Instagram boss Adam Mosseri is headed to London, and the long-time Meta product leader is moving to Europe for an extended period in the second half of the year.
Mosseri’s move won’t be permanent, but it will see Instagram’s leading voice spend much of her time in Meta’s UK office, where she will meet with local teams and officials to help drive the platform’s prospects. in the EU region.
There are several reasons for the change. On the one hand, Meta now has more than 4,000 employees in London, primarily focused on development, including a dedicated Instagram Product team focused on building and improving its services for creatorswhich has been a key focus for Mosseri of late.
Meta is also concerned about growing calls to update the UK’s online safety bill, which could affect how social platforms like Instagram operate in the region, with specific proposals to offer improved verification tools for all adult users, to highlight digitally altered images more clearly and to force platforms to better regulate potential damages.
But the last reason may be the most compelling: TikTok has already built a great team in London, as a base for its European operations, where it has been planning its next push into in-app purchases and integrating live streaming commerce into the app
So far, that push hasn’t gone according to plan, with TikTok’s local team complaining of unreasonable working hours and expectations, forcing TikTok to scale back its trading program and replace its local boss.
Perhaps Meta sees it as a key opportunity to jump in now, before TikTok can regroup, and launch its own online shopping push to counter TikTok’s growth strategy in the EU.
There are several reasons why having Mosseri on hand will be beneficial, with the immediate ability to meet with local officials and leaders, as well as business partners, to help improve Instagram’s performance in the region.
And Meta needs to improve here. The company doesn’t specifically break out the number of Instagram users, but Facebook has lost more than 20 million users in Europe alone this year as engagement continues to drop among EU audiences.
Much of that can be attributed to the invasion of Ukraine and increased uncertainty in the Eastern bloc, which has had a long-lasting impact on all regions. But even so, Mosseri’s move could also suggest that the downturn isn’t entirely related to the conflict, as Meta usage in the region has fluctuated over the past two years.
Could having a local Meta representative from senior management lead to a better bottom line for the company?
Of course, another possible reason for Mosseri’s reassignment could be that Zuck just finished watching the second season of Ted Lasso and had a lightning moment.
For UK IG staff, maybe print this now to hang above Mosseri’s office door:
Jokes aside, there are a number of ways Mosseri could contribute, across a variety of elements, and it will be interesting to see how his change of placement affects Meta’s planning.