The title doesn't match the article's content: the content primarily notes that Facebook's own messaging apps Messenger, WhatsApp, and seemingly, in the article

The title doesn't match the article's content: the content primarily notes that Facebook's own messaging apps Messenger, WhatsApp, and seemingly, in the article's interpretation, Instagram-as-a-messaging app are siphoning screen-time away from Facebook itself, but Instagram is the least likely to present an a true threat. After all, Instagram lends itself well to high-margin brand advertising, interest-based advertising, and hyperlocal content. It's hardly a problem that certain demographics spend less time on Facebook and go on Instagram instead, especially if these demographics are quite valuable on their own. Even the article admits that the more traditional messaging networks like Messenger and WhatsApp are harder to monetize. They have had some experiments the past [1] but with so many competitors, user resistance is a risk. [1] https://news.ycombinator.com/item?id=13489098#13489554 https://news.ycombinator.com/item?id=13489098#13489554