WEBVTT - Head of Instagram Adam Mosseri at Bloomberg Screentime 0:00:02.520 --> 0:00:08.520 Bloomberg Audio Studios, podcasts, radio news. Well, let's head back 0:00:08.560 --> 0:00:11.160 to the screen Time main stage, the theater here at 0:00:11.200 --> 0:00:14.040 screen Time and to Adam Asari, he's the head of Instagram. 0:00:14.200 --> 0:00:15.320 Over at Meta Platforms. 0:00:15.320 --> 0:00:16.720 He's speaking with Blueberg News. 0:00:16.720 --> 0:00:20.320 Is Kurt Wagner mister Beast. Everyone in this audience already 0:00:20.320 --> 0:00:21.720 knows who that is. I don't need to explain who 0:00:21.720 --> 0:00:24.520 mister Beast is. He posted actually on Threads. This was 0:00:24.560 --> 0:00:27.960 his Threads post, which is also your platform, that it's 0:00:28.000 --> 0:00:31.560 scary times for creators because of these gen AI tools 0:00:31.560 --> 0:00:34.920 that are coming out. What do you think should creators 0:00:34.960 --> 0:00:36.480 be scared as the scary times? 0:00:37.200 --> 0:00:41.320 I think things are changing really quickly, and I think 0:00:41.360 --> 0:00:44.400 that means that a lot of us, whether you're using 0:00:44.400 --> 0:00:47.599 a platform like Jimmy is or you're building a platform 0:00:47.680 --> 0:00:50.960 like we do on our team, are having to think 0:00:51.280 --> 0:00:54.120 about how we need to evolve how we do what 0:00:54.160 --> 0:00:57.680 we do. The jobs are changing, and so I don't 0:00:57.680 --> 0:00:59.920 think that technology from the creator's side is going to 0:01:00.160 --> 0:01:04.160 place creativity. I think it's going to change who can 0:01:04.240 --> 0:01:07.000 be creative. I think it's going to change how people 0:01:07.040 --> 0:01:09.559 tell their stories. But at the end of the day, 0:01:09.720 --> 0:01:13.720 I think that people have creators and creatives. They have 0:01:13.800 --> 0:01:17.520 their taste, they have their processes, they have their judgments, 0:01:17.560 --> 0:01:20.560 they have their cultural commentary, and they're going to use 0:01:20.640 --> 0:01:25.080 those in different ways than before. Because to produce a 0:01:25.200 --> 0:01:29.120 video isn't going to require what Jimmy has historically done 0:01:29.120 --> 0:01:31.800 with Mister Beast and these huge sets and these amazing 0:01:31.800 --> 0:01:36.440 elaborate production teams. It's going to be something that anybody 0:01:36.480 --> 0:01:38.759 can do with access to the right model. 0:01:39.240 --> 0:01:42.520 So on the one hand, it will make certain things easier, 0:01:43.120 --> 0:01:45.160 it will lower the bar for what it takes to, 0:01:45.680 --> 0:01:51.080 you know, produce maybe something that feels highly like produced. 0:01:51.760 --> 0:01:57.040 Does this create more creators? Does this create an upper 0:01:57.080 --> 0:02:00.360 crust of creators, you know, because there's now so many 0:02:00.360 --> 0:02:01.320 more people who can do this. 0:02:02.520 --> 0:02:06.280 I think it'll mean that today's creators, if they lean 0:02:06.320 --> 0:02:08.320 into the tools, are the ones who do will be 0:02:08.320 --> 0:02:11.000 able to create more or even better content. But I 0:02:11.000 --> 0:02:13.839 think it also means that they're going to be people 0:02:13.840 --> 0:02:17.560 who couldn't be creators before who can now actually produce 0:02:17.600 --> 0:02:20.040 content of a certain quality or at a certain scale. 0:02:20.360 --> 0:02:22.560 But it also means they're going to be bad actors 0:02:22.600 --> 0:02:26.560 who try to leverage these technologies for nefarious purposes as well. 0:02:26.639 --> 0:02:30.959 So it's going to be well if you think a 0:02:30.960 --> 0:02:34.120 big step back, what the Internet did, among other things, 0:02:34.320 --> 0:02:38.200 was allow almost anyone to become a publisher, right, reducing 0:02:38.200 --> 0:02:42.720 the cost of distributing content to essentially zero. And what 0:02:42.960 --> 0:02:45.000 some of these generative AI models look like they're going 0:02:45.040 --> 0:02:46.600 to do is they're going to reduce the cost of 0:02:46.639 --> 0:02:52.320 producing content to basically zero. So that will be a 0:02:52.400 --> 0:02:54.880 multiplier effect on the things that we're already seeing, which 0:02:54.919 --> 0:02:57.799 is that there's more people producing more content and reaching 0:02:57.800 --> 0:03:01.240 more people, and there's a lot of good and bad 0:03:01.280 --> 0:03:02.560 that comes downstream from that. 0:03:02.800 --> 0:03:05.120 Yeah, So, as someone who creates an algorithm and intended 0:03:05.160 --> 0:03:08.240 to show people things that they want to see, do 0:03:08.280 --> 0:03:11.000 you anticipate I don't know if you can break down 0:03:11.040 --> 0:03:13.280 what the average person has seen right now in terms 0:03:13.280 --> 0:03:16.000 of stuff that's AI generated versus you know, maybe more 0:03:16.000 --> 0:03:18.280 traditional human generated. But what's that going to look like 0:03:18.360 --> 0:03:20.320 in a year or in five years. Are we going 0:03:20.400 --> 0:03:24.040 to be seeing a feed just full of AI stuff 0:03:24.160 --> 0:03:26.360 or is there a human element that's going to be 0:03:26.400 --> 0:03:27.080 important here? 0:03:27.160 --> 0:03:30.760 Well? Today on the big platforms like Instagram and TikTok 0:03:31.000 --> 0:03:34.399 and Facebook and YouTube, I think there's actually a lot 0:03:34.400 --> 0:03:37.600 of hybrid content. And too often we talk about synthetic 0:03:37.640 --> 0:03:41.160 content and organic content and never the chee shop meet. 0:03:41.240 --> 0:03:43.560 But there's a lot of content where AI is part 0:03:43.560 --> 0:03:45.880 of the workflow, right, Like you might not even know it. 0:03:45.960 --> 0:03:49.040 Might be whatever app you're using to do color correction, 0:03:49.160 --> 0:03:52.240 might be using models to do so, you know, stamp 0:03:52.280 --> 0:03:54.280 tool and photoshop in the old days to get rid 0:03:54.320 --> 0:03:57.400 of a pimple, those types of things. But that line 0:03:57.440 --> 0:03:59.600 is going to be more and more blurred, so it's 0:03:59.600 --> 0:04:02.760 going to be little bit less like what is organic 0:04:02.800 --> 0:04:05.920 content and what is AI synthetic content and what the 0:04:05.960 --> 0:04:07.760 percentages are. I think it's going to be actually more 0:04:07.760 --> 0:04:10.520 in the middle than pure synthetic content for a while. 0:04:10.920 --> 0:04:14.840 But you will also see experiences that are purely AI, right. 0:04:14.960 --> 0:04:18.000 You see this in the last two weeks with Vibes 0:04:18.040 --> 0:04:21.320 in the medi app and with Soa too from open Ai. 0:04:22.160 --> 0:04:23.320 So I think you're going to see both. 0:04:23.920 --> 0:04:27.000 You mentioned there's a lot of potential for bad actors 0:04:27.080 --> 0:04:30.360 out there. We talked a few weeks ago, actually Instagram 0:04:30.400 --> 0:04:34.080 announced three billion users and we had a conversation then, 0:04:34.200 --> 0:04:35.960 and one of the things you said was, you know, 0:04:36.480 --> 0:04:39.679 you rely especially with AI on a lot of self reporting, 0:04:39.800 --> 0:04:43.440 people have to sort of let their audience know I 0:04:43.560 --> 0:04:46.080 used AI for this. A lot of people don't do that. 0:04:47.160 --> 0:04:51.159 I'm curious what responsibility you think Instagram and Meta have 0:04:52.120 --> 0:04:55.400 versus how much of it is on the content creator themselves, 0:04:55.480 --> 0:04:58.159 Like do you need to be identifying that something is 0:04:58.200 --> 0:05:01.240 AI and alerting the audience to it or is it 0:05:01.279 --> 0:05:02.359 all on the creator. 0:05:03.680 --> 0:05:07.240 I think that we can do more to identify content 0:05:07.240 --> 0:05:09.359 that was created with AI. We actually when we first 0:05:09.400 --> 0:05:11.800 did it, we were doing we were using the xf 0:05:11.920 --> 0:05:13.320 data and a bunch of people got mad at us 0:05:13.400 --> 0:05:17.200 because Photoshop was exporting content and the AI was part 0:05:17.240 --> 0:05:18.640 of the flow, and then we were saying it was 0:05:18.680 --> 0:05:20.560 AI content. But the creator was like, this is an 0:05:20.560 --> 0:05:23.240 AI content. But if you actually looked at how the flow. 0:05:23.080 --> 0:05:26.280 Was made, they thought Photoshop was AI. 0:05:26.839 --> 0:05:29.599 They had used some tool and Photoshop that triggered that. Okay, 0:05:29.640 --> 0:05:31.320 I think it was Photoshop, or maybe it was Premiere 0:05:31.320 --> 0:05:35.240 I forget which AAP. So it's sort of a delicate matter. 0:05:35.440 --> 0:05:37.520 For what is worth though, I think that trying to 0:05:37.680 --> 0:05:40.880 automatically label everything that was created in some part with AI, 0:05:41.320 --> 0:05:43.440 particularly when there's a lot of hybrid content where it's 0:05:43.480 --> 0:05:46.600 only part of the process is a little bit of 0:05:47.760 --> 0:05:50.200 it's not a fool's erran, but it's it's maybe the 0:05:50.240 --> 0:05:55.640 wrong focus. I think what's gonna happened quickly is that 0:05:56.200 --> 0:05:58.240 you can still kind of tell when content was created 0:05:58.240 --> 0:06:00.560 by AI. Not always but usually pretty good. 0:06:00.600 --> 0:06:02.719 It's hard, it's hard, harder. 0:06:02.320 --> 0:06:04.960 It's getting harder, and I think pretty soon it'll be 0:06:05.640 --> 0:06:08.359 almost impossible. And so I think what we need to 0:06:08.400 --> 0:06:11.840 do is, sure, we can work more on labeling, but 0:06:11.880 --> 0:06:17.160 we also need to provide more context for people to 0:06:17.200 --> 0:06:19.640 make more informed decisions about what to believe in to 0:06:19.760 --> 0:06:23.320 not so like the way you think about, you know, literacy. 0:06:23.520 --> 0:06:25.360 For like my kids, my kids are young, they're nine 0:06:25.400 --> 0:06:28.400 to seven and five. I need them to understand as 0:06:28.400 --> 0:06:30.520 they grow up and they get exposed to the Internet 0:06:30.520 --> 0:06:32.880 that just because they're seeing a video of something doesn't 0:06:32.920 --> 0:06:37.000 mean it actually happened. And they when I grew up 0:06:37.080 --> 0:06:38.760 and I saw a video, I could assume that that 0:06:38.839 --> 0:06:41.560 was a capture of a moment that happened in the 0:06:41.560 --> 0:06:43.920 real world. And what they're going to need to do 0:06:44.000 --> 0:06:45.760 is they're going to need to think about who is 0:06:45.800 --> 0:06:48.880 saying it, who's sharing it in this case, and what 0:06:48.880 --> 0:06:52.400 are their incentives and why might they be saying it? 0:06:52.760 --> 0:06:55.320 And there's going to be way more importance if you're 0:06:55.360 --> 0:06:59.800 going to make good decisions about what to trust and 0:06:59.839 --> 0:07:04.600 what to allow to inform your own opinions, we're gonna 0:07:04.600 --> 0:07:08.840 have to shift emphasis away from the content itself and 0:07:09.400 --> 0:07:11.360 not to ignore it, but just away from it and 0:07:11.480 --> 0:07:13.520 put more on who's saying it and why they might 0:07:13.560 --> 0:07:14.040 be saying it. 0:07:14.160 --> 0:07:16.840 Yeah, but you're doing that as an involved parent. 0:07:16.920 --> 0:07:19.160 But as a platform, we can provide context too, right, 0:07:19.560 --> 0:07:21.559 and we do today, but we can do more like today. 0:07:21.600 --> 0:07:23.840 If you go to my profile, you can go to 0:07:23.880 --> 0:07:25.880 about this profile. You can see how long I've had 0:07:25.880 --> 0:07:29.440 this profile, what country I'm based in, how many times 0:07:29.440 --> 0:07:32.680 I've changed my user name, a series of signals that 0:07:32.760 --> 0:07:36.320 you can use to decide how much you want to 0:07:36.360 --> 0:07:39.440 trust or not trust. Or maybe it's not even about 0:07:39.520 --> 0:07:43.560 positive miniccative. Maybe it's just about my political bias or 0:07:43.680 --> 0:07:46.600 my financial bias or any other kind of bias of it. 0:07:46.720 --> 0:07:50.240 Yeah, it feels like it's evolving. Obviously the Instagram app 0:07:50.320 --> 0:07:52.200 is evolving as well. That was a big part of 0:07:52.240 --> 0:07:55.400 our last conversation. I think people still think of I 0:07:55.440 --> 0:07:58.200 shouldn't say I certainly still part of me thinks of 0:07:58.240 --> 0:08:02.200 Instagram as the feed of beautiful, curated photos and videos 0:08:02.240 --> 0:08:05.120 like that is maybe it's certainly an older way of 0:08:05.160 --> 0:08:08.480 thinking about it. You're leaning very hard into this sort 0:08:08.480 --> 0:08:13.200 of newer version of Instagram, which is DMS, stories, reels. 0:08:14.080 --> 0:08:16.720 Walk us through a little bit about where your priorities 0:08:16.720 --> 0:08:19.720 are with Instagram right now, Like, is the traditional feed 0:08:19.920 --> 0:08:20.400 a thing in. 0:08:20.360 --> 0:08:24.600 The past at this point, it's certainly changing. All the 0:08:24.640 --> 0:08:27.920 growth in Instagram over the last five years or more 0:08:28.600 --> 0:08:32.880 has really come from dms and reels and recommendations and stories. 0:08:34.360 --> 0:08:39.160 But we started as a feed of hypersaturated photos, you know, 0:08:39.440 --> 0:08:43.720 glossy landscapes. You guys can all picture the aesthetic, and 0:08:43.760 --> 0:08:47.480 that's just not how people use Instagram anymore. Our biggest 0:08:47.559 --> 0:08:50.439 risk is that the world evolves, we don't keep up 0:08:50.480 --> 0:08:53.480 and we just become irrelevant. If we hadn't built dms 0:08:53.480 --> 0:08:57.040 and stories and reels, you wouldn't be interviewing me on 0:08:57.120 --> 0:08:59.880 stage today. We wouldn't be relevant enough to show up 0:09:00.080 --> 0:09:04.080 at screen time. But moving it forward is also tricky. 0:09:04.200 --> 0:09:07.280 People get frustrated when you have an when they have 0:09:07.320 --> 0:09:10.560 an experience that they use for call it half an 0:09:10.559 --> 0:09:12.640 hour a day, and then someone comes and changes it 0:09:12.640 --> 0:09:15.520 without asking them. So it's a balance. But we have 0:09:15.600 --> 0:09:18.720 to because if we didn't, we would be in trouble. 0:09:18.760 --> 0:09:20.760 I mean, like I'll do like probably shouldn't do this 0:09:20.760 --> 0:09:23.520 because nobody can see the audience on camera. But how 0:09:23.559 --> 0:09:25.240 many of you use Instagram? It's okay if you don't 0:09:25.280 --> 0:09:27.880 raise your hand really high so I can see. Cool. 0:09:28.400 --> 0:09:31.240 How many of you keep your hand up? Have messaged 0:09:31.240 --> 0:09:36.280 someone in the last two days? Great? How many? Now? 0:09:36.320 --> 0:09:38.439 How many of you have posted a story in the 0:09:38.480 --> 0:09:42.080 last couple of days? All right, so maybe about half? 0:09:42.080 --> 0:09:44.280 From about it was like eighty percent. How many of 0:09:44.320 --> 0:09:46.480 you posted something to feed in the last two days? 0:09:47.800 --> 0:09:50.280 Those watching, the number of hands is very minimal. 0:09:50.440 --> 0:09:51.280 We have seven. 0:09:51.360 --> 0:09:53.160 We went from like almost everybody to seven. 0:09:53.360 --> 0:09:58.000 Yeah, that's how Instagram is used. We connect with friends, 0:09:58.040 --> 0:10:00.920 we explore our interests. But we so by seeing a 0:10:00.960 --> 0:10:02.760 reel and sending it to someone who we think might 0:10:02.880 --> 0:10:05.679 enjoy it, or responding to a story, or sharing a 0:10:05.720 --> 0:10:08.840 fleeting moment, or posting a note. Actually, if you're you know, 0:10:09.000 --> 0:10:13.600 younger than I am, it's posting to your feed is 0:10:13.640 --> 0:10:15.920 just not the primary way people express themselves. 0:10:16.000 --> 0:10:18.199 Yeah, and that's evidenced by some of the stuff you're doing. 0:10:18.440 --> 0:10:21.600 So I want to get into this sort of test 0:10:21.640 --> 0:10:24.679 you're doing with reels. You launch an iPad app, which 0:10:24.720 --> 0:10:26.760 people have been clamoring for for a long time. If 0:10:26.800 --> 0:10:29.920 you the iPad ad opens directly into reels, so it 0:10:29.920 --> 0:10:32.760 doesn't open into the traditional feed, you're now kicked into 0:10:32.760 --> 0:10:36.319 this short form video experience. You're testing that in India 0:10:36.440 --> 0:10:40.800 as well. Ye is this the future? Like a year 0:10:40.840 --> 0:10:43.319 from now, are we all going to open up Instagram 0:10:43.320 --> 0:10:45.720 and instead of seeing that feed, are we just going 0:10:45.800 --> 0:10:48.199 to be kicked into you know what? Maybe feels like. 0:10:48.160 --> 0:10:50.800 TikTok so when you know Yeah, So the test in 0:10:50.880 --> 0:10:53.000 India right now is an opt in and it opens. 0:10:53.040 --> 0:10:54.600 You have stories at the top still, but if you 0:10:54.640 --> 0:10:58.400 scroll down, it scrolls into reels. But if you look 0:10:58.440 --> 0:11:01.120 at the reels tab and the main feed tab, there 0:11:01.120 --> 0:11:05.440 are two primary differences. The one is full screen media. 0:11:05.440 --> 0:11:07.640 At times you see one piece, one photo or video 0:11:07.679 --> 0:11:11.000 at a time, and that is the reels tab, whereas 0:11:11.000 --> 0:11:15.240 Feed is free scrolling and then reels has more videos 0:11:16.080 --> 0:11:18.960 and more recommendations and feed has less, but they both 0:11:19.040 --> 0:11:22.560 have recommendations. They both have photos, they both have carousels, 0:11:22.559 --> 0:11:24.880 and they both have videos. It's just a balance, and 0:11:24.920 --> 0:11:27.400 so it's really a design difference and then a ranking difference. 0:11:27.960 --> 0:11:31.240 I think just swapping them doesn't really make sense. But 0:11:31.360 --> 0:11:35.640 I think that if a more immersive media is really 0:11:35.679 --> 0:11:37.760 driving all our growth, if we can figure out a 0:11:37.840 --> 0:11:41.280 way to transition the app to that being the experience 0:11:41.280 --> 0:11:45.120 that you swipe into, then that would probably be a 0:11:45.120 --> 0:11:46.800 good thing if we can make it happen. The questions 0:11:46.840 --> 0:11:51.079 can we make it happen responsibly without you pissing everybody off, 0:11:51.120 --> 0:11:53.959 without really hurting the business because the monetization efficiency of 0:11:54.040 --> 0:11:57.040 video is lower by finding the right balance. It's probably 0:11:57.040 --> 0:11:59.800 not ranked exactly as one is or the other is today, 0:12:00.440 --> 0:12:02.200 but that is definitely something I want to explore. 0:12:02.400 --> 0:12:04.040 Yeah, I mean, from the outside, it's hard not to 0:12:04.080 --> 0:12:07.240 look at that and think tik TikTok is driving this 0:12:07.440 --> 0:12:10.440 change for you. How much do you think about TikTok 0:12:11.400 --> 0:12:13.560 as a It's obviously a major competitor, But I'm wondering 0:12:13.679 --> 0:12:17.680 how much something like this is driven maybe by what 0:12:17.679 --> 0:12:19.880 you're seeing from competition. 0:12:19.880 --> 0:12:22.080 Curious about this data, what is this data aduls eighteen 0:12:22.120 --> 0:12:25.000 to thirty four average audience by hour. I don't know 0:12:25.040 --> 0:12:30.080 what that means. Cool. Definitely think about TikTok, Definitely think 0:12:30.120 --> 0:12:33.800 about YouTube. Definitely think about Snapchat. I mean, the immersive 0:12:33.880 --> 0:12:39.319 viewer is pre dates TikTok, right. I think Cacao Stories 0:12:39.400 --> 0:12:42.320 pioneered the stories format, which was an immersive viewer. Yeah 0:12:42.559 --> 0:12:46.760 in Korea. It was popularized by Snapchat worldwide, so they 0:12:46.760 --> 0:12:49.439 should get a lot of credit for that. TikTok was 0:12:49.480 --> 0:12:54.160 applying that immersive viewer that native first experience too short 0:12:54.160 --> 0:12:57.520 from video, and they should get a lot of credit 0:12:57.520 --> 0:12:59.720 for that. And now obviously you've got YouTube shorts, Instagram 0:12:59.760 --> 0:13:02.360 real Facebook reels and the rest of it. We think 0:13:02.400 --> 0:13:04.480 a lot about TikTok because they are really good at 0:13:04.520 --> 0:13:08.120 what they do. They are better than I think the 0:13:08.160 --> 0:13:09.800 rest of the industry at this point at a couple 0:13:09.920 --> 0:13:13.720 things at breaking new talent at. 0:13:14.160 --> 0:13:16.800 In like identifying up and coming creators. Is that what 0:13:16.800 --> 0:13:17.079 you mean? 0:13:17.240 --> 0:13:21.360 Yeah? So the way it works is when you're ranking 0:13:21.480 --> 0:13:24.439 content and you want to drive engagement, it's easier to 0:13:24.520 --> 0:13:27.160 drive engagement by showing content that you know lots of 0:13:27.200 --> 0:13:31.120 people like than to try and discover content that you 0:13:31.200 --> 0:13:33.040 might love that you didn't even know about yet, that 0:13:33.120 --> 0:13:35.320 might be from a really small name or small creator. 0:13:36.000 --> 0:13:38.600 And that's called exploration based ranking, when you try to 0:13:38.640 --> 0:13:43.200 literally almost test out things to see if they have legs, 0:13:43.520 --> 0:13:47.120 if there's an audience for them. They are really good 0:13:47.120 --> 0:13:51.240 at exploration based ranking. We're closing that gap, but we're 0:13:51.240 --> 0:13:54.320 not all the way there yet. YouTube isn't actually great 0:13:54.400 --> 0:13:56.480 at that. YouTube is the best I think in the 0:13:56.480 --> 0:14:01.520 market at paying out creators through revshare. That's because they're 0:14:01.679 --> 0:14:04.240 still mostly long form and long form. They've done a 0:14:04.240 --> 0:14:07.400 really good job with their in or their pre rules 0:14:07.400 --> 0:14:10.719 and their mid roles. But I think TikTok has been 0:14:10.800 --> 0:14:13.560 like really culturally relevant because they've been able to break 0:14:13.600 --> 0:14:17.400 small names. They've been really timely, so trends happen really quickly, 0:14:17.640 --> 0:14:20.280 and they've just been reliably really fun and entertaining. 0:14:20.400 --> 0:14:25.520 Yeah, there's obviously I'm sure you followed. There's a deal now, 0:14:25.640 --> 0:14:28.880 a proposed deal for TikTok to stay in the United States. 0:14:29.640 --> 0:14:32.120 It's kind of unique because it calls for the US 0:14:32.200 --> 0:14:36.320 government to be somewhat involved and you know, if not managing, 0:14:36.360 --> 0:14:41.560 at least overseeing this new US TikTok does this worry 0:14:41.640 --> 0:14:45.000 you at all? Like that the US government might perhaps 0:14:45.400 --> 0:14:48.800 have an incentive for TikTok to do better than Instagram. 0:14:51.800 --> 0:14:52.960 Be careful of my words. 0:14:53.960 --> 0:14:57.200 We're all friends here. You're welcome to say whatever you want. 0:14:57.520 --> 0:15:03.360 What could go wrong? Yeah, I'll say a few things. 0:15:04.000 --> 0:15:06.280 I do think it's good that TikTok is still going 0:15:06.320 --> 0:15:08.280 to be in the US. It would certainly make our 0:15:08.360 --> 0:15:11.520 lives easier on the professional side to have less competition, 0:15:11.600 --> 0:15:14.000 But I think competition is fundamentally healthy. They've pushed us 0:15:14.000 --> 0:15:15.920 to do better work. I think it's good for the 0:15:15.960 --> 0:15:18.800 consumer and it's good for competition, So I'm glad that 0:15:18.800 --> 0:15:21.320 they're still going to be around. On the specifics of 0:15:21.360 --> 0:15:26.120 the deal, it just seems all very hard to parse. 0:15:26.960 --> 0:15:31.240 It looks like more or less there's a bit of 0:15:31.280 --> 0:15:34.440 an ownership and a rev share change, but not an 0:15:34.480 --> 0:15:39.400 actual real change in how it's built and in you know, 0:15:39.440 --> 0:15:43.920 because you know by dancing TikTok share code. Historically, most 0:15:43.960 --> 0:15:46.240 of the most the strongest ranking work has come out 0:15:46.240 --> 0:15:51.360 of China. Like, I don't see anything that suggests that 0:15:51.440 --> 0:15:54.680 any of how it's actually built it's going to meaningfully change. 0:15:55.080 --> 0:15:58.680 It just seems like an ownership stake and a rev 0:15:58.720 --> 0:16:04.240 share going that's split between obviously by dancing the new 0:16:04.280 --> 0:16:07.360 owners here. But it's the same map, the same ranking system, 0:16:07.920 --> 0:16:10.680 you know, the same creators that you're following, the same people. 0:16:10.720 --> 0:16:13.520 It all sort of seamless. So it seems a little 0:16:13.520 --> 0:16:15.840 bit hard to I'm not sure what to make of that. 0:16:15.880 --> 0:16:18.040 It doesn't seem like it's a major change in terms 0:16:18.120 --> 0:16:20.960 of incentives. Yeah, I mean we always want to be considered. 0:16:21.640 --> 0:16:23.720 We always want to consider all the incentives of the 0:16:23.720 --> 0:16:26.840 most relevant parties involved. But I just want to stay 0:16:26.840 --> 0:16:28.720 focused on how do we make sure Instagram does a 0:16:28.720 --> 0:16:31.160 great job where they're better than us, how do we 0:16:31.240 --> 0:16:33.880 catch up where we think we've got a competitive advantage, 0:16:33.880 --> 0:16:36.840 how do we double down? And how do we keep 0:16:37.000 --> 0:16:39.280 moving forward and trying to make Instagram as valuable as 0:16:39.320 --> 0:16:42.920 possible for people, and then trying not to get too 0:16:43.000 --> 0:16:46.720 sucked into the noise of the of the drama of. 0:16:46.720 --> 0:16:50.200 The week, maybe supporting your direct competitors, all that stuff. 0:16:50.240 --> 0:16:52.040 We think about it, but we try to focus on 0:16:52.080 --> 0:16:54.800 what we can control and spend less time on what 0:16:54.840 --> 0:16:55.320 we cannot. 0:16:55.720 --> 0:16:57.440 We'll only have a few more minutes. It's always flies 0:16:57.480 --> 0:17:01.040 by there was a report that you guys are building 0:17:01.080 --> 0:17:05.160 a TV app? Are you building a TV app? Let's 0:17:05.240 --> 0:17:05.840 make some news. 0:17:06.160 --> 0:17:09.879 This is it. We're exploring TV. TV is an increasingly 0:17:09.920 --> 0:17:14.560 important surface. It's been very important for YouTube. Neil's talked 0:17:14.560 --> 0:17:17.439 about that publicly, the CEO there. It's been very important 0:17:17.440 --> 0:17:20.240 for TikTok. So we'd like to figure out how to 0:17:20.240 --> 0:17:23.320 make sure that we have we show up in a 0:17:23.320 --> 0:17:27.320 compelling way on all the relevant devices. So we're definitely 0:17:27.320 --> 0:17:28.920 exploring it, but nothing to announce today. 0:17:29.600 --> 0:17:33.280 Why now, though, Why explore it now versus a few 0:17:33.359 --> 0:17:35.680 years ago, because, as you point out. 0:17:35.560 --> 0:17:37.840 I wish we had explored a few Okay, why didn't you? 0:17:38.760 --> 0:17:44.440 We've been busy. It seems like every year is a 0:17:44.440 --> 0:17:46.480 little bit more intense and a little bit more wild. 0:17:47.640 --> 0:17:49.640 I see that as a mistake though on my part, 0:17:49.720 --> 0:17:53.240 so I'll take ownership for that. I know we've been 0:17:53.240 --> 0:17:55.800 focusing a lot on ranking. We've been focusing a lot 0:17:55.800 --> 0:17:58.360 on evolving the experience forward. We've been focusing a lot 0:17:58.400 --> 0:18:01.240 on safety and parents. We've been focusing a lot of 0:18:01.400 --> 0:18:05.280 just compliance. Like I said, the biggest risk that we 0:18:05.400 --> 0:18:08.320 face is that the world changes too quickly. Not too 0:18:08.359 --> 0:18:10.800 quickly it's going to change quickly, and we don't change 0:18:10.880 --> 0:18:15.040 quickly enough to adapt. And if behavior in the consumption 0:18:15.119 --> 0:18:17.680 of these platforms is moving to TV, then we need 0:18:17.680 --> 0:18:20.399 to move to TV too as a form factor. And 0:18:20.440 --> 0:18:21.720 if we're late, that's on us. 0:18:22.720 --> 0:18:26.919 Right now, on you, right now, these videos. 0:18:26.920 --> 0:18:28.840 Your deep voice that sounded it did. 0:18:28.720 --> 0:18:31.920 Say it came off a little more dramatical. When I'm 0:18:31.920 --> 0:18:34.520 on Instagram looking at video, it's almost all vertical video. 0:18:34.680 --> 0:18:37.919 When I look at a TV, it's not. Have you 0:18:38.280 --> 0:18:42.159 through this exploration, have you thought about whether the stuff 0:18:42.160 --> 0:18:45.040 that's on Instagram today works on TV? Or do you 0:18:45.080 --> 0:18:48.080 need to go out and you know, basically source new 0:18:48.160 --> 0:18:50.520 video that fits a TV screen. 0:18:50.960 --> 0:18:53.160 I think the vertical content can work on TV because 0:18:53.160 --> 0:18:55.800 I think we can also show there's a couple, we 0:18:55.800 --> 0:18:58.040 can show social context, we can show you the comments, 0:18:58.119 --> 0:18:59.760 we can show us as watching. There's a bunch of 0:18:59.800 --> 0:19:02.040 things you can do with that space. We might we 0:19:02.080 --> 0:19:04.280 do still have horizontal content. We might need to lean 0:19:04.320 --> 0:19:07.280 into that too, but I'd rather first figure out how 0:19:07.280 --> 0:19:12.879 we can embrace the content ecosystem that already exists and 0:19:12.920 --> 0:19:15.399 the creatives that already exist on the platform. And if 0:19:15.400 --> 0:19:17.760 we have to expand. If it turns out we have 0:19:17.800 --> 0:19:19.280 to expand, then we'll certainly consider that. 0:19:19.320 --> 0:19:20.879 Then it was going to say, it's our world in 0:19:20.920 --> 0:19:25.560 which you go and you know, license more kickback content. 0:19:26.000 --> 0:19:29.480 I don't like licensing content if I can avoid it. 0:19:29.640 --> 0:19:32.560 The look, we pay for lots of licensing in general, 0:19:32.640 --> 0:19:34.359 for people are going to share stuff on our platform, 0:19:34.359 --> 0:19:36.480 whether or not we want them to, music licenses, et cetera. 0:19:36.560 --> 0:19:38.040 We're always going to try to make sure we pay 0:19:38.080 --> 0:19:40.800 people for the rights, you know, when we need to. 0:19:41.280 --> 0:19:43.720 But I wouldn't. I'm not interested in trying to go 0:19:43.800 --> 0:19:48.960 get sports rights or exclusive entertainment rights because I'd much 0:19:49.040 --> 0:19:50.920 rather be the second screen. I'd much rather be where 0:19:50.960 --> 0:19:55.880 you talk about the game or the movie we're in. 0:19:56.640 --> 0:19:59.000 I feel like connecting with your friends and short from 0:19:59.080 --> 0:20:02.000 video can be really simp iiotic, and short form video 0:20:02.040 --> 0:20:04.800 and long form video can be really symbiotic. But long 0:20:04.840 --> 0:20:06.840 form video and connecting with your friends it's really difficult 0:20:06.880 --> 0:20:09.439 to do in one place. If you're just watching a 0:20:09.480 --> 0:20:12.560 basketball game or a movie or an hour long show, 0:20:12.800 --> 0:20:14.800 it's a lot of time that you're not actually talking 0:20:14.840 --> 0:20:17.119 to a friend. A lot of things you're not sending 0:20:17.119 --> 0:20:18.640 to friends or seeing that you might send to friends, 0:20:18.640 --> 0:20:23.639 et cetera. So I'd rather focus on user generated content 0:20:23.760 --> 0:20:29.919 creators AI unless on premium long form licensed content. 0:20:30.040 --> 0:20:32.879 We've hit all the zeros very last, so that I 0:20:32.880 --> 0:20:35.639 don't get in trouble. What's your one tip if you're 0:20:35.680 --> 0:20:38.879 a creator trying to hit a big on Instagram today, 0:20:38.960 --> 0:20:42.399 what's the one piece of advice you would give? And 0:20:42.440 --> 0:20:44.000 again short, so that I don't get you. 0:20:44.040 --> 0:20:45.720 Know, yeah, you don't get too much trouble out and 0:20:45.840 --> 0:20:47.160