Meta & Children's Online SafetyMeaningful Usage: Strategy, Approach, Next Steps
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CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00335023 HIGHLY CONFIDENTIAL (COMPETITOR) META304 7MDL-03 7-00068841 HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) METANMAG-003-00079595 PL TF EX-01139 0001 PLTF EX PLTF EX-01139 WHAT INDEPENDENT RESEARCH, AS WELL 11 AS OUR OWN RESEARCH, HAS TOLD US IS THAT WHAT REALLY MATTERS, MORE THAN THE AMOUNT OF TIME YOU'RE SPENDING, IS HOW YOU'RE SPENDING THAT TIME. 11 David Ginsberg, Facebook VP, Research from https://www.irishexaminer.com/ breakingnews/ireland/facebook-can-be-good-for-wellbeing-866761.html 2 CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-I G-AG-00335024 HIGHLY CONFIDENTIAL (COMPETITOR) META304 7M DL-03 7-00068842 HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) METANMAG-003-00079596 PL TF EX-01139 0002 CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-I G-AG-00335025 HIGHLY CONFIDENTIAL (COMPETITOR) META304 7M DL-03 7-00068843 HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) METANMAG-003-00079597 PL TF EX-01139 0003 PROBLEMS WE COULD SOLVE 7 Quantity of Time (aka "time spent) fil • Compel users who use IG "too much" to reduce their time spent (success: reduction in TS) Time Well Spent Agency & Control • Make IG an intentional and safe experience (success: increase in perception of control) Meaningful Usage • Make IG a valuable/meaningful experience when you do use it (success: increase in well-being on IG) • Supportive communities • Social comparison • Charitable causes • Learning & discovery • Relevancy Appropriate online/offline tradeoffs + valuable IC experience= optimal IC well-being 4 CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-I G-AG-00335026 HIGHLY CONFIDENTIAL (COMPETITOR) META304 7M DL-03 7-00068844 HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) METANMAG-003-00079598 PL TF EX-01139 0004 QUANTITY OF TIME (TIME SPENT) 'l Opportunity size is quite small (no more than 1% of users, teens and some geos disproportionately represented): # of users over 28 days who averaged: • 4-6 hours on IG / day: ~799K users • 6-8 hours on IG / day: ~64K users 8+ hours on IG / day: ~6K users daily Research insights are extremely expensive - we have been unable to recruit any users at 4+ hrs/day. We can 't be sure that reducing TS will improve IG well-being for high TS users.** Also, we may shift them to equally or more damaging platforms/outlets. Features most likely to successfully reduce usage are also likely to be poor user experiences, especially for false positives. If we make the features opt-in to reduce this risk, habitual users seem least likely to adopt these features (they have similar options at their disposal now and don't effectively use them) .*** 5 CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-I G-AG-00335027 HIGHLY CONFIDENTIAL (COMPETITOR) META304 7M DL-03 7-00068845 HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) METANMAG-003-00079599 PL TF EX-01139 0005 TIME WELL SPENT (ACENCV & CONTROL) Scalable to 100% of users l • 39% of random IG users felt they spent too much time on IG • 23% report feeling out of control Help users be more purposeful in their usage of the app, minimizing use when it's disruptive to offline commitments Opportunity for a qualitatively better IG experience for all 6 CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-I G-AG-00335028 HIGHLY CONFIDENTIAL (COMPETITOR) META304 7M DL-03 7-00068846 HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) METANMAG-003-00079600 PL TF EX-01139 0006 TIME WELL SPENT (MEANINGFUL USACE) l Scalable to 100% of users Help users have a more valuable, meaningful experience when they use IG Opportunity for a qualitatively better IG experience for all 7 CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-I G-AG-00335029 HIGHLY CONFIDENTIAL (COMPETITOR) META304 7MDL-037-0006884 7 HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) METAN MAG-003-00079601 PL TF EX-01139 0007 STRATEGIC AND EXECUTION PLAN Time Spent (PO) Time Well Spent: Agency & Control (Pl) Time Well Spent: Meaningful Usage (P2) Scalable to 100% of users (23% of med to high TS users User Size Approximately top 1% reporting feeling out of control} :scalable to 100% Primary • Small decease in TS * Increased perception of control * Increased IG well-being Impact • Hard stop after "x" Features that support using IG (or not) when it's best for minutes/day or week .. you (prc:>vide u?agE! in?ights an<:J \:)E!t~er tit11E! c:ontre>ls): • Exam pie • : ivlaxin 9 ciui number of · • Your Activity: Usage dashboard, Reminder, Mute support pe.rsonai enrichment and real • •• •• Features that Features sessions {sessions correlate world meaning Notifications with higher TS on IG) • Modes: Night • Disabling IG at night Q4: Launch and measure "Your Activity" feature Q4: Design and begin building night mode Execution N/A - we aren't doing this Ql: Dogfood & launch night mode on at least one surface Ql: Begin understand for meaningful usage feature Ql-Q2: Learn, measure, continue investment in other modes (e.g. focus) 8 CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-I G-AG-00335030 HIGHLY CONFIDENTIAL (COMPETITOR) META304 7M DL-03 7-00068848 HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) METANMAG-003-00079602 PL TF EX-01139 0008 CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-I G-AG-00335031 HIGHLY CONFIDENTIAL (COMPETITOR) META304 7M DL-03 7-00068849 HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) METANMAG-003-00079603 PL TF EX-01139 0009 1 FOR MOST USERS IT S NOT ABOUT TIME SPENT People want connection, intention, utility, and meaning. However, users who come to IG don 1 t always find these. Not finding connection, intention, utility and meaning is a less positive/negative well-being experience. 10 CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-I G-AG-00335032 HIGHLY CONFIDENTIAL (COMPETITOR) META304 7M DL-03 7-00068850 HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) METANMAG-003-00079604 PL TF EX-01139 0010 CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-I G-AG-00335033 HIGHLY CONFIDENTIAL (COMPETITOR) META304 7MDL-037-00068851 HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) METANMAG-003-00079605 PL TF EX-01139 0011 MEDIUM TO HICH TIME SPENT USERS 1 PERCEPTION OF TIME ON IC Do you spend more or less time on IG than you would have liked? l • 38% report "more" or "much more" How much do you feel in control of your time on IG? • 23% "a little" or "not at all" How interested are you in receiving help managing your time spent on IG? • 18% report "very" or "extremely" Reasons people took a break from IG: • #1 reason (37%) "I had something at work or school that I needed to focus on" More high TS users report that the break made them feel worse than before than low time spent users 12 CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-I G-AG-00335034 HIGHLY CONFIDENTIAL (COMPETITOR) META304 7M DL-03 7-00068852 HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) METANMAG-003-00079606 PL TF EX-01139 0012 CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-I G-AG-00335035 HIGHLY CONFIDENTIAL (COMPETITOR) META304 7M DL-03 7-00068853 HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) METANMAG-003-00079607 PL TF EX-01139 0013 USACE BY TIME OF DAY IG Hourly Usage Patterns: Teens & Non-Teens for PST users, 9/18 OPPORTUNITY#'! IN SCHOO L OPPORTUNITY HOMEWORK, DINNER WITH FAMILY OPPORTUNITY #3: WINDING DOWN, BEDTIME 14 CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-I G-AG-00335036 HIGHLY CONFIDENTIAL (COMPETITOR) META304 7M DL-03 7-00068854 HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) METANMAG-003-00079608 PL TF EX-01139 0014 JTBD When I'm trying to achieve goals in real life, but I use IG in parallel, help me make my IG experience more contextual so that IG doesn't become disruptive to what rm trying to do. CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-I G-AG-0033503 7 HIGHLY CONFIDENTIAL (COMPETITOR) META304 7M DL-03 7-00068855 HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) METANMAG-003-00079609 PL TF EX-01139 0015 NIOHTMODE When I use IG at night, but my eyes hurt/I can't rest/I get anxiety and headache, help me make my IG experience more relaxing so that I can ease myself into sleep, switching my mindset from active to rested. CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-I G-AG-00335038 HIGHLY CONFIDENTIAL (COMPETITOR) META304 7M DL-03 7-00068856 HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) METANMAG-003-00079610 PL TF EX-01139 0016 Notifications• Videos• Status• Dark UI CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00335039 HIGHLY CONFIDENTIAL (COMPETITOR) META304 7M DL-03 7-0006885 7 HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) METANMAG-003-00079611 PL TF EX-01139 0017 Redacted for PII CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-I G-AG-00335040 HIGHLY CONFIDENTIAL (COMPETITOR) META304 7M DL-03 7-00068858 HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) METANMAG-003-00079612 PL TF EX-01139 0018 Redacted for PII CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00335041 HIGHLY CONFIDENTIAL (COMPETITOR) META304 7M DL-03 7-00068859 HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) METANMAG-003-00079613 PL TF EX-01139 0019 CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-I G-AG-00335042 HIGHLY CONFIDENTIAL (COMPETITOR) META304 7M DL-03 7-00068860 HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) METANMAG-003-00079614 PL TF EX-01139 0020 CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-I G-AG-00335043 HIGHLY CONFIDENTIAL (COMPETITOR) META304 7MDL-037-00068861 HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) METANMAG-003-00079615 PL TF EX-01139 0021 Redacted for PII Redacted for PII CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-I G-AG-00335044 HIGHLY CONFIDENTIAL (COMPETITOR) META304 7M DL-03 7-00068862 HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) METANMAG-003-00079616 PL TF EX-01139 0022 Redacted for PII CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-I G-AG-00335045 HIGHLY CONFIDENTIAL (COMPETITOR) META304 7M DL-03 7-00068863 HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) METANMAG-003-00079617 PL TF EX-01139 0023 Controls Dark theme Mute videos Show activity status Mute push notifica1ions Redacted for PII Turn on allt0matically CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-I G-AG-00335046 HIGHLY CONFIDENTIAL (COMPETITOR) META304 7M DL-03 7-00068864 HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) METANMAG-003-00079618 PL TF EX-01139 0024 CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-I G-AG-0033504 7 HIGHLY CONFIDENTIAL (COMPETITOR) META304 7M DL-03 7-00068865 HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) METANMAG-003-00079619 PL TF EX-01139 0025 SUCCESS METRICS: WELL-BEINC AND FEEL IN CONTROL Ceneral well-being: I felt positive most of the time. / I felt negative most of time./ I felt that I was in control of my life. lnstagram well-being: I fe lt positive most of the time on lnstagram. / I felt negative most of the t ime on lnstagram. Feature sentiment: I feel in control of my experience on lnstagram. / lnstagram has the tools I need to manage my experience on the app. We expect L3 questions to be most sensitive to product changes, whereas L2 and Ll questions measures foundational well -being and may be more difficu lt to change. 26 CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-I G-AG-00335048 HIGHLY CONFIDENTIAL (COMPETITOR) META304 7M DL-03 7-00068866 HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) METANMAG-003-00079620 PL TF EX-01139 0026 OPERATIONAL METRICS WE WILL MEASURE INTERNALLY VIA HOLDOUT l Product adoption and usage MAP/WAP/DAP Time spent before/after use of features Changes in Inactivations ("Take a Break", in particular) 27 CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00335049 HIGHLY CONFIDENTIAL (COMPETITOR) META304 7M DL-03 7-00068867 HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) METAN MAG-003-00079621 PL TF EX-01139 0027 CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-I G-AG-00335050 HIGHLY CONFIDENTIAL (COMPETITOR) META304 7M DL-03 7-00068868 HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) METANMAG-003-00079622 PL TF EX-01139 0028 CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-I G-AG-00335051 HIGHLY CONFIDENTIAL (COMPETITOR) META304 7M DL-03 7-00068869 HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) METANMAG-003-00079623 PL TF EX-01139 0029 CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-I G-AG-00335052 HIGHLY CONFIDENTIAL (COMPETITOR) META304 7MDL-037-00068870 HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) METANMAG-003-00079624 PL TF EX-01139 0030 Redacted for PII CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-I G-AG-00335053 HIGHLY CONFIDENTIAL (COMPETITOR) META304 7MDL-037-00068871 HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) METANMAG-003-00079625 PL TF EX-01139 0031 FOCUS MODE - JTBD When I'm studying/working/focusing on a task, but lnstagram keeps distracting me, help me make my IG experience less distracting so that I focus on achieving my task. CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-I G-AG-00335054 HIGHLY CONFIDENTIAL (COMPETITOR) META304 7M DL-03 7-00068872 HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) METANMAG-003-00079626 PL TF EX-01139 0032 CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-I G-AG-00335055 HIGHLY CONFIDENTIAL (COMPETITOR) META304 7M DL-03 7-00068873 HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) METANMAG-003-00079627 PL TF EX-01139 0033 11% OF MEDIUM TO HIGH TIME SPENT USERS TOOK A BREAK FROM 10 BECAUSE 11 1 11 1DIDN T GET ENOUGH VALUE OUT OF 10 MORE HIGH TIME SPENT USERS REPORT THAT THE BREAK MADE THEM FEEL WORSE THAN BEFORE THAN LOW TIME SPENT USERS From May 2018 research: https://fb.facebook.com/media/set/?set=a.612531495775826&type=3 34 CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-I G-AG-00335056 HIGHLY CONFIDENTIAL (COMPETITOR) META304 7MDL-037-0006887 4 HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) METANMAG-003-00079628 PL TF EX-01139 0034 COAL OF USINC INSTACRAM Using lnstagram for Utility, Information, and Connection is positively correlated with higher well-being. However, a large number of people still hire us for entertainn1ent purposes. How might we encourage people to hire lnstagram for more meaningful jobs, beyond entertainment, that contribute to their well-being? How might we make entertainment more meaningful so that when they hire us for entertainment it contributes to their well-being? 35 CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-I G-AG-0033505 7 HIGHLY CONFIDENTIAL (COMPETITOR) META304 7MDL-037-00068875 HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) METANMAG-003-00079629 PL TF EX-01139 0035 CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-I G-AG-00335058 HIGHLY CONFIDENTIAL (COMPETITOR) META304 7M DL-03 7-00068876 HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) METANMAG-003-00079630 PL TF EX-01139 0036 SPACES-JTBD When I want to share experiences with a small group of friends, but this content is not relevant to others outside the group, help me share/plan/reminisce so we can strengthen our relationships and feel connected now and in the future. CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-I G-AG-00335059 HIGHLY CONFIDENTIAL (COMPETITOR) META304 7M DL-03 7-00068877 HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) METANMAG-003-00079631 PL TF EX-01139 0037 SPACES Expand utility Strengthen connections Redacted for PII Redacted for PII Connect people Promote authentic sharing (interest, causes, etc.) 38 CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-I G-AG-00335060 HIGHLY CONFIDENTIAL (COMPETITOR) META304 7MDL-037-00068878 HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) METANMAG-003-00079632 PL TF EX-01139 0038 AROUND ME - JTBD When I'm somewhere and, I'm bored and don't know what to do, help me discover things to do, and places to visit so I can experience new things alone or with friends. CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-I G-AG-00335061 HIGHLY CONFIDENTIAL (COMPETITOR) META304 7M DL-03 7-00068879 HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) METANMAG-003-00079633 PL TF EX-01139 0039 AROUND ME Utility tool Enable experiences Connect people and places Increase knowledge and education 40 CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-I G-AG-00335062 HIGHLY CONFIDENTIAL (COMPETITOR) META304 7M DL-03 7-00068880 HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) METANMAG-003-00079634 PL TF EX-01139 0040 HOW DO WE MEASURE SUCCESS (WIP) Time Spent Time Well Spent GeneraiWB: During last week, I felt positive most of the time. During the last week, I felt negative most of the time. ICWB: During the last week, i felt positive most of the time on lnstagram. During the last week, I felt negative most of the time on lnstagrarn. There were people on lnstagram vvho gave me support and encouragement. Survey Measure Feature level measures: Meaningful usage [connection, content, value]: I felt in control of my time on lnstagram. lnstagram helps rne build rneaningful connections Did you spend more or less time than you have wanted with people. on lnstagram? lnstagram shows me interesting and relevant content. lnstagram helps me accomplish things in real life./ creates vaiue for me in real life. lnstagrarn allows me to express rny self authentically. Feature adoption metrics Log Measure TBD Core company metrics (e.g. decrease deactivation) 41 CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-I G-AG-00335063 HIGHLY CONFIDENTIAL (COMPETITOR) META304 7M DL-03 7-00068881 HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) METANMAG-003-00079635 PLTF EX-01139 0041 WHAT WE KNOW: HABITUAL USERS WHEN DO PEOPLE THINK SPEND TOO MUCH TIME ON INSTAGRAM? 1. They use lnstagram more than other apps or other people around them. 2. They get lost or distracted and lose control in app. 3. They develop a habitual {or addictive) behavior. 4. Using lnstagram has a negative effect on their real life. Data shows that High TS users have more short sessions, spend more time in Video, Explore, Profile, and Stories than Feed than mid-range TS users {Karen). 42 CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-I G-AG-00335064 HIGHLY CONFIDENTIAL (COMPETITOR) META304 7M DL-03 7-00068882 HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) METANMAG-003-00079636 PL TF EX-01139 0042 WHAT WE KNOW: HABITUAL USERS RESEARCH WHEN DO PEOPLE THINK SPEND TOO MUCH TIME ON INSTAGRAM? 2. They get lost or distracted, and lose control in app. "Infinite Rabbit Hole" Look at the clock and realize Browse content they are not I just was going to see what Kylian Mbappe too much time interested in is doing. I don't care about everyone else. I'll lay in bed and I'll be on lnstagram I follow too many people. So, to go He posts something and he tags a and it'll end up being three hours later. through a number of postings takes too photographer, and all of a sudden I'm going Like, "Oh my god, it's three A.M. Why much time to scroll down. I think the to that photographer's account. And then am I still on lnstagram?" Cause I cause of that is there are sometimes, that photographer tags a place, and I'm usually check all of my social media there may be somebody you think might trying to find out more information about before I go to sleep, but usually I'd say be an interesting person to follow, but that place. So it brings up a cycle. I go on lnstagram probably the most. maybe it was just one image or something there for one reason, and I could have like that. Then they're posting a bunch of just spent one minute, and by the time pictures about their dinner, then you're I'm done, I've been on there for 15 Keep checking message not seeing what you really wanna see. minutes. notifications 43 CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-I G-AG-00335065 HIGHLY CONFIDENTIAL (COMPETITOR) META304 7M DL-03 7-00068883 HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) METAN MAG-003-0007963 7 PL TF EX-01139_0043 WHAT WE KNOW: HABITUAL USERS RESEARCH WHEN DO PEOPLE THINK SPEND TOO MUCH TIME ON INSTAGRAM? 3. They develop a habitual {or addictive) behavior. Can't put phone down Mindlessly scrolling Keep opening the app Whenever I get a free moment, I'm I guess I'm kind of addicted a little bit, I Sometimes I do feel an addiction usually on my phone checking ... ifs mean I mindlessly go to lnstagram all sometimes with app usage, and almost like cigarettes, the phone is. If the time, just kind of just do it without especially social media stuff. Checking I'm out, I just go into my pocket and even tr1inking. notifications, and seeing likes over grab my phone every 10 minutes or and over again, more so than just so, and look and not knowing what posting and checking back six or seven you're looking for and not even caring hours later, which I think would be a what you looking for, and you just more healthier way to do it. wanna look. 44 CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-I G-AG-00335066 HIGHLY CONFIDENTIAL (COMPETITOR) META304 7M DL-03 7-00068884 HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) METANMAG-003-00079638 PL TF EX-01139 0044 WHAT WE KNOW: HABITUAL USERS RESEARCH WHEN DO PEOPLE THINK SPEND TOO MUCH TIME ON INSTAGRAM? 4. Using lnstagram has a negative effect on their real life. Disrupt in-person interaction Affect work, school, sleep Result in negative mood/WB Sometimes I feel like I'm spend way too I was supposed to be studying for my I felt like there was a good chance that I much on it and I get carried away, and I exam. My life was so stressed out, so I might be addicted to social media. I don't even realize how much time I just laid down and I scrolled on lnstagram found myself comparing myself to a lot spend on it So my fiance is like, "Can like the entire time, just looking at other of people on lnstagram and Twitter, but you put down your phone?" people's profiles and everything, before I mostly lnstagram, definitely unfavorably. knew it, it was night time and I'm like, 1 11 It was starting to affect things like self barely studied." esteem, and just general, mental health. 45 CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00335067 HIGHLY CONFIDENTIAL (COMPETITOR) META304 7M DL-03 7-00068885 HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) METANMAG-003-00079639 PL TF EX-01139 0045 There is a fine line between frequent, non.,,problematic habitual use and problematic and possibly "addictiven use of social networking sites (Kuss & Griffiths, 2017) a growing awareness that becomes part of a regular usage is explained as a way to there is a problem, and rout ·ine·, there ·is a early realization that usage is cope w1·th st ress an d emo t·ions, DEFINITIONS having a negative effect on transition to actual repeated pattern of as a means of escape; limits behavior life, but no help needed are applied but rarely followed acknowledgement to make a change 46 CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-I G-AG-00335068 HIGHLY CONFIDENTIAL (COMPETITOR) META304 7M DL-03 7-00068886 HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) METANMAG-003-00079640 PL TF EX-01139 0046 WHAT WE KNOW: MEANINGFUL TIME ON INSTACRAM CONTENT CONSUMPTION · · · · · · · · · .g l . · · · · · · · · · LOW-VALUE ONS "'--" ++- - ..... ........ - ~ INTENTION OR PURPOSE 47 CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-I G-AG-00335069 HIGHLY CONFIDENTIAL (COMPETITOR) META304 7M DL-03 7-00068887 HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) METANMAG-003-00079641 PL TF EX-01139 0047 USER BEHAVIOR OPPORTU NiTi ES Habitual use Provide transparency • inform users of their time spent Time spent Get lost or distracted In app Help people break the habit ative effect on real life • investigate deactivation/ take a break Content consumption Provide better, more relevant content • social comparison (-) • improve classifier • objectionable/offensive content (-) • collect user feedback • learn knowledge/information (+) • be entertained, inspired(+) Build meaningful connections • encourage meaningful on-platform interactions Time well Meaningful relationships & interactions • more ways to connect peop!e who are a!ike 11 11 • connect with friends and family) npeople • foster online to offline relationships spent who are like me" • receive positive interactions Create value In the real world develop offline relationships • amplify learning/information collection • explore utilitarian jobs Achieve value in real life(+) Lack of intention or purpose(-) CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00335070 HIGHLY CONFIDENTIAL (COMPETITOR) META304 7M DL-03 7-00068888 HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) METANMAG-003-00079642 PL TF EX-01139 0048 FOCUS MODE Auto-detected (location + time) Decreased notifications frequency Redacted for PII Optional public status (Direct) 49 CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-I G-AG-00335071 HIGHLY CONFIDENTIAL (COMPETITOR) META304 7M DL-03 7-00068889 HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) METANMAG-003-00079643 PL TF EX-01139 0049 DRIVINC MODE - JTBD When rm trying to DRIVE, but I am tempted use IG at the same time, help me avoid using IG so that I can focus on safely operating my car. CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00335072 HIGHLY CONFIDENTIAL (COMPETITOR) META304 7M DL-03 7-00068890 HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) METANMAG-003-00079644 PL TF EX-01139 0050 DRIVING MODE Auto-detected (speed) Decreased notifications frequency Redacted for PII Driving Mode is On Road-blocker Optional public status (Direct) 51 CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00335073 HIGHLY CONFIDENTIAL (COMPETITOR) META304 7MDL-037-00068891 HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) METANMAG-003-00079645 PL TF EX-01139 0051 ENTRY POINT 52 CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00335074 HIGHLY CONFIDENTIAL (COMPETITOR) META304 7M DL-03 7-00068892 HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) METANMAG-003-00079646 PL TF EX-01139 0052 Redacted for PII 53 CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-I G-AG-0033507 5 HIGHLY CONFIDENTIAL (COMPETITOR) META304 7M DL-03 7-00068893 HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) METANMAG-003-0007964 7 PL TF EX-01139 0053 PRIMARY REASONS PEOPLE HIRE IC FOR IGWB Main purpose on lnslagram Getting Information about business or Managing Utility/ business information Leaming new knowledge or skills Information/ Keeping up with my connection interests Information Catching up with what's oin on in the world Connection 5.60% Finding supportive 1.50% communities Being entertained or 26.80% Entertainment passing time Following celebrities or 5.40% other public fi ures Storing or sharing photos n/a 14.60% or videos lnstagrarn Well-being survey, Feb 2018 54 CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00335076 HIGHLY CONFIDENTIAL (COMPETITOR) META304 7M DL-03 7-00068894 HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) METANMAG-003-00079648 PL TF EX-01139 0054 PUBLIC SENTIMENT THAT IG IS HARMFUL ("SENTIMENT") Cr it iCi Sm S Of I Unclear what the PQint of this slide is. RSPH's recommendations*) The features to users' well-being (and could be harmful**). Our focus sho ing features exclusively for public sentiment wins .g. outreach) that may be more effective, lower Of course, if we have a feature that's also a sentiment win that's a bonus. * https://www.rsph.org .uk/uploads/assets/uploaded/62be270a-a55f-4 719-ad668c2ec 7a7 4c2a.pdf ** https://econsultancy.com/why-is-facebook-focusing-on-time-well-spent/ 55 CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00335077 HIGHLY CONFIDENTIAL (COMPETITOR) META304 7M DL-03 7-00068895 HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) METANMAG-003-00079649 PL TF EX-01139 0055 i j: Redacted for PII f ; ; ; ; ! ·-·-·-·-·-·~---·-·-·-' Understand habitual user research, August 2018 56 CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00335078 HIGHLY CONFIDENTIAL (COMPETITOR) META304 7M DL-03 7-00068896 HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) METANMAG-003-00079650 PL TF EX-01139 0056 "It's meaningful as a way to stay in touch with my friends that I don't get to see often. And in those ways we stay in touch, it's not only by seeing each other's post and updates but also messaging each other photos and things that made us think "Those are days when I'm scrolling aimlessly. It's of each other in a certain way. Meaningful is like like my time is not purposeful. I'm not learning does this bring me something useful to my life anything, I'm not encouraged in any way, I'm not that contributes to it in a positive way. 11 necessarily being significantly entertained. So there are those days when I get annoyed with myself, because I'm not getting anything out of it, but I'm still opening the app. It's like an automatic action. My brain has been "Maybe making mea better person, helping me programmed to lnstagram." achieve certain goals. [Now] It kind of feels like purely entertainment or instant gratification. There are cases where it's useful like if I'm planning a photo shoot I can use it to research different locations and what they look like at different times of day or seasons.H Understand habitual user research, August 2018 57 CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00335079 HIGHLY CONFIDENTIAL (COMPETITOR) META304 7MDL-037-00068897 HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) METAN MAG-003-00079651 PL TF EX-01139 0057 :JOBS TO BE DONE When'"" Bu ·tl •;.;"' Help me ... So that. .. After I had a great time with I am now away from them, save our memories and so we can strengthen Share Memories allow us to interact again our relationships and my friend and family in real life, online, feel connected. I come to instagram for run into irrelevant or help me see only useful I feel my time is well Mastery & Self- things that create value in spent inspiration or things I'm objectionable content, improvement interested in real life my comments and likes help me make I feel supported and When I feel lonely and meaningful connected. are buried and fail to want to connect to connections, Connect make connections others, I need to use lnstagram make lnstagram I can feel in control and When I have tasks to Customized IG to catcl1 up with my more relevant and accomplish my tasks. accomplish in real life Experience friends, useful, (e.g., sleeping, studying), When l find fun things to don't want to do it help me invite so we can spend quality explore in real life on alone, friends to explore time together doing Offline Together these experiences meaningful activities lnstagrarn, together, instead of feeling isolated on our phones. CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-I G-AG-00335080 HIGHLY CONFIDENTIAL (COMPETITOR) META304 7M DL-03 7-00068898 HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) METANMAG-003-00079652 PL TF EX-01139_0058 HOW MIGHT WE SOLVE THESE PROBLEMS? 59 CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-I G-AG-00335081 HIGHLY CONFIDENTIAL (COMPETITOR) META304 7M DL-03 7-00068899 HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) METANMAG-003-00079653 PL TF EX-01139 0059 60 CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-I G-AG-00335082 HIGHLY CONFIDENTIAL (COMPETITOR) META304 7M DL-03 7-00068900 HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) METANMAG-003-00079654 PL TF EX-01139 0060 61 CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-I G-AG-00335083 HIGHLY CONFIDENTIAL (COMPETITOR) META304 7MDL-037-00068901 HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) METANMAG-003-00079655 PL TF EX-01139 0061 :JOBS TO BE DONE When ... Help me ... So that. .. I am driving my friends/connections are avoid using IG I can focus on safely Driving doing things on IG operating my car. Night Focus Creative CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-I G-AG-00335084 HIGHLY CONFIDENTIAL (COMPETITOR) META304 7M DL-03 7-00068902 HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) METANMAG-003-00079656 PL TF EX-01139 0062 Mute Notifications Status Night Ui Road-blocker Driving Mode Night Mode Focus Mode 63 CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-I G-AG-00335085 HIGHLY CONFIDENTIAL (COMPETITOR) META304 7M DL-03 7-00068903 HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) METAN MAG-003-0007965 7 PL TF EX-01139 0063 CREATIVE MODE Self-initiated Camera-first Redacted for PII Optional public status (Direct) 64 CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-I G-AG-00335086 HIGHLY CONFIDENTIAL (COMPETITOR) META304 7M DL-03 7-00068904 HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) METANMAG-003-00079658 PL TF EX-01139 0064 EASY ENTRY-POINT Redacted for PII 65 CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00335087 HIGHLY CONFIDENTIAL (COMPETITOR) META304 7M DL-03 7-00068905 HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) METANMAG-003-00079659 PL TF EX-01139 0065 HEALTHY TIPS Increase control Redacted for PII Awareness 66 CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-I G-AG-00335088 HIGHLY CONFIDENTIAL (COMPETITOR) META304 7M DL-03 7-00068906 HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) METANMAG-003-00079660 PL TF EX-01139 0066 TL;DR: TIME SPENT VS. TIME WELL-SPENT If we reduce time spent, we may reduce both positive and negative feelings on lnstagram. We may or may not impact general well-being, depending on what people do when they are not using lnstagram. If we increase time weU spent, we will likely increase IC well-being, and may increase general well-being. 67 CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00335089 HIGHLY CONFIDENTIAL (COMPETITOR) META304 7MDL-037-00068907 HIGHLY CONFIDENTIAL (ATTORNEY'S EYES ONLY) METAN MAG-003-00079661 PL TF EX-01139 0067