On Monday night both founders of Instagram, Kevin Systrom and Mike Krieger, said in a blog post they will depart from Facebook and the photo-sharing company the two started in 2010.
The founders, who largely kept the app autonomous and separate from the larger Facebook business strategy, are likely to be replaced by Adam Mosseri according to The Information, which would draw the company more in line with the broader company.
"We're planning on leaving Instagram to explore our curiosity and creativity again," Kevin Systrom wrote. "Building new things requires that we step back, understand what inspires us and match that with what the world needs; that's what we plan to do."
Mosseri has been at Facebook since the early days, beginning his career at the company in 2008 as a product designer.
After four years at the company, he worked his way to product management director and then in four more years to VP of Product Management wherein he was head of the news feed.
The Facebook news feed has long been the growth engine of revenue for the company as it hosts the lion's share of ads for the platform.
The company's most recent 10-K filing notes that the news feed was "the most important factor driving advertising revenue growth" for the company in 2016, under Mosseri's watch.
Since taking on the role a head of product, Instagram has rolled out a number of potentially profitable ad programs, including IGTV, a video platform where videos can run longer and appeal more to advertisers.
Further, the company has become much more aggressive on pursuing advertising revenue through the Instagram story feature, looking to leverage that entity in the same way it has New Feed in the past.
If the once-standalone photo-sharing company comes under the Facebook business model more firmly from Mosseri's direction, it is users will see this movement towards monetization accelerate.
Facebook did not respond to requests for comment for this story.