Meta & Children's Online SafetyTeen Fundamentals
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回 Teen Fundamentals Teen Ecosystem, IG Growth UXR May 2020 1 Hello thank you everyone for joining this research shareout on teen fundamentals. I'm and I just joined IG from FB to lean into what teens need on IG. This review I'm sharing with you today incorporates adolescent development concepts, neuroscience as well as nearly 80 studies of our own product research so we have a lot to go through but, I promise it will be fun :) Phase 1 Phase 2 Phase 3 Phase 4 2 Teen Fundamentals Establish our foundation of existing teen product knowledge and identify unmet needs in the teenage IG experience. Teen Digital Trends Break down the formula for teen trends (including content, interactions, new apps, etc.) understanding their cycle and how they meet unrealized needs of teens. New Teen Opportunities Identify all of the online and offline components of teenage life and understand how they diverge and intersect to shape the teen experience. Keeping up with Teens Develop a program for tracking teen trends and market shifts over the long term. Phase 1 of the Teen Ecosystem Understand workstream is a synthesis of adolescent development concepts, neuroscience as well as nearly 80 studies of our own product research. Remembering what it's like... 3 80s 90s 00s 4 Each generation is marked by different trends in entertainment, style and technology...And while many of these of these things happened before our eyes, there are many aspects of teenage life that evolve behind the scenes. Social Conditions Digital first relationships Media Parents context Peers Family Siblings School Communities Location Life events and transitions Culture Neighborhoods Socioeconomi starfus 5 The teenage experience consists of complex layers of circumstances that play a part in who they will become. And while there is immense variability in these factors... Social Conditions Digital fiest relationships Media Fe amily blings Scho Location Communities Parents' context Life events and transitions Neighborhoods Culture Socioeconomic status 6 We can first look inward to biological factors that are relatively consistent across adolescent development and gain valuable unchanging insights to inform product strategy today. Biology 7 8 We are all aware of what happens during adolescence = puberty There is increased hormone production and new environmental effects and cognitive changes that cause an abundance of confusion for youth at all stages. This includes trying to figure out just who they are. HIGH LOW Exploration HIGH Identity Diffusion "I don't know and I don't care what I'm supposed to do with my life." Identity Achievement "I've thought about it and I now know what I should do with my life." Commitment Identity Foreclosure "I've made a choice without thinking." LOW Adapted from Jaras Marcir's y Status Paradigm,E-7990 Identity Moratorium "I'm thinking about what I should do." 9 Adolescents construct an identity by engaging in a high level of exploration but with low levels of commitment and this is called identity moratorium. Young people are generally positioned to have more freedom and independence than childhood but without all the responsibilities of adulthood. Adolescents sample careers or explore personalities and desires. Young people who successfully engage in this reach identity achievement. AGE 5 LOW EXTENT OF MATURITY AGE 20 HIGH 10 Pattern of maturity is from the back to front and gray matter density (which drives connections in the brain) increases over time. Unlike the body which functions wholly from day one, the brain essential spot trains certain areas and functions at a partial capacity before it is wholly developed. Frontal cortex Judgement Planning Foresight Temporal lobe Emotion Memory 11 The teenage brain is usually about 80% mature. The remaining 20% rests in the frontal cortex - the area of the brain responsible for...At this time teens are highly dependent on their temporal lobe where emotions, memory and learning, and the reward system reign supreme. Emotion Novelty f Reward 12 Teens' decisions and behavior are mainly driven by emotion, the intrigue of novelty and reward...While these all seem positive, they make teens very vulnerable at the elevated levels they operate on. Especially in the absence of a mature frontal cortex to help impose limits on the indulgence in these. 回 Behavior 13 So, now that we know this - what is the effect of teen's biology on their behavior? and how does this manifest itself in product usage? Novelty Exploration Experiences Discovery 14 Teens are hungry to learn and therefore seek new experiences and exposure and the teenage brain happens to be pretty easy to stimulate. Novelty seeking further manifests itself in three behaviors that especially lend themselves to social media - exploration, discovery and experiences. 15 Content Conversation Interactions Exploration is an invaluable tool for the teenage mind. Teens explore interests through content, they develop moral reasoning skills through conversation and share experiences together through interactions. 16 We know IG has traditionally been quite strong on the entertainment front, but we are beginning to get signal the relevance of content on IG may be waning among teens. Why is that? Well for a novelty seeking mind - slow or repetitive content is a buzzkill. More frequently we are hearing that content has become redundant in Stories and other surfaces - especially in comparison to hyper discovery apps like Tik Tok and Youtube. 17 On the topic of conversation, psychosocial research tells us that moral reasoning is achieved through a process called mutual perspective taking - put more plainly it is the exchange of interactions with peers where adolescents confront one another with differing perspectives and engage each other with in-depth discussions. What does this mean for us? 18 Communicating with peers is not just a boredom buster, it is an important part of adolescent development and one they rely on to feel connected. It seems that teens are naturally chatty and this provides some insight around why messaging apps are so popular among this age group. 4Y/L4A/S vert by to: DeeAnn Pull Lore! ↓ To fo trem We Cathelic You may remember these...you may have even had to serve detention for passing them. Well they have been replaced by... .. 19 < snapchat Rachel Beee Received 17m ago Chloe.b Recolved 1:48 pm A 31% 6:26 pm ९ 60000 9:41 PM < Emma Received 12:39 am Emz Received Tue 8:25 pm Alice Opened Tue 8:16 pm Nic De Opened Tue 4.08 pm Abbie Opened Mon Freya Opened Mon AA A 4 Sem evdeo You sent s photo Opened by 2 3 Set a photo 3 have fun! 24 100 100 100 PV Play Again ► View video Write a message... 20 These! Texting and messaging apps like Snapchat have transformed the norms around teen communication to say the least. Our direct product is certainly a utility to teen users when it comes to lightweight interactions and content sharing but apparently lacks the response urgency of Snap and conversation depth fulfilled by text messaging. For teens literal conversations are not the only means of interchange. Emojis, streaks, photos, memes, GIFs, videos, reactions, likes and comments are just some of the interactions that play a part in shared experiences. People are now able to interact and communicate feelings without saying or typing a word. Dude let's rob a bank You're right never mind 21 In this example these two just envisioned and shared an experience of what it would be like to follow through on this ridiculous notion of robbing a bank with very little effort or words. But the challenge for teens is in getting these experiences started. Recent insights from the Household Ecosystem study showed teens are seeking online presence cues and looking for friends responsiveness to spark interaction but they struggle to maintain convos and go deeper than just light socializing. 22 When it comes to discovery → finding something new or novel, much like our big bro FB, IG has a pretty good hold on the serendipitous aspect of discovery through our Explore surface, recommendations and social graph. And everytime one of our teen users finds something unexpected their brains deliver them a dopamine hit. 23 Teens highly value humor, but they are not one-dimensional and also find things like competition and music meaningful. Most Meaningful Interests Memes or Humor Gaming Music Professional Sports Fandom Beauty Hobbies Fashion & Style Interests Most Often Consumed Memes or Humor Celebrities or Influencers Music Fashion & Style Pop Culture Caming Preiect Freedive: Teen Interests. Nov. 2019 Professional Arts or Sports Design Teens are insatiable when it comes to "feel good" dopamine effects. Humor and fun are highly valued. But, this does not mean that other types of content don't engage teens. Humor is just one emotional note - and teens are much more complex beings as they explore who they want to be. This explains teens intense occupation with things such as music and competition. 24 Further, teen brains' are especially "plastic" or keen to learn presenting a unique opportunity that coupled with curiosity can sends teens down some interesting rabbit holes - absorbing as much as they can about a particular topic. How well does IG cater to this activity? How does it stack up against intentful discovery platforms? Searches related to interests are generally less successful on IG in comparison to competitors. Search Success on non-IG vs Instagram Instagram 29.40% 17.60% 52.90% non IG 5.5014.50% 80.10% 0.00% 20.00% 40.00% 60.00% 80.00% 100.00% Fail Not sure Success Interest Search Diary Study, significant differences at p<0.001, Chi-Square-75.503,n-669, df-2 Mar. 2019 Interest searches are generally less successful on IG in comparison with the competitors and... 25 26 Instagram is hired much less frequently than competitors to perform searches to learn about interests. Percentage of Interest Search Jobs each platfomr was hired for Google Search YouTube Instagram 0.0% 30.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% 100.0% learn shop entertain updates place inspiration other Interest Search Diary Study Mar 2019 We lag especially behind popular teen app Youtube when it comes to seeking to learn about an interest. The ability to go deep on a topic can be somewhat difficult on IG. 27 Novelty Recap Teens need rapid fire discovery features to find new: • Interests Perspectives • Experiences Opportunities • Implement stronger paths to related interest content (ie. suggestions for IGTV videos, a discovery surface for collections, etc.) • For interest-related search results include people, places, hashtags, collections, products and causes to facilitate browsing all we have to offer. • Invent new interaction types that produce a feeling of a shared experience amongst friends such as co-creation, perspective sharing, games, etc. Teen's insatiable appetite for novelty puts them on a persistent quest to discover new means of stimulation. Think: What would it be like if there was a discovery feature on every IG surface? How can your team give teens somewhere new to go or something new to find from the product you work on? Teen's insatiable appetite for novelty puts them on a persistent quest to discover new means of stimulation. Think: What would it be like if there was a discovery feature on every IG surface? How can your team give teens somewhere new to go or something new to find from the product you work on? Emotion Sensitivity Personal Fable Imaginary Audience 28 Sex hormones are particularly active in the limbic system, which is the emotional center of the brain. That explains why in part adolescents not only are super sensitive but they gravitate towards emotionally charged experiences - think scary movies, rollercoasters, sad music, etc. There are also unique features of teenage emotional experience -- increased sensitivity, as well as well established psychological concepts known as "personal fable" and "imaginary audience" 29 Adolescents find it difficult to distinguish their view of what others think of them from reality. They show adolescent egotism, a perspective taking error that renders them highly sensitive. These days you will see 13 yr old girls posting stuff like. "I want to forget everything and move on" forget what? The mulitiplication table?? 30 Teens often refer to all the "drama" of their lives, which to adults may seem frivolous. But it is a reality for teens and manifests itself in the two psychological concepts I've mentioned - the "imaginary audience" and "personal fable". 31 When teens believe the intensity of their emotions are different from other people's emotions and that others simply do not understand - teen psychologists coin this "personal fable". This may move teens towards a desire to express themselves in various introspective ways such as journaling and engage with relatable and self deprecating content such as that is expressed through memes, vloggers, etc. 32 WHEN YOU ENTER THE CLASS AFTER CLASS STARTED Personal fable is compounded by another psychological concept called "imaginary audience", which is a heightened self consciousness fueled by the belief that all eyes are on them. Personal fable 33 PRODUCTION PAIN POINTS: US TEENS VS. ADULTS US teens are much more concerned about the quality of the content they share and show heightened concerns about judgment and reactions from their audience. 100 Do you hesitate to share photos or videos on instagram for any of the following reasons? Please check all that apply. 75 % Selected 8 45% 33% 28% 28% 25 20% Too public Nothing good enough to share teen adult 26% 25% 21% 22% 19% 17% 15% 16% 13% 10% 8% Judged if dit side of seff Don't want to share Bore ppl who don't share Too much smele Annoy by posting too often N = 10,625 *p<.05 after controlling for visitor frequency, country, gender, acct privacy, tenure, followings, followers, & operating system Less Engaged, Single Account Users: Barriers & Opportunities for Multiple Accounts, April 2020 This proves true in the data as well. At least in the U.S., teens are much more concerned about the quality of their content and have concerns about being judged. THE RULES OF SHARING FOR TEEN CASUAL PRODUCERS 1 Don't share content your audience won't care about 2 Don't share content that isn't "good enough" as it's a reflection of you 3 4 5 Don't share too much at once or too often or you'll get labeled a spammer and others will ignore you Don't share or reshare unless you have something different or meaningful to add Don't share the same content in too many places, platforms or accounts. as it contributes to clutter 6 Don't reshare if it's likely others have already seen it 7 Don't share inflammatory content (e.g.. swearing, politics) 8 Don't share overly emotional content that will make others feel awkward THE GOLDEN RULES Understanding Teen Casual Producers Off-Platform Daily Sharing Habits and Rules for Public Sharing. 34 May 2020 It's no wonder then why there are so many public sharing barriers and rules among teenagers even on ephemeral surfaces like Stories. 7% 40% of teens report experiencing- bullying on IG of all bullying experiences are reported in DM How should we default new teens into new interactions settings?: a survey of safety and value, April 2020 35 There is quite a bit of threat to be wary of especially among teens on Instagram and most notably in DM. Unsurprisingly, people being bullied on IG are more likely to delete or deactivate their accounts. Redacted SCA 36 Even when teens don't have a particularly negative experience on IG, they can still feel bad based on how they self evaluate compared to what to they see. When adolescents identify a self they aspire to be, and this mismatches with their actual selves studies associate this with poor grades, low self esteem and symptoms of depression. A related problem we have identified internally as social comparison. 3.2- Sometimes 3.0- 2.8- 2.6 Social comparison frequency by age, gender, and context In everyday life On platform (FB or IG) 2.4 2.2- Rarely 2.0 1.8 1.6- 3.2- Sometimes 3.0- 2.8- 2.6- 2.4 2.2- Rarely 2.0- 1.8- 1.6 13-17 18-24 25-44 45-64 Social comparison on Facebook, on Instagram, and in everyday life. 65+ Ao 13-17 18-24 25-44 45-64 65+ Men Women Facebook users Instagram users Research has shown that social comparison on Fb and IG is highest among teens and young adults. 37 April 2019 12:12 Instagram Liked by by Redacted-SCAhapping and others comments Redacted-SCA want to make matcha cubes! Redacted - SCA do it!!! Add a comment... 2 hours ago Daisy Global Test Survey Report. ▼ 38 [Q9] During the past 7 days, how often did you compare the number of likes your posts received to the number of likes other people received? Daisy had a statistically significant impact on the frequency of like comparison for both teens and non-teens, with people in the Daisy condition comparing the number of likes they receive less often than those in control Dec. 2019 Extinsated Marginal One effort that has made some stride towards reducing social comparison for teens is project Daisy - which does not display the number of likes a post received. This change had a statistically significant impact on reducing the frequency of "like" comparison for both teens and non-teens. It also showed... 12:12 Instagram Liked by Redacted-SCA and others Redacted-SCA mments Redacted-SCA want to make matcha cubes! Redacted-SCA do it!!! Add a comment 2 hours ago Daisy Global Test Survey Report. ...significant increases in favorability of IG. ▼ 39 [Q12/13, randomized] If people could only see the number of likes for their own posts, would this make Instagram better or worse for you personally? Daisy had a statistically significant influence on whether people thought the change would make IG better or worse for themselves. After living with the change for three weeks, both teens and non-teens felt more positively about Daisy Importantly there was no change in the control condition, indicating this wasn't just the result of positive press coverage Dec. 2019 Exomand 40 All of these factors can make it challenging for young people to form a balanced and consistent sense of self. That is because they also begin to realize that their feelings, attitudes and behaviors change with any given situation causing even more confusion about their identity. 41 "Finstas" allow teens to show different sides of themselves and explore identity. "Rinsta" AT&T < 3:50 PM Photo 11% ATST 1:23 PM 36% C < Photo C hanhoop ♡ ▼ Liked by packjerryman, saristrawberri and 258 others hanhoop goon squad #allhailposeidon svkarimi 口 VS "Finsta" Redacted - SCA Q IG lends itself well to identity exploration. The ability to create multiple accounts give teens the ability to experiment with showing a different side of themselves through more frequent authentic expressions to smaller audiences. 42 This is common teenage narrative. Take Hannah Montana - a teenage girl living a double life as an average schoolgirl by day and as the famous pop singer by night, which she keeps secret with only a few people knowing of her alter ego. 43 Teens are most interested in another account to show a different side of themselves POTENTIAL ACCOUNT TYPE: US TEENS VS ADULTS Less frequent US teen visitors are most interested in sharing a different side of themselves & entertaining others with funny content. 50 If you were to start a new Instagram account, what would you MOST want to use this account for? teen adult 40 8 % Selected 20% 14% 11% 12% 10 8 0 16% 13% 13% 12% 12% 11% 8% Share dif side Connect wippl who share interes See interests-related content Entertain others Keep up witrending content Other See content from important ppi Collaborate & create witrier Share to smell group of friends *p<.05 after controlling for visitor frequency, country, gender, acct privacy, tenure, followings, followers, & operating system Less Engaged, Single-Account Users: Barriers & Opportunities for Multiple Accounts. N=2,384 Some U.S. teens are interested in creating a second account for that very purpose. April 2020 43 Secondary Account Registrations for US Teens 20 K 17.5 K 15 K 12.5 K 10 K 7.5 K SK 2.5 K 0 Teen "finstas” continue to grow. Mar '19 Apr '19 May '19 Jun '19 Jul '19 Aug 19 Sep '19 Oct '19 Nov '19 Dec '19 Jan 20 Feb 20 Mar 20 Apr 20 close_friend num_reg other num_reg business num_reg interest num_reg Secondary Account Segmentation Trends: Interest vs. Close Friend vs. Business 44 Growth in February 2020 (Avoiding March due to COVID19 surge) May 2020 +10% +4% +1% Many teens have capitalized on IG for that need as we see teen finstas in the U.S. continuing to grow showing great PMF for this inherent teen need. It implies that teens are interested in building boundaries and small spaces to express themselves, So it's important to think about the effect that inter-operative family experience efforts may have on teens who want discreet and distinct control over their identities. WALT Disney ANNAH MONTANA 45 It begs the question - What would make Hannah Montana feel ok about flattening her identities across our apps? 46 Emotion Recap Teens need a judgement free zone and tools to: Be themselves • Express different sides of themselves Opportunities • Shift teen perception of IG by incorporating more lower quality content in their discovery experiences • Test removing other visible comparison cues such as follower count and number of views • Streamline multiple account creation and switching functionality • Explore investing in other modes of self-expression like enhancing bio or non-ephemeral “only me” stories Teens experience heightened emotions and impact making them more self-important, vulnerable and sensitive. Think: Can you identify what aspects of the IG experience have ever caused you to second guess yourself? What value do numbers really bring people? f Reward Impulse Risk Peers 47 Lastly a huge driver for teen behavior is the prospect of reward. This is what makes them predisposed to impulse, peer pressure, and potentially harmful risky behavior like drugs, stunts and pranks. Starting with impulse... REGRET WASTING TIME ON THE INTERNET CONTINUE WASTING TIME ON THE INTERNET 48 Teen brains are much more sensitive to dopamine, one of the reasons that the risk of drug addiction is higher for adolescents and keeps them scrolling and scrolling. And due to the immature brain they have a much harder time stopping even though they want to our own product foundation research has shown teens are unhappy with the amount of time they spend on our app. Teens are unhappy with the amount of time they spend on IG Redacted - SCA I saw Beyoncé cut her ear so I cut my ear #CutForBeyoncé Follow Redacted - SCA 49 49 And sadly, a short term reward and inexperience makes teens prone to risky behavior and there are plenty that present themselves online and on Instagram. This could be engaging with predators, consuming dark content, sharing nude photos or copycat self-harm. W 50 New research from the Household Ecosystem study does indicate that older siblings may have a unique opportunity to help mitigate some of these risks - teens are often going to siblings for advisement on social media management. 51 Siblings aside- it's no secret adolescents decisions are more likely to be influenced by peers. Close friends are of the utmost importance to teens. Snapchat is essentially built off of this fact. And We have even seen some latent behavior of friend groups through shared secondary accounts. 52 Teen "finstas" are most often used to share less polished content with close friends. Secondary Account Main Intent, by Age (in % of survey respondents) 50% 45% 40% 1 35% 30% 25% 20% 15% 10% 5% 0% 13-17 18-24 25-34 35-44 Close Friends Less-Polished Business Creative Work Interests Other Group Account Multiple Accounts on IG. Sept. 2018 In fact, the largest multiple accounts use case for teens is to share among close friends or inner circles. 52 53 Teens feel rewarded by the genuine interaction and support they often get through their "finsta" accounts. Supportive Community Authentic Expression Meaningful Connection Genuine Interaction Has Finsta Lost its Cool?. May 2020 53 These accounts over-index on production and demonstrate the power of authentic expression and genuine interactions amongst a community of peers. Approval and acceptance are huge rewards for teens and interactions are the currency on IG. 54 Approval and acceptance are huge rewards for teens and interactions are the currency on IG. DMs, notifications, comments, follows, likes, etc. encourage teens to continue engaging and keep coming back to the app. 55 Reward Recap Teens need to feel good when they: • think about how they spent their time • consume content • make and share content • interact Opportunities • Helps teens stay accountable with features to support and encourage new hobbies and commitments • Up-rank feel good teen interest content over aspirational content on discovery surfaces • Develop secondary shared identity accounts for close friends/couples/communities that allows them to use IG together to share with each other and with others Emotion Novelty ..... if Reward 56 So I know that was a lot to take in in a short amount of time so I want to remind you all once more of the core things that make teens tick. New things, feeling good and reward. We are not quite checking all of these boxes... Some teens are spending less time with IG and more with competitors. REPLACING INSTAGRAM: TEENS VS. ADULTS Both teen and adult replacers are spending more time on TikTok & Snapchat. Adults replacers are also using increasing their usage of YouTube, Facebook, Twitter, & Reddit. Replocer Non-Replacer Teens T en you snad sprchg Replacer Non-Replocer Aduts N-6.599 N=9.306 *p<.05, controlling for, declinericontrol, visitor frequency, gender, private/public, tenure, followings, followers, & single multiple occts Sizing Competition in the US. April 2020 57 Some teens are turning to competitors like TikTok, Snapchat and Youtube to supplement for these needs. 58 Youtube and Snapchat are the two most commonly selected favorite apps among US and CA teens in the sample Favorite app by country Among respondents that listed an app as one of their top apps, the most commonly selected favorite apps for US and CA teens in the sample were YouTube and Snapchat. WhatsApp and YouTube are the two most commonly selected favorite app among DE teens in the sample. Instagram and WhatsApp are the two most commonly selected favorite apps among ES teens in the sample. Snapchat is not shown in ES due to small sample size. Question: Of the apps or websites you have used in the past four weeks, which is your favorite? Teens and Social Network Usage in Developed Markets. April 2020 Core Growth Research (2019) 10 Opportunity areas including close friend communication and the depth of content we offer. .....We do well to think hard about how we can make IG an app tailored to the teenage mindset. Ask yourself? ... 59 What paths can I make for people to find something they haven't seen before? What can I do to make people feel good before/during/after engaging with the feature I'm working on? How can my product area help build bonds between users? What positive reinforcement can be baked into the experience I work on? Recommendations I'd also like to walk you through 4 recommendations to takeaway from this work. 60 61 1 2 3 4 The teen brain is easily stimulated by novelty, making discovery surfaces very engaging if the content is fresh. Redundancy is a buzzkill. We must make deduping content across surfaces a priority for the teen audience. We also need to provide more opportunities to help teens discover new content, interests and people. Teens are prime to exploration and learning. Interests, conversations and sharing new experiences are top exploration tasks for teenagers. Exploration is currently a shallow pool on IG. We need to better facilitate deep dives into interests and conversation by leveraging IGTV and further facilitating community. We should also be striving to spearhead innovative interactions that create new shared experiences. Teens are still developing self control. They are motivated by the prospect of immediate rewards. Teens are not finding enough value to the proportion of time they are spending on IG. We must find ways to make teens feel more productive and rewarded on our platform. This could mean making "feel good" content and connections more accessible. We should also incorporate account insights such as what their content diet looks likes, goal setting and reminders about their usage. Teens are sensitive and vulnerable to experiences that can have lasting harm. We should continue to seek ways to prevent negative experiences and hurt feelings on the platform. We should also invest in an education experience to teach teens how to protect themselves from dangers on IG. Questions/Comments Sources Next Steps 62 Teen Ecosystem Research Proposal Teen Market Survey Quantify teens perceptions and attitudes internationally Teen Digital Trends Study Crack the code of what catches on with teens 63 Teen World Immersion Traverse the teen ecosystem for new product opportunities Building Bridges FoA Discover "Age Up" and/or other bridging opportunities to IG and from IG to other FoAs New Research Questions What drives generational shifts? What are the differences between teens cross- culturally? New Research Questions What are teen's mental models for discovery and exploration? What makes teens feel good about using a platform? What do healthy teen communities look like? What value does a teen user base bring to our platform? I will exploring how to incorporate these questions into my current proposal... 64 65 1 The teen brain is easily stimulated by novelty, making discovery surfaces very engaging if the content is fresh. Redundancy is a buzzkill. We must make de-duping content across surfaces a priority for the teen audience. 2 Teens are prime to exploration and learning. Interests, conversations and forming identity are top exploration tasks for TLDR: Teens need teenagers. access to stimulation that is productive to healthy psychosocial 3 Exploration is currently a shallow pool on IG. We need to better facilitate deep dives into interests and conversation. Teens have weak self control. They are motivated by the prospect of immediate rewards. development. Teens are not finding enough value to the proportion of time they are spending on IG. We must find ways to make teens feel more productive on our platform. Review and synthesis of nearly 80 previous internal studies in addition to relevant literature on adolescent development and neuroscience. 4 Teens are sensitive and vulnerable to experiences that can have lasting harm. We should continue to seek ways to prevent negative experiences and educate teens how to protect themselves from dangers on IG. Drivers I want to... Novelty Discover and explore new interests Novelty Connect with new people Emotion Be myself Emotion Express myself Reward Feel good 66 when... when I want something to talk to my friends about → when I'm learning more about myself →when I have free time or procrastinating →when I'm intrigued by different perspectives →when I see we share similar interests →when communicating with close friends when I want attention →when I want to relate to other people when I consume content →when I consider how I spent my time when I make content when interacting with people I don't know Hire IG Youtube Google IG Facebook Snapchat IG Finsta/Shared Tik Tok IG Finsta/Shared Tik Tok Tik Tok? Reward Be safe →when sharing content I made 70 Parietal lobe Processes sensory information Touch Occipital lobe Vision Frontal cortex Judgement Planning Foresight Temporal lobe Emotion Memory Cerebellum Balance Muscular coordination 67 The teenage brain is usually about 80% mature. The remaining 20% rests in the frontal cortex - the area of the brain responsible for...At this time teens are highly dependent on their temporal lobe where emotions, memory and learning, i reward system reign supreme. Super-charged areas of the teenage brain Amygdala • Responsible for emotional responses such as anger, fear, and sadness • Drives aggression • Stores memory Hippocampus • Navigation • Leaming • Memory encoding Basal Ganglia • Contains the ventral striatum which is the reward center and activates even in anticipation of gratification A BASAL GANGLIA 8 AMYGDALA THALAMUS VENTRICLE VENTRICLE HIPPOCAMPUS 68 CEREBELLUM Due to the underdevelopment of the prefrontal cortex much of the teen's cognition is ruled by the amygdala..., the hippocampus... and the basal ganglia which contains the ventral striatum... This means that Percentage of Interest Search Jobs each platfomr was hired for Google Search Learn Instagram Pinterest Shop YouTube Entertain Amazon Yelp Google Maps 100% 20% Interest Search Diary Study 40.0% Place Inspiration Shop 500% Inspiration Place 60.0% Place 70.0% Inspiration learn shop entertain updates a place inspiration other Mar 2019 The ability to go deep on a topic can be somewhat difficult on IG. 100% 69 Explore Integrity Lower Interest Production Feed to Stories Shift Story Production Plateau Fewer conversations started via Direct Reshares Q Less Friend Media Consumed & Fewer Interactions Received C Fewer Notifications Fewer Sessions Less Time Spent The Entertainment and Ryywheel Catchups through the Lens of the U.S.. Mar, 2020 74 70 Approval and acceptance are huge rewards for teens and interactions are the currency on IG. DMs, notifications, comments, follows, likes, etc. encourage teens to continue engaging. TABOOS Taboo behavior goes against social and moral norms which can be exciting and humorous for teens. Sexual, cultural. racial, and irreverent jokes. taboo subjects, take social risk, which is rewarded with laughter. INGREDIENTS OF FUNNY SELF DEPRECATION Self deprecation highlights a personal vulnerability or flaw. Exposing weakness is not entirely socially acceptable, and it can require courage. This personal sacrifice is appreciated and rewarded with laughter. STRUGGLE Witnessing someone struggle feeds our morbid joy in the suffering of others. Granted the laugh may be a bit painful, but up to a certain point, human struggle makes teens laugh. SURPRISE Surprise challenges our accepted assumptions in a way that jolts us awake. The sudden or unexpected nature of surprise creates an adrenalin dump that is exciting and funny. SURREALISM Surreal content creates an unreal or exaggerated perspective that manipulates what we've come to know. The odd uniqueness of this hallucinatory or magical effect triggers playful laughter. RELATABILITY Relatability evokes a sense of empathy and understanding by reminding you of similar past experiences and enhances the power of a joke. Camaraderie is created among friends with relatable humor. SILLINESS Silliness allows us to embrace a sense of childlike, free- spinted fun and mischief that isn't considered age appropriate. Though some hide it better than others, we all find the awkward, goofy, and ridiculous universally funny. IGNORANCE Ignorance in a person reveals a lack of knowledge or self- awareness relative to what is expected. Exposing someone's lack of understanding makes teens laugh. Framework For Furry How Teens Live Humor i Socialing 20 INGREDIENTS OF FUNNY SURREALISM Surreal content creates an unreal or exaggerated perspective that manipulates what we've come to know. The odd uniqueness of this hallucinatory or magical effect triggers playful laughter. RELATABILITY Relatability evokes a sense of empathy and understanding by reminding you of similar past experiences and enhances the power of a joke. Camaraderie is created among friends with relatable humar. 71 SURPRISE Surprise challenges our accepted assumptions in a way that jolts us awake. The sudden or unexpected nature of surprise creates an adrenalin dump that is exciting and funny. NICHE COMMUNITY UNLOCKS UNFILTERED IDENTITY EXPRESSION Small audience, big impact. Having a supportive community with shared beliefs empowers teens to share unfiltered content without worrying about judgement. These authentic, in-depth and sometimes vulnerable content makes connections even more meaningful and brings a sense of belonging for teens. 6047 Redacted - SCA Share Photos and Videos Q Alexa's primary account (left) vs Finsta (right) What's so special about Finstas? The value of Finstas is not just about allowing teens to hide from certain audience, or showcase a different side of identity. Finsta facilitates meaningful connection among a niche community through authentic expression and genuine interaction. Given its popularity with teens, we should continue our investment here. Supportive Community Meaningful Connection Authentic Expression Genuine Interaction 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 13-17 Secondary Account Main Intent, by Age (in % of survey respondents) 18-24 25-34 35-44 72 Close Friends Less-Polished Business Creative Work Interests Other Group Account REASONS FOR CHURN: AGE Young adults are more likely to be focused on other things in their life & have issues with posting. Teens are more likely to have issues with negative experiences, performance, & access. 100 What are some reasons you haven't been using Instagram lately? % Selected 75 50 25 0 Focused on Nothing to 13-17 years 18-30 years Performance issue Did not understand Content not interesting gative experience Using different app 73 NOTHING TO SHARE: AGE Young adults are more concerned about not having anything good enough to post. 100 % Selected 75 50 What stopped you from posting on Instagram? Please check all that apply. 0 Avond posting too often Nut enough comments 80 13-17 years 18-30 years ALTERNATIVE APPS: AGE SnapChat, TikTok, & WhatsApp are used more heavily by teens. 100 Which social media apps do you use for this reason: "[main reason for using IG]"? 75 8 25 0 WhatsApp NEGATIVE EXPERIENCES: AGE Young adults are more likely to engage in social comparison. 100 % Selected 75 50 25 0 TATOR Think about the last time you felt sad, worried, or upset on Instagram. What was the MAIN REASON you felt this way? teen non_teen 74 CHURNED USERS 13-17 years 18-30 years 75 Secondary Account among Instagram Users About one out of every four teens who have an Instagram account also have a secondary account on the app. Secondary Account among Instagram Users iPhone 28 Secondary Account among Instagram Users Android 239 Primary Messaging App Teens are most likely to report that text messaging is their primary tool for communicating overall and with close friends, and Snapchat is the next more popular. Snapchat is more popular on iPhone than Android. Few teens say that Messenger is their primary messaging app. Most Used App 60% 40% 34 47% 38% 412% Mesenger Texting Snapchat nagram Video Chat WhatsApp Secondary Messenger Teng (And) (500 005) 1500 Facetime 05 1500 Snapchat Instagram Video Chat App Secondary (And (And) (Facetime (And) Insuran (And) Most used to communicate with close friend 76 Best App- Sharing something personal For users who ranked this job, very or extremely important (Top 2) Text messaging leads the competitive set as the preferred app to use. Snapchat is second preferred for iPhone and Messenger second most preferred for Android. 60% 44% 40% 20% 17% 5% 0% Messenger Best App for Sharing Something Personal with Others 24% 20% 20% 10% 60% 17% 17% 18% 11% Secondary Snapchat Instagram Video Chat Messenger (05) (And) Messaging Instagram Account (05) (so (50) (105) Text (And Secondary Snapchattagram Video Chat Messaging Instagram (And (And Account (And) (And) Likelihood of Finding Others with Similar Interests to Talk about a Topic You are Passionate About One third of teens rank finding others with similar interests as very or extremely important. Texting is again the most popular for this, followed by Instagram and Snapchat. Importance of Likelihood of Finding Others with Similar Interests Best App for Likelihood of Finding Others with Similar Interests 6001 80% 40% 12% 23% 20% (-683) Extremely important Very importan Somewhat important Not at all important important 40% 49% 31% 32% 30% 28 25% 25% 10% Rank 1005) Messenger Instagram Rank 2 (05) Rank 1 (And Text Messaging Snapchat Video O Rank 2 (And) Secondary Instagram Account 77 App Usage: Finding Others with Similar Interests to Talk about a Topic You are Passionate About Instagram is the most commonly used app to find others with similar interests. 60% 40% Percentage Using App Daily for JTBD 45% 33% 49% 3196 33% 25% 10% ..... 20% 25% 2196 0% Messenger (500 969 8% Secondary Snapchat Instagram Video Chat Messenger 005) (And) Text Messaging Instagram (105) Account 005) (500 (500 10% Text Secondary Snapchat Instagram Video Chat Messaging Instagram (And) (And) (And) (And) Inventory relevance is Instagram's super power: people feel that Instagram has the content related to their interests, but this isn't the whole story. This is similar to what we have found in studies with adults. Inventory relevance is a primary need followed by reachability when people are engaging with their interests online. Top 5 Apps for Instagram YouTube Snapchat Twitter Music ar Podcast App heentary Felevance RICs associated with app Inventory Community 78 Teens' top interests are memes & humor long with gaming. Teens top interests are very similar to adults' top interests. The primary difference is the omission of food & drink interest and the addition of gaming for teens. Most Meaningful Interests Memes or Humor Caming Music Professional Sports Fandom Beauty Hobbies Fechies & Style Interests Most Often Consumed Memes or Humor Celebrities or Influencers Music Fashion & Style Pop Culture Gaming Professional Arts or Sports Design Top multi-select, reported five days of usage Bottom single-select, responded to once COMPARING NON-IG VS. INSTAGRAM SEARCH EXPERIENCES When we asked participants to compare their non- IG interest search to Instagram search, they reported their non-IG searches much more often as successful (80.1%) versus the same search on Instagram (52.9% success). Participants reported to be the most successful for entertainment and inspiration searches on Instagram, and the least successful at shopping and place search intents. Search Success on non-IG vs Instagram 51.90% Search success per job when fordon 90 79 HOW SUCCESSFUL ARE PEOPLE AT DIFFERENT INTEREST SEARCH JOBS AND ON DIFFERENT PLATFORMS? Finding updates had the highest success rate (96%). followed by finding entertainment (89.5%). Shopping search had the lowest success rate (67.9%) and place search had the highest fail rate (17.7%) Participants were the most successful on Google Maps (100%) and YouTube (88.9%). Interest search success was lowest on Instagram (75.5%) and Amazon (50.0%). SUCCESS RATE BY SEARCH JOB YouTube - SUCCESS RATE BY SEARCH PLATFORM WHICH PLATFORMS WERE HIRED FOR WHICH INTEREST SEARCH JOBS? Google was most often chosen for shopping, learning. but also for updates, place info, and inspiration. Also note how Google is most diverse and evenly spit in the Google Search Learn number of different jobs it is hired for. Instagram was most often chosen for inspiration, place info, but also shopping, updates, learning, and entertainment. Note how entertainment is quite low here, contrary to recent survey work (add link). Pinterest was most often, and almost solely hired for inspiration, but also in a few cases for shopping. entertainment, and learning. YouTube was most often hired for entertainment, closely followed by learning and inspiration. Amazon was (as expected) mainly hired for shopping. while Yelp and Google Maps (as expected) mainly were hired for place searches. Percentage of Interest Search Jobs each platform was hired for Shep Entertain Place Inspiration Shep Place Place 90 80 Teens are marginally less likely to worry about unmanageable feed; But it's still a top-3 painpoint What is the number 1 reason that has stopped you from following a new Interest Account? - Penting primary paint emphasize the role of the cultural context in influencing children's development. Critics argue that sociocultural theory overemphasizes the role of context, minimizes the role of children in their own development, and neglects the influence of genetic and biological factors (Crain, 2016). Bronfenbrenner's Bioecological Systems Theory Similar to other developmental theorists, Urie Bronfenbrenner (1917-2005) believed that children are active in their own development. Specifically, Bronfenbrenner's bioecological systems theory poses that development is a result of the ongoing interactions among biological, cognitive, and psychological changes within the person and his or her changing context (Bronfenbrenner & Morris, 2006). Bronfenbrenner proposed that all individuals are embedded in, or surrounded by, a series of contexts: home, school, neighborhood, culture, and society, as shown in Figure 14. The bioecological systems theory thus offers a comprehensive perspective on the role of context as an influence on development. As shown in Figure 1.4. contexts are organized into a series of systems in which individuals are embedded and that interact with one another and the person to influence development. Figure 1.4 Bronfenbrenner's Bioecological Systems Theory - CHRONORVETEM Source: Adapted from Bronfenbrenner and Morris Figure 13.10 Influences on Adolescent Pregnancy Risk Factors Poverty Low Parental Warmth Poor Parental Monitoring Poor School Achievement Adolescent Delinquency Pregnancy Substance Use Depression Early Menarche Family Members Who Are Adolescent Parents Maternal Outcomes Low Educational Attainment Unstable Marriage Financial Dependence Residential Dependence Single Parenthood Poverty Low-Level, Unsatisfying Employment Child Outcomes Less Prenatal Care More Birth Complications Poor School Achievement Behavior Problems Delinquency Substance Use 81