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February 5, 2022 07:34 pm

Six Reasons Meta (Formerly Facebook) is In Trouble

Meta's stock plunged 26% Thursday — its biggest one-day drop ever, lowering its marketing valuation by more than $230 billion. And then on Friday it dropped just a little bit more. A New York Times technology correspondent offers six reasons Meta is in trouble: User growth has hit a ceiling. The salad days of Facebook's wild user growth are over. Even though the company on Wednesday recorded modest gains in new users across its so-called family of apps — which includes Instagram, Messenger and WhatsApp — its core Facebook social networking app lost about half a million users over the fourth quarter from the previous quarter. That's the first such decline for the company in its 18-year history, during which time it had practically been defined by its ability to bring in more new users. The dip signaled that the core app may have reached its peak. Meta's quarterly user growth rate was also the slowest it has been in at least three years. Meta's executives have pointed to other growth opportunities, like turning on the money faucet at WhatsApp, the messaging service that has yet to generate substantial revenue. But those efforts are nascent. Investors are likely to next scrutinize whether Meta's other apps, such as Instagram, might begin to hit their top on user growth.... Apple's changes are limiting Meta and Google is stealing online advertising share. Last spring, Apple introduced an "App Tracking Transparency" update to its mobile operating system, essentially giving iPhone owners the choice as to whether they would let apps like Facebook monitor their online activities. Those privacy moves have now hurt Meta's business and are likely to continue doing so... On Wednesday, David Wehner, Meta's chief financial officer, noted that as Apple's changes have given advertisers less visibility into user behaviors, many have started shifting their ad budgets to other platforms. Namely Google. In Google's earnings call this week, the company reported record sales, particularly in its e-commerce search advertising. That was the very same category that tripped up Meta in the last three months of 2021. Unlike Meta, Google is not heavily dependent on Apple for user data. Mr. Wehner said it was likely that Google had "far more third-party data for measurement and optimization purposes" than Meta's ad platform. Mr. Wehner also pointed to Google's deal with Apple to be the default search engine for Apple's Safari browser. That means Google's search ads tend to appear in more places, taking in more data that can be useful for advertisers. That's a huge problem for Meta in the long term, especially if more advertisers switch to Google search ads. Meta's other problems include competition from TikTok (and the problems with monetizing "Reels," Meta's own TikTok clone on Instagram), as well as pending antitrust investigations (and the way it hampers future social media acquisitions). But with Meta expected to continue spending more than $10 billion a year on virtual reality, "still the province of niche hobbyists [that] has yet to really break into the mainstream," the article also suggests its final reason for why Meta is in trouble: that "Spending on the metaverse is bonkers."

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