--- title: Meta’s latest metamorphosis is a mixed bag - The Hustle description: Meta’s trying to be cool again. The results are mixed. image: https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/548836041-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-Meta_morphosis_20230717231041.webp --- # Meta’s latest metamorphosis is a mixed bag ![Jacob Cohen](https://thehustle.co/wp-content/uploads/2021/01/IMG_5670-1-modified-768x768.png?width=48&height=48&name=IMG_5670-1-modified-768x768.png) [Jacob Cohen](https://hs-sbup.thehustle.co/author/jacob-cohen) [Jacob Cohen Twitter profile ](https://twitter.com/ImJacobCohen) Published: July 18, 2023 Updated: October 11, 2023 Through its history, Mark Zuckerberg’s company has been defined by its phases. ![emojis](https://hs-sbup.thehustle.co/hs-fs/hubfs/The%20Hustle%20News/Assets/Images/548836041-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-Meta_morphosis_20230717231041.webp?width=595&height=400&name=548836041-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-Meta_morphosis_20230717231041.webp) There was the early-Facebook phase, which included many regrettable profile pictures, and cast Zuckerberg as a poster child for hoodied, dorm-dwelling tech founders. Then came the phase of rapid growth — riddled with copycat product accusations, advertising challenges, the threat of TikTok, a [sunscreen snafu](https://www.businessinsider.com/mark-zuckerberg-sunscreen-surfing-photo-hide-from-paparazzi-facebook2021-4), and intense antitrust, political, and societal backlash. The last few years, however, have carved out a new kind of phase: an attempt to refocus the company (and media attention) elsewhere, to mixed results. #### **And it all started with the metaverse** Remember that? We don’t blame you if you don’t. The pivot to Meta faced intense criticism — even before Apple’s Vision Pro [picked at](https://www.thedailybeast.com/apples-new-vision-pro-headset-may-be-exactly-what-the-metaverse-needs) Meta’s all-in-on-the-metaverse scabs — and forgetting about it all almost feels like [the goal](https://twitter.com/charliewrich/status/1678074417505550338) at the moment. Other recent refocuses include: - **The act of refocusing: **Zuckerberg’s “Year of Efficiency,” which has seen thousands of [morale-crushing](https://www.washingtonpost.com/technology/2023/06/09/meta-morale-artificial-intelligence/) layoffs, has so far been a success by at least one measure, with Meta’s stock up ~150%. - **WhatsApp:** Last month, Zuckerberg said the app crossed [200m](https://techcrunch.com/2023/06/27/whatsapp-business-crosses-200m-maus-introduces-personlized-messages-feature/) monthly Business customers, up from 50m in 2020. - **Unfortunately, abs:** Elon Musk recently challenged [jujitsu-trained](https://twitter.com/stylebender/status/1678848822041255937) Zuckerberg to a cage match, inspired by news that Meta was planning a Twitter rival, to which Zuckerberg said, “send me location.” The aforementioned rival, Threads, did materialize, of course — and quickly hacked its way to become the fastest-growing consumer app ever. But big wins are hard to come by for Meta these days: Threads engagement is already tanking — last week, daily active users dipped 20%, and time spent per user plummeted [50%](https://www.nbcnews.com/tech/tech-news/meta-threads-engagement-dropped-red-hot-debut-tracking-firms-say-rcna94256). Topics: [Facebook](https://hs-sbup.thehustle.co/tag/facebook) ## Follow us on social media prev next - ![Meta vs. Canada is a long pattern of dismantling news](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/1038385209-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-newspaper_20230823220232.webp) ### Meta vs. Canada is a long pattern of dismantling news - ![We tried Threads, Meta’s Twitter competitor](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/1037422333-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-threads-meta_20230706225014.webp) ### We tried Threads, Meta’s Twitter competitor - ![Why Meta’s ‘leaner is better’ feels extra contagious](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/1759004967-HS-News-Brief_2023-03-15T004959.472Z.webp) ### Why Meta’s ‘leaner is better’ feels extra contagious - ![Meta looks to broaden Horizon’s horizons in 2023](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/125410848-HS-News-Brief_2023-02-08T013601.673Z.webp) ### Meta looks to broaden Horizon’s horizons in 2023 - ![Meta’s board wants new nudity guidelines](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/509999999-HS-News-Brief_2023-01-19T010328.295Z.webp) ### Meta’s board wants new nudity guidelines - ![Are Apple and Meta rivals now?](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/2089517818-HS-News-Brief_2022-09-07T225917.930Z.webp) ### Are Apple and Meta rivals now? - ![Amazon vs. Facebook review groups](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/1977067535-HS-News-Brief_2022-07-20T012826.772Z-scaled.webp) ### Amazon vs. Facebook review groups - ![Meta’s IRL store for the not-IRL metaverse](https://media.hubspot.com/hubfs/Imported%20images/TheHustle+HubSpot_Lockup.svg) ### Meta’s IRL store for the not-IRL metaverse - ![Meta’s sketchy strategy to battle TikTok](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/1169195609-News-Brief_2022-03-31T015205.603Z.webp) ### Meta’s sketchy strategy to battle TikTok - ![Meta’s execs are all-in on remote work](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/1861517566-final_size-Mar202520-20Meta20Remote20Work-02_20220325002947.webp) ### Meta’s execs are all-in on remote work Pop up for Subscribe to The Hustle Daily Newsletter Subscribe to The Hustle Daily Newsletter Get the 5-minute news brief keeping 2.5M+ innovators in the loop. 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