Meta & Children's Online SafetyUnlocking new networks through school communities
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Case 4:22-md-03047-YGR Document 2758-7 Filed 02/20/26 Page 1 of 31 AMENDED Exhibit 269 PLAINTIFFS' OMNIBUS OPPOSITION TO DEFENDANTS' MOTIONS FOR SUMMARY JUDGMENT Case No.: 4:22-md-03047-YGR MDL No. 3047 In Re: Social Media Adolescent Addiction/Personal Injury Products Liability Litigation Case 4:22-md-03047-YGR YIMOND DI Document 2758-7 Filed 02/20/26 Page 2 of 31 Update November, 2023 Unlocking new networks through school communities CONFIDENTIAL META3047MDL-065-00185739 Case 4:22-md-03047-YGR Document 2758-7 Filed 02/20/26 Page 3 of 31 TL;DR Context Summary OBJECTIVE • Unlock the ability for high school and college students to discover and connect with people from school (Phase 01) and provide a safe space to be authentic and build community with schoolmates (Phase 02), to give teens a new reason to join/find more value with IG. STRATEGY • Allow high school and college students to add their school to their IG profile and find classmates in Suggested Users units, Discover People pages, and Search (Phase 01). Eventually, users can create school communities where classmates/friends can share and connect (via Stories, Direct messages, etc) (Phase 02). MEASUREMENT • [Success] Phase 01: Participation Rate, Reciprocal Follows (targeting close to other top Graph ranking features like mutual friend signals) • [Opp Size] Phase 01: +5K-20K DM Teen DAU based on adoption from self-profile to add a school, plus downstream friending benefits. • [Success] Phase 02: Teen Acquisition and Engagement (new users join to be part of the school buzz on IG - no existing benchmark) • [Opp Size] Phase 02: Larger DAU-driving community features' sizing is in progress, but those will bump up adoption for a potential to drive ~150K DM Teen DAU (benchmarked on other high-value opt-in features, like Contact Import) [link]. 5:26 今 Add your school to find friends faster Now it's easier to find people you know from school on Instagram. Only verified students can add a school. Add school = 1,134 Posts 12K 1,756 Followers Following Edit profile SCA Q Icon and content is still WIP X CONFIDENTIAL META3047MDL-065-00185740 Case 4:22-md-03047-YGR Document 2758-7 Filed 02/20/26 Page 4 of 31 TL;DR Product Summary Phase PHASE 01 Add Your School, Find Friends Blocked By Phase 1 Results PHASE 02 School Communities (Content Sharing, Chats) Eng Effort Staffing 8 weeks iOS 1 Android, 8 weeks 1 iOS, Android 2 Server 16 weeks server Timeline H124 Test Goal Help high school and college students find and connect with schoolmates already on IG Help students create a safe community that encourages authenticity and connection, where everyone at schools joins in Measurement Participation Rate Reciprocal Follows Teen Acquisition Early Friending Teen Engagement What we are building A collection flow from a profile QP (PO) and a permanent entrypoint (TBD), which stores structured, verified data about a user's school when they choose to enter it. A profile badge that shows to others at the same school. SU, Search, and Discover People labels for those in your school. Create a way to share content together (ex: collaborative or exclusive Stories), chat with classmates, and connect with new friends from school Risks PR/public perception Privacy reviews and mitigations Email verification step will lead to large drop-off Strategy to verify school emails is WIP w/ third parties ~50% of teens state their age as 18+, so many will miss out, since this will be an age-aware product Team ownership is TBD Need enough ongoing participation (adding schools, sharing) to spark a community flywheel Group Profiles deprecated, need a similar alternative communal space TBD TBD H22024+ CONFIDENTIAL META3047MDL-065-00185741 Case 4:22-md-03047-YGR Document 2758-7 Filed 02/20/26 Page 5 of 31 TL;DR Discussion ARE YOU ALIGNED WITH GROWTH INVESTING IN PHASE 01 IN H12024? • [FYI] Right now, we only want to commit to validating Phase 01 (Phase 02 is a WIP vision). • [RISK] We have PXFN feedback and mitigations we're working through, but it's still a risky climate for this. • [FYI] Budget needed for school email verification, done through a potential partnership with UNIDAYS (email verification service, which is required by PXFN). Negotiations in progress. • [FYI] Design, content, and eng have proven feasibility with several reviews and even tackled a prototype at a recent hackathon (check it out!). CONFIDENTIAL META3047MDL-065-00185742 Case 4:22-md-03047-YGR Document 2758-7 Filed 02/20/26 Page 6 of 31 Context CONFIDENTIAL META3047MDL-065-00185743 Case 4:22-md-03047-YGR Document 2758-7 Filed 02/20/26 Why should we do it Our current strategy of relying on power user teens to get less active friends on to IG may not be effective if there are full communities of teens that have not yet joined IG. Why US Teen DAU is declining while Session & Time are growing Page 7 of 31 CONFIDENTIAL META3047MDL-065-00185744 Case 4:22-md-03047-YGR Document 2758-7 Filed 02/20/26 Positioning 1:35 LTE Page 8 of 31 Our competitors are exploring school communities. FLINDERS ENGINEERING GA... For everything Flinders Engineering. Anyone is also welcome to hang out. Create My Avatar 33 Online 248 Members Snapchat has alluded to continued investment in communities and traction with high schools and colleges [link]. Join "We recently launched Communities, a product for private groups in which members can add friends and post to a shared Campus Story. We started with colleges and high schools and will be rolling it out to more communities over time. We've now onboarded 1,400 colleges in the US, and will continue expanding to more universities around the world." -VP of Product, Snapchat NYU KU Join Your High School or College View and join your school's shared Story, connect with classmates, and show your special badge on your profile. Add High School Add College + + Snapchat's communities stories shares content to your high school's graduating year Flinders University Tabletop... FUTURE is Flinders' hub for Tabletop and Roleplay Gaming-come join us for Board, Card, and Roleplay.. 31 Online 162 Members Join art squad [flinders uni] Discord server for mainly first year creative arts students! We also have game nights and a Minecraft server... 23 Online 94 Members The Hive A study space for Flinders University Business Students. 9 Online 74 Members Join Join FUMASS New Discord server for the Flinders University Mathematics and Statistics Society 4 Online 25 Members TheWhitehouse - Apex Legen... Apex Legends server, most players diamond ranked and above but accepting all skill levels :) Owner is... 7 Online 20 Members Discord allows users at a school to create chat servers around freeform topics CONFIDENTIAL META3047MDL-065-00185745 Case 4:22-md-03047-YGR Document 2758-7 Filed 02/20/26 100% 80% 60% Page 9 of 31 Why should we do it Schools are already a top attribute about themselves that teens like to display in their profile bios US Profile Bio PR Early Teen (13-15) Late Teen (16-17) Adult (18+) 16% 14% US Teen DAU with Bios: Estimated Prevalence of Bio Content Early Teen (13-15) Late Teen (16-17) 12% 10.7% 10% 7.9% 8% 40% 6% 4.9% 71% 65% 3.7% 4% 3.4% 3.7% 51% 20% 2% 0.8% 0.6% 0.6% 0.6% 0.6%0.7% 0% 0% School Sports % of DAU Other App Handles (eg. SC, TikTok) Relationship Status Birthday/Age Astrological Sign Estimated using regexp matching Samples: NMMS MC Dynamo #13 NMMS Basketball #30 NMMS Football #13 ONMMS Soccer #35 7th Grade 5'1/sc: stephen_07s Freshman/15/bowler Athlete/Single Sag/Onalaska Tx Don't cry cause it's over, smile because it happened... Gamer Youtuber Sophomore Life (EastSide) 16 Athlete Height: 167 cm youtube.com/@lazeralex119 CONFIDENTIAL META3047MDL-065-00185746 Case 4:22-md-03047-YGR Document 2758-7 Filed 02/20/26 Page 10 of 31 In 2024, we need to unlock these new school communities that will kickstart network connections in two phases Phase 01: Add Your School to Find Friends Unlock discovering and connecting with people from your school Phase 02: Community on IG Brings More Friends Provide a safe space to be authentic and build community with your schoolmates CONFIDENTIAL META3047MDL-065-00185747 Case 4:22-md-03047-YGR Document 2758-7 Filed 02/20/26 Page 11 of 31 Why should we do it In Phase 01, we expect structured school data to help improve the ability to find friends and acquaintances (especially in Search and Suggested Users), which teens are hungry for (details) Top Clicked Entities Top Features: Teen Search Model p(Good Click) Teen Model Feature Importance - Top 20 FEATURE COUNTRY TOP OBJ FRACTION OF QUERY GEDENTITY CUCKS TO FBID FEATURE IGUSER IS VIEWER PROFILE VISITS FEATURE TRV2 QUERY IDF SUM TAID ALIAS PREFIX ONLY ORIGINAL FEATURE CITY TOP OBJ FRACTION OF_QUERY_GEOENTITY_CLICKS_TO_FBID FEATURE TRV2 QUERY IDF SUM TAID ALIAS PREFIX FEATURE IGUSER IS PROFILE VISITS FEATURE IGUSER IS FOLLOWED BY SEARCHER FEATURE IGUSER TOTAL UNIQUE CONNECTIONS FEATURE DISTANCE GRAPH FEATURE COUNTRY TOP OBJ FRACTION OF QUERY GEDENTITY GOOD CLICKS T Teen search ranking is dominated by features that aren't useful for finding new friends (eg. top-clicked results & past interactions between the viewer & target) Top Features: US Teen SU Model Target is Teen User/Target Best Unconnected F&F Score # of Followers Popular Target Follows User Duration Target # of Follows Target # of Followers Target-side User/Target Mutual Normal Follows Rate User/Target # of Mutual Friends Target is Private Target Reciprocal Follow Rate Teen SU ranking is dominated by mutual friends & existing follows. We also lack location features which could be unlocked with same-school. Social Interactions FEATURE NUM SEARCHER DOC IG STORIES VIEWS_7D FEATURE TRV2 QUERY IDF SUM MOD QUERY FEATURE IGUSER TF JOF VIEWER PROFILE VISITS FEATURE REGION TOP OBJ FRACTION_OF QUERY GEDENTITY CUCKS TO FBID FEATURE CITY TOP OBJ FRACTION OF QUERY GEDENTITY_GOOD CLICKS TO FBID FEATURE TOP_OBJ_GC_OVER FBID FEATURE TRV2 QUERY IDF SUM PREFIX FEATURE IG USER_TEEN_GCTR_MEAN 7D FEATURE REGION TOP OBJ FRACTION OF QUERY GEDENTITY GOOD CLICKS TO FEATURE IG SEARCHER PLATFORM CONFIDENTIAL META3047MDL-065-00185748 Case 4:22-md-03047-YGR Document 2758-7 Filed 02/20/26 Why should we do it Page 12 of 31 Teens get an app when they hear about it from friends, but they don't think their friends on are IG. In Phase 02, we will need to invest in virality within school communities to get teens and their friends on IG together. (Open Questions for the Phase 02 Product) Q: "How many of your close friends do you think use [app]?" All Most A few None The app teens started using most recently ► n=1351 Σ Tik Tok n=1101 n=427 25% 24% 26% 29% 30% 25% 68% most - all 67% most - all 71% most - all 7% 18% 47% most - all 46% 29% (n=1836) 43% Interested never-users Not interested never-users (n = 2024) 53% LINE n=349 44% 45% X n=271 13% 6% 50% 9% 29 n=281 35% 15% 11% most - all 24% 22% 76% most - all 49% most-all 45% most-all 44% 34% 37% 52% Sample: ever-users (including those who said "not sure" if they're interested in IG) Countries: US, UK, Spain, Japan. LINE was an option for teens in Japan only. 11 CONFIDENTIAL META3047MDL-065-00185749 Case 4:22-md-03047-YGR Document 2758-7 Filed 02/20/26 Page 13 of 31 Product plan CONFIDENTIAL META3047MDL-065-00185750 Case 4:22-md-03047-YGR Document 2758-7 Filed 02/20/26 Positioning User problems: 1) teens want to sustain or make new connections with classmates 2) ...but they need assurance their connections are legitimate (i.e. others are who they claim to be) 3) teens want to connect easily with looser acquaintances at school for a sense of community Page 14 of 31 Source: See Building school communities for teens: insights from the past (July 2023) for a summary of research and Marginal Teens analysis CONFIDENTIAL META3047MDL-065-00185751 Case 4:22-md-03047-YGR Document 2758-7 Filed 02/20/26 Plans for H124+ H1 2024 H2 2024 & Beyond Page 15 of 31 1. Discover & Connect Add your school to your profile and see school badges on others' profiles School Profile Badge → Existing Users Can Add School → SU, Search, Discover People Labels 2. Build Community Expand on schools-based experiences to help build community → Exclusive School Sharing → Exclusive School Chats CONFIDENTIAL META3047MDL-065-00185752 Case 4:22-md-03047-YGR Document 2758-7 Filed 02/20/26 Page 16 of 31 Phase 01 H2 2023: Scoping Begins H1 2024: Test & Validation CONFIDENTIAL META3047MDL-065-00185753 Case 4:22-md-03047-YGR Document 2758-7 Filed 02/20/26 Page 17 of 31 Phase 01 5:26 三 Instagram Discover & connect with people from school Goal: Help students find and connect with schoolmates already on Instagram Success: Participation rate for adding schools from profile and early friending will help us exit to Phase 02 Summary: • [PO] Add school from profile • [PO] Ability to search for school • [PO] Email verification to obtain school label • [PO] Add school badge to profile (can be hidden) • [P1] See your classmates in SU, discover people, search • [Depri] Add school during onboarding Eng Cost: 8 weeks iOS, 8 weeks Android, 16 weeks server SCA Q School option would only show to users who are high school age CONFIDENTIAL META3047MDL-065-00185754 Case 4:22-md-03047-YGR Document 2758-7 Filed 02/20/26 Page 18 of 31 CONFIDENTIAL META3047MDL-065-00185755 Case 4.22-md-03047-YGR Document 2758-7 Filed 02/20/20 Page 19 of 31 CONFIDENTIAL META3047MDL-065-00185756 Case 4:22-md-03047-YGR Document 2758-7 Filed 02/20/26 Page 20 of 31 CONFIDENTIAL META3047MDL-065-00185757 Case 4:22-md-03047-YGR Document 2758-7 Filed 02/20/26 Page 21 of 31 CONFIDENTIAL META3047MDL-065-00185758 Case 4:22-md-03047-YGR Document 2758-7 Filed 02/20/26 Page 22 of 31 CONFIDENTIAL META3047MDL-065-00185759 Case 4:22-md-03047-YGR Document 2758-7 Filed 02/20/26 Page 23 of 31 CONFIDENTIAL META3047MDL-065-00185760 Case 4:22-md-03047-YGR Document 2758-7 Filed 02/20/26 Page 24 of 31 CONFIDENTIAL META3047MDL-065-00185761 Case 4:22-md-03047-YGR Document 2758-7 Filed 02/20/26 Page 25 of 31 CONFIDENTIAL META3047MDL-065-00185762 Case 4:22.md 03047 VCD Document 2758.7 Filed 02/20/26 Page 26 of 31 CONFIDENTIAL META3047MDL-065-00185763 Case 4:22-md-03047-YGR Document 2758-7 Filed 02/20/26 Page 27 of 31 CONFIDENTIAL META3047MDL-065-00185764 Case 4:22-md-03047-YGR Document 2758-7 Filed 02/20/26 Page 28 of 31 CONFIDENTIAL META3047MDL-065-00185765 Case 4:22-md-03047-YGR Document 2758-7 Filed 02/20/26 Page 29 of 31 CONFIDENTIAL META3047MDL-065-00185766 Case 4:22-md-03047.YGR Document 2758.7 Filed 02/20/26 Page 30 of 31 CONFIDENTIAL META3047MDL-065-00185767 Case 4:22-md-03047-YGR Document 2758-7 Filed 02/20/26 Page 31 of 31 CONFIDENTIAL META3047MDL-065-00185768