Meta & Children's Online SafetyExplore Team Meeting
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Case 4:22-md-03047-YGR Document 2756-9 Filed 02/20/26 Page 1 of 26 AMENDED Exhibit 28 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 METATNAG-009-00278285 Case 4:22-md-03047-YGR Document 2756-9 Filed 02/20/26 回 EXPLORE TEAM MEETING 6/28/2017 HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL - ATTORNEYS' EYES ONLY Page 2 of 26 Meta-Andrews-3 11/19/2024 Jenny L. Griffin, CSR META3047MDL-031-00266889 METATNAG-009-00278285 Case 4:22-md-03047-YGR Document 2756-9 Filed 02/20/26 Page 3 of 26 METATNAG-009-00278286 HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL - ATTORNEYS' EYES ONLY ΜΕΤΑ3047MDL-031-00266890 METATNAG-009-00278286 Case 4:22-md-03047-YGR Document 2756-9 Filed 02/20/26 Page 4 of 26 METATNAG-009-00278288 HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL - ATTORNEYS' EYES ONLY META3047MDL-031-00266892 METATNAG-009-00278288 Case 4:22-md-03047-YGR Document 2756-9 Filed 02/20/26 Page 5 of 26 METATNAG-009-00278289 HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL - ATTORNEYS' EYES ONLY META3047MDL-031-00266893 METATNAG-009-00278289 Case 4:22-md-03047-YGR Document 2756-9 Filed 02/20/26 Page 6 of 26 METATNAG-009-00278290 HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL - ATTORNEYS' EYES ONLY ΜΕΤΑ3047MDL-031-00266894 METATNAG-009-00278290 Case 4:22-md-03047-YGR Document 2756-9 Filed 02/20/26 Page 7 of 26 METATNAG-009-00278291 HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL - ATTORNEYS' EYES ONLY META3047MDL-031-00266895 METATNAG-009-00278291 Case 4:22-md-03047-YGR Document 2756-9 Filed 02/20/26 Page 8 of 26 METATNAG-009-00278292 HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL - ATTORNEYS' EYES ONLY META3047MDL-031-00266896 METATNAG-009-00278292 Case 4:22-md-03047-YGR Document 2756-9 Filed 02/20/26 Page 9 of 26 METATNAG-009-00278293 HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL - ATTORNEYS' EYES ONLY ΜΕΤΑ3047MDL-031-00266897 METATNAG-009-00278293 Case 4:22-md-03047-YGR Document 2756-9 Filed 02/20/26 Page 10 of 26 METATNAG-009-00278294 HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL - ATTORNEYS' EYES ONLY ΜΕΤΑ3047MDL-031-00266898 METATNAG-009-00278294 Case 4:22-md-03047-YGR Document 2756-9 Filed 02/20/26 Page 11 of 26 METATNAG-009-00278295 HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL - ATTORNEYS' EYES ONLY META3047MDL-031-00266899 METATNAG-009-00278295 Case 4:22-md-03047-YGR Document 2756-9 Filed 02/20/26 Page 12 of 26 METATNAG-009-00278296 HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL - ATTORNEYS' EYES ONLY META3047MDL-031-00266900 METATNAG-009-00278296 Case 4:22-md-03047-YGR Document 2756-9 Filed 02/20/26 Page 13 of 26 METATNAG-009-00278297 HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL - ATTORNEYS' EYES ONLY META3047MDL-031-00266901 METATNAG-009-00278297 Case 4:22-md-03047-YGR Document 2756-9 Filed 02/20/26 Page 14 of 26 METATNAG-009-00278298 H2 STRATEGY HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL - ATTORNEYS' EYES ONLY META3047MDL-031-00266902 METATNAG-009-00278298 METATNAG-009-00278299 Case 4:22-md-03047-YGR Document 2756-9 Filed 02/20/26 Page 15 of 26 EXPLORE MISSION Our mission is to strengthen relationships to and through interests. We do this by giving people instant access to engaging content about their existing interests, while helping them discover new interests through friends and what's HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL - ATTORNEYS' EYES ONLY 15 META3047MDL-031-00266903 METATNAG-009-00278299 METATNAG-009-00278300 Case 4:22-md-03047-YGR Document 2756-9 Filed 02/20/26 Page 16 of 26 HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL - ATTORNEYS' EYES ONLY H2 GOAL 5 min PER INSTAGRAM DAP (FROM 4.4 MIN) 16 META3047MDL-031-00266904 METATNAG-009-00278300 METATNAG-009-00278301 Case 4:22-md-03047-YGR Document 2756-9 Filed 02/20/26 Page 17 of 26 H2 SECONDARY MEASURES & GOALS 41% PR -10% OF INSTAGRAM DAPS SFPLT/DAP RE EXPLORE DAPS (FROM 39%A HOLD-OUT) HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL - ATTORNEYS' EYES ONLY 17 META3047MDL-031-00266905 METATNAG-009-00278301 METATNAG-009-00278302 Case 4:22-md-03047-YGR Document 2756-9 Filed 02/20/26 Page 18 of 26 H2 THEMES 1. Place a big bet on video, re-inventing Explore (30%) 2. Make post recommendations awesome, especially for new users (30%) 3. Introduce post-chaining, letting people dive deep (25%) 4. Help people keep up with "what's happening" through multi- author stories (15%) HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL - ATTORNEYS' EYES ONLY 18 ΜΕΤΑ3047MDL-031-00266906 METATNAG-009-00278302 METATNAG-009-00278303 Case 4:22-md-03047-YGR Document 2756-9 Filed 02/20/26 Page 19 of 26 FEEDBACK & ASKS FROM ENGAGEMENT Riventing Be boia: Don't be incremental. Success is re-inventing ourselves, specifically through video. Invest in US Teens: US Teen DAP is the most important goal for IG this half. Explore is uniquely positioned to help, through video products and sourcing / ranking. Don't feel pressured to build for everyone: On that note, we are too big to build products that work for everyone, everywhere. We won't advance if we try to, so we must build for a cohort (teens) and define alternative "fallbacks" for others. Fix the new user experience: Leverage Explore as a 19 HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL - ATTORNEYS' EYES ONLY META3047MDL-031-00266907 METATNAG-009-00278303 METATNAG-009-00278304 Case 4:22-md-03047-YGR Document 2756-9 Filed 02/20/26 Page 20 of 26 回 H2 ROADMAP & "NORTHSTAR" DESIGN HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL - ATTORNEYS' EYES ONLY META3047MDL-031-00266908 METATNAG-009-00278304 METATNAG-009-00278305 Case 4:22-md-03047-YGR Document 2756-9 Filed 02/20/26 Page 21 of 26 1. PLACE A BIG BET ON VIDE PROBLEM TO SOLVE "It's hard to find interesting videos on Instagram when I'm in the mood to watch them; I have to hunt SOLUTIONS Mini video home New viewer Make VYML awesome More channels & ranking Auto play in grid Push notifications at night Performance Internal team challenge! Be 50% of IG Video TS by end of H2. Q Search For You 9:41 PM Video Top Live New York #justinbieber #finalrose Barce SCA HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL - ATTORNEYS' EYES ONLY Q 0 21 ΜΕΤΑ3047MDL-031-00266909 METATNAG-009-00278305 METATNAG-009-00278306 Case 4:22-md-03047-YGR Document 2756-9 Filed 02/20/26 2. MAKE POSTS RELIABLY REFLECT EACH USER'S EXISTING, DIVERSE PROBLEMS TO SOLVE • "Explore takes a long time to learn all my interests." "Bad balance of short and long term interests." • "Can't say what I want to see." • "I don't 'like' Posts." SOLUTIONS NUX (follows, topic selector) Encourage feedback (posts in feed, tune up, social context) Sourcing & ranking for interests, new users, teens, video AT&T 10:00 88% Q Search = Page 22 of 26 Election LA Story VINT Drake rorymcitray NYC S SCA ♡ Q 22 HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL - ATTORNEYS' EYES ONLY META3047MDL-031-00266910 METATNAG-009-00278306 METATNAG-009-00278307 Case 4:22-md-03047-YGR Document 2756-9 Filed 02/20/26 3. INTRODUCE POST- PROBLEMS TO SOLVE FB Q Search 4:56 PM $77% For You Video Page 23 of 26 LIVE "I have to hunt and peck to find the topic I'm in the mood for." Top Live New York #justinbieber #finalrose Barce "It shows too much from one topic." SOLUTIONS Post chaining, including video only chains New nav ISFY HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL - ATTORNEYS' EYES ONLY SCA Q + 이 23 ΜΕΤΑ3047MDL-031-00266911 METATNAG-009-00278307 METATNAG-009-00278308 Case 4:22-md-03047-YGR Document 2756-9 Filed 02/20/26 4. HELP PEOPLE KEEP UP PROBLEMS TO SOLVE "It's hard for me to see what's happening on IG; I SOLUTIONS Trending MAS Personalized (Friends' location) Cross-ranking & media ranking Support Stories Home Push notifications Performance HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL - ATTORNEYS' EYES ONLY Q Search For You 9:41 PM Video Page 24 of 26 Top Live New York Rjustinbieber #finalrose Barce SCA 24 META3047MDL-031-00266912 METATNAG-009-00278308 Case 4:22-md-03047-YGR Document 2756-9 Filed 02/20/26 Page 25 of 26 METATNAG-009-00278309 AND IF YOU REMEMBER NOTHING ELSE FROM HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL - ATTORNEYS' EYES ONLY META3047MDL-031-00266913 METATNAG-009-00278309 METATNAG-009-00278310 Case 4:22-md-03047-YGR Document 2756-9 Filed 02/20/26 Page 26 of 26 3 THINGS TO REMEMBER FOR H2 Video: Let's re-invent Explore as the home for video on IG New Users: Let's finally fix their experience once and for all Teens: Let's always build and prioritize with them in mind HIGHLY CONFIDENTIAL (COMPETITOR) HIGHLY CONFIDENTIAL - ATTORNEYS' EYES ONLY 20 META3047MDL-031-00266914 METATNAG-009-00278310