positive feelings. Without Instagram, now branded as “Instagram from Facebook,” for instance, Facebook won’t be able to glean any benefit from the more favorable attitude that app has maintained among its users.
WhatsApp + Instagram<\/strong>
Facebook wouldn’t be the only company in for a struggle if divestments are eventually required. WhatsApp has spent the past six years focused not on revenue or profit but on user growth, reliability and encryption, a freedom it was granted thanks to Facebook’s robust ad business, which paid the bills. WhatsApp is building a business, but there’s no guarantee that it will pay off, and without Facebook’s deep pockets WhatsApp will be under greater pressure to make money.
Instagram, meanwhile, relies on Facebook for many parts of its operations, including the technology that powers the advertising business and content moderation. An Instagram spinoff could mean building an entirely new ad platform, and would also cut off access to important targeting data that Instagram gets from users’ Facebook profiles, possibly making ads on the app less relevant.
The photo-sharing app also relies heavily on Facebook’s automated content-monitoring tools to combat hate speech, terrorist content, and other types of inappropriate user posts -- a system the company has invested billions to develop and maintain as part of a safety and security push. An independent Instagram would potentially need to build those tools on its own.
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