Teen Fundamentals (Draft — expanded/annotated version)

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DRAFT Teen Fundamentals Shayli Jimenez, IG Growth UXR, May 2020 Hello thank you everyone for joining this research shareout on teen fundamentals. I'm Shayli Jimenez 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 CONFIDENTIAL META3047MDL-163-00045441 METANMAG-038-00045499 PLTF EX-01855_0001 but, I promise it will be fun :) CONFIDENTIAL META3047MDL-163-00045442 METANMAG-038-00045500 PLTF EX-01855_0002 Remembering what it's like... First, I want you to think back to the time when you were a teenager... CONFIDENTIAL META3047MDL-163-00045443 METANMAG-038-00045501 PLTF EX-01855_0003 It could have been in the 80s, 90s or 00s and in any case, 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. CONFIDENTIAL META3047MDL-163-00045444 METANMAG-038-00045502 PLTF EX-01855_0004 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... CONFIDENTIAL META3047MDL-163-00045445 METANMAG-038-00045503 PLTF EX-01855_0005 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. And that is what I am going to be sharing with you now. CONFIDENTIAL META3047MDL-163-00045446 METANMAG-038-00045504 PLTF EX-01855_0006 Biology Behavior Implications What is happening in the teenage mind and body? How is their behavior influenced by these factors? As a teen product, what should we do to promote healthy development and a positive relationship with our underage audience? We will dive into: The teenage mind, how it effects their behavior and what we need to do to promote a healthy relationship with our underage audience. CONFIDENTIAL META3047MDL-163-00045447 METANMAG-038-00045505 PLTF EX-01855_0007 [Section divider slide: "Biology"] CONFIDENTIAL META3047MDL-163-00045448 METANMAG-038-00045506 PLTF EX-01855_0008 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. CONFIDENTIAL META3047MDL-163-00045449 METANMAG-038-00045507 PLTF EX-01855_0009 Even more interesting is teenage brain development...as you would expect this also matures over time - but not at the same speed as the body. You will also notice the 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 CONFIDENTIAL META3047MDL-163-00045450 METANMAG-038-00045508 PLTF EX-01855_0010 from day one, the brain essential spot trains certain areas and functions at a partial capacity before it is wholly developed which in some cases doesn't happen until age 30. CONFIDENTIAL META3047MDL-163-00045451 METANMAG-038-00045509 PLTF EX-01855_0011 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. CONFIDENTIAL META3047MDL-163-00045452 METANMAG-038-00045510 PLTF EX-01855_0012 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. CONFIDENTIAL META3047MDL-163-00045453 METANMAG-038-00045511 PLTF EX-01855_0013 [Section divider slide: "Behavior"] 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? CONFIDENTIAL META3047MDL-163-00045454 METANMAG-038-00045512 PLTF EX-01855_0014 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. CONFIDENTIAL META3047MDL-163-00045455 METANMAG-038-00045513 PLTF EX-01855_0015 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. CONFIDENTIAL META3047MDL-163-00045456 METANMAG-038-00045514 PLTF EX-01855_0016 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 CONFIDENTIAL META3047MDL-163-00045457 METANMAG-038-00045515 PLTF EX-01855_0017 - especially in comparison to hyper discovery apps like Tik Tok and Youtube. CONFIDENTIAL META3047MDL-163-00045458 METANMAG-038-00045516 PLTF EX-01855_0018 [Internal comment thread - Slide 15] Shayli Jimenez, 5/26/2020: What do you mean by time sensitive? Like you get news/info later than other apps? Kenzie Snyder, 5/26/2020: We've also heard a lot how IG is feeling less time sensitive compared to other apps e.g. snap (in the US) Kenzie Snyder, 5/26/2020: Most didn't consider information from IG time-sensitive, but rather a place to see content like recipes or memes that they could look at any time — since they kept most of their notifications off - we heard that even Direct didn't feel time urgent like it did on snap (I believe Cat has found similar findings re Direct) CONFIDENTIAL META3047MDL-163-00045459 METANMAG-038-00045517 PLTF EX-01855_0019 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. CONFIDENTIAL META3047MDL-163-00045460 METANMAG-038-00045518 PLTF EX-01855_0020 Furthermore, adolescents who report having more close friendships in which they engage in deep conversations tend to show advanced moral reasoning than do teens with little social contact. What does this mean for us? CONFIDENTIAL META3047MDL-163-00045461 METANMAG-038-00045519 PLTF EX-01855_0021 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. CONFIDENTIAL META3047MDL-163-00045462 METANMAG-038-00045520 PLTF EX-01855_0022 [Internal comment thread - Slide 17] Kenzie Snyder, 5/26/2020: Love that you're thinking about this! In the Household study teens sometimes were uncertain about how to start and maintain conversations, relying on online presence cues and their friends' responsiveness. Many relied on memes from Instagram and TikTok for this purpose. They struggled to move from light socializing to conversations that were more authentic and rewarding. Diego Castaneda, 5/26/2020: Smart Defaults summary of signals as we were figuring out how to create a safe and engaging system around DMs and interactions. References a lot of Hitomi's past work. https://fb.workplace.com/notes/diego-castaneda/how-should-we-default-new-teens-into-new-interactions-settings-a-survey-of-safet/8884953515[...] CONFIDENTIAL META3047MDL-163-00045463 METANMAG-038-00045521 PLTF EX-01855_0023 You may remember these...you may have even had to serve detention for passing them. Well they have been replaced by... CONFIDENTIAL META3047MDL-163-00045464 METANMAG-038-00045522 PLTF EX-01855_0024 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. CONFIDENTIAL META3047MDL-163-00045465 METANMAG-038-00045523 PLTF EX-01855_0025 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. CONFIDENTIAL META3047MDL-163-00045466 METANMAG-038-00045524 PLTF EX-01855_0026 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 research shows teens are seeking online presence cues and looking for CONFIDENTIAL META3047MDL-163-00045467 METANMAG-038-00045525 PLTF EX-01855_0027 friends responsiveness to spark interaction but they struggle to maintain convos and take them to a place beyond light socializing. CONFIDENTIAL META3047MDL-163-00045468 METANMAG-038-00045526 PLTF EX-01855_0028 [Internal comment thread - Slide 20] Kenzie Snyder, 6/4/2020: During shelter-in place mandate: Teens sometimes were uncertain about how to start and maintain conversations, relying on online presence cues and their friends' responsiveness. **Many relied on memes from Instagram and TikTok for this purpose.*** They struggled to move from light socializing to conversations that were more authentic and rewarding. https://fb.quip.com/E5ZBA2eVqP9n CONFIDENTIAL META3047MDL-163-00045469 METANMAG-038-00045527 PLTF EX-01855_0029 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. CONFIDENTIAL META3047MDL-163-00045470 METANMAG-038-00045528 PLTF EX-01855_0030 [Internal comment thread - Slide 21] Kenzie Snyder, 5/26/2020: Interesting with explore, there was a lot of feedback from siblings/parents of what tweens have exposure to on explore and concerns with that surface. I wonder if there are opportunities for discovery within guardrails Diego Castaneda, 5/26/2020: reach out to Jamie McPike and Ben Kozary CONFIDENTIAL META3047MDL-163-00045471 METANMAG-038-00045529 PLTF EX-01855_0031 Teens highly value humor, but they are not one-dimensional and also find things like competition and music meaningful. 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 CONFIDENTIAL META3047MDL-163-00045472 METANMAG-038-00045530 PLTF EX-01855_0032 and competition. CONFIDENTIAL META3047MDL-163-00045473 METANMAG-038-00045531 PLTF EX-01855_0033 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? CONFIDENTIAL META3047MDL-163-00045474 METANMAG-038-00045532 PLTF EX-01855_0034 Searches related to interests are generally less successful on IG in comparison to competitors. Interest searches are generally less successful on IG in comparison with the competitors and... CONFIDENTIAL META3047MDL-163-00045475 METANMAG-038-00045533 PLTF EX-01855_0035 Instagram is hired much less frequently than competitors to perform searches to learn about interests. 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. CONFIDENTIAL META3047MDL-163-00045476 METANMAG-038-00045534 PLTF EX-01855_0036 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 CONFIDENTIAL META3047MDL-163-00045477 METANMAG-038-00045535 PLTF EX-01855_0037 work on? CONFIDENTIAL META3047MDL-163-00045478 METANMAG-038-00045536 PLTF EX-01855_0038 [Internal comment thread - Slide 26] Kenzie Snyder, 6/4/2020: We also know that teens felt happiest when time was spent engaging in what was considered more intentful/productive behaviors (e.g connecting with close friends, engaging with events and causes, spring cleaning (e.g graph, profile and settings updates), pursing a specific interest, or learning about a new topic. One of the recommendations coming out of this study (https://fb.quip.com/E5ZBA2eVqP9n) was: Implement the *Progress Tracker* sticker to support and encourage users to share their new hobbies and commitments, motivate creation, foster order and strengthen personal accountability to learning/growth projects during COVID. @fb.com's team was exploring this progress tracker and we incorporated, but could be good to connect CONFIDENTIAL META3047MDL-163-00045479 METANMAG-038-00045537 PLTF EX-01855_0039 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 CONFIDENTIAL META3047MDL-163-00045480 METANMAG-038-00045538 PLTF EX-01855_0040 experience -- increased sensitivity, as well as well established psychological concepts known as "personal fable" and "imaginary audience" which I will go into more detail about soon... CONFIDENTIAL META3047MDL-163-00045481 METANMAG-038-00045539 PLTF EX-01855_0041 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. CONFIDENTIAL META3047MDL-163-00045482 METANMAG-038-00045540 PLTF EX-01855_0042 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". CONFIDENTIAL META3047MDL-163-00045483 METANMAG-038-00045541 PLTF EX-01855_0043 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 CONFIDENTIAL META3047MDL-163-00045484 METANMAG-038-00045542 PLTF EX-01855_0044 such as that is expressed through memes, vloggers, etc. CONFIDENTIAL META3047MDL-163-00045485 METANMAG-038-00045543 PLTF EX-01855_0045 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. CONFIDENTIAL META3047MDL-163-00045486 METANMAG-038-00045544 PLTF EX-01855_0046 [Internal comment thread - Slide 31] Yuqian, 6/4/2020: Eden wrote a great note about the imagined audience that you might find valuable https://fb.workplace.com/notes/eden-/the-imagined-audience-how-people-think-about-their-audiences-on-social-network-s/158767631138640/ Shayli Jimenez, 6/4/2020: Thank you, I remember this one :) ! CONFIDENTIAL META3047MDL-163-00045487 METANMAG-038-00045545 PLTF EX-01855_0047 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. 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. CONFIDENTIAL META3047MDL-163-00045488 METANMAG-038-00045546 PLTF EX-01855_0048 The rules of sharing for teen casual producers (8 rules incl. "Don't share content your audience won't care about," "Don't share content that isn't 'good enough' as it's a reflection of you," etc.) It's no wonder then why there are so many public sharing barriers and rules among teenagers even on ephemeral surfaces like Stories. CONFIDENTIAL META3047MDL-163-00045489 METANMAG-038-00045547 PLTF EX-01855_0049 [Internal comment thread - Slide 33] Kenzie Snyder, 5/26/2020: + editing/ revision of profile. I had pulled this together about profile for navigational work it might be useful: https://fb.quip.com/qc43AUIEigJ9 Shayli Jimenez, 5/27/2020: https://fb.workplace.com/permalink.php?story_fbid=326200728365106&id=100029255447206 Shayli Jimenez, 5/27/2020: https://fb.workplace.com/permalink.php?story_fbid=508789026404562&id=100018204063088 Yuqian, 6/3/2020: I wonder if this is a good place to enter multiple accounts as a way to share the unfiltered identity without judgment? CONFIDENTIAL META3047MDL-163-00045490 METANMAG-038-00045548 PLTF EX-01855_0050 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. CONFIDENTIAL META3047MDL-163-00045491 METANMAG-038-00045549 PLTF EX-01855_0051 [Internal comment thread - Slide 34] Diego Castaneda, 6/3/2020: just add Aaron to the reference and consider adding primary source (this would be Shilpa's work.) CONFIDENTIAL META3047MDL-163-00045492 METANMAG-038-00045550 PLTF EX-01855_0052 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 CONFIDENTIAL META3047MDL-163-00045493 METANMAG-038-00045551 PLTF EX-01855_0053 problem we have identified internally as social comparison. CONFIDENTIAL META3047MDL-163-00045494 METANMAG-038-00045552 PLTF EX-01855_0054 Research has shown that social comparison on Fb and IG is highest among teens and young adults. CONFIDENTIAL META3047MDL-163-00045495 METANMAG-038-00045553 PLTF EX-01855_0055 [Internal comment thread - Slide 36] Kenzie Snyder, 5/26/2020: I'm summarizing some cool research we did within the HH study that I think could be relevant...When we asked participants to use projective techniques to imagine Instagram as a person, the traits that commonly came up for Instagram were: superficiality, likability, immaturity, energy, inaccessibility, perfection. https://fb.quip.com/E5ZBA2eVqP9n Shayli Jimenez, 5/26/2020: https://fb.workplace.com/groups/InstaInsights/permalink/3505340192847904/ Justin Cheng, 5/26/2020: Shruti, Moira, and I will be publishing a series of notes on social comparison on IG in the next couple of weeks! Shayli Jimenez, 5/26/2020: Social comparison research/data? Justin Cheng, 5/26/2020: (Also, an earlier note we wrote comparing social comparison on FB and IG, and how it varies by age: https://fb.workplace.com/notes/moira-burke/social-comparison-on-facebook-on-instagram-and-in-everyday-life/450931945650700/) CONFIDENTIAL META3047MDL-163-00045496 METANMAG-038-00045554 PLTF EX-01855_0056 One effort that has made some stride towards reducing social comparison for teens is 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... CONFIDENTIAL META3047MDL-163-00045497 METANMAG-038-00045555 PLTF EX-01855_0057 ...significant increases in favorability of IG. CONFIDENTIAL META3047MDL-163-00045498 METANMAG-038-00045556 PLTF EX-01855_0058 [Internal comment thread - Slide 38] Yuqian, 6/4/2020: I wonder if Daisy is worth mentioning here as a solution to this problem? Shayli Jimenez, 6/4/2020: Yes that's what these two slides are about! CONFIDENTIAL META3047MDL-163-00045499 METANMAG-038-00045557 PLTF EX-01855_0059 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. CONFIDENTIAL META3047MDL-163-00045500 METANMAG-038-00045558 PLTF EX-01855_0060 "Finstas" allow teens to show different sides of themselves and explore identity. 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 these are known as "finstas". CONFIDENTIAL META3047MDL-163-00045501 METANMAG-038-00045559 PLTF EX-01855_0061 Teens are most interested in another account to show a different side of themselves. And in fact, some U.S. teens are interested in creating a second account for that purpose. CONFIDENTIAL META3047MDL-163-00045502 METANMAG-038-00045560 PLTF EX-01855_0062 Teen "finstas" continue to grow. 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 shows that teens are interested in building boundaries and small spaces to connect, so it's important to think about the effect that interoperative family experience efforts may have on teens who CONFIDENTIAL META3047MDL-163-00045503 METANMAG-038-00045561 PLTF EX-01855_0063 may not be interested in flattening their presences. CONFIDENTIAL META3047MDL-163-00045504 METANMAG-038-00045562 PLTF EX-01855_0064 [Internal comment thread - Slide 42] Lauren, 6/5/2020: might be interesting to think about the implications for interop/ increased flattening across our apps. how might this work against us when it comes to how teens us IG? CONFIDENTIAL META3047MDL-163-00045505 METANMAG-038-00045563 PLTF EX-01855_0065 Teens need a judgement free zone and tools to: • Be themselves • Express 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? Impulse Risk Peers 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... 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 research has show 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 Slide 45 Yes! Teens more than adults were hyper aware of time spent on IG and interested in changing that behavior both for themselves and for other members of their family: https://fb.workplace.com/notes/kenzie-snyder/households-ig-experiential-needs/688558791716307/ Kenzie Snyder, 5/26/2020 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. New research 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. 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. We have even seen some latent behavior of friend groups through shared secondary accounts. Slide 48 Older siblings I think have a unique opportunity to help mitigate some of these risks - we heard a lot about going to siblings for advisement on what to post, how to respond to negative comments, who to follow, etc Kenzie Snyder, 5/26/2020 It would be interesting to size how many people have older siblings who are on IG! @fb.com Shayli Jimenez, 5/26/2020 Teen "finstas" are most often used to share less polished content with close friends. In fact, the largest multiple accounts use case for teens is to share among close friends or inner circles. These accounts over-index on production and demonstrate the power of authentic expression and genuine interactions amongst a community of peers. Slide 49 any newer data here around this? 2018 is a kind of old. Does Ebo have newer stuff? Diego Castaneda, 6/3/2020 Teens feel rewarded by the genuine interaction and support they often get through their "finsta" accounts. 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. 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 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. Some teens are spending less time with IG and more with competitors. We are not quite checking all of these boxes and some teens are turning to competitors like TikTok, Snapchat and Youtube to supplement for these needs. Youtube and Snapchat are the two most commonly selected favorite apps among US and CA teens in the sample The fact that YT and SC are the most common favorite apps of teens speaks to a couple of our 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... • 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 in this experience? • How can my product area help build bonds between users? • What positive reinforcement can be baked into this experience? Recommendations 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 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. 2. 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. 3. 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. 4. 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. I also developed a preliminary teen-specific set of JTBD that I will share out in addition to this to help further inspire making IG more teen friendly. What new questions arose from this analysis? Sources Next Steps What new questions arose from this analysis? 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 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? I will exploring how to incorporate these questions into my current proposal... 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... TLDR: Teens need access to stimulation that is productive to healthy psychosocial development. Review and synthesis of nearly 80 previous internal studies in addition to relevant literature on adolescent development and neuroscience. For the post... 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 teenagers. Exploration is currently a shallow pool on IG. We need to better facilitate deep dives into interests and conversation. 3. Teens have weak 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 on our platform. 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. Framework + Jobs Drivers | I want to... | when... | Hire Novelty | Discover and explore new interests | when I want something to talk to my friends about; when I'm learning more about myself; when I have free time or procrastinating | IG, Youtube, Google Novelty | Connect with new people | when I'm intrigued by different perspectives; when I see we share similar interests | IG, Facebook Emotion | Be myself | when communicating with close friends | Snapchat, IG Finsta/Shared Emotion | Express myself | when I want attention; when I want to relate to other people | Tik Tok, IG Finsta/Shared Reward | Feel good | when I consume content; when I consider how I spent my time; when I make content | Tik Tok Reward | Be safe | when interacting with people I don't know; when sharing content I made | Tik Tok? Novelty Jobs I want to discover and explore new interests when → I want to talk about something with my friends → I'm learning more about myself → I have free time or am procrastinating Novelty Jobs I want to connect with new people when → I'm intrigued by different perspectives → I see we have similar interests Emotion Jobs I want to be myself when → communicating with my close friends Emotion Jobs I want to express myself when → I want attention → I want to relate to other people Reward Jobs I want to feel good when → I consume content → I make content → I consider how I spent my time Reward Jobs I want to be safe when → I'm using IG → interacting with people I don't know → sharing content I made 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. 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 Slide 73 anyway, you can combine the previous slide with this one? Also I like the image for the brain in the previous slide a little more than this one.. Diego Castaneda, 6/3/2020 Teens need rapid fire discovery features to find new: • Interests • Perspectives • Experiences Teen's insatiable appetite for novelty puts them on a persistent quest to discover new means of stimulation. Teens explore interests through content, learn new perspectives through conversation and experiment with their identities. Teens need a judgement free zone and tools to: • Be themselves • Express themselves Teens experience heightened emotions and impact making them more self-important, vulnerable and sensitive. Teens need to feel good when they: • think about how they spent their time • consume content • make and share content • Interact Percentage of Interest Search Jobs each platform was hired for [chart: Google Search, Instagram, Pinterest, YouTube, Amazon, Yelp, Google Maps] The ability to go deep on a topic can be somewhat difficult on IG. 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. INGREDIENTS OF FUNNY 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. 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-spirited 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. INGREDIENTS OF FUNNY (repeat slide, select entries highlighted) 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. 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. 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. Secondary Account Main Intent, by Age (in % of survey respondents) [chart: Close Friends, Less-Polished, Business, Creative Work, Interests, Other, Group Account, by age brackets 13-17, 18-24, 25-34, 35-44] 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. [chart: What are some reasons you haven't been using Instagram lately? 13-17 years vs 18-30 years] NOTHING TO SHARE: AGE Young adults are more concerned about not having anything good enough to post. [chart: What stopped you from posting on Instagram? Please check all that apply. 13-17 years vs 18-30 years] ALTERNATIVE APPS: AGE SnapChat, TikTok, & WhatsApp are used more heavily by teens. [chart: Which social media apps do you use for this reason: "[main reason for using IG]"? teen vs non_teen] NEGATIVE EXPERIENCES: AGE Young adults are more likely to engage in social comparison. [chart: Think about the last time you felt sad, worried, or upset on Instagram. What was the MAIN REASON you felt this way? 13-17 years vs 18-30 years] 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. [pie charts: iPhone, Android] 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. [chart: Most Used App] 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. [chart: Best App for Sharing Something Personal with Others] 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. [charts: Importance of Likelihood of Finding Others with Similar Interests; Best App for Likelihood of Finding Others with Similar Interests] 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. [chart: Percentage Using App Daily for JTBD] 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 Interests: Instagram, YouTube, Snapchat, Twitter, Music or Podcast App] 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, Gaming, Music, Professional Sports, Fandom, Beauty, Hobbies, Fashion & Style; Interests Most Often Consumed: Memes or Humor, Celebrities or Influencers, Music, Fashion & Style, Pop Culture, Gaming, Professional Sports, Arts or Design] 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. 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%). 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 split in the 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. 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? Teen (blue) vs. Non-teen (purple) [bar chart categories: Following more accounts might make Feed or Stories less enjoyable to look through in the future; I might not enjoy the account's content in the future; I don't want the Following number on my profile to increase; I don't want other people to see that I follow certain accounts; I don't know where to find the "best" account related to my interest; None of the above have stopped me from following a new account; I only want to follow an account for a limited time period] [Appears to be an excerpt from an external, third-party developmental psychology textbook, not Meta-authored content] ...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 1.4. 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 Source: Adapted from Bronfenbrenner and Morris [Appears to be an excerpt from an external, third-party developmental psychology textbook, not Meta-authored content] Figure 13.10 Influences on Adolescent Pregnancy Risk Factors: Poverty, Low Parental Warmth, Poor Parental Monitoring, Poor School Achievement, Delinquency, Substance Use, Depression, Early Menarche, Family Members Who Are Adolescent Parents → Adolescent Pregnancy 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 Editable Icons Just copy and paste and change color or lines accordingly