Youth & Well-Being Narrative Research: Instagram Marketing Insights

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META3047MDL-019-00067802-META3047MDL-019-00067802 PLTF EX-03993_0001 Document Provided in Native Format HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-019-00067802 PLTF EX-03993_0002 Youth & Well-Being Narrative Research Instagram Marketing Insights June 8, 2022 FOR INTERNAL USE ONLY; DO NOT DISTRIBUTE PLTF EX-03993_0003 Marketing Insights & Analytics Background, Context & Objectives > LDR . Audience Starting Points . Summary of Strategic Insights . Audience Nuances . Message Breakdown . Proofpoint Breakdown PLTF EX-03993_0004 Marketing Insights & Analytics Background and Objectives '@:t Background Well-being is a top priority for Instagram. We are also on a journey to reclaim and strengthen Instagram's relevance with teens. Following a difficult year of leaks and press focus on teen mental health, we know how important it is to build trust with our audiences. We understand the problem spaces that exist but are missing a consistent, emotionally-resonant narrative for Instagram's youth & well-being efforts. Meanwhile, "IG is the place where your creativity pushes culture forward" has been identified as our brand positioning. Our goal Instagram's goal is to ensure that its well-being narrative ladders up to the Meta CSN while reflecting the values, perspectives, and challenges that are unique to IG. The narrative should speak to common questions and concerns and articulate a positive story that can be flexed to Teens, Parents, and the News-informed. How we get there We crafted messages rooted in the primary points to land and tested these messages with core audiences in the US & UK. The narrative will be used to inform all Youth + Well-Being consumer outreach in 2022 and beyond (e.g. campaigns, marketing in-product, blogs, etc.) C) PLTF EX-03993_0005 Marketing Insights & Analytics Background and Objectives What this research IS This research builds upon a large body of research about the value Instagram delivers and the topics of well- being. This research is designed to build a messaging strategy on top of those learnings to progress our corporate and IG marketing and comms goals and NOT to replace or add to that canonical body of research. What this research is NOT (x) This research is qualitative in nature so it may not be representative of the broader IG population. Due to prioritization, the research was only conducted in the US & UK. Therefore, the insights may not take into consideration country and cultural differences that may exist across other markets. When we reference "Teens", "Parents" and "News-Informed" throughout this report, we are referencing to only the people that we talked to during this research. PLTF EX-03993_0006 Background and Objectives Qualitative research sample in the US and UK Teens Ages 13-17 Regular users of IG and other social media (n=26) Parents Have children ages 13- 17 who use IG Aware of IG. Mix of frequency of usage (n=41) News-Informed Consume multiple mainstream/tech news sources at least weekly Knowledgeable about topics relevant to teens online (n=21) Marketing Insights & Analytics Notes: e Field dates: May 16 -June 7, 2022 e = Total of 88 participants e Countries: US (NY, AZ), UK (national) e Branded research e US groups conducted in person, UK groups conducted virtually e Each group spanned 2 hours e = Narrative optimization between NY and AZ groups e = Full list of recruiting criteria here PLTF EX-03993_0007 Marketing Insights & Analytics Background and Objectives ie research seeks to inform three outcomes: Instagram's Well-Being Narrative Instagram's outbound campaign for Teens (US) Instagram's goal is to ensure that its well-being narrative aligns with the Meta CSN while reflecting the values, perspectives, and challenges that are unique to IG. Equally important is to tie our well-being goals and narrative to our core brand north star of Your Creativity Pushes Culture Forward. The narrative aims to speak to common questions and concerns and articulates a positive story that can be flexed to Teens, Parents, and News-informed. The narrative will be used to inform all Youth + Well-Being consumer outreach in 2022 and beyond. We are on a journey to reclaim and strengthen Instagram's relevance with teens. Following a difficult year of leaks and press focus on teen mental health, we know how important it is to build trust with our audiences. 2022 marks an opportunity to re- establish Instagram in the Well-Being space. We want to land our new, validated overarching narrative for Instagram. | Meta's CSN articulation work Instagram is to lead the charge on the well-being conversation for the company. Findings from this research seeks to help upstream by informing how Meta can best articulate the well-being CSN. We plan to work in lockstep with CSN Leads from DSS and MI teams across the FOA to deliver a consistent and unified message while reflecting the uniqueness of each app. PLTF EX-03993_0008 Marketing Insights & Analytics Background and Objectives A closer look at the North Star & Core Supporting Narratives The North Star Narrative is designed to capture the company's vision for the future that we are running towards. It is intended to ground everyone in the same vision and motivate teams through a shared sense of purpose around the future we are building for people. To help ensure that the North Star Narrative is credible and received positively from Meta, a series of Core Supporting Narratives have been developed. The narratives will help us answer important questions: What is our story? How do we tell it successfully? How do we distribute our message? How do we evaluate and measure outcomes? GTM by Audience WP WN = PLTF EX-03993_0009 Background and Objectives North Star Narrative The North Star Narrative is designed to capture the company's vision for the future in one paragraph. It is firmly rooted in innovation, capturing the future we are running towards. As we communicate our North Star more widely, we believe it will be critical to frame this future around the benefits and opportunities it unlocks for people, drawing on our company's unique expertise for building technology around people and their relationships. Insights is working to understand the best way to market this promise from Meta. Marketing In Grounded in the future promise of the technology. When Fe ook laun 1, it changed tl have new friends and re moving beyond 2D that ena worlds to create ne by everyone, for e\ important than the represent your: have a stake in, where ind. build, own, invest, 5, creators, and busi lence more than PLTF EX-03993_0010 Background and Objectives Core Supporting Narratives To ensure that the North Star Narrative is credible and received positively from Meta, the company has developed a short but comprehensive list of 8 Core Supporting Narratives that align to three categories. These Arguments will help shape our comms, marketing, policies and product roadmaps for years to come and will not necessarily be winnable in the short term. They will however immediately ensure a new level of consistency so that we can make progress on what matters most to our key audiences. Marketing Insights & Analytics Category Core Supporting Narratives in order of priority os iain PLTF EX-03993_0011 Marketing Insights & Analytics Background and Objectives Instagram is positioned to help lead the way on CSN #7 Well-being is arguably the most acute with Instagram's core audience of teens. Instagram has a deep understanding of the problem space but seeks to unlock how it communicates the well-being CSN. CORE IDEA TO CONVEY We know connecting people is core to well-being PRIMARY POINTS TO LAND Value: Relationships are not trivial. They are core to what make us human. We design and build our products to reflect that truth. Balance: Humanity is messy. While the outcomes of bringing people together will never be 100% positive, our products are a net benefit to people's well- being. Leadership: No company can be perfect, but we lead the industry in how we research and manage the impact of our products on well-being. AUDIENCES (SPECIFIC TO IG) Parents News-Informed PLTF EX-03993_0012 Marketing Insights & Analytics Background and Objectives Meanwhile, Instagram's Brand Strategy has been defined TODAY We Are Refining/Revisiting In Development Launched May 2022 BRAND STRATEGY BRAND ARCHITECTURE BRAND IDENTITY Define core brand strategy and positioning: what we believe, who we build for, and our role in the world. Define the role of sub-brands & branded offerings while aligning product and brand strategy. Define the brand expression, voice and narrative tools to bring our positioning to life. Result: Drive clarity, alignment and inspiration. Result: Make clear Instagram's role in the Facebook family of apps. Result: Activate Instagram''s vision with a singular belief and visual recognition. PLTF EX-03993_0013 PLTF EX-03993_0014 Background and Objectives Marketing Insights & Analytics Culture is a journey for teens & creators DISCOVERY (SEE) oe CONNECTION (SHAPE) Culture provides us things that entertain, inform and inspire — new music, style trends, interest-based innovation and excellence, surprising and entertaining interest niches. Culture is the shared context that enables connection and deeper relationships — around major cultural touchstones (news, sports, pop culture), or shared niche interests (anime, lizards, watches). This enables and amplifies the ability to remix ideas together into something new. EXPRESSION (SHARE) Culture provides the spark of self-expression—a catalyst for broadcasting your mood, personality, interests—which in turn actively contributes to and shapes culture PLTF EX-03993_0015 AUDIENCE INSIGHT Teens are looking for. creative ways to express their unique POV with like-minded peers, contributing to their collective culture in a meaningful way Supporting Sources: IG Insights | IG Community Lab PLTF EX-03993_0016 BRAND POSITIONING (unpacked) Instagram is the place where your creativity pushes culture forward Creative Instagramis a expression destination (in all forms) where 'opens our eyes users/creators to spark new come to thriive ideas Contributing to We give agency, creative culture ownership & is at the heart of freedom to our everything we users/creators do PLTF EX-03993_0017 Background and Objectives Marketing Insights & Analytics We tested messages that bring together CSN #7 & IG's brand positioning CORE IDEA TO CONVEY (META CSN) Value: Relationships are not trivial. They are core to what make us human. We design and build products to reflect that truth. We believe connecting people is core to well-being PRIMARY POINTS TO LAND Balanced: Humanity is messy. While the outcomes of bringing people together will never be 100% positive, our products are a net benefit to people's well-being. Leadershi industry in how we research and manage the impact of our products on well-being. jp: No company can be perfect, but we lead the Tested Messages: © Creativity Instagram makes it easier to express yourself in creative ways, while creating a welcoming environment that encourages this kind of creativity. . Exploration Instagram is a place to explore interests. We have features and tools to help you see what you want to see and avoid content that brings you down. * Connection Instagram enables connections which are core to people's well-being. We work to make sure these interactions remain positive. * Emerging Culture Instagram brings together a diverse community of people and provides them with a platform to create culture and push it forward. * Control: Your Instagram should be a place you like. We provide you with tools and resources to help you shape a positive experience on the platform. Tested Messages: * We believe IG has a net positive balance ¢ We know IG has a net positive balance Tested Messages: We lead in research We set the standard for well-being efforts Note: e Leadership messages were not tested with Teens ¢ Link to view full messages PLTF EX-03993_0018 Marketing Insights & Analytics Background, Context & Objectives - TL;DR . Audience Starting Points . Summary of Strategic Insights . Audience Nuances Message Breakdown Proofpoint Breakdown PLTF EX-03993_0019 Marketing Insights & Analytics TLDR Core Messaging Insights Point to Land Key Insights Connection from Instagram is less salient and teen behaviors have shifted towards entertainment Culture is a resonant concept, but as a word it's abstract and easy to misinterpret Exploration is by far the easiest well-being benefit to land across all audiences Creativity is a more powerful benefit parents believe their teens do get from the platform Teens, however, fear judgement and the pressure to be perfect limits their ability to post / be creative VALUE e = All audiences are still willing to agree the platform is "overall positive" for teens - Adults believe teens develop real-world skills, explore interests, and even build businesses - Teens follow friends, find interests, and dive deeper into hobbies e Importantly, we still can't say that the good "outweighs" the bad, or we sound dismissive BALANCE e Parents and News-Informed audiences recognize social media will be a big part of teens' lives-and are open to the idea that Instagram could step up to take that responsibility seriously e Adults feel like the language of "leading the industry" doesn't go far enough LEADERSHIP e — Instagram's own internal research isn't considered trustworthy, but partnering with external academics, teens, and parents is a good way to show leadership Adults point out that "teens" is a broad bucket, and issues each individual faces will vary Parents insist they and their relationship with their child are an essential part of any solution PLTF EX-03993_0020 Marketing Insights & Analytics TL;DR Narrative Recommendations Narrative Recommendations Our wellbeing story should start with EXPLORATION, as it's the most credible benefit today Then we can build to CREATIVITY, since it's powerful but more aspirational Creativity most closely aligns with our brand strategy of "your creativity pushes culture forward" The biggest enemy of this strategy is the PRESSURE TO PERFECT which keeps teens from posting Raising teens' confidence or comfort is hard; lowering the bar for "creativity" is more achievable Together these ingredients can more authentically ladder up to how Instagram enables CONNECTION through shared creative exploration, and ultimately drives CULTURE forward VALUE e Wecan credibly message that Instagram is "OVERALL POSITIVE" for teens, especially if we cite BALANCE real-world benefits like skills, hobbies, and interests e Weneed to maintain a humble tone that doesn't imply the good "outweighs" the bad Our leadership message should start from the premise that the internet is here to stay Speak to "SETTING THE STANDARD" and "RAISING THE BAR" for teen well-being online Use the language of "AGE-APPROPRIATE EXPERIENCES" to acknowledge "teens" is a spectrum We best support parents when we provide controls for them and their teens that enable conversation, help teens develop good online habits, and build TRUST between them LEADERSHIP PLTF EX-03993_0021 Marketing Insights & Analytics TLDR Optimized Wellbeing Narrative (Teens) WE AIM TO... BY SAYING. Lead with exploration, build to On Instagram, you can explore your interests and be creative. creativity. >> Offer examples to make both Whether it's food, music, fashion, sports, or something else, you can spark new interests and creativity tangible. interests, dive deeper into the things you care about, and share ideas, art, videos, jokes, and inspiration with whoever you choose be it close friends, your broader network, or the world. Land EXPLORATION by showing We want you to be able to explore. As a platform, we give you the tools to make sure the controls we offer for safe you're finding the kind of content you want to see. By liking, blocking, muting, exploration. unfollowing, and choosing your audience, you can shape the experience you have on Instagram to see more of the content you want-and less of what you don't. Land CREATIVITY by showing We want you to be able to feel comfortable sharing on the platform, too. We're always the tools we offer to make working to build ways to express yourself creatively without the pressure of making creativity easier. the perfect post, such as Reels, Stories, "Add Yours," and Stickers. Ladder up creativity and Together, these tools are designed allow you to explore, share, and connect with expression to deliver others around the things that matter to you. CONNECTION in a way that's authentic to IG. PLTF EX-03993_0022 TL;DR Marketing Insights & Analytics Optimized Youth Wellbeing Narrative (Parents & News-Informed) WE AIMT' BY SAYING 1) Lead with exploration, build to creativity. >> Offer examples to make exploration and creativity tangible. 3 Establish NET BENEFIT while acknowledging concerns. SET THE STANDARD and RAISE THE BAR by external research and by designing features rs ) >> Offer examples of features to support. Close with exploration and creativity. On Instagram, teens can explore their interests and express themselves creatively. Whether it's cooking, music, fashion, sports, or something else, they can spark new interests, dive deeper into the things they already care about, and then share ideas, art, videos, jokes, and inspiration with people who care about those things, too. Parents and teens alike tell us that, overall, Instagram has a positive impact on the lives of teens. At the same time, we know not everything that happens online is good. As teens grow up with the internet, we're committed to being the social media company that sets the standard for how to protect them online and support their parents. We're working closely with behavioral and development experts, parents, and teens to design features that raise the bar for age-appropriate experiences online. For example, today we offer tools for parents, like our Family Center, which lets parents see who their teens follow and are followed by, view their time spent on the app, and set limits. We also offer tools for teens, like Private Accounts, Block, Mute, and Unfollow, to control what they see and who can see them. These tools—and the conversations they enable-allow parents and their children to build trust over time as teens practice and develop good online habits. With the right support from us and guidance from the adults in their lives, Instagram can be a powerful tool to help teens explore and share with others. PLTF EX-03993_0023 Marketing Insights & Analytics Background, Context & Objectives . TLIDR . Audience Starting Points . Summary of Strategic Insights . Audience Nuances . Message Breakdown . Proofpoint Breakdown PLTF EX-03993_0024 Marketing Insights & Analytics Audience Starting Points Teens Teen respondents tell us that social media can be both a positive and negative force in their lives. 1. Most teens that we've talked to over the years have said that they perceive Instagram as having a net positive impact on their lives 2. At the same time, teen respondents are cognizant of the potential for negative experiences on social media and categorize these experiences as stemming from external and internal factors. 3. They tell us that external pressures (e.g., bullying or harassment) are more tangible and easier to address via self-remediation tools (block, mute, unfollow, restrict). 4 On the other hand, teens say internal pressures (e.g., pressure to be perfect) is much more difficult to address with tools and leads to highly pressurized, low-frequency posting. 5. The pressure to be perfect is an ubiquitous issue that teens face. Previous research indicates that nearly three-in-five teen respondents say they've experienced social comparison, and 27% say Instagram makes their experience of social comparison worse (cit). 6. Instagram should play a role as 71% of teens say it's important for IG to support people who experience social comparison. (cit). Sources: Youth & Well-Being Narrative (June 2022); Well-Being Narrative Research (Oct 2021); Social Comparison on Instagram (Oct 2020); Teen Mental Health Deep Dive (Oct 2019); Expression and i. Authenticity (Aug 2019); Talking about safety on Instagram (May 2018); Teen Well-Being Foundational I deem worthy. research (Dec 2018) PLTF EX-03993_0025 Audience Starting Points Parents 1s Parents and caregivers tell us that social media has benefits for their teens but also some reasons for concern. ° Benefits: entertainment and exploring their interests; self- expression and creativity; connection ° Drawbacks: Stranger danger, inappropriate content, bullying, time spent, social comparison are top concerns. 2. Caregivers want to be a part of the solution, a large part of which they say comes down to building trust with their teen over time. 3. However, caregivers tell us they don't always feel equipped to help teens form healthy relationships with tech or to have conversations with their teens about online safety. 4. Caregivers' self-reported awareness of most Instagram safety tools is low, but tools that align with their top concerns (and enable conversations between caregiver and teen and support, development of good online habits) are most compelling & Caregivers feel the window to influence and protect against biggest drawbacks is narrow and diminishes as teens age. "Teen" is a spectrum, so we're better served by focusing on "age- appropriate." h (Oct 2021); Social 1019); Well-being Parents ng Narrative ty on Instagram Sources: Youth & Well-Being Narrative (June 20: Comparison on Instagram (Oct 2020); Talking about Foundational Research (Mar PLTF EX-03993_0026 Audience Starting Points News-Informed News-informed respondents are swayed by the latest news story, not necessarily the most negative. Concern for teen well-being abound, but only when prompted. 1. The latest story dominates. & Specific Instagram stories aren't stuck in News-Informed minds. 3. But teen wellbeing concerns abound when prompted. ° Violence - bullying ° Mental health and self image - suicide and self harm, anxiety, depression, body image ° Addiction - time spent on app ° Dangerous challenges and trends 4. "Safe" continues to be a distant goal they aren't sure we can achieve. & Seeing Instagram "set the standard" resonates for this audience. Source: Youth & Well-Being Narrative (June 2022) PLTF EX-03993_0027 Marketing Insights & Analytics Background, Context & Objectives » WEIDER . Audience Starting Points . Summary of Strategic Insights . Audience Nuances . Message Breakdown Proofpoint Breakdown PLTF EX-03993_0028 Summary of Strategic Insights The CSN Points of BALANCE and LEADERSHIP resonate from Instagram today CSN #7 CORE IDEA TO CONVEY 2. Balanced: Humanity is messy. While the outcomes of bringing people together will never be 100% positive, our products are a net benefit to people's well-being. 3. Leadership: No company can be perfect, but we lead the industry in how we research and manage the impact of our products on well-being. Marketing Insights & Analytics Almost all participants across audiences agreed Instagram's overall impact on teens is positive, even if they see issues on the platform today. With the right language, Parents and News- informed welcome the idea that Instagram is setting the standard or raising the bar on teen well-being. PLTF EX-03993_0029 Summary of Strategic Insights Marketing Insights & Analytics BALANCE: IG's real-world benefits give us permission to say we're an "overall positive," as long as we don't dismiss the downsides What our audience believes. As long as we DON'T sa' TEENS: IG lacks a unique value proposition, but is still a fun way to explore things that you care about "It makes me happy when | see something that relates to one of my hobbies, like football, or something | like to do a Jot." (Teen | AZ) PARENTS & NEWS-INFORMED: IG has risks, but teens are developing real skills, interests, relationships, and even businesses that benefit them off-platform. "'d rather them have it than not. They are learning, meeting other people. You have to trust, which is scary, but it's a net positive." (Parent | NY) Overall, Instagram has a positive impact on the lives of teens. The good Instagram does outweighs the harm. Feels dismissive." (Teen | AZ) PLTF EX-03993_0030 Marketing Insights & Analytics Summary of Strategic Insights LEADERSHIP: Parents & News-Informed welcome the idea that we're "raising the bar" or "setting the standard" for teen well-being What our audience bel As long as we PARENTS & NEWS-INFORMED: a) The internet and social media is going to be a big, As teens grow up with the internet, in able part of their te: lives we're committed to being the social escaP ig ens! media company that sets the "It's only going to get more complicated. Maybe different standard for how to protect them platforms and different challenges" (News-Informed | UK) online and support their parents. H Working closely with behavioral a) Acompany like Instagram can step up to take that and development experts, responsibility seriously by working with external voices parents, and teens to design features that raise the bar for age-appropriate experiences IG conducts its own research. "Raising the standard to protect teens feels powerful, and supporting parents, that's also good" (Parent | AZ) online. a) Parents, arean essential part of any solution that protects Our tools-and the conversations _ NORTE SERRE their children online they enable-allow parents and their research they conduct." ai children to build trust over time as "Parents first, Instagram second. They're providing tools and teens practice and develop good (News-Informed | NY) guidance to help parents. It's a good partnership rather than online habits. anything else." (News-informed | AZ) Note: we did not test "leadership" stimuli with teens in this research. PLTF EX-03993_0031 Marketing Insights & Analytics Summary of Strategic Insights VALUE: as a pillar is more difficult to land. Teens face barriers that prevent them from fully participating in the cultural flywheel of See, Shape, Share CSN #7 CORE IDEA TO CONVEY We believe connecting people is core to well-being 1. Value: Relationships are not trivial. They are core to what make us human. We design and build products to reflect that truth. EXPRESSION (SHARE) PLTF EX-03993_0032 Summary of Strategic Insights Marketing Insights & Analytics VALUE: 'Connection' doesn't quite capture the well-being benefits audiences see on Instagram Because TEENS believe... CONNECTION (SHAPE) DISCOVERY (SEE) CULTURE Because Parents & News Informed EXPRESSION (SHARE) believe... Instagram, of the many apps in their lives, isn't the one they go to for "connection" "You can connect on Instagram, but you can also connect everywhere else." (Teen | AZ) Connections on IG are much looser ties (new friends ahead of college, friends of friends) The "connections" that happen on Instagram aren't especially strong "We know it's not really working - sounds like \ smoke and mirrors." (Parent | NY) "You can find people online and get to know them, but it's not the same as getting to know someone in person." (Parent | UK) PLTF EX-03993_0033 Marketing Insights & Analytics Summary of Strategic Insights VALUE: The two other legs of the cultural flywheel offer easier ways into the Instagram well-being narrative than leading with 'Connection' "Lliked the part about 'sparking For ALL AUDIENCES interests' - that felt true. This is something IG has historically been aI AMOI able to do." (Teen | AZ) "The amount of stuff you can learn is unbelievable. "(Parent | UK) DISCOVERY (SEE) : CONNECTION (SHAPE) CULTURE i "My daughter posts everything she Especially for PARENTS and draws on Instagram. It's a place to NEWS-INFORMED, house creativity."" (Parent | NY) CREATIVITY 5 "It gives them the chance and space EXPRESSION (SHARE) captures many of the benefits to be creative, and a wider audience. they believe social media is There's lots of tutorials to follow as well." providing their teens today. (Parent | UK) (0) PLTF EX-03993_0034 Summary of Strategic Insights The one problem... Teens don't always feel they can be CREATIVE on Instagram. The PRESSURE TO BE PERFECT isa common reason why teens don't post often. This builds upon previous research where teens report comparing themselves across looks, lifestyles, and skills or abilities. Sources: Social Comparison on Instagram (Oct 2020) Hard Life Moments Survey (Topline) Covid Ed. (May 2020) "There's such a stigma about being unique and perfect, so if | do have something creative, it'll stress me out so much | decide not to post." "| don't know when I've felt creative on Instagram. I don't have a lot to show off." "You can be creative by posting a lot and creating stuff, but I don't post on Instagram, so | wouldn't really be creative." Teen|UK "| think seeing other people's posts is better than having to post my own, because then | don't have to be judged if | post." Teen | UK PLTF EX-03993_0035 Summary o For teens, a major obstacle to feeling confident on the platform is perceived pressure and a fear of rejection or judgment from their peers "Even if they strive to bea myself. Maybe if I did ae aalibeuaes a pened something interesting serious. | don't think they that other people would can change...unless they like, then | would." change the culture of posting as a whole." " don't really post | don't really post about unless | have something | deem worthy." Teen | UK PLTF EX-03993_0036 Summary of Strategic Insights Marketing Insights & Analytics Teens identify two primary sources for the pressure to be perfect that they feel on Instagram 1| FEAR OF JUDGMENT Worried they won't get the validation they want "After | post something, I'm constantly checking my phone to see who's liking and commenting for the next 24 hours." (Teen | NY) "The people who post more are on the popular side. They have more people who like their posts." (Teen | AZ) Worried they'll face criticism or judgment for what they do post "I'm a huge person for Instagram profile stalking, so knowing people are gonna do that to me is scary." (Teen | AZ) "I think seeing other people's posts is better than having to post my own, because then | don't have to be judged if! post." (Teen | UK) 2 | HIGH BAR FOR CONTENT Your Instagram should be your "best self" "It's not often | feel like | want to post. It's gotta be like...everything you're posting on IG, you're presenting yourself in some sort of way, so it has to be like this is what | want to share with the world." (Teen | NY) The content in feed from advertisers and celebrities sets a high bar "Most of the time on IG you see influencers with a really nice life doing really cool things.." (Teen | UK) "Creator" and "create" have unofficial definitions teens don't think they meet "I mean, I'm not a 'creator" (Teen | AZ) PLTF EX-03993_0037 Marketing Insights & Analytics Summary of Strategic Insights This pressure to be perfect disrupts the cultural flywheel with teens Issue #2: ..it can't unlock the benefits of connection here DISCOVERY e_ (SEE) CONNECTION (SHAPE) Issue #1: Because our flywheel is broken here by the pressure to be perfect... EXPRESSION (SHARE) PLTF EX-03993_0038 Summary of Strategic Insights Marketing Insights & Analytics Teens worry about what their peers think, and it's difficult to credibly promise we can help them feel more confident or comfortable Because of teens' FEAR OF JUDGMENT e Worried they won't get the validation they want e Worried they'll face criticism or judgment for what they do post We tried language like... "so you can feel more comfortable" "80 you can feel more confident" "to create a space that's safe" But teens told us... "How do you know everyone is going to feel comfortable being creative?" (Teen | Uk) "This isn't realistic. It's like a teacher telling a kid to not make fun of someone. They can't stop it even if they tried." (Teen | NY) "| don't know how they'd make someone feel more confident" (Teen | NY) "Confidently explore what makes you, you? I don't think anyone will feel comfortable doing that." (Teen | UK) PLTF EX-03993_0039 Summary of Strategic Insights Marketing Insights & Analytics Rather than increasing teens' confidence, it may be more realistic to focus on lowering the high bar teens have for "creativity" Because teens believe there is a HIGH BAR FOR CONTENT e Your Instagram should be your "best self" e The content in feed from advertisers and celebrities sets a high bar e "Creator" and "create" have unofficial definitions teens don't think they meet We can explore language like... We're always working to build ways to express yourself creatively without the pressure of making the perfect post, such as Reels, Stories, "Add Yours," Stickers, and Close Friends PLTF EX-03993_0040 Establishing pressure to be perfect as our brand enemy can help unlock everyone's creativity and restart the cultural flywheel BRAND ENEMY There is a perceived pressure to be perfecton Instagram. We must show teens their contributions don't have to be 'Insta -worthy' rather 'Always-worthy' here. Supporting Sources: 1G Insights | |G Community Lab 39 PLTF EX-03993_0041 Marketing Insights & Analytics Summary of Strategic Insights Once we've started the story with exploring and creativity, we can credibly ladder up to connection in a way that's authentic to Instagram 1 2| "Spark new interests and dive deeper into the things teens already care about" "Share ideas, art, SHARE SHAPE 3| "with other people who care videos, jokes, and EXPRESSION CONNECTION about those things, too." inspiration" PLTF EX-03993_0042 Marketing Insights & Analytics Summary of Strategic Insights Potential Campaign Approach (TEENS) Problem to solve Our goal How we get there In service of Teens are sharing less because of the pressure to be perfect. If teens are uncomfortable sharing real moments, there is a lack of authentic connection. At worst, IG content becomes mostly brands and influencers. To help teens feel more comfortable to post and unlock their creativity. By encouraging simpler, lower-stakes ways to share with each other Enabling more connection in the long term. When teens are free to be themselves, they can connect closer to the people around them and improve their well-being. Laddering up to the Meta-CSN of "We believe connecting people is core to well-being." Unlocking our brand strategy of emerging culture (See, Shape, Share) and to amplify our brand voice of creativity where "We believe everyone can be a creator" PLTF EX-03993_0043 Marketing Insights & Analytics Summary of Strategic Insights Potential Campaign Approach (PARENTS + NEWS-INFORMED) Problem to solve Parents and news-informed adults are open to the idea that Instagram could take the lead on promoting teen well-being online, but they see limits to how much we can realistically do and insist that parents play an important role in any solution Our goal Help parents feel confident their teens are having age-appropriate experiences online How we get there Offering controls for both parents and teens that can be used enable conversations, build trust, and develop teens' online habits over time In service of Demonstrating that we're setting the standard for how teen well-being online should be handled to allow teens to connect in ways that are positive and age-appropriate Laddering up to the Meta-CSN of "We believe connecting people is core to well-being." Unlocking our brand strategy of emerging culture (See, Shape, Share) and to amplify our brand voice of creativity where "We believe everyone can be a creator" (0) PLTF EX-03993_0044 Marketing Insights & Analytics Background, Context & Objectives . TL;DR . Audience Starting Points . Summary of Strategic Insights . Audience Nuances . Message Breakdown . Proofpoint Breakdown PLTF EX-03993_0045 Marketing Insights & Analytics PLTF EX-03993_0046 Marketing Insights & Audience Nuances: Teens For teens, a major obstacle to feeling confident on the platform is perceived pressure and a fear of rejection or judgment from their peers "4 don't ih et "Even if they strive to be a " , on't really post abou illy plat it! | don't really post myself, Maybe if I did silly platform, it's more unless | have something something interesting serious. | don't think they that other people would can change...unless they like, then | would." change the culture of posting as a whole." | deem worthy." Teen | AZ Teen | UK Teen | NY PLTF EX-03993_0047 Marketing Insights & Analytics Audience Nuances: Teens Control and personalization aren't why teens use IG Control, and controls, are a key part of protecting teen wellbeing on the platform, but they're a means to an end, nota value proposition on their own. But ultimately, control isn't what they're on Teens appreciate the idea of having more Instagram for control over their IG The most resonant controls are also the most basic: block, Upon being exposed to control-focused stimuli, they say it's mute, and unfollow. They widely criticize other controls, like missing the "positives" of other messages , particularly those reporting. related to exploration of interests "The report feature is poorly developed. Reporting doesn't work, so I've resorted to blocking." (Teen | AZ) "This doesn't include all the things you CAN do on Instagram, like learning about different cultures." (Teen | AZ) Unlike other audiences, teens see the algorithm as something they can control to personalize their |G. They understand how what they like, follow, bookmark, can shape their future app "I'd add music, art, and food into this message. This is a lot about the negative side of Instagram." (Teen | UK) experience. "You could tell there were ways to prevent negative things, but if this message focused more on the positives, it'd be "The algorithm does know what I like and don't like. | tell it perfect." (Teen | UK) that by liking things | enjoy." (Teen | NY) "Like, saving, bookmarking things can shape the algorithm." (Teen | AZ) PLTF EX-03993_0048 Audience Nuances: Teens Our historical space of connection is less salient as other apps have emerged * Teens agree Instagram helps them maintain looser ties (new friends ahead of college, friends of friends) + But for almost anything we can say about connection, they say it can be achieved by any platform * They're also not building/maintaining relationships - connection today on IG is a one- way street, not a two-way street - so "connection" doesn't feel true to their IG "You could replace Instagram with any other platform. You can connect on Instagram, but also everywhere else." "Every social media platform feels this way. They want to make sure we have as many opportunities as possible to connect." "Being able to interact with and meet people on Instagram is good, but this tries to make it sound revolutionary." PLTF EX-03993_0049 Marketing Insights & Analytics Audience Nuances: Teens Culture as a word is vague and easily misinterpreted, even if the idea is more resonant when we provide examples (fashion, music, art, etc.) Even with follow-up examples, an initial mention of "culture" can throw them off track, and it takes discussion to orient them to the concept as we intend for it to be (and even then, some don't budge from their original When the word "culture" is first introduced, After they're oriented to examples of they (mis)interpret it as: "culture", they're more on board: "Culture could be anything: religion, race, sexuality, "| think of Gen Z culture, connection between a gender, it could be down to all sorts of things. That's community of people-trends, but on deeper how I'd explain it." (Teen | UK) levels." (Teen | AZ) "| think of people of different ethnicities, sharing "Culture is a group of people with the same culture, not just trends, but also education. Like food interests, like music or dance, acting or singing ." from different cultures." (Teen | AZ) (Teen | Uk) "| think of culture as other types of people. Like "Social media creates a different type of culture, religions, or people around the world. Sometimes it's different from how countries can have culture." weird, or funny, like Borat." (Teen | NY) (Teen | NY) (0) PLTF EX-03993_0050 Audience Nuar Teens Despite these limits, Instagram is still an "overall positive" for teens where exploration is the most resonate benefit "There are bad things that do happen on Instagram, but they're outshined by all the good stuff." 'I'd say so [that IG isan overall positive] - most of their issues aren't exclusive to IG. Things like hate speech happen in other places too. "There are negatives, but at the end of the day, it's mostly positive." Teen | UK Teen | AZ PLTF EX-03993_0051 "It definitely sparks new interests that's how I started mountain biking. | saw a couple videos [on Instagram] about it first." Teen | AZ "| found specific accounts posting about specific things like astrology or poetry, | have learned new things and been able to dive into them." "You can learn about different varieties of music through Instagram, from people shouting out other musicians ." Teen | UK Marketing Insights & Analytics ji "Value" messaging insights: teens "That's Instagram's role in Se social media-it's a learning website where Exploration of interests is by far the you can-star new easiest well-being benefit to land interests and things you didn't know about before. Teen| UK "instagram is definitely a + This is how teens describe the best place you can explore, aspects of Instagram today and do whatever makes i 5 2 3 YOU happy, not what (discovering, learning, following) makes other people happy." Pes : + It also works within the confines of the mostly one-directional relationship "| liked the part about most teens have with IG, where they're 'sparking interests' - that consuming rather than producing felt true. This is something IG has historically been able to do. Teen | UK ) PLTF EX-03993_0052 Audience Nuances: Teens Creativity feels like a high a bar for teens, who don't feel they're creative with their IG experience today + Teens agree IG isa place they COULD be creative (the tools exist, they Know) + But, they don't identify today with the word "create," "creator," or even "creative" + They don't buy we can create a safe or comfortable space that somehow allows them to feel more creative— without changing the current posting culture "There's such a stigma about being unique and perfect, so if | do have something creative, it'll stress me out so much | decide not to post." "| don't know when I've felt creative on Instagram. I don't have a lot to show off." "You can be creative by posting a lot and creating stuff, but | don't post on Instagram, so I wouldn't really be creative." Teen | UK "| think seeing other people's posts is better than having to post my own, because then | don't have to be judged if | post." Teen | UK PLTF EX-03993_0053 Marketing Insights & Analytics Audience Nuances: Teens We can't credibly solve these barriers to creativity by promising to create a space where teens feel safe, comfortable, or confident Because the concerns that teens deal with seem deeply rooted in adolescence, and extend off platform, audiences agree there are limits to how much Instagram can do to make teens feel safe enough to share. Whee promis "comfortable" "How do you know everyone is going to fee! comfortable being creative?" (Teen | UK) "confident" 'This isn't realistic. It's like a teacher telling a kid to not make fun of someone. They can't stop it even if they tried." (Teen, NY) " » 'safe "| don't know how they'd make someone feel more confident" (Teen | NY) "Confidently explore what makes you, you? I don't think anyone will feel comfortable doing that." (Teen, Uk) "They've banned a lot of accounts that catfish, but they can really only do so much." (Teen | AZ) PLTF EX-03993_0054 Marketing Insights & Analytics Audience Nuances: Teens If we can't credibly increase confidence or comfort, it may be more effective to focus on lowering teens' artificially high bar for creativity As research went on, we dove deeper into the concept of creativity and identified an alternative path forward that may offer more potential to address concerns: lowering the barrier to entry, which includes reducing the pressure to perfect. INCREASING safety, confidence, or LOWERING barrier to entry with language like: comfort with language like: Less about... "We're always working to build ways to express yourself creatively ole vee 2 without the pressure of making the perfect post, such as Reels, "Our job is to maintain a community where you can Stories, "Add Yours," and Stickers." feel comfortable." "Our job is to help you confidently explore." "Our job is to create a place this can be done safely." PLTF EX-03993_0055 Marketing Insights & Analytics Adults Parents News-informed PLTF EX-03993_0056 Audienci ces: Pare! s-Informed We must recognize parents have a role in their children's online well-being in order for our message to be credible - Parents reject messages that suggest we as a platform can fully protect, teach, or empower teens to be safe online + They insist that they play an equal or greater role than Instagram in keeping their teens safe and well on social media Marketing Insights & Analytics "Instagram is what you make of it and that goes to parenting. The human you're raising, what do they want? Are they powerful enough to not follow mean people, or do they want to be part of the group?" "As a parent, you have to do your best to instill good values, show teens what's safe information, safe ways of being on social media." Parent | NY Parent | AZ "My role is to be the guardian and make sure they're kept safe, not endangered, safeguarded, but also being given freedom. | look over their shoulder, | follow them, | talk about it, | follow their friends, look at what they're seeing." "Instagram isn't the parent. We know what our child is capable of dealing with, and if we don't, Instagram isn't the place they should be getting answers." Parent | UK Parent | NY ) PLTF EX-03993_0057 Audience Nuances: Parents and News-Informed For news-informed audiences, our message needs to separate us froma pack of competitors who share a similar set of well-being reputations today + For most, the problems social media faces feel universal and difficult to solve + They see Instagram doing just as well (but not necessarily better) than other platforms to address them + The bar is low enough that we have a chance to stand out—but they don't really think of us as "leaders" today Marketing "| don't buy that they're leading the way. More than everyone? Every time | see a new feature, it seems like one that would harm teens." "Having the most experience with teens online sounds like BS. It's awfully confident." '| don't believe that no one else deals with teens as much as Meta. | fee! like TikTok and Snapchat have more experience." PLTF EX-03993_0058 Audience Nuances: Pa sand nformed Adults reject the idea that giving teens control could ever make the Instagram (or any social media, for that matter) experience safer "You can give kids as — F "The notion of what many controls as you It's trying to make safety is to us is want, but there's us feel like it's safer, different than what nlivaye gEiad tone a but it's not." teens think safety is." workaround." Parent | NY Parent | UK News-Informed | AZ ig controls can also backfire: adults also note that emphasizing controls to keep teens safe only Of safety concerns even if they weren't top of mind in the first place PLTF EX-03993_0059 Marketing Insights & Analytics Audience Nuances: Parents and News-Informed Culture as a word is vague and easily misinterpreted, even if the idea is more resonant when we provide examples (fashion, music, art, etc.) Even with follow-up examples, an initial mention of "culture" can throw them off track, and it takes discussion to orient them to the concept as we intend for it to be (and even then, some don't budge from their original intd " When the word "culture" is first introduced, they (mis)interpret it as: "Culture could be anything: religion, race, sexuality, gender, it could be down to all sorts of things. That's how I'd explain it." (Teen | UK) "| think of people of different ethnicities, sharing culture, not just trends, but also education. Like food from different cultures." (Teen | AZ) "| instinctively think of other cultures, like It's A Small World." (News-|Informed | AZ) After they're oriented to examples of "culture", they're more on board: "Music, art, food, fashion - that encapsulates what I know Instagram to be." (Parent | AZ) "| like music, art, food, fashion. That's what I'd like to see the app be more focused on." (News Informed | AZ) "| like that this talks about art, music, food, and fashion. It rounds it all off." (Parent | UK) PLTF EX-03993_0060 "The amount of stuff you can learn is unbelievable. There's a real wealth of knowledge if they're looking for it." Parent | UK "Instagram can expose teens to other people and ideas they wouldn't know about if they remained local." "She mainly follows football players and chefs, because she's big into cooking as well. All she looks at is football and cooking.." Informed] AZ "Instagram used to be about getting the right shot in the right place, but it's more inspirational and about people's journeys." News-Informed | UK "My son is into training, so he'll follow the latest weight training trends." Parent| UK "| did like 'explore.' My daughter's sense of fashion, she's not boxed in. She's using Instagram to put different things together, seeing what's out there." Parent | NY Marketing Insights & Analytics Message breakdown Even more so than teens, adults don't need to be convinced that exploration of interests can happen on IG - If there's one reason adults have to support why the positives of Instagram outweigh the negatives, it's the discovering, learning, and following their teens are doing PLTF EX-03993_0061 "my daughter's learning how to put her business out there. She'll be researching how to get more followers, get her stuff out there more. She passes out business cards and everything." Parent | AZ "| like that word, there's a positive connotation. What bad can come from being creative?" News-Informed | NY "My daughter likes to draw, so if she finds a good artist she'll watch some of their videos, and share some of their pictures while she creates a twist on them." "It does inspire teens to be creative-the drawing or the makeup videos. That's where it could be a good platform." "My daughter loves to cook and gets loads of ideas from Instagram." Parent | UK "| like the idea of encouraging creativity, I'd like to see more of that." News-Informed | UK Marketing Insights & Analytics Message breakdown Creativity also encapsulates many of the best benefits adults see in Instagram Parents bring up times their teen was inspired to share their art or try new makeup or cooking trends News-informed audiences struggle a bit more to think about specific examples, but the concept of creativity remains positive Notably, neither audience sees the same obstacles to creativity teens do C) PLTF EX-03993_0062 Marketing Insights & Analytics Audience Nuances: Parents and News-Informed Adults appreciate the promise of safe, comfortable, and confident, but struggle to see how Instagram would be able to achieve them Because the insecurity and concerns that teens deal with are so deeply rooted in adolescence, and extend off platform, audiences agree there are limits to how much Instagram can do to make teens feel safe enough to share. When we promise Our audience hears "comfortable" "What does it mean to feel comfortable sharing? What is comfortable? Who's the arbiter?" (News-Informed | NY) "confident" "How are you going to do that?" (News-Informed | UK) "safe" "How do you know? It's giving a false sense of security." (Parent | UK) In fact, focusing on "safety" can backfire, prompting parents to wonder about the ways in which IG is "unsafe." "If you didn't think it was unsafe, it opens doors when you see the word three times." (Parent | NY) PLTF EX-03993_0063 Audience Nuz : Parents and Ne Informed Despite the downsides, there is a clear consensus across audiences that Instagram is "overall positive" for teens 'I'd rather them have it than not. They are learning trends, meeting other people-always "Teens can see people that look like "| think it's good for my children at the moment, even though with the frightening part-but them doing things everything there's always that's part of life. You have to they want to do." room for improvement." trust, which is scary, but it's a net positive." Parent | UK Parent | UK PLTF EX-03993_0064 Marketing Insights & Analytics Audience Nuances: Parents and News-Informed We can say Instagram is "good," but we can't imply the positive invalidate, negate, or "outweigh" the real negatives "| like more positive than negative because it sounds like they know there's bad stuff but they're working on it." "They're acknowledging there could be or have been problems, but again, overall, it could be a tool for good." News-Informed | AZ News-Informed | AZ PLTF EX-03993_0065 Audience Nuances: Parents and News-Informed Marketing Insights & Analytics A little humility goes a long way to land the benefits of the platform If you say Instagram pushes culture forward Instagram is a force for good in the lives of young people On Instagram, teens are accomplishing incredible things We care deeply about the teens on our platform "| don't think Instagram has anything to do with pushing culture forward - it's more the people doing that." (Parent | NY) "| didn't like them self-anointing as a force for good." (News-Informed | NY) "I'm not so sure they are accomplishing incredible things." (Parent | NY) "The only part I don't buy is that they care deeply." (Parent | AZ) PLTF EX-03993_0066 Messaging by Audience: Parents and News-Informed Consistent with previous research, adult audiences agree "raising the bar" or "setting the standard" communicates Instagram's ambition better than "lead" "This statement lets me "Raising the standard to know they're thinking protect teens feels about it the right way, powerful." the way | would think about it." "Lead' is a difficult word, because there's only so much Instagram can do." News-Informed | UK Parent | AZ Parent | UK ling Narrative (Une 2022); Well-Being Narrative Re: 1019); Talking about safety on Instagram (May PLTF EX-03993_0067 Audience Nuances: Parents and News-Informed Marketing Insights & Analytics Parents and News-Informed audiences are intensely skeptical of Instagram doing their own research on teen well-being If you say a We conduct our own research... Our research shows us that our impact... We're working to understand teen development and mental health... Adult audiences hear "| don't trust the research they conduct." (News-Informed | NY) "It. sounds awfully confident." (News-Informed | AZ) "They're just trying to keep the youth so they don't go to another platform." (Parent | NY) We partner with academics and universities to learn from their studies. We have advisory boards groups of external experts that give us guidance on the best way to build better products. We work closely with Youth Experts, including third-party experts and professionals across online safety, privacy, media literacy, wellness, social and emotional health. PLTF EX-03993_0068 Marketing Insights & Analytics Audience Nuances: Parents and News-Informed As we explain our approach, we can't rely on "18" as a magic number Parents are convinced that teens are far too clever to be stopped by a simple age-restriction. Across the board, proof- points fail when we anchor them to coded-in age restrictions on the platform. If you say " They hear Teen profiles are set to private by default "My 15 year old will say she's 18 to do what she wants to do." (Parent | UK) No one over 18 can message anyone under 18 "It's good from a predator protection standpoint, but my son wouldn't be able to message family You can't create a profile until you're 13 or imeinberss:(News-Iniormed(e7) older "How do they verify age? What tools do they have in place?" (Parent | UK) PLTF EX-03993_0069 Marketing Insights & Analytics Audience Nuances: Parents and News-|Informed "Teen" is a spectrum, and we need to show we're bearing mind that different teens and different families will face different challenges Participants pointed out how "She's shown she's mature *, . ., enough not to be monitored, we differences in maturity, gender, and eee area avert eon "| think it's more girls that do the videos. He looks at videos. | don't want to know what he looks at to be honest." (Parent | UK) personality greatly impact the way a a problem." (Parent | AZ) teen is affected by social media "I'm interested in age appropriate content. My 13 year old is mature, but my 17 year old is a young 17." (Parent | AZ) "The filters make the girls crazy." (Parent | NY) "| think as kids get older, 16, 17, 18, they want that freedom and you "She's a level-headed kid, but there isa have to give it to them. You can't lot of pressure around body image, police their usage over time as they material stuff, and she's not too grow up." (Parent | UK) bothered about it. Maybe because she's 14, so that might change ina couple years." (Parent | UK) "| know friends who have daughters who have really felt under pressure, they take 25 pictures before they were happy. Guys don't feel as pressurized." (News-Informed | UK) PLTF EX-03993_0070 Audience Nuar Parents and N -Informed Marketing Insig Consistent with previous research, parents identify "trust" between parent and child as key in ensuring a teen's well-being on social media "| have the passwords to her accounts. She allows family members to follow her so | don't really check accounts. | talk to her and trust she's not doing anything inappropriate." "You can't lock a child up and say 'you can't do this.' They could have a fake profile, for all you know. You have to put trust in them and try to guide them." Parent | NYC Parent | UK ing Narrative (June 2022); Well-Being Narrati {Oct 2020); Talking about safety on Insta ) "| trust him. | let him make his own choices. Something he's not sure about he'll bring it to me. 1 don't monitor it too much. I'm more hands off." Parent | AZ PLTF EX-03993_0071 Audience Nuances: Parents and News-Informed Marketing Insights & Analytics The right framing can position us as part of helping parents build this trust with their teens as they grow up with the internet CONTEXT As teens grow up with the internet as a part of their lives, we're committed to being the company that sets the standard for how platforms handle teen well-being online. TOOLS We offer tools for parents, like our Family Center, which lets you see who your teens follow and view their screen time and set limits. We also offer tools for teens like Private Accounts, Block, Mute, and Unfollow to set what they see and who can see them. TRUST OVER TIME These tools (and the conversations they can help create) allow parents and teens to work together to create age- appropriate experiences online and build trust over time... DIGITAL HABITS ..as teens practice and develop good online habits. PLTF EX-03993_0072 Marketing Insights & Analytics Background, Context & Objectives . Spr . Audience Starting Points . Summary of Strategic Insights . Audience Nuances . Message Breakdown . Proofpoint Breakdown PLTF EX-03993_0073 Marketing Insights & Analytics Value "Relationships are not trivial. They are core to what make us human. We design and build products to reflect that truth." PLTF EX-03993_0074 Ways to land value Messages Benefits Drawbacks Optimization Tested Connection Connection with friends, family, Doesn't align with the sense that Exemplify how connection can be a two- others is viewed as a positive IG has more one-directional way street on Instagram through DM's, interactions (e.g. seeing, sharing). | Close Friends, etc. Exploration Exploration is the easiest to land But teens are already exploring. Revise terms like "experiment" or "shape" and is a clear and credible well- Focusing on this value doesn't that implies risk. being benefit move the needle on sharing. Creativity A significant opportunity for us to Creativity is a difficult message to Craft messaging that serves to reduce the develop messaging to encourage land with teens right now. They say | pressure of perfection, and redefine teens to be post more and be it's possible to create on culture of posting and what it means to creative by lowering the Instagram, but they don't due to post on Instagram. That it could build pressure to be perfect. pressures of perfection and social closer relationships. validation. Emerging Culture, diversity of thought, and Culture is a confusing term and To optimize, we need to clearly define Culture community is well-received by means different things to different what we mean by emerging culture and teens people. what role teens play in it. Control Having control and personalization However, having control isn't the We don't need to frame controls as a is an important ideas for teens primary value teens get out of IG. primary value on IG, but it can included in messaging as a value prop. PLTF EX-03993_0075 Message breakdown Marketing Insights & Analytics Control - key language tested What we tested How they reacted Your Instagram should be a place that YOU like. The best way we can ensure you have a positive experience on the platform is to help make sure you can shape that experience. "All of my space I've cultivated it to make it what I want. You have to find the right types of accounts and tags you want to see. | search for things | would want to see on my page, and go through my explore page a lot and find posts | like and it's gotten a lot better." (Teen | AZ) "It says it's customizable and yours. | must have gotten the wrong person's because it's not what | want to see. /t''s more what generally people probably want to see." (Teen | NY) We provide a ton of tools and tips, whether it's blocking, muting, unfollowing, or reporting, to let you make sure you're only seeing the content you want to see from the people you want to see it from. "They seem to be totally on it with safety aspects, which really impressed me." (Parent | UK) "They're putting their money where their mouth is. | don't pay enough attention, so something like this makes me feel better. They're trying, it might not work all the way, but it's better than nothing. It would make me feel better knowing these options were there." (Parent | AZ) "There's a lot of system controls in it, so | don't know whether the person using it would have that freedom to explore things they wanted to explore working within this protective framework. | thought the whole experience was about new, wonderful things?" (News-Informed | UK) PLTF EX-03993_0076 Marketing Insights & Analytics Message breakdown Connection - key language tested What we tested How they reacted Teens can be inspired, express, "| like how they showed they wanted to have a focus on the teen community. Helping with social skills themselves, find others like them, and identity forming, specific interests." (Teen | AZ) and build and maintain i relationships "You don't have the headspace to respond to 800 people. This is saying you should have tentacles all over the place. It could be anxiety inducing, you have to respond." (News-Informed | AZ) "Build and maintain relationships sounds like it's trying to make kids do networking." (Parent | NY) "The don't cally filter stuffm uch, and catfishing on the app isn't dealt with." (Ti een | AZ) PLTF EX-03993_0077 Marketing Insights & Analytics Message breakdown Culture - key language tested What we tested How they reacted Instagram is a place where culture "Everyone in some shape is connected to some social media app, and every time there's a joke or meme, and creativity can thrive you see it on the timeline first. It doesn't sound crazy for Instagram to say they're pushing the culture." (News-informed | NY). "| think of culture as traditions and different types of people. And on Instagram, | only see selfies and pictures of people at the beach." (Teen | NY) "Instagram influences culture, not necessarily in a forward direction." (Parent | ae hes "They think they push the world forward, which | feel isn't true. | don't think the impact is that big, they're ind even the world Carseat). what they're accomplishing." (Teen | NY) PLTF EX-03993_0078 — - Marketing Insights & Analytics Message breakdown Creativity - key language tested What we tested How they reacted We give you the option to "Choosing who to follow, block, and mute is good because it'll give people more confidence about what they post block, mute, unfollow... and share on Instagram." (Teen | UK) "If a teen has a public account, they can remove a negative comment, but the damage is already done." (Teen | UK) PLTF EX-03993_0079 Marketing Insights & Analytics Message breakdown Exploration - key language tested What we tested How they reacted A community where you feel comfortable "| didn't like they said you'd be comfortable exploring, because sometimes it's difficult to see what you exploring your creativity and interests want to see, or other differing things that clash with what you want to see." (Teen | AZ) The ability to easily report inappropriate content "'d rather they focus on how they address the inappropriate content. I've reported stuff and it comes back and violates nothing." (News-Informed | AZ) "Easily reporting inappropriate content makes me think of a red button that can be dealt with straight away. It gives you peace of mind." (Parent | UK) PLTF EX-03993_0080 Balanced "Humanity is messy. While the outcomes of bringing people together will never be 100% positive, our products are a net benefit to people's well-being." Marketing Insights & Analytics PLTF EX-03993_0081 Marketing Insights & Analytics Message breakdown "Net benefit" messaging - key language tested What we tested How they reacted : Even if it's not all perfect, we believe | "/ said it was a good balance between negative and positive. |t tells you not everything is real, andit hat overall, the good moments will warn first time users that not everything they see is how it is in real life." (Teen | UK) : and the good things Instagram can do for you outweigh the not-so- good ones. (2.1C) "There are bad things that do happen on Instagram, but they get outshined by all the good stuff." (Teen | NY) i "| didn't like the good experiences outweighing the bad. | feel like that's not true for social media apps. There's stuff they're ignoring." (Teen | AZ) PLTF EX-03993_0082 Marketing Insights & Analytics Leadership "No company can be perfect, but we lead the industry in how we research and manage the impact of our products on well-being." PLTF EX-03993_0083 Marketing Insights & Analytics Message breakdown "Leading on research" messaging - key language tested What we tested How they reacted _ No organization has more experience | 'It's their incentive to solve the problems so people use the app." (Parent | AZ) | with-or more of an incentive to help i - ian ' solvesthe well-being issues that "| think they have an incentive, it means more users which equals money. Not because they care or have a | Hea ee heart, because it's business." (News-Informed | AZ) PLTF EX-03993_0084 Marketing Insights & Analytics Background, Context & Objectives . TL;DR . Audience Starting Points . Summary of Strategic Insights . Audience Nuances . Message Breakdown . Proofpoint Breakdown PLTF EX-03993_0085 Proofpoint breakdown Marketing Insights & Analytics Teens respondents talk about three types of tactics they use to feel more in control of their experiences on Instagram. Type of Remediation Tactics Helpful for... Use existing well-being features Direct controls (Block, Mute notifications, Unfollow, Private account, Authentication) Reporting viewed as ineffective Privacy and stranger danger Bullying Exposure to fake or inappropriate content Leverage additional Instagram features Use algorithm for custom feed Shift to private spaces (DM's, close friends) Multiple accounts (finstas, diaries, interest accounts) Exposure to fake or inappropriate content Social comparison Out-of-app remediation Ignoring challenges Taking a break away from phone Dialogue with friends & family Social comparison Too much time spent Inaction Doing nothing Bullying Social comparison Too much time spent Source: Well-Being Narrative Research (Oct 2021); Teen Well-Being Foundational research (Dec 2018) "Issues and responses are self-reported from qualitative research PLTF EX-03993_0086 Proofpoint breakdown Marketing Insights & Analytics We evaluated the following proof points across all audiences: Time Spent Anti-Bullying Safety Supervision and Education Hide Like and View Counts (Hide the total number of likes and views on your own posts and/or posts from other accounts) Set Reminder to Take Breaks (Receive a reminder to take a break after scrolling for a certain amount of time) Your Activity {One place to manage your activity (ex. Review and manage photos, interactions, etc.)) Daily Limit (Limit the total time you spend on IG each day by setting a reminder) Mute Notifications (Stop receiving push notifications) All Caught Up* (A message that appears when you've seen every post from the last 48 hours) Alternative Topic Nudge (A popup that lets you know that you've been viewing a topic for a while and shows you a suggested list of other topics you can explore) Hidden Words (Hide words, phrases, or emojis that you don't want to see in your comments and/or DM's. You can create your own list or use a predefined list) Limits (Hide comments and DM requests from. people who don't follow you, or who only recently followed you) Restrict (Restrict an account to have their comments on your posts to be only visible to that them) Comment Warning (Awarning when someone tries to post a potentially offensive comment) Pinned Comments* (Choose a comment to pin to the top of your comment thread) Turn Off Comments* (Turn off commenting to prevent people from commenting on an individual post) Sensitive Content Control (Choose how much sensitive content shows up in your Explore page) Private Account (Set your account to private so only people you approve can see your posts) Block {Block an account anonymously and that person won't be able to see your profile or posts) Mute (Hide posts from an account without unfollowing) Unfollow* (Stop following an account) Report (Report offensive content or spam on profiles, posts, and comments) Two-Factor Authentication (Protect your account by receiving a notification or be asked to enter a special login code when someone tries logging into your account from a device we don't recognize) Anonymous SSI reporting (Report a post around suicide or self-injury) Family Center (Tools to help parents and guardians support their teen's online experience on IG) Education Hub for Parents and Guardians (Expert-backed tips, articles, and guides to help parents and guardians support their teen on IG). Well-Being Guides (Well-Being tips and guides via IG videos and posts from creators) * Not tested with News-informed audiences PLTF EX-03993_0087 Marketing Insights & Analytics Proofpoint breakdown With adults, we also evaluated "leading on research" proof points: We conduct our own research (Our internal research is part of our effort to minimize the bad on our platforms and maximize the good. We do this industry leading research to proactively identify where we can improve and then make the changes to do so.) We work with external independent researchers to conduct research (We actively partner with university faculty, post-doctoral researchers, and doctoral students, to study complex societal issues and to understand the strengths and weaknesses of social media to identify areas we can improve.) We work closely with Advisory Boards (We have advisory boards groups of external experts that give us guidance on the best way to build better products. Leading experts across online safety, child development, media, body image and wellness regularly share their insights with Instagram to inform the development of our technologies, policies and resources.) We have a co-design program (We've launched a global co-design program that invites teens, parents and experts to participate as collaborators in our design process, empowering them to have their say and ensuring our products meet their needs.) We work closely with Youth Experts (A group of external advisors for our youth efforts that includes third-party experts and professionals across online safety, privacy, media literacy, wellness, social and emotional health.) PLTF EX-03993_0088 Marketing Insights & Analytics Proofpoint breakdown Reminders, reporting, and Instagram's own research don't resonate PLTF EX-03993_0089 Marketing Insights & Analytics Proofpoint breakdown Support resources feel important in principle but parents in particular question their value in practice Support resources, which they say are | "can't seea kid telling their mom to come learn nice in theory but aren't sure they how to police them." (News-|Informed | NY) would use (for example: Well-Being "| almost picked these in my top three." (Parent | Guides, Education Hub for Parents NY) and Guardians) "Who's going to listen to a reminder to take breaks or a daily limit?" (News-Informed | NY) The Family Center can be powerful "| like the idea of it, but I'm not sure I'd use it." when you spell it greater detail, but as | (News'nfermed | Az) a quick message doesn't stand out "When my younger child gets older, I'd use this straight off the bat with him. It's a way of getting information without being that intrusive." (Parent | * Uk) (0) PLTF EX-03993_0090 Marketing Insights & Analytics Proofpoint breakdown Our strongest well-being proof-points focus on external research and direct profile and feed controls PLTF EX-03993_0091 — Marketing Insights & Analytics Proofpoint breakdown Proof point breakdown by audience (general proof points) News-informed PLTF EX-03993_0092 Marketing Insights & Analytics Proofpoint breakdown Proof point breakdown by audience (leading on research) PLTF EX-03993_0093 Marketing Insights & Analytics Appendix: Research Stimuli PLTF EX-03993_0094 1.1 CONTROL Marketing Insights & Analytics YY (Original) AZ (Optimized) (Teen) Instagram is what you make of it. We want to empower you to control and shape your experience around the things that matter to you. The things that make you, you. That's why we've created tools to help you control what and who you see on Instagram, as well as tools to choose how you share and who you share with. We also have features that keep you safe and help you avoid subjects you don't want to see. You're in charge of what's right for you and who you connect with. Our job is to make sure Instagram feels like it's yours. (Teen) Your Instagram should be a place YOU like. The best way we can ensure you have a positive experience on the platform is to help make sure you can shape that experience. It's not ALL on you, of course. There are plenty of safety features that come built into the platform. We've invested a lot in technology, engineers, and reviewers to proactively remove content and accounts on Instagram that pose a risk to teens. There are also a few extra protections we provide for teens specifically. For example, we set your accounts to private automatically and prevent anyone over 18 from messaging you. Beyond that, we provide a ton of tools and tips, whether it's blocking, muting, unfollowing, or reporting, to let you make sure you're only seeing the content you want to see from the people you want to see it from. (Parent/News-Informed) Instagram is what you make of it. We want to empower teens to control and shape their experience around the things that matter to them. That's why we've created tools to help them control what and who they see on Instagram, as well as tools to choose how they share and who they share with. We also have features that keep them safe and help them avoid subjects they don't want to see. They're in charge of what's right for them and who they connect with. Our job is to make sure each person's Instagram feels like it's theirs. (Parent/News-Informed) You know your teen best. And the best way we can ensure they have a positive experience on the platform is to help make sure you can work with them to shape that experience. It's not ALL on you, of course. There are plenty of safety features that come built into the platform. We've invested a lot in technology, engineers, and reviewers to proactively remove content and accounts on Instagram that pose a risk to teens. There are also a few extra safeguards we provide specifically for teens to protect their well-being. For example, we set their accounts to private automatically and prevent anyone over 18 from messaging anyone under 18. Beyond that, we provide a host of tools and tips, whether it's bl ANG, muting, unfollowing, reporting, or resources like time spent and well-being guides to help parents and teens work together to create a positive, age-appropriate experience on the platform. PLTF EX-03993_0095 1.2 CONNECTION Marketing Insights & Analytics NY (Original) Z (Optimized) (Teen) We believe connecting with others is an essential part of being human - and is important to people's well-being. Everything we do at Instagram is about giving people more ways to connect around their interests and the things that matter to them. People come to Instagram to have interactions with other people, ideas, and communities that are positive and add value to their life. They come to form connections that reach across distances and barriers. That's why we give you options to decide the kind of content and creators you interact with, and who can reach out to you. Our job is to give you the tools to safely create and maintain connections that couldn't have been made otherwise. (Teen) We believe connecting with others is an essential part of being human - and is core to people's well-being. The way we connect today is different from the way we connected fifty years ago, ten years ago, or even two years ago, before the COVID pandemic. Virtual connections and digital social skills will never fully replace in-person ones, but they've become a big part of how connections and communities are made. At Instagram, we enable as many of these connections as we can so teens can be inspired, find others like them, and build and maintain relationships. We also work to make sure these interactions remain positive, giving you the tools to create and maintain the kinds of connections you want. (Parent/News-Informed) We believe connecting with others is an essential part of being human - and is important to everyone's well-being, especially young people. Everything we do at Instagram is about giving people more ways to connect around their interests and the things that matter to them. People come to Instagram to have interactions with other people, ideas, and communities that are positive and add value to their life. They come to form connections that reach across distances and barriers. That's why we give people options to decide the kind of content and creators they interact with, and who can reach out to them. Our job is to give people the tools to safely create and maintain connections that couldn't have been made otherwise. (Parent/News-Informed) We believe connecting with others is an essential part of being human - and is core to people's well-being, especially teens. The way teens connect today is different from the way teens connected fifty years ago, ten years ago, or even two years ago, before the COVID pandemic. Virtual connections and digital social skills will never fully replace in-person ones, but they're a big part of how friendships and communities are formed and maintained—and can be positive in their own way. Teens can be inspired, express themselves, find others like them, and build and maintain relationships. We work to make sure these interactions are possible-and also make sure they remain positive, giving you and your teen the tools to help them use the platform in a way that makes you both comfortable. PLTF EX-03993_0096 1.3(A): EXPLORATION Marketing Insights & Analytics 'Y (Original) AZ (Optimized) (Teen) Instagram is a space to explore what makes you, you. You can spark new interests, learn from new communities and people around the world, and be entertained. You can also use Instagram to share your own original thoughts in creative ways and entertain others. For you to feel comfortable experimenting, exploring, and putting yourself out there, it's important to us to maintain a community that feels safe and welcoming- -a place where it's safe to try new things, look silly, and be real. A place where you can be your authentic self. That's why we are always working to protect you from judgment, bullying, or anything else that could hold you back. Our job is to help you explore confidently and safely. (Teen) Instagram is a space to spark new interests, learn from communities and creators around the world, and be entertained. Whether it's travel, music, style, art, cooking, or something else, you can dive deeper into the things you care about on Instagram. Our role is to maintain a community where you feel comfortable exploring your creativity and your interests. That's why we have features and tools like the ability to only see and share content with whom you want, and easily unfollow creators whose content brings you down. Our job is to help you confidently explore what makes you, you. (Parent/News-Informed) Instagram is a space to explore what makes you, you. Teens can spark new interests, learn from new communities and people around the world, and be entertained. They can also use Instagram to share their own original thoughts in creative ways and entertain others. For them to feel comfortable experimenting, exploring, and putting themselves out there, it's important to us to maintain a community that feels safe and welcoming--a place where it's safe to try new things, look silly, and be real. A place where they can be their authentic selves. That's why we are always working to protect them from judgment, bullying, or anything else that could hold them back. Our job is to help them explore confidently and safely. (Parent/News-Informed) Instagram is a space where teens can spark new interests, learn from communities and creators around the world, and be entertained. Whether it's travel, music, animals, art, cooking, or something else, they can dive deeper into the things they care about on Instagram. Our role is to maintain a community where they feel comfortable exploring their creativity and their interests. That's why we have features and tools like the ability to only see and share content with close friends, and the ability to easily report inappropriate content. Our job is to help you confidently explore what makes you, you. PLTF EX-03993_0097 1.3B: CREATIVITY Marketing Insights & Analytics NY (Original AZ (Optimized) n/a (Teen) Teens on Instagram are doing cool things. They're teaching and learning new skills, and sharing art, comedy, and recipes. They're finding their interests and finding their voice. Our role is providing new, intuitive tools that make it easier to express yourself in creative ways, while creating a welcoming environment that encourages this kind of creativity. We let you choose your audience, so only the people you're comfortable with can see what you create. And we give you the option to block, mute, unfollow, or even report critics who might ruin the experience for you. We want you to use the platform to create, and that starts with us doing OUR job and creating a space where you can do that with confidence.. n/a (Parent/News-Informed) Teens on Instagram are doing cool things. They're teaching and learning new skills, sharing art, comedy, and recipes, and even building businesses. They're finding their interests and finding their voice. Our role is providing new, intuitive tools that make it easier to express yourself in creative ways, while creating a welcoming environment that encourages this kind of creativity. By default, we set teen accounts to private so they don't need to worry about a wider audience. And we give teens the option to block, mute, unfollow, or even report critics who might ruin their experience. We want teens to use the platform to create, and that starts with us doing OUR job and creating a space where they can do that with confidence. PLTF EX-03993_0098 1.4: CULTURE Marketing Insights & Analytics Y (Original) Z (Optimized) (Teen) The heart of Instagram is bringing together a global community of people with different voices, interests, and ideas from all around the world, with the goal of creating culture and pushing it forward. It's a place where new conversations spark and grow, new stories are told, and new communities form. Our job is to create a place where this can be done safely. A place where you can manage unwanted interactions and all these points of views can be shared. Because when we have a safe space to share our perspective, that's what pushes us, our communities, and even the world forward. (Teen) The heart of Instagram is bringing together a community of people with different voices, interests, and ideas, and providing them with a platform to create culture and push it forward. It's a place where new conversations spark and grow, new stories are told, and new communities form. Whether it's music, art, food, or fashion, Instagram is a place where culture and creativity can thrive. Our job is to create a place where this can be done safely. A place where you can manage unwanted interactions and all these points of views can be shared. Because when we have a space where we feel comfortable sharing our perspective and being creative, that's what pushes us, our communities, and even the world forward. (Teen) The heart of Instagram is bringing together a global community of people with different voices, interests, and ideas from all around the world, with the goal of creating culture and pushing it forward. It's a place where new conversations spark and grow, new stories are told, and new communities form. Young people's voices are a huge part of how culture is formed. Our job is to create a place where they can join in safely. A place where they can manage unwanted interactions and all their points of views can be comfortably shared. Because when we have a safe space to share our perspective, that's what pushes us, our communities, and even the world forward. (Parents/News-Informed) The heart of Instagram is bringing together a community of people with different voices, interests, and ideas, and providing them with a platform to create culture and push it forward. It's a place where new conversations spark and grow, new stories are told, and new communities form. Teens' voices are a huge part of how culture is formed. Whether it's music, art, food, or fashion, Instagram is a place where culture and creativity can thrive. Our job is to create a place where they can join in safely. A place where they can manage unwanted interactions and share their points of views on their own terms, with only who they want. Because when we have a space where we feel comfortable sharing our perspective and being creative, that's what pushes us, our communities, and even the world forward. PLTF EX-03993_0099 2.1A (NET POSITIVE BALANCE, ADULT) Marketing Insights & Analytics NY (Original) AZ (Optimized) (Parents/News-Informed) Our goal is always to make Instagram a positive part of the lives of young people. Teens use Instagram every day to connect with friends, explore their interests, express themselves, and accomplish incredible things. We also know there's harmful content that exists on the internet. But we're committed to making Instagram a net positive for teens and for the world. We're partnering with and listening to parents, experts in adolescent development and behavior, and lawmakers as a part of our ongoing commitment to find better ways to help teens enjoy the benefits of social media while protecting their well- being. (Parents/News-Informed) Our goal is always to make Instagram a positive part of the lives of teens. They use Instagram every day to connect with friends, explore their interests, and express themselves. They're encountering new ideas that inspire them and making their own creative content, whether it's art, photos, crafts, or jokes. The entire time, they're also building digital skills and fluency that will be helpful for the rest of their lives. With all these advantages, we also know the internet poses certain risks for teens as well. We're working closely with and listening to parents and teens and partnering with experts in adolescent development and behavior at universities and academic institutions to help make sure we're designing our products in ways that protect the well-being of teens. Independent, third-party research tells us that overall, Instagram's impact today is more positive than negative, while at the same time helping highlight the ways we can continue to be better. PLTF EX-03993_0100 2.1B (NET POSITIVE BALANCE, ADULT) Marketing Insights & Analytics LY (Original) AZ (Optimized) (Parents/News-Informed) Instagram is a force for good in the lives of young people. Teens use Instagram every day to connect with friends, explore their interests, express themselves, and be entertained. They are doing incredible things on our platform. Of course, there's harmful content that exists on the internet, but overall, Instagram is a net positive for teens and for the world, and our research tells us most teens agree. We can't take that fact for granted, of course, which is why we're always working to keep that balance tipped as far in the right direction as possible. By partnering with parents, lawmakers, and experts, we're continuing to build an Instagram that helps teens navigate social media and the internet and protects their well-being. n/a PLTF EX-03993_0101 2.1C(NET POSITIVE BALANCE, TEEN) Marketing Insights & Analytics NY (Original) AZ (Optimized) (Teen) We believe that overall, Instagram is a force for good. People use it every day to connect with friends, explore their interests, express themselves, be entertained, and do incredible things. We also know there is harmful content on the internet. We are committed to helping protect people from the risks that come with social media. But overall, our research tells us Instagram's impact is more positive than negative. Our job is to help you use social media for good, while protecting you from as much of the bad parts of the internet as we can. (Teen) We believe that overall, Instagram is a good thing. People use it every day to connect with friends, explore their interests, express themselves, and be entertained. They make art, make jokes, share photos, and share funny or important moments in their lives with people they care about. Sometimes, people also see things on Instagram that aren't so positive. Maybe they see a Photoshopped picture or a piece of someone else's life that makes them feel pressure to be perfect or pretty. Maybe they share a post and don't get the reaction they were hoping for. We do everything in our power as a company to help you avoid negative experiences like these on the platform, but there's only so much we can do. Part of life is learning to deal with these kinds of moments-both online and in the real world. Even if it's not all perfect, we believe that overall, the good moments and the good things Instagram can do for you outweigh the not-so-good ones. PLTF EX-03993_0102 3.1: LEADING ON RESEARCH Marketing Insights & Analytics NY (Original) AZ (Optimized) (Parents/News-Informed) At Instagram, we're leading the way when it comes to researching how to protect teens' well-being online. We invest heavily in researching the critical issues that teens face online and the potential impact our products could have. That includes collaborating with teen behavioral experts and researchers across fields, with a shared goal of creating an online world that both benefits and protects generations to come. We're constantly working to make our platforms better, to maximize the good we do and minimize harm, and to proactively build features for teenagers and their parents that promote well-being. We care deeply about the teens who use Instagram, which is why we take these complex issues seriously, consult with experts, and test new concepts to better serve teens. (Parents/News-Informed) No organization has more experience with-or more of an incentive to help solve-the well-being issues that teens face online than Instagram. For as long as we've been around, we've invested heavily in researching things like social comparison, peer pressure, and bullying. We consider them critical issues for the platform and our users, and want to do everything in our power to address them. We partner with academics and universities to learn from their studies. We share our own internal work with outside experts to get feedback and contribute to the larger field of research into teen development. And we work closely with parents and teens to co-design new features and changes to the product. For example, a few years ago, we specifically set out to tackle cyberbullying-and we've seen significant decreases after introducing a range of safeguards to the platform that have since become industry standards. This year, we're taking aim at the issue of social comparison and pressure between teens. As a leader in creating products in this space, we believe it's our responsibility to also be a leader on research, too. PLTF EX-03993_0103 3.2: SETTING THE STANDARD Marketing Insights & Analytics LY (Original) Z (Optimized) (Parents/News-Informed) Today's younger generations are growing up with the internet. The internet and social media are large parts of their lives -- for education, for connecting with friends, and for exploring interests and hobbies. In this new age of the internet, Instagram sees its role as raising the standard for protecting teens and supporting parents as they use social media. We're designing Instagram to set the standard on what it means to be a place for teens to have a positive and age- appropriate experience on social media -- with tools and features that raise the bar on safety and control. This includes tools and features for parents and guardians to help support their teens on our platforms. We're proud of the work we're doing to keep young people safe, supporting them when they need it, and empowering parents with tools to help their teens develop positive and safe online habits. (Parents/News-Informed) Teens today are growing up with the internet. The internet and social media are large parts of their lives -- for education, for connecting with friends, and for exploring interests and hobbies. At Instagram, we see our role as raising the standard for protecting teens and supporting parents as their teens use social media. We're designing Instagram to set the standard on what it means to be a place for teens to have a positive and age-appropriate experience on social media—with tools and features that raise the bar on safety and control, many of which have been adopted by other social media platforms. This includes tools and features for parents and guardians to help support their teens on our platforms. We're proud of the work we're doing to keep young people safe, supporting them when they need it, and empowering parents with tools to help their teens develop positive and safe online habits. PLTF EX-03993_0104 Marketing Insights & Analytics Thank you PLTF EX-03993_0105