Youth + Well-Being Narrative: Problem Space and Past Narrative Work

Raw text

Transcribed text as recorded, including headers and formatting fragments.

Case 4:22-md-03047-YGR Document 3028-34 Filed 05/08/26 Page 1 of 9 Exhibit 82 Case 4:22-md-03047-YGR Document 3028-34 Filed 05/08/26 Page 2 of 9 Youth + Well-Being Narrative Problem space and past narrative work February 17, 2022 Marketing Insights & Analytics Private and confidential. For internal use only Case 4:22-md-03047-YGR Document 3028-34 Filed 05/08/26 Page 3 of 9 Objectives for Today Marketing Insights & Analytics 1. Review and align on known problem space for teens and parents 2. Review narrative work to date and what we want to learn from the upcoming research Agenda Case 4:22-md-03047-YGR Document 3028-34 Filed 05/08/26 Page 4 of 9 1) Business context (5 mins) 2) Problem space by audience (20 mins) 3) Previous narrative work (10 mins) 4) Discussion (20 mins) Marketing Insights & Analytics Private and confidential. For internal use only Case 4:22-md-03047-YGR Document 3028-34 Filed 05/08/26 Page 5 of 9 Housekeeping Items • Marketing Insights & Analytics Foundational well-being research has mainly focused on the teen audience so far. We have limited knowledge on parents and the news-informed consumer audience. Private and confidential. For internal use only Case 4:22-md-03047-YGR Document 3028-34 Filed 05/08/26 Page 6 of 9 Youth + Well-Being Narrative Objective Marketing Insights & Analytics Build and activate a consistent, emotionally-resonant narrative for Instagram's WB + Youth efforts that speaks to common questions and concerns and articulates a positive story that can be flexed to specific audiences (e.g. teens, parents, news-informed consumers) The narrative will be used to inform all WB + Youth consumer outreach in 2022 and beyond (e.g. blogs, campaigns, marketing in-product) Private and confidential. For internal use only Case 4:22-md-03047-YGR Document 3028-34 Filed 05/08/26 Page 7 of 9 Business Context Marketing Insights & Analytics Private and confidential. For internal use only Business Context Case 4:22-md-03047-YGR Document 3028-34 Filed 05/08/26 Page 8 of 9 Instagram & Well-Being Youth Platform Marketing Insights & Analytics • • Our program goal is to protect and grow trust by helping teens feel safe, supported, and comfortable being themselves on Instagram. Respondents in previous studies voiced their desire to hear more from us on well-being topics: More than a third of respondents (13-24 year olds and parents of teens) in the US and UK expect social media companies to address mental wellness issues rising from their apps. • Our mission is to enable safe, supportive and age-appropriate experiences on Meta products, with a particular focus on U18 and families. • On Instagram, we are launching our first guardian supervision tools in mid-March to support parents & guardians as they guide and support their teens on IG • But to date, we have limited data on how to speak to parents about our efforts in the well-being and safety space Private and confidential. For internal use only Business Context Case 4:22-md-03047-YGR Document 3028-34 Filed 05/08/26 Page 9 of 9 Marketing Insights & Analytics Over the past few years, fewer Teen and Non-Teen respondents are saying that Instagram... is an app that cares about its users (CAU) As of 2022-02-0 In '19 Mar '19 May '19 Jul '19 Sep '19 Nov 19 Jan 20 Mar 20 May 20 Jul 20 Sep 20 Nov '20 Jan 21 Mar 21 May 21 Jul 21 Sep 21 Nov '21 Jan 22 DAP | Cares About Users | IG Main Tracking Survey | Average Response Source: SWAMP IG by teens is a place to get support and encouragement is a place where they are comfortable being themselves Sep '19 Nov '19 Jan '20 Mar '20 May '20 DAP | being you yourself | ig.brandmetrics | Average Response Jul '20 Sep 20 Nov '20 Jan '21 Mar '21 May '21 Jul '21 Sep 21 Nov '21 DAP support and encouragement | ig.brandmetrics | Average Response As of 2022-02-14 Jan '22 Private and confidential. For internal use only