IG Mental Well-being: Multi-half Strategy

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Case 4:22-md-03047-YGR Document 2756-44 Filed 02/20/26 Page 1 of 46 AMENDED Exhibit 76 PLAINTIFFS' OMNIBUS OPPOSITION TO DEFENDANTS' MOTIONS FOR SUMMARY JUDGMENT Case No.: 4:22-md-03047-YGR MDL No. 3047 In Re: Social Media Adolescent Addiction/Personal Injury Products Liability Litigation Case 4:22-md-03047-YGR Document 2756-44 Filed 02/20/26 Page 2 of 46 IG Mental Well-being Multi-half Strategy [A/C Priv] • WB Leads Review 17 Nov 2022 HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-136-00013164 Case 4:22-md-03047-YGR Document 2756-44 Filed 02/20/26 Page 3 of 46 Objectives Goals 1. Align on overall approach to IG Mental Well- being 2. Align on strategy for PU & proposed priorities 3. Discuss prioritization of understand work for creator burnout Non goals Design & Measurement feedback HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-136-00013165 Case 4:22-md-03047-YGR Document 2756-44 Filed 02/20/26 Page 4 of 46 Executive summary 1. Teen Problematic Use (PU) will continue to be Mental Well-being team's priority over next two halves Based on research, Meta priorities, our strengths and external narrative, execution on PU will be the focus. We propose: (1) Improving existing products like Take a Break that show strong retention and making Quiet Mode more robust (2) Building new products where we have gaps (Frequent Use, late night passive use) & investing in solutions meant to create awareness of behaviors or attentiveness in the moment (3) Partnering with Marketing and leveraging creator partnerships to influence teen adoption 1. Creator burnout is often bubbling up as a top problem that could be an extension of PU and worth understanding Next half, we'd like to prioritize research & design vision around creator burnout given our expertise in mental well-being & PU and overall priority of creators for IG. This will establish a strong runway for the team in addition to PU for teens. Moving fast can help position IG as industry-leading in the space. HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-136-00013166 se 4:22-md-03047-YGR Document 2756-44 Slide 3 2 1 1 1 Filed 02/20/26 Page 5 of I encourage the team to think about a framework for the broader Creator Mental Well-being space for understand work over the long term. As an example, Creators have expressed anxiety at roundtables and 1:1 interviews.cc _Assigned to Sayed Otaru, 11/17/2022 Part of understanding in this space should also include developing an understanding of the competitive landscape cc _Assigned to Sayed Otaru, 11/17/2022 What's the team's take on scaling these up to a gen-pop adoption strategy as a more holistic approach to the topic of MWB? Is this planned in the 2 yr strategy? Is scaling to gen-pop (where applicable) generally a part of the 2-yr strategy? 11/17/2022 all our controls (take a break, daily limit, quiet mode) are available to gen pop while the upsells are limited to teens. Would be good to discuss how focusing on non-teen MWB and corresponding gains/ecosystem impact align with the team's and IG's broader goals. 11/17/2022 HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-136-00013167 Case 4:22-md-03047-YGR Document 2756-44 Filed 02/20/26 Page 6 of 46 Background Mental Well-being & Problematic Use HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-136-00013168 Case 4:22-md-03047-YGR Document 2756-44 Filed 02/20/26 Page 7 of 46 Framing Context Vision for IG is to be "a video and messaging first platform that wins with teens and creators." However, IG plays a key role in young people's mental well-being that can affect their usage of the app-both if and how they use it. Vision for IG Mental Well-being Our team helps IG acknowledge, understand, and proactively address its role in teen mental well-being. When we've succeeded, IG continues to be a safe space for teens to actively engage with their community and feel good about the time they spend on the app. Purpose Statement The IG Mental Well-being team empowers teens with tools and resources to manage their experiences and foster community norms so that they can be more intentional about their time on IG. Success statement overall is "People have the tools that they need and are empowered to control their time and experiences on our platforms" HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-136-00013169 Case 4:22-md-03047-YGR Document 2756-44 Filed 02/20/26 Page 8 of 46 Landscape and priorities Execute: Problematic Use continues to be a top execution opportunity & we have more ground to cover in closing key coverage gaps. Understand: Creator burnout has emerged as an untapped opportunity for a top priority user segment and is connected to our work on PU Social comparison previously deprioritized, all other 'below-the-line' areas are being addressed by partner teams. Priority Problem Areas Known user problem on IG Execute + Understand Problematic use (PU) Understand Creator mental well- being* Social comparison Connections Below-the-line SSI/ED Bullying & harassment Sleep** Currently prioritized for IG (X- Meta WB) Product coverage today IG MWB well- positioned to address/lead Aligns with external narrative *Creator well-being solution space may overlap with problematic use **Sleep partially addressed through problematic use HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-136-00013170 se 4:22-md-03047-YGR Document 2756-44 Slide 6 2 3 3 Filed 02/20/26 Page 9 of To clarify this is the overall MWB landscape combined across top pain points from our own surveys and CWB top priorities. There are other owners for these areas which is why the column "IG MWB well-positioned to address/lead" is Red. 11/17/2022 For clarity here, SSI/ED and B&H are covered problems in other teams on IGWB in 2022/23. What's the context behind their inclusion here? Are there specific dimensions that are not being covered that the team is thinking of? Sayed Otaru, 11/17/2022 Any aspects of the existing areas that are below the line? Caveat that its below the line for MWB not IG. 11/17/2022 HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-136-00013171 Case 4:22-md-03047-YGR Document 2756-44 Filed 02/20/26 Page 10 of 46 Why PU PU: A perceived lack of control over usage of a technology or social media platform that is perceived to lead to negative life impact Top WB issue for IG teens, associated with life interference 56% of IG teens surveyed say it's difficult to manage how much time they spend on social media and 14% say IG makes it worse Teens and young adults are more likely to report experiencing problematic use, consistent with developmental differences in self- control Teens say they want help 41% of weekly teen users say they try to limit their IG use and 22% say they want help controlling their usage (Hanko 2022, report forthcoming) Associated with low value IG sessions and churn 9% of US teen WAU say they have deleted IG in the past to better control their usage; this increases to 18% among teens who report low control over how often they check the app (Hanko 2022, report forthcoming) HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-136-00013172 Case 4:22-md-03047-YGR Document 2756-44 Filed 02/20/26 Page 11 of 46 Behaviors associated with PU Rough sizing (listed in decreasing strength of association) (% of global teen WAU) Sizing PU PU behaviors are correlated with each other; we sized them separately because they may point us to unique product solutions. Based on strength of association, existing product coverage gaps and sizing, we will prioritize top 3 behaviors in the table. The top 3 behaviors have a overlap. user Frequent checking 37% (65M users) >=20 L7 repeat passive sessions (<10 min from previous) Overall amount of time spent 31% (54M users) >30 min L7 average daily time spent Passive late night use 18% (32M users) >1 passive session 12-4 am in a week Late night use 36% (63M users) Non-0 late night time spent 12-4 am in a week Frequent checking 42% (74M users) >=30 clearing of notifications L7 daily average Frequent checking: Surface switching 35% (61M users) >=1 session with 20 surface switches 9 pm - 4 am L7 daily average Content consumption patterns (e.g., long scrolls on single topic) TBD Source: Taking a look at IG Well-Being Problematic Use Heuristics Behavior references: 1, 2 L7 refers to last 7 days 1. RE: Short sessions <-> repeat passive sessions. The volume short sessions and the number of repeat passive sessions are very highly correlated (0.8 correlation) and repeat passive sessions slightly outperformed short sessions so it is the one that remained. HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-136-00013173 Case 4:22-md-03047-YGR Document 2756-44 Filed 02/20/26 Page 12 of 46 Competitive benchmarking IG has a comprehensive list of well-being features but they hard to find and use cases are not explicitly clear (e.g. TAB and Limits). A Mental Well-Being center will enable IG to be more intentional with all of these tools. More targeted contextual and leverage usage propensity models upsells would aid awareness and education In addition to a Well-being Resource center, Tik Tok has an in-app Safety center that features a number of Guides including one focused on mental-wellbeing that links out to relevant resources and tips. YouTube also have a comprehensive in-app Time Watched center, with Take a Break, Bedtime, and weekly stats. YouTube also have controls for Not Interested as well as content flagging on each video. Twitter's content control tool allows users to control what topics they've seen and remove them. No time spent related controls. HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-136-00013174 Case 4:22-md-03047-YGR Document 2756-44 Filed 02/20/26 Market landscape IG's PU efforts are aligned with industry baseline standards, however, to be market-leading we should have a stronger POV by leveraging interventions and/or defaults, and providing more robust insights/resources. Feature Page 13 of 46 f Daily usage limits Yes (opt-in) Yes (opt-in) Yes (opt- in) Yes (opt-in) No No Take a Break Yes (opt-in) Yes (opt-in) No No (Feed Pause on hold) No Yes (opt- in) Yes Yes Late Night interventions Coming soon (Quiet Mode) (silenced notifs for all (Focus Yes (opt- No No Mode teens) opt-in) in reminder) Frequent use interventions Yes (TAB upsell) Yes Yes No No (insights) (insights) No (aside from TAB notif) Yes Time spent insights Yes (detailed breakdown) Yes Yes No Yes TT late night interventions - Awareness videos Auto-silenced notifs Night use insights • On TikTok all teens do not receive notifications at night by default (more here): o 13-15 yrs old - notif muted starting at 9PM o 6-17 yrs old - notif muted starting at 10PM • Apple defaults Focus Mode/Do Not Disturb to 10PM - 7AM daily • Youtube's Bedtime reminders lets you set specific times when you want to get a reminder to stop watching videos and go to bed. • Snapchat's Do Not Disturb allows you to mute certain accounts and stops all notifications from said users or groups. HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-136-00013175 se 4:22-md-03047-YGR Document 2756-44 Filed 02/20/26 Page 14 of Slide 10 4 how do we plan to operationalize lens of relative coverage relative to competitors? how does it tie back to x-meta youth score card 11/17/2022 HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-136-00013176 Case 4:22-md-03047-YGR Document 2756-44 Filed 02/20/26 Page 15 of 46 Strategy Reduce behaviors of Problematic Use and increase sense of control, by landing a steady drumbeat of expert-backed visible products that support teen well-being HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-136-00013177 se 4:22-md-03047-YGR Document 2756-44 Filed 02/20/26 Page 16 of Slide 11 4 It would be helpful as part of your strategy to clarify upfront 1) Competitor analysis and 2) Status and Approach relative to x-Meta Youth scorecard. 5 _Reassigned to Sayed Otaru, 11/17/EUR Sounds good, we'll elevate this from the appendix to the body. 11/17/2022 HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-136-00013178 Case 4:22-md-03047-YGR Document 2756-44 Filed 02/20/26 Page 17 of 46 How we build Strategy Our interventions fall into 3 key research- informed and expert-validated categories (Awareness, Attentiveness, Intentionality & Choice). The aim is to holistically help teens increase sense of control and reduce PU-associated behaviors. Awareness Provide info to prompt reflection and inform choices Sense of control Attentiveness Interrupt and draw attention to behavior in the moment Intentionality & choice Help set goals, limits, preferences : Intentionality & Choice (offer intentional choices) Attentiveness (draw attention in-the-moment) Awareness (increase awareness of their behavior) HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-136-00013179 Case 4:22-md-03047-YGR Document 2756-44 Filed 02/20/26 Page 18 of 46 Success Overall success People have the tools that they need and are empowered to control their time and experiences on our platforms. North star Increasing users' sense of control (pending final alignment) Operationalized across 1) Meaningful usage (adoption, engagement, retention) 2) Behavior change (tool use corresponds with shifts, e.g., reduction, in the relevant behavior target) 3) User perception (survey or qualitative feedback on tools being helpful and improving sense of control) HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-136-00013180 Case 4:22-md-03047-YGR Document 2756-44 Filed 02/20/26 Existing coverage and opportunities Current products address prioritized PU-related behaviors primarily through intentionality, with room to address: 1. Awareness of user behavior, across top behaviors 2. Frequent checking 3. Late night use (passive) PRIORITIZED PU-RELATED BEHAVIORS Frequent checking Overall amount of time spent Late night use (passive and overall) Page 19 of 46 LEVERS FOR SENSE OF CONTROL Attentiveness Products that give information in context-tied to specific behavior. Intentionality and choice Products that enable behavior change or make change easier. Awareness Products that give people feedback about their own behavior and experiences on platform. Quiet mode Your Activity Daily Limit Take a break Daily Limit Take a break Quiet mode Content consumption patterns (includes long scrolls) Alternative topic nudge Multi-hide in Explore, Sensitive content controls, Persistent controls (ie WAIST) HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-136-00013181 Case 4:22-md-03047-YGR Document 2756-44 Filed 02/20/26 Page 20 of 46 Guiding principles Empower through controls We empower teens to be more intentional about their time by creating contextual behavioral awareness and offering relevant controls. Identify and target teens in need We use research and expert feedback to generate conviction in our products and target adoption with teens who can benefit most from them. Drive long-term engagement through well-being Despite potential near term ecosystem impact, our products aim to create long term retention and engagement by encouraging healthier social media use. Foster healthy norms Our products and amplification tools enable creators and teens to set norms around usage habits and influence their communities. HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-136-00013182 se 4:22-md-03047-YGR Document 2756-44 Filed 02/20/26 Page 21 of Slide 15 2 I love this slide. Wondering where the lens of "foster healthy norms" fits into the 2-year strategy with PU, creator burnout, etc. 11/17/2022 6 fostering healthy norms is a lens we are taking horizontally across all our products (auto reply/indicators in Quiet Mode and creator content/upsells for products). Based on the success of these initial products, we'd love to go deeper and evaluate more opportunities in this space. 11/17/2022 HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-136-00013183 Case 4:22-md-03047-YGR Document 2756-44 Filed 02/20/26 Page 22 of 46 Directional Product Bets New experiences & Improvements to existing ones Concepts are illustrative only HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-136-00013184 Case 4:22-md-03047-YGR Document 2756-44 Filed 02/20/26 Page 23 of 46 AWARENESS OF BEHAVIOR PATTERNS Time spent: Usage and behavior insights What: Your Activity improvements for 'table stakes' info to support behavior change (i.e. night vs day use, app opens, etc). Why: Teens are bad at estimating time they are spending on social media • Insights about one's own behavior are a key part of successful goal-setting and behavior change, and can inform people's goals (1, 2) Time management tools are ubiquitous in the competitive landscape for 'digital well- being, thus this is becoming an industry standard SCA SCA Time Spent notification Enhanced dashboard (day vs night insights and app-opens) HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-136-00013185 se 4:22-md-03047-YGR Document 2756-44 Filed 02/20/26 Page 24 of Slide 17 3 I love this as it relates to empowerment through controls and allowing behavioral awareness. 11/16/2022 HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-136-00013186 Case 4:22-md-03047-YGR Document 2756-44 Filed 02/20/26 Page 25 of 46 ATTENTIVENESS IN CONTEXT Late night passive: Contextual bumpers and resources What: In-feed units with insights and resources developed in partnership with experts and creators, designed to help people wind down or to nudge them to take a break from scrolling for the night. Why: Experts indicate that providing awareness in context when the behavior is happening is best (vs. out of context, delivering later, or making teens go searching for it) We have a coverage gap for late night passive use, exhibited by 18% of teens SCA Insights and resources Insights and nudge HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-136-00013187 se 4:22-md-03047-YGR Document 2756-44 Slide 18 1 1 2 Filed 02/20/26 Page 26 of That would be the experience on the left mock, where we aggregate curated resources from experts/partners/creators and show them to the user during "wind-down hours". It's a concept we are excited about exploring more 11/17/2022 This is cool, have we explored what an on-platform wind-down experience would look like? We've heard in user research that some users want to use IG to wind down, how might we support that use case while helping the user not lose track of time? 11/17/2022 Got it-- have we explored a wind down experience that is content agnostic? e.g. sleep timer + auto-play? 11/17/2022 HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-136-00013188 Case 4:22-md-03047-YGR Document 2756-44 Filed 02/20/26 Page 27 of 46 9:41 三令 ATTENTIVENESS IN CONTEXT Frequent Checking: Break duration What: Expand Take a Break to support opt-in break duration. Users can set this up to remind themselves when they've reopened the app too soon. Why: Some teens open the Instagram app automatically and habitually, without intention 23% of US teen WAU say they open Instagram without realizing it at least once a day (Hanko, PU foundational survey) 27% of teen WAU across 6 countries (UK, US, NG, SK, BR, IN) report 'often' or 'very often' checking IG automatically without realizing it (Davis, PU pilot survey). A You're still on a break Your break will end in 6 minutes. You last checked Instagram 40 seconds ago. End break early Reminder to honor break HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-136-00013189 Case 4:22-md-03047-YGR Document 2756-44 Filed 02/20/26 Page 28 of 46 INTENTIONALITY & CHOICE Frequent Checking: Ad-hoc Quiet Mode What: Expand Quiet Mode to support ad- hoc/temporary needs (ie while driving, studying, etc.) on top of the existing automated scheduling. Why: FOMO and social pressure are associated with frequent checking 42% of US teen WAU with self-reported low control over their IG usage experience SCA FOMO if they don't check IG often (Hanko 2022, report forthcoming) 42% are concerned about offending friends if they don't immediately respond to messages - IGD auto reply can help here (Hanko 2022, report forthcoming) Additional features from partner teams here HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-136-00013190 Case 4:22-md-03047-YGR Document 2756-44 Filed 02/20/26 Page 29 of 46 INTENTIONALITY & CHOICE Frequent Checking: Ad-hoc Quiet Mode What: Expand Quiet Mode to support ad- hoc/temporary needs (ie while driving, studying, etc.) on top of the existing automated scheduling. Why: FOMO and social pressure are associated with frequent checking 42% of US teen WAU with self-reported low control over their IG usage experience FOMO if they don't check IG often (Hanko 2022, report forthcoming) 42% are concerned about offending friends if they don't immediately respond to messages - IGD auto reply can help here (Hanko 2022, report forthcoming) Additional features from partner teams here SCA Quiet mode entrypoint Quiet mode selector HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-136-00013191 Case 4:22-md-03047-YGR Document 2756-44 Filed 02/20/26 Page 30 of 46 INTENTIONALITY & CHOICE Time Spent: Take a Break upsells and enhancements What: • Increase adoption through surface expansion for upsells (ie Stories, Reels or Feed), predicted teens, and sessionization Why: • Increase meaningful use via snooze & new contextual usage insights Strong retention (90% retain the setting, 57% honor reminders WoW, and honor rate for each incremental impression above 12%) (ref) Meaningful use at a user level needs improvement (0.2% WAU honor breaks with 8% reminders honored) Meaningful use decline driven by a decline in users consistently having 20 min sessions over time (ref) Investigation of adoption decline in Q3 9:41 X Set reminders to take breaks every 20 minutes? Regular breaks can help you reset. You can now turn on reminders to take breaks when it makes sense for you. Turn on reminders 9:41 You just spent 30 min on Instagram. Time for a break? Your total time spent on the app is 1h 3m Remind me in 5 min Go back to Instagram New upsells in Stories Contextual usage insights Snooze ~10% of teens who have enabled Take a break have also enabled Daily limit. please validate this since this is the first time I am using Daily limit data. https://www.internalfb.com/intern/daiquery/workspace/3718692751690760/6665993 14993/ HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-136-00013192 se 4:22-md-03047-YGR Document 2756-44 Filed 02/20/26 Slide 22 7 Opportunities to improve the product experience 11/17/2022 Page 31 of HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-136-00013193 Case 4:22-md-03047-YGR Document 2756-44 Filed 02/20/26 Page 32 of 46 INTENTIONALITY & CHOICE Late Night Use: Quiet Mode Fast Follows What: Improve product utility of Quiet Mode to make the product more comprehensive: • Customization by day of week • Digest improvements that are more indicative of what was missed, and Why: Norm setting via public profile indicators Early demand for Quiet Mode is encouraging - 133K teens enabled it (8% of test 1) with an upsell enable rate in the 4-7% range Early signs of well-being impact with a stat sig decline in late night time spent (10pm - 7am) SCA Increased customization Improved digests HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-136-00013194 Case 4:22-md-03047-YGR Document 2756-44 Filed 02/20/26 Page 33 of 46 INTENTIONALITY & CHOICE Content Consumption: Topic Nudge & Bulk Hide What: • Topic Nudge: Prove out WB impact and effectiveness followed by global expansion Why: • Bulk hide: Explore discovery options & collab with T&C on positive controls We are in the beginning stages of understanding how content consumption patterns manifests as a form of PU; we're planning research in Q4'22-Q1'23 to understand this better 2% of WAU get a Topic Nudge impression per day with a 12-14% CTR and 42% retention WoW. Need to further confirm effectiveness in breaking long chains. "Not Interested" control is the #1 ask from Teens. T&C is also planning to develop a positive control "Interested". opportunity to collab for bulk signal SCA Pull to refresh with multi-hide • Pre-launch, Explore bulk hide is used by 0.13% of WAU with 40 mean content hidden (median with Explore bulk hide), vs 10.4 in control HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-136-00013195 Case 4:22-md-03047-YGR Document 2756-44 Filed 02/20/26 Page 34 of 46 HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-136-00013204 e 4:22-md-03047-YGR Document 2756-44 Filed 02/20/26 Page 35 of HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-136-00013205 Case 4:22-md-03047-YGR Document 2756-44 Filed 02/20/26 Page 36 of 46 HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-136-00013206 Se 4:22-md-03047-YGR Document 2756-44 Filed 02/20/26 Page 37 of HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-136-00013207 Case 4:22-md-03047-YGR Document 2756-44 Filed 02/20/26 Page 38 of 46 Appendix FAQs & Additional Insights HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-136-00013208 Case 4:22-md-03047-YGR Document 2756-44 Filed 02/20/26 Page 39 of 46 FAQ: What caused the Q3 Adoption decline in Take a Break We observed a rapid drop in Take a Break meaningful adoption in the second half of September. This has since stabilized. Take a Break adoption is heavily reliant on the influx of new users, specifically through the upsell we have in Explore chains. The IG ban in Iran impacted us heavily because ~30% of WAU there were seeing our upsell impressions (compared to 3% in the US and 10% in India) Upsells on new surfaces should help diversify our channels and lower the reliance on Explore Understand work is needed for how the currently enabled users are honoring breaks over time (i.e. why are we so reliant on new users?) HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-136-00013209 Case 4:22-md-03047-YGR Document 2756-44 Filed 02/20/26 Page 40 of 46 FAQ: How are Take a Break & Daily Limit performing today? Product Awareness Meaningful Adoption (% of teen WAU) PMF Retention Effectiveness Take a break 37% 0.2% (took a break) 57% honor reminders WoW Unknown - proper tests needed Both are showing signs of PMF (see retention below); 90% retain the break control Daily Limit 42% 0.05% (took a break) once enabled We have an opportunity to be more aggressive in driving awareness and adoption of Take a Break "Daily Limit" proportion of enabled users getting break reminders is 70% higher than TaB. The amount of enabled users is 40% of TaB, even without any upsells tactics 55% honor reminders WoW Funnel Take a Break (% of Teen WAU) Daily Limit (% of Teen WAU) Enabled 2.3% Nudge Displayed 0.5% Honored 0.55% 0.2% 0.2% 0.08% https://docs.google.com/spreadsheets/d/1wVBGmDEV3nfUo8I6Y4e_eOKN0_sXLGnG25e6 5pcDKBQ/edit#gid=469097209 4.23M tab enabled -> 924K tab displayed -> 370K tab honors 63% Daisy similar results in UK and BR, ref) HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-136-00013210 Case 4:22-md-03047-YGR Document 2756-44 Filed 02/20/26 Page 41 of 46 Take a Break Retention and Honor Rate Reminder Set % by Days Since Set 100.00% 95.00% 90.00% Numerator: # of users with TaB reminder set on day X Denominator: # of users that had TaB reminder set on day 0 X axis: # of days since user set TaB reminder What: TaB meaningful adoption had declined from ~0.28% to ~0.19% of teen WAU from August to October 2022. (1) 85.00% 0 20 40 • The feature has strong retention over time, with reminder set % leveling out around 90% and honor rate around 12.5%. However, there is a strong decline in the number of users to see incremental TaB reminders meaning that the decline in adoption is due to decline in impressions as opposed to fatigue. Honor Rate by Impression Number 18.00% 16.00% 14.00% Why: • Users do not exhibit long-session behavior consistently over time, which causes the TaB nudge display rate to decline rapidly. (2, 3) 12.00% 10.00% 0 10 15 20 • This means that currently, TaB adoption is dependent on new users enabling the feature and we should explore other exposure opportunities for the feature. (4) The drastic decline in number of users exhibiting long-session behavior over time could be caused by a lack of sessionization for the TaB nudge. Users to See TaB Reminder by TaB Reminder Number 2.000.000 1,500,000 1,000.000 500.000 5 10 15 20 Numerator: # of users who honored TaB reminder X Denominator: # of users that saw TaB reminder X X axis: Index of day # that user saw TaB reminder, starting at 0 Value: # of users to see TaB reminder X X axis: Index of day # that user saw TaB reminder, starting at 0 HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-136-00013211 Case 4:22-md-03047-YGR Document 2756-44 Filed 02/20/26 Page 42 of 46 FAQ: How are Content Consumption products doing? We've had a healthy drumbeat and successful collab with T&C + Relevance this half to implement ranking changes, but we have more understand work to do here before claiming success Effectivene PMF Product Exposure CTR SS (Retention) Topic Nudge engagement especially WoW retention is promising, but needs more understand work on effectiveness before global roll out Bulk hide usage is encouraging - 40 mean content hidden (median 11 with Explore bulk hide), vs 10.4 in control; more data to come post ranking changes Daisy: Low organic adoption could be due to low interest or low awareness, but since we don't have strong evidence of improving well-being we shouldn't invest heavily here. Alternative Topic Nudge Explore Not Interested - Bulk Hide 2% get impression per day (12- 14% of these click in) 0.13% WAU 0.16% (clicked on ATN) No stat sig reduction in high-NAC content consumption Pending cluster demotion Daisy Producer grown 0.6% to 1.12% N/A TBD 42% clicked on ATN nudge WoW Still not launched 4.23M tab enabled -> 924K tab displayed -> 370K tab honors 63% Daisy similar results in UK and BR, ref) 4.7% of media producers hide like on at least one media per day (2.3X increase from one year ago) Viewer control has low organic adoption HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-136-00013212 Case 4:22-md-03047-YGR Document 2756-44 Filed 02/20/26 Page 43 of 46 FAQ: What do we know about Frequent Checking? Teens open the Instagram app automatically and habitually, without intention 23% of US teen WAU say they open Instagram without realizing it at least once a day (Hanko, PU foundational survey) 27% of teen WAU across 6 countries (UK, US, NG, SK, BR, IN) report 'often' or 'very often' checking IG automatically without realizing it (Davis, PU pilot survey). Notifications make it difficult to manage time spent Getting too many minor/irrelevant notifications is a trigger for those with PU; people with PU found it "incredibly difficult to avoid notifications" (ref) 21% of US teen WAU say notifications make it harder for them to manage the amount of time they spend on the app, and 32% say the number of notifications they receive can be overwhelming (Hanko, PU foundational survey) Fear of missing out and social pressure plays a role Among teens with self-reported low control over their IG usage: Ο 45% are concerned about missing out if they don't check IG often Ο 42% are concerned about offending friends if they don't respond to messages right away 40% are concerned about offending friends if they don't respond to their posts or stories right away HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-136-00013213 Case 4:22-md-03047-YGR Document 2756-44 Filed 02/20/26 FAQ: Have we considered other interventions specific to Frequent Use? Insight: Teens may benefit from nudges to interrupt frequent automatic, habitual checking behavior 23% of US teen WAU say they open Instagram without realizing it at least once a day 1 Product Bet: Expand Take a Break to support app-opens We did not recommend it because we don't yet know if this should be a control vs. a nudge to be most effective and we'd want to test out a few directions to identify what resonates best, especially since direct messaging is major reason for app opens. Source: 1. PU Foundational Survey, Hanko 2022 (forthcoming) Heads up you opened the app 10 times Page 44 of 46 9:41 三 9:41 < Time Spent TIME ON INSTAGRAM 4h 38m spent today Tue Today Day average 1h 8m Night average 58m Minutes Pick-ups We'll remind you to close Instagram after you open the app this many times in a day You opened Instagram 5 times today. Time for a break? You reached your daily limit. Edit Reminders Open one more time 5 times 15 times 25 times 35 times Turn off reminder Pick-ups selector Break reminder Remove time? ALT stat: 27% of teen WAU across 6 countries (UK, US, NG, SK, BR, IN) report 'often' or 'very often' checking IG automatically without realizing it (Davis, PU pilot survey). HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-136-00013214 Case 4:22-md-03047-YGR Document 2756-44 Filed 02/20/26 Page 45 of 46 FAQ: If Notifications drive frequent checking, do we have any product ideas in that space? Driven by partner teams What: IGD and IGNS teams have made progress in building products that help teens have more control over their notifications via batching and muting features. We plan to measure the WB impact of these features once PU measurement is in place beginning in H2-23 Why: Notifications can make it difficult for teens to manage time spent. of US teen WAU say notifications make it harder for them to manage the amount of time they spend on Instagram (Hanko 2022, report forthcoming) 9:41 < franhello3 Q Search Jacqueline Farley View photo now 6:00 Dance Crew Ana: LOL what now 6:00 Monday, June 3 Instagram 300 people liked your reel. Mute messages For 1 hour Until I change it Carl, Agnes Cancel Jamie: That's amazing 2d Book Club Sarina: Has anyone read Ther...now Randy Henson I found it, thanks!-now Rebeka Turner Happy Birthday!! now T Temp thread muting (testing) Notifications batching (testing) now HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-136-00013215 Case 4:22-md-03047-YGR Document 2756-44 Filed 02/20/26 Page 46 of 46 FAQ: What could a solution for creator burn out look like? Designs created by Creator Monetization VISION 9:41 < Time off mode 9:41 < Cafemaddy Active now Front row Taking some me time & 94 Time Off Mode gives creators a more sustainable work life balance Time off mode tackles the concerns creators have around being forgotten by the algorithm or their fans if they take a break. We want to give creators the peace of mind to take breaks and when they come back, their reach isn't hurt. Nov 2nd-Dec 31 Show status on Profile and DM WHO CAN POST ON YOUR BEHALF EMILY emilyijackson + Add collaborator POSTING SCHEDULE Redistribute popular reels Schedule posts Add post Schedule time off 9:41 Instagram Your Story Japisla... loft/232 kenzoere sap 10:02 AM Not surprised at all 5:03 PM Post collaborator Cafemaddy invited you to post to her followers on her behalf Accept emilyijackson for cafemaddy Hey friennnnd! Thanks for posting on my behalf while I'm gone. Have fun! ♡Q Message... CAR Liked by kenzoere and others jackjerry Secret Trick Q M 42 HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-136-00013216