Facebook has been shedding pounds (ie, in the form of user engagement), but both Instagram and WhatsApp have been making serious gains during the same period of time. Our consumer trackers on the Facebook flagship platform look bad and have continued to worsen, but we thought it was important to emphasize just how well the Instagram property has been doing.
We have much much more data on this story and will have updates to our consumer deep-dives in the US and internationally and to our ad execs work (all with historical data included) in early January. Please let us know if you would be interested in learning/seeing more.
Below you will find a couple charts showing Instagram picking up some of the slack in the wake of Facebook declines.