Email: Teen Ecosystem Research - FYI & Input Sought

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Exhibit 18 Message From: \_ \[/O=THEFACEBOOK/OU=EXCHANGE ADMINISTRATIVE GROUP (FYDIBOHF23$PDLT)/CN=RECIPIENTS/CN=YILICEDO\] Sent: To: CC: \_\_ \_ 6/9/2020 4:44:55 PM Subject: Re: Teen Ecosystem Research - FYI & Input Sought Got it. Seems like she has connected with multiple people on the team. Who wants to be the POC from our team - can all work together to support but | would like one POC from our team :) T°=——Sent: Cc From:— — Tuesday, June 9, 2020 2:22 AM Subject: Re: Teen Ecosystem Research - FYl & Input Sought Similarly, l long list Sam went shared to her as share well. That out and said, teen agree monthly with- and sent in that her the she early doesn't teen have research access decks to all for the US/UK/BR, research done JP, KR + FCI trackers, but can send over the very by marketing insights (as all the research we've done involves teens), so might be worth compiling to some extent. Best,From:— To:— cc:— Date: Tuesday, June 9, 2020 at 3:18 AM — Subject: Re: Teen Ecosystem Research - FYI & Input Sought i y) T"l actually connectedwith- this morning. She said she either has or plans to connect with Dan to see how to best leverage the Lab. $50 ;: -and l listed to her share out last week. From that and our conversation today, it definitely sounds like she needs help lD'ing work from our side. 0n Jun 8, 2020, at 6:12 PM,—> wrote: CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00124625 Including all three of you since- is plugged in already with- with her desk research; Ccing- and- since this was sent to sharing experience leads and technically- sits within the community uxr org. :) | believe this is sent to all pillar leads. -- do you mind stay plugged in with this effort? I am still hopeful we will hire the dedicated growth researcher soon... --Can you share with- the list Sam shared? lam so surprised how much work was done by Blue. —-Culture/socia| issues matter to teens: \[wonder if that needs to be a separate effort and that's something we should take on. Lab can provide insights in this area as well once we have the age modeling in the US (by end of H1?) mm:— Sent: Monday, June 8, 2020 1:21 PM ToSubject: Re: Teen Ecosystem Research- FYl\&lnput Sought Hi, Thanks for flagging. o We're actively working with them on phase 1 and have shared our past teen foundational studies for their desk research (we have done quite a few on teens such as US/UK/BR Early Teens research , JP/KR teens foundational) . Their phase 1 approach is a scaled down version of our early teens research with diaries and 1:15 but really love their focus of phase 3/4. o Reminder: product development's focus will continue to be teens whereas marketing will take the youth-spirited position of the brand. o We're also working with them on their user segmentation work and ensure we layer in levers that are useful for marketing o And....would definitely love to take more of a lead on this type of foundational research if resource permits. (l am not complaining...just sharing the reality Ti) o Thank you\_ for sharing this list\! I didn't know this list exists. Will share and connect them. o Great call out on culture/social issues. Will think about how to make sure it's included. CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00124626 From:— Sent: Monday, June 8, 2020 11:13 AM T°=———— —> Subject: Re: Teen Ecosystem Research - FYI & Input Sought Yes, to this --->> "Especially with the cultural / social issues in 2020, would be helpful to get a better understanding of what matters to teens." That seems like the most relevant thing for our needs out of this entire thread. I do have some Deja Vu here with the scope of their study. It reads to me as though FB/IG are starting from scratch trying to understand teens when there has been enormous work and investment gone into Teen foundational research already just a couple years ago. It would make more sense to pick up where prior research was left off and look to update or discover new insights that could be valuable for lnstagram specifically. \- you should connect- with— (or—) to share what has been done thus far from the Consumer Market Research team for Facebook. There was a very deep body of work over the course of years/months looking at many of the questions below. See ALL the research listed here: https://fb.quip.com/hDW6AtPZH6Wo Log into Facebook | Facebook Log into Facebook to start sharing and connecting with your friends, family, and people you know. \-mm:— Sent. Monday, June 8, 2020 10: 56 AM To—> Subject: Re: Teen Ecosystem Research - FYI & Input Sought CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00124627 l believe a teen trends study has been discussed, one generally and another related to well-being. Would love to see if we could compliment the UX study which seems to be very focused on products/FoA with a more holistic understanding of teen behavior. Especially with the cultural / social issues in 2020, would be helpful to get a better understanding of what matters to teens. From=—> Sent: Monday, June 8, 2020 8:43 AM T°=—>: \_\_>—>: — Subject: Re: Teen Ecosystem Research - FYI 8e Input Sought I'm not sure we have much on the PMM side related to Teens specficially in 2H. but disabuse me if I'm wrong. Agree we'll want to keep close to this Fr°m=— Sent: Sunday, June 7, 2020 7:36 PM T°=— \_——>; - —> Subject: FW: Teen Ecosystem Research \- FYI & Input Sought Hi all, heads up on this research study driven by the UX team. Will be a good one to stay close to (see research questions), and as an aside, l could see this research commissioned by marketing as well to develop and provide consumer perspective. Fr°m=— Date: Friday, May 29, 2020 at 8:40 AM To: Kristin Hendrix \<hendrix@ib.com\>,—>, —>, \_ \>\_ Tessa Lyons-Lame \>.— , \>— Cc \> Subject: Re: Teen Ecosystem Research - FYI & Input Sought CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00124628 Two areas we thought Sharing Experiences leadership may want prioritized in this understand investment include: 1\. Ephemerality \- does its value transcend generations, particularly next gen teens? 2. Trends among teens related to sharing models and audiences. Are there other big open questions about teens that this leadership group w0uld find important to Consider being incorporated into this Teen Ecosystem understanding? Friendly reminder these would be foundational questions not necessarily tied to specific product experiences; for questions/ideas related to your specific product areas as they pertain to teens, you should direct those to your primary research point of contact on SE, cc'd here for visibility. From: Kristin Hendrix\<—> Date: Wednesday, May 27, 2020 at 7:42 AM To Tessa Lyons-Laing \<tessalyons@fb.corn\> Julia \> \> \> CcSubject: Teen Ecosystem Research - FYI & input Sought Hello IG Sharing Experiences PG Leads & PM Leads, lwanted to introduce you to- a researcher who recently transferred to lG and who will be driving a strategic and foundational understand workstream on a priority IG audience -- teens. This workstream is titled Teen Ecosystem and is rooted in Community with many of our other horizontal initiatives that are intended to offer wide-reaching impact across Instagram. She has captured quite a bit of feedback from the Community PG leads and has incorporated their big open questions about teens into her multi-phased research proposal. However, through her conversations with the broader research team - including SE researchers, myself, and her manager- it became apparent that there are major opportunities to inform the product work across Sharing Experiences. You can flnd a summary of the research proposal below and we would be keen to hear about other broad foundational questions regarding this user group you may have been thinking about, especially those beyond the context of lnstagram. If you have thoughts/input, please reach out to - directly (she's cc'd here). CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00124629 Note:- work is focused on strategic and foundational understanding of teens not necessarily tied to specific product experiences; for questions/ideas related to your specific product areas as they pertain to teens, you should direct those to your primary research point of contact on SE, cc'd here for visibility. You can also join the Workplace group \- Teen Ecosystem Discussion — dedicated to this effort and follow along and share your feedback as Shayli progresses through the milestones of this project. She will be sharing the output of a rich synthesis for Phase 1: Teen Fundamentals very soon and is in the planning process of Phase 2: Understanding Teen Digital Trends. Thanks, everyone, and please see details about Shayli's proposed research below. Kristin Summary: Teen Ecosystem Research Proposal Research Objectives: Generate holistic insight beyond the confines of product or organizational lines — identify opportunities we might miss with a narrow product focus. Identify new bets while helping to existing bets. Understand the value and role of IG for teens, in relation to other apps in the family as well as the broader set of media touch points in their lives. Discover "Age Up" and IG onboarding opportunities across the adolescent development process. Keep a pulse on the rapidly changing world of teens and how needs are fulfilled through people, products, trends and experiences in different priority geographic locations (ie. U.S., India, Japan and Brazil). This includes how teens think about sharing models, develop interests and make entertainment choices. Principle Research Questions: How do teens discover and adopt trends? Who are trendsetters? What drives app usage? How do teens feel about different sharing models and audiences? Does the value of ephemerality transcend generations? What jobs do the FoAs serve for teens and when? Which teen needs are unmet by IG and the FoA and where are they turning otherwise? What are the privacy needs of teens and what drives them? What level of friction and change to an adopted experience is acceptable to teens? What does the online and offline teenage world look like holistically including at home, school, within social groups, relationships with entertainment, interests, etc. ? What are the unique characteristics of a teenage population? What developmental features distinguish segments of teens from each other and adults? Research Strategy: We will answer these questions by first understanding teens fundamentally (Phase 1), benchmarking their ecosystem and experience at the present (Phases 2-3) and developing ongoing programs to aid in foresight and innovation for this user group (Phase 4). CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00124630 o We will start our work in the US and expand to other high priority markets, e.g. India, Brazil and Japan and capture insights from age segments representative of each developmental stage of early adolescence (ages 10-12), adolescence (ages 13-17) and emerging adulthood (18-22). o We will also work collaboratively with our UXR peers, DS and Marketing to inform other strategic research initiatives such as IG Global User Segmentation and India as well as with relevant product teams to drive the impact of this research. CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00124631