Mark Zuckerberg told Congress that Facebook is not a monopoly. But in 2012, it boasted that it held '95% of all social media in the US.'

• In 2012, Facebook boasted that it makes up "95% of all social media in the US."
• The claim came in a marketing presentation it prepared to give to Vodafone's board of directors at the time.
• Facebook now faces intense antitrust scrutiny, and has changed its rhetoric — claiming it faces plenty of competition from many corners.
• On Wednesday, CEO Mark Zuckerberg argued that it's still competing with everyone from Apple to TikTok and the broader advertising industry.

As Facebook faces mounting antitrust scrutiny, CEO Mark Zuckerberg has repeatedly asserted that the company faces intense competition and is not a monopoly.

But eight years ago, the company was telling a very different story.

In a marketing presentation from 2012, Facebook boasted about its market dominance — claiming to make up "95%" of total social media in the United States.

The claim was made in a chart that compared Facebook's market share to those of rivals including Tumblr, Twitter, and MySpace for a presentation to telecoms firm Vodafone's board of directors, which was obtained by the US House Judiciary Committee as part of a year-long investigation into big tech antitrust issues and made public on Wednesday.

The document is a striking illustration of how Facebook has historically emphasised its size and power as a marketing tool, and how drastically the company has changed its approach now it is the subject of growing political scrutiny and anti-monopoly investigations.

CEO Mark Zuckerberg testified before the Committee on Wednesday, and he used his opening remarks to assert that Facebook is still fighting considerable competitors. "The most popular messaging service in the US is iMessage," he said. "The fastest-growing app is TikTok. The most popular app for video is YouTube. The fastest growing ads platform is Amazon. The largest ads platform is Google. And for every dollar spent on advertising in the US, less than 10 cents is spent with us."

The House Committee obtained large numbers of documents from Facebook and others companies in its investigation. In another exchange between Zuckerberg and top executives in 2012, the CEO said that he viewed Instagram as a significant threat to Facebook's business before acquiring it.

Facebook has long aggressively bought up competing businesses. Many of its core products, from Instagram to WhatsApp and Oculus started life as independent companies before being acquired. Regulators and politicians are now scrutinizing whether Facebook's acquisitions constitute anti-competitive behaviour.

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