The Power of Identities: Why Teens and Young Adults Choose Instagram

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Exhibit 13 CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-0002271 4 Introduction and Objectives To support Facebook Inc-wide product strategy for engaging younger users. we have composed an instagram-tocused product stance on this priority demographict In this deck. we highlight: 0 Current trends with respect to instagram usage and brand perceptions 0 Fundamentals on youth development 0 External forces that affect social media usage 0 Instagram strategies for maintaining strong positioning with young users We worked across teams, pulling together findings from UXR. market research and data science to provide a holistic representation of where instagram stands with young users today. Please note that these findings pertain mostly to the US and cover ages 13-30 with a focus on teens (13-17) and young adults (18-24). It should also be noted that slides showing data cuts by teens may not be entirely accurate since age models oi teens is still a work in progress CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00022715 TL;DR Within the Family of Apps, Instagram is well positioned to resonate and win with young people, particularly teens, 13-17, and young adults, 18-24 0 Core needs of teens and young adults -- identity development, interests, and entertainment -- are areas where Instagram excels While Instagram meets the needs of teens and young adults, competition has introduced new social media behaviors beyond IG's core strengths. This is especially true for close communication and some entertainment jobs. Market dynamics and brand perceptions are also making an impact on Instagram usage. Instagram is nearing saturation for 35 yo and younger and Teens and young adults have specific concerns about Instagram including fear of judgment and social comparison. To maintain our strong positioning among young people, Instagram is focusing on a variety of strategies: Fundamental design & navigation changes to promote feeling close and entertained DAU investigations into low I-ness youth Teen Ecosystem understanding workstream More accurate age modeling Private by default sign up and increasing awareness of multiple accounts Research is continuing to focus on youth well-being and integrity efforts Private sharing and Threads for close friend communication CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00022716 Today, within the Family of Apps, Instagram is winning with both teens (13-17 yo) and young adults (18-24 yo). CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-lG-AG-0002271 7 Instagram's monthly active users over-index on teen and young adult users. Recent data science findings suggest that Instagram users skew young, over 60% of users are 30 and younger and over 40% are 22 and younger. https://fb.workplace.com/groups/core.dim.working/permalink/564540347577944l CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-lG-AG-00022718 Facebook's teen and young adult DAU has been in decline since 2012/2013. Data science findings indicate that only users 25 and above are increasing their use of Facebook. The Teen DAU has plateaued and the Young Adult (18-24) DAU continues to decline. Data provided July 2020 https://m.workplace.comlgroups/core.dim.working/permalink/564540347577944/ CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-lG-AG-00022719 US Visitation (Teens) Compared to Facebook, teens engage more with Instagram across production, visitation and time spent metrics. CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00022720 The brand Instagram is viewed positively by US Teens on favorability, brand trajectory, better product, and consumer focus -- leading the FoA. CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00022721 Teens also associate positive traits with Instagram -- fun, trendy, exciting, unique, high-quality. U.S. Brand Perceptual Map Among Teens CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00022722 This is because the underlying focus of teens and young adults lives is identity development. Instagram supports this process through pseudonymity, multiple accounts, self-expression, friend connections, exploring interests and entertainment. CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-|G-AG-00022723 Each life stage is marked by different predominant forces that make certain apps more or less relevant. From teen to young adulthood, setting the foundation of who they will become is paramount. Nurture / Reflection / Identity: How can I contribute to the world? / Who am I? / Did I live a meaningful life? Who are teens? CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00022724 Identity development is the defining issue that differentiates teens' and young adults' needs from older groups. While their priorities help them to manage this tension, their preferred conditions inform who they will ultimately hire. Friendship: Build, test, and maintain relationships with peers -- for teens and young adults, formation and solidification of identity is the central tension in their lives. Control & Privacy: Ability to control content, access, audiences provides protection & unlocks freer expression. Exploration: Discover trial and get perspective on interests that become part of their identity. Content Choices: Choices around photo/video for creating and consuming content stem from this tension. Experiences: Orientation towards connection, bonds with people & interests/things. Entertainment: Provide an escape -- a means by which one can have a shared experience to create a bond. CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00022725 Identity development starts at early teenage years and is usually achieved for the first time during young adulthood by exploring interests, perspectives, roles and experiences. Identity Exploration / Identity Achievement / Moratorium "I've thought about it and I now know what is most important to me as a person." "I'm thinking about who I want to be." CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-lG-AG-00022726 Friendships: Provide emotional support. Provide feelings of acceptance & shape moral values. Identity development generates a set of priority needs that advance identity formation and the ability to cope with the abundance of social, mental and emotional change teens and young adults face. Exploration: Exploring interests aids in learning about oneself. Discovery of new ideas and experiences stimulates desire to learn more and consider different perspectives. Experiences: Build bonds with family and friends. Show how interests can be pursued and applied in their lives. Entertainment: Provides relaxation and escape. Serves as a bridge to conversation and connection with others. Helps identify role models. CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00022727 These priorities are underscored by conditions of control/privacy and preferences towards photo/video content which Instagram provides. Privacy and controls protect young people from bullying, harassment and embarrassment: usernames/anonymity, multiple accounts and Finstas, Redacted, Stories ephemerality, Story highlights, Archive. Photo and video content and creative tools give teens and young adults the ability to express themselves and entertain themselves: Photo/Video-centric feed, SCA stickers, gifs, Direct message, music, etc, Live. CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IGoAG-00022728 Best IG App XBT For Q2 2020 On priority needs that motivate app selection, Instagram excels among teens and young adults, leading the competition in several areas: Connection, Exploration, Entertainment. CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00022729 People perceive Instagram's core value to be centered on 'seeing and being seen'. This strength squarely aligns with identity needs among teens and young adults. Facebook / WhatsApp / Messenger / Instagram CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00022730 Teens' growing use of "Finstas" -- secondary accounts for exploring different sides of themselves and interests -- suggest a strong product market fit. Growth in Finstas Trends: Interest over time CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00022731 While Instagram meets many of the needs of teens and young adults within the family of apps, competition is mounting particularly in the friend communication and entertainment jobs. CONFIDENTIAL - PROTECTED BY CONFIDENTIALI AGREEMENT MT-|G-AG-00022732 TikTok and Snapchat have started replacing Instagram for both teens and adults. N=6.5K, N=9306, p < .05, controlling for decliner/control, visitor frequency, gender, private/public, tenure, followings, followers, & single/multiple accounts. CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00022733 Snapchat is perceived as a fun, casual space to communicate and connect with friends. What's so great about Snapchat? -- spend time with close friends, feeling of "hanging out," privacy, "streaks." Care Growth Research, 2019 CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00022734 TikTok's popularity is in part due to it being perceived as entertaining and fun. What's so great about TikTok? -- "It's not just entertainment, it's funny." TikTok offers guaranteed, concentrated and easy-to-access laughs. In addition to being "funny" -- which always beats boredom -- TikTok also provides empowering fun by teaching people dance moves through DIY videos. CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AGo00022735 YouTube is also very popular among teens in the US and Canada, specializing in more intentful and deep discovery of entertaining content. Favorite app by country. Teens and Social Media/YouTube Usage in Developed Markets, 2020. CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00022736 Besides competition, brand perceptions and market dynamics are also impacting Instagram usage. CONFIDENTIAL - PROTECTDB CONFIDENTIALITY AGREEMENT MTolG-AG-00022737 Churned young adults (18-30) had specific concerns about Instagram: not having anything to share and social comparison. Instagram Churn & Reconnection, 2020 CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00022738 Teens have production concerns -- they worry about the quality of their content and feeling judged. Do you hesitate to share photos or videos on Instagram for any of the following reasons? Please check all that apply. p<.05, after controlling for visit frequency, gender, age, private/public, tenure, & system. Engaged Single Account Users' Names & Opportunities for Private Accounts, 2020 CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AGOO022739 Teens and young adults represent a sizable portion of our established markets and growth markets. 19% of internet users in the US are 18-24 yo: 24.5M teens, 30.1M young adults. 66% of internet users are 12-30 yo: 167M teens, 185M young adults. CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-lG-AG-00022740 But market dynamics are affecting Instagram use -- saturation with users 35 years and younger will prevent significant MAU growth in the US. We are close to saturation with our target market (<35 yo) besides some cities within the Midwest & Northwest which are still years off potential saturation. Given that we are close to saturation among users <35 and do not have product market fit with adults, we shouldn't expect significant MAU growth in the US beyond the ~4M teens that start using the internet each year. CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00022741 Instagram is focusing on a variety of strategies to maintain its strong positioning among teens and young adults. CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-lG-AG-00022742 Strategic focus on rethinking Instagram's navigation & content will streamline how people will interact with Instagram, consolidating around two job frames that map to teens' priorities -- entertainment & connection to others. Friendships / Exploration: Promotes emotional support. Exploring interests aids in learning about oneself. Make Home the place to catch up and feel engaged with the people you care about -- whether you're connected or not. Make Explore a place for entertainment, discovery and interests, starting by giving Reels a prominent place for discovery. Experiences / Entertainment: Build bonds with family and friends. Show how interests can be pursued and applied in their lives. Provides relaxation and escape. Serves as a bridge to connection with others. Helps identify role models. REELS / HOME/FEED / STORIES / EXPLORE CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-lG-AG-00022743 The US DAU investigation will focus in part on growing the teen DAU. IG US MAU by I-ness & Age Bracket. Recent data science findings suggest a DAU opportunity with teens. H2 research efforts will address this by studying competition for low I-ness teens and young adults. Data provided July 2020 CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00022744 Efforts are underway to increase awareness of unique value props such as multiple accounts. Before today, had you ever heard of people having more than one Instagram account? Approximately 20% of teens are unaware of multiple accounts. To increase awareness, UXR is working on understanding the barriers and needs around multiple accounts. Less Known: Secondary Accounts Uses, 2020 CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-lG-AG-00022745 The Teen Ecosystem understanding workstream will continue to explore the evolving needs of teens. Phase 1 - Done: Teen Fundamentals -- Objective: identify all of the core components of teenage-hood, understand how they change and intersect. Phase 2 - In Progress Q3: Teen Digital Trends -- Objective: Break down the formula for teen trends and market shifts over the long term. Phase 3 - Upcoming Q4: New Teen Opportunities -- Objective: identify new opportunities for content and interactions with new apps and understanding their cycle and how they interact. Phase 4 - Upcoming Q4: Keeping up with Teens -- Objective: Develop a program for how to keep up with teen trends over time. CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00022746 Data Analytics efforts to provide more accurate age modeling will contribute to our understanding of young users' on-platform preferences and behaviors. Instagram Analytics developed a Teen vs. Non-Teen classifier for IG users in the US in H1. The team will focus on improving ground truth, understanding how current models perform across markets, and expanding this to new markets: Japan, UK. Increasing granularity of age predictions: early teens (13-15) vs young adults (18-22). CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-lG-AG-00022747 'Private by default' settings for certain groups will meet teens' and young adults' need for private expression on Instagram. Most youth accounts are private by default. Research suggests that most teens prefer private by default. The Instagram Growth Team is working on "Private by Default" in order to create a safer space for teens. Research is currently collecting data on private default NUX. CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00022748 Instagram Research will continue to investigate wellbeing and integrity issues for youth populations. The Wellbeing team is continuing industry leadership in addressing online bullying while identifying additional areas in which Instagram can best support youth wellbeing -- e.g. social comparison. 7% of teens report experiencing bullying on IG. 40% of all bullying experiences are reported in DM. IG H2 2020 Wellbeing Roadmap CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00022749 Both the Stories and Feed Sharing teams are working on additional features to meet the close friend sharing needs of young users. Private Sharing / Collaborative Stories / Create a private group story / Private Broadcast Sharing. Teens seek a way to connect with their friends but don't necessarily want to connect with them casually. Group Stories is one private broadcast share and manifestation of that where consumers can share with people about topics they care about. CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00022750 CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-lG-AG-00022751 Identity Jobs are better fulfilled on Instagram. THREE CATEGORIES OF SELVES ARE RELEVANT: As teens and young people grow, they move between a more emotional, primary/authentic identity (through main accounts) and secondary accounts (through "Finstas"). CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00022752 Young people's idols are active on Instagram. Connect with a celebrity or public figure. CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-lG-AG-00022753 Teens' "Finstas" are most often used to share less polished content with close friends. Secondary Account Main Intent, by Age (in % of survey respondents): 13-17, 18-24, 25-34, 35-44 -- Close Friends / Less Polished, Business / Creative Work & Interests, Other / Group Account. Multiple IG Account Use in IG, 2018 CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-lG-AG-00022754 Instagram allows young people to toggle between a more private self and more public self, splitting the difference between Snapchat/Messaging and Twitter/FB as a public forum. PERCEIVED AUDIENCE SIZE DIRECTLY CORRELATES TO COMFORT WHEN POSTING. CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00022755 Teens sign up for Instagram to connect with friends and family. INSTAGRAM ADOPTION: Across age groups, the top reasons for Instagram sign-up revolve around connection: having friends and family on the app, sharing, and seeing content are top reasons for sign-up. Friends/family are on Instagram, See photos or videos, For entertainment, Share photos or videos, Curiosity/try something new, To express myself, To find people or groups who share my interests, Celebrities/public figures/YouTubers/social media stars are interested in/on Instagram, Companies/organizations are interested in/on Instagram. CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00022756 Top unique jobs done on Instagram align well with teen and young adult needs as they explore their identities as well as meeting their media preferences for quick, relaxing, and visual play first with content. Top unique jobs done on Instagram, 2017 CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00022757 A deeper dive into brand perception shows that Instagram users, 16-34, believe Facebook is for "older" people while Instagram is more modern. Instagram users feel FB is like "older" mom, and lacks a cohesive utility for people. Instagram users feel IG is a more modern, simple, aesthetic-focused and personal space. CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00022758 Active users -- Which app is best for... Facebook and Instagram have unique strengths. 2019 CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00022759 Teen Fundamentals CONFIDENTI - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-lG-AG-00022760 The teen brain is easily stimulated by novelty making discovery surfaces very engaging if the content is fresh. Redundancy is a buzzkill. We must make deduping content across surfaces a priority for the teen audience. We also need to provide more opportunities to help teens discover new content, interests and more. Teens are prime to exploration and learning. Interests, conversations and sharing new experiences are top exploration tasks for teenagers. Exploration is currently a shallow pool on IG. We need to better facilitate deep dives into interests and conversation by leveraging NEW and further facilitating community. We should also be striving to spearhead innovative interactions that create new shared experiences. Teens are still developing self control. They are motivated by the prospect of immediate rewards. Teens are not finding value in the proportion of time they are spending on IG. We must find ways to make teens feel more productive and rewarded on our platform. This could mean making "feel good" content and connections more accessible. We should also incorporate account insights such as what their content diet looks like, goal setting and reminders about their usage. Teens are sensitive and vulnerable to experiences that can have lasting harm. We should continue to seek ways to prevent negative experiences and hurt feelings on the platform. We should also invest in an education experience to teach teens how to protect themselves from dangers on IG. CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-lG-AG-00022761 Pattern of maturity is from the back to front and gray matter density (which drives connections in the brain) increases over time. Unlike the body which functions wholly from day one, the brain essentially spot trains certain areas and functions at a partial capacity before it is wholly developed. CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00022762 The teenage brain is usually about 80% mature. The remaining 20% rests in the frontal cortex -- the area of the brain responsible for judgment and decision-making. At this time teens are highly dependent on their temporal lobe where emotions, memory and learning, and the reward system reign supreme. CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00022763 Teens' decisions and behavior are mainly driven by emotion, the intrigue of novelty and reward. While these all seem positive, they make teens very vulnerable at the elevated levels they operate on, especially in the absence of a mature frontal cortex to help impose limits on the indulgence in these. CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00022764 Opportunities: Implement stronger paths to related novelty interest content (i.e. suggestions for IGTV videos, a discovery surface for collections, etc.). For interest-related search results, include people, places, hashtags, collections, products and causes to facilitate browsing all we have to offer. Invent new interaction types that produce a feeling of a shared experience amongst friends such as co-creation, perspective sharing, games, etc. Teens need rapid fire discovery features to find: Interests / Perspectives / Experiences. Teen's insatiable appetite for novelty puts them on a persistent quest to discover new means of stimulation. Think: What would it be like if there was a discovery feature on every IG surface? How can your team give teens somewhere new to go or something new to find from the product you work on? CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00022765 Opportunities: Shift teen perception of IG by incorporating more lower quality content in their discovery experiences. Test removing other visible comparison cues such as follower count and number of views. Streamline multiple account creation and switching functionality. Explore investing in other modes of self-expression like enhancing bio or non-ephemeral "only me" stories. Teens need a judgment free zone and tools to: Be themselves / Express different sides of themselves. Teens experience heightened emotions and impact making them more self-important, vulnerable and sensitive. Think: Can you identify what aspects of the IG experience have ever caused you to second guess yourself? What value do numbers really bring people? CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00022766 Opportunities: Helps teens stay accountable with features to support and encourage new hobbies and commitments. Up-rank feel good teen interest content over aspirational content on discovery surfaces. Develop secondary shared identity accounts for close friends/couples/communities that allows them to use IG together to share with each other and with others. Teens need to feel good when they: think about how they spent their time / consume content / make and share content / interact. CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00022767 7% of teens report experiencing bullying on IG. 40% of all bullying experiences are reported in DM. There is quite a bit of threat to be wary of especially among teens on Instagram and most notably in DM. Unsurprisingly, people being bullied on IG are more likely to delete or deactivate their accounts. CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00022768 Social comparison frequency by age, gender, and context. In everyday life vs. On platform (FB or IG). Research has shown that social comparison on FB and IG is highest among teens and young adults. CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-lG-AG-00022769 One effort that has made some strides towards reducing social comparison for teens is project Daisy -- which does not display the number of likes a post received. This change had a statistically significant impact on reducing the frequency of "like" comparison for both teens and non-teens. It also showed... CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00022770 ...significant increase in favorability of IG. Life Satisfaction Research, Dec 2019 CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-lG-AG-00022771 Communication with close friends is very important to teens and young adults. Equipment & Product Manager Feb 2020 CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG'00022772 RELATIONSHIPS: For Young Adults, prospective friends and partners become more critical. CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AGoOO022773 GENERATIONS OF: EARLY TEEN, ONE PAGER Daily activities: School & home centric. Yogurt shop or mall after school. Weekend day trips in nearby cities with parents. Defining characteristics: Fun + Humor. Paradoxes + Drama. Freedom vs. responsibility. Self discovery & individuality. Insecurity vs. confidence. Social Audience: 1-2 close friends. Neighborhood friends. Finding my tribe and common interest friends to find what feels right. Social Media Behavior: One way entertainment such as Netflix, YouTube. Sharing/messaging with BFF. Boredom busters -- playing games, filters, memes. Group video chat. Escape into exploration and discovery for self identity. Networking with connections of common interests. Role model: Older sibling, YouTuber or Celebrity, Expert/professional in interest. CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-lG-AG-00022774 Top use cases for close connections among teens are identical among 16-19 and 20+ year olds -- event planning happens more, reaching out spontaneously happens more among 20+. CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00022775 Teens watch and share videos frequently. YouTube: ~55% of US Teens watch video on YouTube 6+ days every week. IG Explore: ~50% of the US Teen IG DAP using IG Explore, where they spend 13+ min to watch videos daily. IG Direct: ~32% US IG Teen WAP re-share videos via Direct. And 1/3 of IG US Teen DAP consume re-shared videos sent via Direct. CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00022778 Competition CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00022777 Competition and brand tracker 502 daily reach of Instagram usage of Facebook, Instagram for use in IG US DAP, 2019 sample of 634 teens. Daily usage of Snapchat for IG US DAP. CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-lG-AG-00022778 Teens and young adults prefer using Snapchat for close communication with best friends. Previous research highlighted the popularity of Instagram with teens in connecting and communicating with their friends (Gen Friending, 2017). Today, however, Snapchat, part of the Family of Apps, is the preferred way of communicating with both close and casual friends. For both teens and young adults, Snapchat is the preferred app for connecting with best friends. And for other social activities, e.g. connect with people with shared interests, Facebook and Instagram lead. https://fb.workplace.com/photo?fbid=3190471922249514&set=oa.216437060361154 CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00022779 While Instagram is selected as best app for a subset of activities among teens, it is more likely to be considered across a broad array of activities compared to the competition. Consider App For Activity, Teens (IG US XBT 2020, Q2'20, IG Q2'20) CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00022780 Snapchat ranks only second to text messaging apps as a communication tool with close friends. Primary Messaging App: Teens are most likely to report that text messaging is their primary tool for communicating overall and with close friends, and Snapchat is the next most popular. Snapchat is more popular on iPhone than Android. Few teens say that Messenger is their primary messaging app. CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00022781 Snapchat's popularity with teens may contribute to its "fun" factor as well as its perceived privacy. Care Growth Research, 2019 CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00022782 In the US and Canada, Snapchat is more popular than Instagram and Facebook. Favorite app by country. Teens and Social Media/YouTube Usage in Developed Markets. CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-lG-AG-00022783 TikTok's popularity is also due to its casual nature -- users feel they can let loose and make mistakes on the platform. Why can't people let loose on Instagram like they do on TikTok? This post contains findings collected from remote conversations with everyday teen TikTok users as well as in-person interviews with prominent TikTok Creator/Influencers. FINDINGS: The participants feel higher pressure to make sure they present themselves in a more polished, official way on Instagram. It seems the main culprit is their perception of the "established culture" of both TikTok and Instagram. They fear "judgement" from others if they show any imperfections on Instagram, whereas imperfections feel more baked into the TikTok aesthetic and celebrated by the community. CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00022784 Primary Messaging App: Teens are most likely to report that text messaging is their primary tool for communicating overall and with close friends, and Snapchat is the next most popular. Snapchat is more popular on iPhone than Android. Most Used App. CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-lG-AG-00022785 Teen vs. Adult IG Survey Data CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00022786 Churn reasons for churn: age -- young adults gaining access to more mature or higher-status platforms move away from teen-associated apps. Have issues with negative experiences more so than teens with churn. CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00022787 Public accounts, less frequent visitors & multiple account type: US teens vs adults comparison. CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-lG-AG-00022788 Less frequent visitors & multiple accounts. Awareness: teens vs adults. Before today, had you ever heard of people having more than one Instagram account? CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00022789 Value of new follows. CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00022790