Meta & Children's Online SafetyTeen Mental Health Deep Dive
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Teen Mental Health Deep Dive This document, posted by a Facebook researcher in late 2019 on an internal company site, discusses teenagers' mental-health issues and how Instagram may affect them. In the document, the names of Facebook employees whose names appear in the documents have been redacted, excepting only the most senior. Every named person has been contacted and given an opportunity to comment. Third-party images that aren't directly relevant to the research have been pixelated. And some title pages were modified to remove extraneous material. THE WALL STREET JOURNAL. September 29, 2021 uploaded a file in the group: Instagram Insights. October 10, 2019. ... We recently wrapped research on teens' mental health - how they define it, how they talk about, how Instagram may affect it, and how we can help them. This research was conducted to inform outreach teams on how to build meaningful and impact campaigns and yielded suggestions for both product and outreach teams to support teens. TL;DR: • Teens generally agree on the definition of mental health, what issues fall into the category of mental health, and the language to describe feeling unwell. • 82% of teens have felt at least one emotional issue in the past month. One in five has thought about suicide or self-injury. • Teens say Instagram has had a positive impact on their mental health, but those who are unsatisfied with their lives are more negatively affected by the app. Harm on Instagram falls into three major categories: social comparison, social pressure, and negative interactions with other people. • Teens feel they have to cope alone, but they want help. • Product suggestions include personalized Explore and Feed, better time spent tools, and opting out of personally triggering ad categories. • Outreach suggestions include a page about feeling good about yourself, content to help teens talk about these issues, and parents education. with Teen Mental Health Deep Dive Teen Mental Health Deep Dive Marketing Insights Product Marketing Objectives Instagram is coming under increasing scrutiny with relation to mental health problems. Both popular and academic press point to social media in general, and Instagram specifically, as having a negative effect on teens' mental health. These effects have included body dissatisfaction, self-esteem, negative mood, anxiety, depression, loneliness, self-harm, and suicide. Other research suggests that the effects of social media is more nuanced, influenced by previous dispositions or the experiences teens have on the apps they use. Existing research, however, does not explore the perceptions that teens have about their own mental health, the role that social media and Instagram play in it, or how Instagram can help teens. WE CONDUCTED MARKET RESEARCH TO: • understand how teens talk about mental health • get a nuanced understanding of teens' perceptions of how Instagram effects their mental health IN ORDER TO: • Inform outreach teams how we might build meaningful and impactful campaigns in this space • Inform product teams how to best support teens in this space Methodology Sample size Markets Recruitment Tasks In-person qualitative Follow-up video call 40 London, UK Los Angeles, USA Online survey 2,503 US 1,221 UK 1.282 8 UK, US Regionally representative Participants from in-person qualitative groups Online survey third-party panels 2-hour in-person focus groups 1-hour VC conversation (4 per gendered group) Age 13-17 Qualifications Monthly Instagram user Fit into one of themes Recruited Instagram users Monthly Instagram user Teens around themes* Body image, self-esteem Negative mood, depression Lonely, isolated Baseline group Did not code into any theme * Themes identified based off review of academic literature on the topic of social media and teen mental health. Seven key takeaways 1. Teens generally agree on the definition of mental health, what issues fall into the category of mental health, and the language to describe feeling unwell. 2. 82% of teens have felt at least one emotional issue in the past month. One in five has thought about suicide or self-injury. 3. Teens say Instagram has had a positive impact on their mental health, but those who are unsatisfied with their lives are more negatively affected by the app. 4. Harm on Instagram falls into three major categories: social comparison, social pressure, and negative interactions with other people. 5. Teens feel they have to cope alone, but they want help. 6. Product suggestions include personalized Explore and Feed, better time spent tools, and opting out of personally triggering ad categories. 7. Outreach suggestions include a page about feeling good about yourself, content to help teens talk about these issues, and parents education. Teens generally agree on what "mental health" is Teens generally agree on the definition of mental health and what issues are related to it depression positivefeelings affect make emotion negative haside feeling emotionally happy peoplefeellife head thought goodperson thingsbadhealthy emotionalphysical wellbeing you're psychological 60%-70% Have to be happy Discomfort being honest Create perfect image Feeling unattractive 50% Friend aren't really friends Don't have enough friends Don't have enough money to fit in 75%+ Wanting to kill self Wanting to hurt self Feeling down, sad, depressed Feeling not good enough Feeling alone, lonely Q: In your own words, please tell us what "mental health" means. US n-679; UK n = 658 Q: Which of the following would you consider to be related to mental health? Please select all that apply US n = 617; UK n = 650 There is large consensus on what issues constitutes mental health among teens Mental health issue you wanted to kill yourself ... you wanted to hurt yourself १०% US 90% 87% UK 89% down, sad, or depressed 84% 87% ... you're not good enough 74 77% ... alone or lonely 72% 75% ... you have to be happy 67% 64% ... uncomfortable being honest emotions ... you have to create the perfect image ... you're not attractive ... your friends aren't really your friends ... you don't have enough friends ... you don't have enough money...fit in 65% 64% 63% 64% 61% 63% 54% 56% 51% 52% 40% 37% 0% 25% 50% 75% 100% Q: Which of the following would you consider to be related to mental health? Please select all that apply This slide is skipped while presenting Mental unwellness was depicted in six themes "I had a wall around everything because I want people to go away, to go to my room, to lock myself out from people and keep everyone out" US, Male "I had wheels because I'm all over the place. My mind is always spinning" US Female "I put people far away to represent that feeling lonely. I feel like I need people but I pull away" - US Male Walls Dark, full of terrors "I put dark colors because its the dark place that you don't want to fall into" US Male Circling, frenetic Heavy baggage "I put myself underneath all of these blocks, because it feels heavy. Like you have a weight on your shoulders" UK, Male Loneliness, isolation Potentially explosive "I put red devil horns online because I'm easily angered and tipped over the edge" - UK, Male Mental unwellness was depicted in six themes Walls had a wal around everything becaute I wat ceople for go away to go to my DOPTERO ANOR myself cut from people and k veryone out US Mate put dark potr beosuse its the des place t you don't want to US Main Circling, frenetic 7 had wheels because I'm af over the place My mind is always spining" US Female Tput myself underneath alf of mese blocks because it feels heavy Like you have a weght on your shoulders UK Male Tput people for Food in I rend people but pull US M Loneliness, isolation cut red deve home online because i sasily angered and tipped over LAC Mate Dark, full of terrors Heavy baggage Potentially explosive Walls & gates - young people shut down and shut people out; putting up barriers; dealing with a head of hormones and shut down into themselves to process Circling, frenetic - wheels used to represent whirring thought process that are hard to stop or keeping busy to ignore problem. Overthinking knots Isolation - young people deliberately isolated themselves even if they wanted attention and support Dark and full of terrors - being unwell is dull, grey, morose, apathetic. People around them (and themselves when they're not in a bad place) are colorful Heavy baggage, piling up - carrying a heavy burden alone, little things add up into something big Potentially explosive - "seeing red" and reacting in anger The phrases “down” and “a bit depressed" describe teens when they're feeling bad, but descriptions are gendered Total Unable to articulate practical solutions or true coping strategies for both online and offline experiences Boys Boys articulate how they might act, but not how they feel. They revert to anger when they are unable to process what they're feeling Girls Girls are able to narrate their feelings with sophistication and are more attuned to the emotional realm : Down A bit depressed Down A bit depressed Shut off/shut down Q: Do any of the following words or phrases describe you when you're feeling bad? Please select all that apply US n = 1296; UK n = 1308 Fragile Falling apart Mentally unwell Teens say the phrases “down” and “a bit depressed" best describe them when they're feeling bad Words to describe feeling bad Down A bit depressed Low/under Falling apart Shut off/shut Fragile Mentally unwell Slump Piling up 53% US *55% 55% UK 49% 34% 44% 42% 33% 37% 35% 29% 33% 31% 26% 30% 21% 27% 24% 20% Bad space 19% 15% Circling, spinning 12% Funk 15% 5% Festering 60% 6% 0% 25% 50% 75% 100% Q: Do apy of the following werde or phrases describe you when you're feeling bad? Please select all that apply This slide is skipped while presenting Language around mental health is gendered • Girls and boys express emotions in different ways Girls are able to narrate their feelings with sophistication and are more attuned to the emotional realm. • Boys articulate how they might act, but not how they feel. They revert to anger when they are unable to process what they're feeling. • Both girls and boys are unable to articulate practical solutions or true coping strategies for both online and offline experiences. Boys more likely to use: Down A bit depressed Shut off/shut down Girls more likely to use: Fragile Falling apart Mentally unwell Q: Do any of the following words or phrases describe you when you're feeling bad? Please select all that apply Most teens report feeling a mental health issue About half of teens report having positive well-being, but boys have higher levels of well-being than girls Subjective well-being 100% 75% 58% 55% 56% 53% 52% 48949% 50% 49% 46% 4847% 45% 50% 42% 43% 40% 37% 38% 25% 0% Extremely or very satisfied Extremely or very good in with life past month Not at all or a little bad in past month US US boys US girls UK UK boys UK girls Q: In the past month, how satisfied were you with your life? Q: In the past month, how good have you felt? Q: In the past month, how bad have you felt? US n = 1296; UK n = 1308; All items had five point scale with options of: Extremely, Very, Somewhat, A little, Not at all. Arrows denote comparison to boys in each market 82% report feeling a wide range of emotional issues 21% in UK, 14% in US: Wanted to hurt themselves Wanted to kill themselves 52% have felt: Don't have enough friends Friends aren't really their friends 67% have felt: Have to create the perfect image Have to be happy Can't be honest about their feelings Q: In the past month, have you felt or experienced any of the following? Please select all that apply US n=669: UK n = 672 62% have felt: Down, sad, or depressed Alone or lonely 70% say they've felt: Not good enough Not attractive The perfect image, feeling attractive, and having enough money are the most likely to have started on Instagram Started on Instagram Have to create the perfect image US UK 39% 51% 41% Not attractive 43% 42% Don't have enough money 42% 32% Don't have enough friends 33% Not good enough 24% 29% 24° Friends aren't really their friends 25% Have to be happy 1.7% 27% 21% Alone or lonely 18% Down, sad, or depressed 10% 13% Can't be honest about their 13% 8% Wanted to kill themselves 6% 13% Wanted to hurt themselves 9% 7% 0% 25% 50% Q: Of the things you've felt in the past month, did any of them start on Instagram? Please select all that apply US n=565; UK n = 557 75% 100% Depression, low self-esteem, and loneliness are both experienced and identified as mental health problems Wanting to kill self Wanting to hurt self Feeling have to be happy High percentage say this is mental health Feeling down, sad, depressed Feeling not good enough Feeling alone or lonely Low percentage have experienced this Create perfect image Not enough friends Not enough money Uncomfortable being honest Feeling unattractive Friends aren't really friends High percentage have experienced this Low percentage say this is mental health Q: In the past month, have you felt or experienced any of the following? Please select all that apply Q: Which of the following would you consider to be related to mental health? Please select all that apply US n = 1296: UK n = 1308; high/low % defined as being above/below the median. There was no difference when using mean, and no differences between markets. Friends and family have the most positive impact on mental health Very or somewhat positive effect on mental health US 75% Friends 70% UK 60% Family 61% 48% Social life 43% 47% Health/fitness 42% 48% Performance at school 40% 37% Classmates 33% 37% Social media apps 30% 0% 25% 50% 75% 100% Q: In general, how does each of the following affect [the way you feel about yourself/your mental health]? There were no statistically significant differences among those who answered for "the way you feel about yourself and those who answered for "your mental health" US n = 1296, UK n = 1308 More teens who are satisfied with life say that various attributes have a positive effect than those not satisfied Positive effect on mental health Friends Family 39% Social life 26% Classmates 21% Performance at school 26% Health/fitness 25% 42% Social media apps 30% 61% 48% 61% 59% Satisfied 80% 66% Not satisfied 74% 78% Friends 57% 76% Family 38% 57% Social life 21% 48% Classmates 15% Performance at school 54% 20% Health/fitness 56% 23% Social media apps 39% 20% 0% 25% 50% 75% Q: In general, how does each of the following affect [the way you feel about yourself/your mental health]? There were no statistically significant differences among those who answered for "the way you feel about yourself" and those who answered for "your mental health" USn=1296; UK n = 1308 100% The effect of Instagram depends on teens' subjective well-being Teens are quick to point out the positive role Instagram plays in their well-being Connecting with friends/family Enjoying entertainment and humor Seeking out information and current events Wider World View & Community "When at school, we send photos to each other. I like using filters 13-15 girls, US "When I have a free morning, I like to lie in bed and catch up on funny accounts" 16-18 boys, US "I like going to concerts, so when I see a show coming. I tell my mom so we can get tickets" 16-18 girls, US : Instagram Snapchat Instagram Snapchat Youtube : Note: Insights taken from Teen Well-being Foundational Research instagram YouTube Pursuing a passion & self-expression "I watch videos of gamers, I can then learn about new ones that are coming out soon 13-15 boys, FR "I look at other volleybali players and challenge myself to get better" 13-15 girls, US Instagram Instagram One in five teens say that Instagram makes them feel worse about themselves, with UK girls the most negative Stated effect of Instagram 100% 3% 2% 12% 3% 2% 1% 13% 2% Much worse 16% Somewhat worse 18% 19% 23%A No effect 75% Somewhat better 37% 41% 50% Much better 43% 46% 44% 50% 32% 25% 29% 29% 28% 31% 26% 18%B 12% 8% 0% US Total US Boys US Girls (A) (B) 5% 5% 4% UK Total UK Boys (A) UK Girls (B) Q: In general, how has Instagram affected [the way you feel about yourself/your mental health]? There were no statistically significant differences among those who answered for "the way you feel about yourself" and those who answered for "your mental health" US n 1296; UK n = 1308 Meme accounts, comments, and conversations on social media make teens feel the best Instagram effects on mental health Meme/comedian accounts you follow US 76% 71% UK Conversations you have 47% 54% 52% Comments you receive 40% 49% Friends you follow or that follow you 41% 39% Celebrities/influencers you follow 36% 36% DMs you receive 34% 31% Number of likes you get 24% 22% Number of followers you have 15% 23% Number... who view your Stories 16% Amount of time spent on social media Q: How has each of the following on Instagram affected [the way you feel about yourself/your mental health]? There were no statistically significant differences among those who answered for "the way you feel about yourself and those who answered for "your mental bealth" 22% 13% 0% 25% 50% 75% 100% US n 1296: UK n- 1308 Comedy and human communication are the real value to teens, not just passive likes or followers but comments and conversations While the overall effects of Instagram are positive, the effects are determined in the moment • Instagram shapes daily lives and moods. • The boundary between social media and IRL is blurred; feelings and boundaries cross between the two. • Teens' sensitivity to content on Instagram creates a relationship between the platform and their daily state of mind -- a mental connection that frames the platform in a positive or negative light. • In-the-moment feelings determine resilience to cope with content teens see online. • Underlying emotional states play a key role in teens' ability to cope in what they see. • Teens having a bad day know they are more vulnerable to what they see. "I've had to stop myself looking at Instagram in the morning because it has so much power to shape how I feel. So I just try to give myself the time to set my own day." - US Female "When you're miserable you look at every comment on your profile and think that the comments are bad. You're feeling bad and so you think that people are giving you fake support, because you know you're spotty and feeling fat" - UK Female Teens blame Instagram for increases in the rates of anxiety and depression among teens • This reaction was unprompted and consistent across all groups • Constant comparison on Instagram is "the reason" why there are higher levels of anxiety and depression in young people • Social comparison and perfectionism are nothing new, but young people are dealing with this on an unprecedented scale. • The proliferation of new and different ways to compare themselves to others, combined with constant access to means that there is no way to escape social comparison on IG. • For both boys and girls, this was called out as being the number one reason why IG is worse than other platforms for mental health. And, young people openly attribute their increased level of anxiety and depression to Instagram. "The reason why our generation is so messed up and has higher anxiety and depression than our parents is because we have to deal with social media. Everyone feels like they have to be perfect." - UK Female Teens who struggle with mental health say Instagram makes it worse • Young people are acutely aware that Instagram can be bad for their mental health, yet are compelled to spend time on the app for fear of missing out on cultural and social trends. Stated effect of Instagram 100% Much worse 4% 5% 11% 11% A Somewhat worse • Teens specifically call out the following as ways that Instagram harms their mental health: 75% 27% A No effect 30% Somewhat better A 44% Much better 50% • pressure to conform to social stereotypes 30% 50% • pressure to match the money and body shapes of influencers 42% 28% 25% 31% 31% • the need for validation -- views, likes, followers 21% • friendship conflicts, bullying, and hate speech 16% 9% 7% 0% 4% • over-sexualization of girls US satisfied (A) US not satisfied (B) UK satisfied (A) UK not satisfied (B) • inappropriate advertisements targeted to vulnerable groups Q: In general, how has Instagram affected (the way you feel about yourself/your mental health]? There were no statistically significant differences among those who answered for "the way you feel about yourself" and those who answered for "your mental health" US n-1296, UK n - 1308 Teens not satisfied with their lives are more likely to say IG makes them feel worse than those who are satisfied Negative effect on mental health コ thewing and the way you're about yourset your menta health The perceived effects of Instagram differed by market US • In the US, competition and social pressure were cited as being the worst for mental health. • Teens were much more keenly aware of the competition of Instagram: understanding that they needed to play a game or lose. • This comes with a pressure to put up a facade, hide emotions, and present a "happy face" UK • In the UK, bullying and social comparison were cited as being the worst. • Examples of bullying, trolling, and being toxic were extreme in London. • Teens wished that people would be nicer on the platform, and felt that this single element would greatly improve their experience on IG. This slide is skipped while presenting Three categories of harm on Instagram Harm on Instagram falls into three categories Impact from comparisons to others • Feeling like you have to look a certain way or comparing yourself to others • Comparisons of followers and like counts • Having to match influencers • Popularity competitions • Perception and understanding of being constantly judged Impact from pressure of looks/ behaviors • Pressure to always be happy and not show weaknesses • Taking inspiration from posts as motivation to be "better self" • Pressure to be public about everything • Intense scrutiny and pressure to post relevant content Impact from others' behavior • Bullying, friendship drama • People calling you names, being rude, disrespecting • FOMO and feeling left out • Unfollowers • Not enough likes • Public judgment and criticism • Indirecting and doxing • Gossip, spreading drama Self-esteem, anxiety and insecurity Isolation, adopt unhealthy habits Isolation, loneliness, depression Social comparison creates a negative feedback loop • As young people compare themselves to others, their feelings of self-doubt grow • Feelings of doubt and worthlessness heighten the degree of attention they give to these feelings • This over-focus on the negative parts of themselves leads to low mood • Being in a low or vulnerable state of mind means teens are more vulnerable to the content they see online "It's a vicious cycle. You see content that encourages you to criticize yourself. But I rush to judge people as well. Standards are totally based on looks." US Female Depression and anxiety Over-focus on negative self Critique and comparison Self-doubt and insecurity Narcissistic tendencies Social comparison exacerbates problems teens are dealing with • Although others' behaviors online can hurt, the self-scrutiny and anxiety associated with personal consumption patterns is more damaging to mental health. • Young people know this, but they don't adopt different patterns. • In some cases, they can get addicted to things that make them feel bad. • In the long term, constant self-critique and scrutiny will permanently shape the way a person views themselves in relation to others. • What triggers social comparison is personal and internal and as such, hard to track and monitor. Q: How do these things make you feel when you experience it on Instagram? US n 1296; UK n = 1308 Social comparison makes teens feel very bad US UK that you will be judged your life isn't as good 0% 25% 50% 68% 64% 67% 79% "You can't ever win on social media. If you're curvy -- you're too busty. If you're skinny -- you're too skinny. If you're bigger -- you're too fat. But it's clear you need boobs, a booty, to be thin, to be pretty. It's endless, and you just end up feeling worthless and shitty about yourself. I'm never going to have that body without surgery." Female, UK Boys and girls report comparing themselves to others with similar frequency but about different topics • Social comparison appears to be closely related to body image and therefore stereotypically matched to female anxieties. • Boys were just as like to talk about comparing themselves to others. • Rather than using language around body shape, boys talk about the right clothes or having enough money to buy things to fit in "Social comparison it brings your confidence down, guys who are built on the explore page. It's all about this image you're trying to create for yourself But you end up comparing yourself to people who have millions of pounds and are just totally out of reach" - UK Male "Yeah, you see everyone with these clothes that cost hundreds of dollars. And like, you do feel a pressure ... you can't help but compare yourself ... and like I try, I try to look my best, but who has that kind of money?" US Male Social pressure leads to teens setting unrealistic standards for themselves • Teens vocalized the pressure to look or act a certain way as directly leading to hyper-scrutiny of their own actions. • The more they worry about living up to that standard, the more they fear being honest with who they are. • Teens therefore bottle their emotions and put up a facade to protect themselves • This leads to obsessive control of what goes on social media and often to attention seeking (often in negative ways) to get validation "One of the main pressures is the pressure to be present. To share things so publicly about your life constantly or feeling pressured to have a public account. It forces you into feeling like you have to look or behave a certain way." - UK Female Social perfectionism Pressure to be something I'm not Negative attention seeking pressure to pretend Fear of honesty, Bottling up emotions Social pressure, especially around body image, makes teens feel bad • Feeling like you have to look a certain way, do certain things, or buy certain things to fit in leaves teens feeling bad about themselves. Social pressure makes teens feel very bad US UK ... you have to look a certain way 67% 75% ... you have to do certain things 58% 65% "Self-esteem on IG is a problem. Flat stomach, bigger boobs, bigger bum. My friends started working out & not eating. A load of people tried out weight loss teas or waist trainers. Even teeth whitening. It all causes pressure" UK Female Q: How do these things make you feel when you experience it on Instagram? US n = 1296: UK n = 1308 38% ... you have to buy certain things 51% 25% 50% TOPS "You can see weight loss images of influencers and ads about how you can lose weight, and you take it as motivation to go work on your body. It pushes you to be your best self" US Female Social pressure leads to negative downstream effects • Teens called out ad targeting on Instagram as feeding insecurities, especially around weight and body image. • The pressure to be present means teens lack the space to switch off and shut down. • Teens play out behaviors they think are "right" and feeling like they've failed and are alone when they don't meet these standards. • Looking for validation can lead young people to post simply for the attention it can garner. • Teens directly link the pressure they feel online to self-censorship and decreased production on IG. "I only post the perfect stuff, which isn't my real life I want my posts to be at the same level as the influencers. If it doesn't match their, I just feel shit. So until it is, I'm not going to post" - US Female "I just feel on the edge a lot of the time. It's like you can be called out for anything you do. One wrong move. One wrong step" - US Male Bullying and friendship drama leaves lasting wounds • Particularly among younger teens in the UK, bullying can often be more extreme or prolonged • Teens become used to slightly abusive patterns of behavior from their friends, distorting their sense of trust and safety in the people around them • Erosion of trust negatively impacts self-confidence and increases incidence of depression and isolationism "You can be playing a game online and everyone is being toxic. And somethings that's OK, but it can cross the line. Sometimes I get anonymous messages from people attacking me. I know it's a guy in my group who I don't quite get on with. But it can feel upsetting" UK Male Low confidence, depression Hurt, reject, and isolated Distorted relationship patterns self-doubt Insecurity, Trust issues, fear of letting people in Bullying is intense but time-limited • This hurts in the moment, but aside from extreme cases friendship conflict tends to be short-lived • Bullying and friendship conflict determine whether teens feel included or excluded, and when in the midst of conflict, young people feel this very intensely. • Shifting allegiances and shaky trust can damage young people's self-esteem if they feel their social position is being continually challenged. • The extension of bullying and friendship conflict into every part of life is new. It's now in teens' bedroom as well as the school yard. • In the moment, there are very few mechanisms that young people can draw on when they face bullying online. Q: How do these things make you feel when you experience it on Instagram? US n=1296; UK n = 1308 Bullying makes teens feel very bad Being left out or excluded on purpose Gossip or rumors about you Nasty comments about someone else Nasty comments about you Gossip or rumors about someone else 0 25% 50% 58% 55% US 83% UK 88% 76% 81% 78% 76% 67% 76% 75% 100% How mental health plays out on Instagram About 70% say they've seen IG posts or Stories related to mental health issues Has seen content on Instagram Any (net) 73% 71% US ... down, sad, or depressed 50% UK 49% ... they're not attractive 47% 40% their friends aren't really their friends 45% 36% alone or lonely 44% 35% २०% they're not good enough 39% they have to create the perfect image they have to be happy they don't have enough friends 35% 39% 31% 25% 30% 24% ... they don't have enough money... fit in uncomfortable being honest emotions they wanted to kill themselves 28% 23% 17% 14% 12% 12% 11% ... they wanted to hurt themselves 12% 0% 25% 50% 75% 100% Q: In the past month, have you seen any posts or Stories on Instagram about any of the following? Please select all that apply USn=627, UK n = 637 Teens who are unsatisfied with their lives are more likely to see content related to mental health on Instagram Has seen content on Instagram down, sad, or depressed they wanted to hurt themselves they're not attractive 100% 75% they wanted to kill themselves their friends aren't really their friends 10% they don't have enough money... fit in uncomfortable being honest emotions 25 alone or lonely ...they're not good enough they don't have enough friends they have to create the perfect image Q: In the past month, have you seen any posts or Stories on Instagram about any of the following? Please select all that apply US n 627; UK n = 637 Satisfied Not satisfied Content about SSI makes teens feel the worst, followed by people feeling they aren't good enough Content on IG makes teens feel very bad US ... they wanted to hurt themselves 76% 53% UK ... they wanted to kill themselves 70% 46% ... they're not good enough 48% 32% ... they don't have enough money ... fit in 35% 30% their friends aren't really their friends 39% 26% alone or lonely 36% 23% ... down, sad, or depressed 34% 25% they're not attractive 30% 28% they have to create the perfect image 26% 28% ... uncomfortable being honest emotions 26% 23% ... they don't have enough friends 0% 26% 22% 25% 50% 75% 100% Q: How does seeing these posts or Stories affect you? Does it make you feel very bad, somewhat bad, neither bad nor good, somewhat good, or very good? n's vary Feeling not good enough, questioning friendship, and feeling alone have high reach and intensity for teens Wanting to kill self Wanting to hurt self Not enough money High percentage feel very bad Feeling not good enough Friends aren't really friends Feeling alone or lonely Low percentage exposed on Instagram Uncomfortable being honest Not enough friends Have to be happy Create perfect image Feeling unattractive Feeling down, sad, depressed High percentage exposed on Instagram Low percentage feel very bad Q: In the past month, have you seen any posts or Stories on Instagram about any of the following? Please select all that apply Q: How does seeing these posts or Stories affect you? US n = 1296, UK n = 1308; high/low % defined as being above/below the median. There was no difference when using mean, and no differences between markets. Teens feel they have to cope alone Teens feel like they have to cope by themselves, but they don't want to be alone • Young people have a weak mental concept of what mental well-being is, so they struggle to understand how they can make themselves feel better. • They say they should talk to someone but at the same time say they don't have anyone to talk to. • Teens have taken the lack of any meaningful support for them as a sign that they need to shoulder the responsibility themselves. "I have one friend who I really trust. There are some people who post how they're feeling bad but I would never do that because it's risky, you just get hate. It seems like they're attention seeking" UK Female Down, sad, or depressed Feeling alone or lonely Wanted to hurt yourself Wanted to kill yourself Like you're not good enough Like you're not attractive US UK Friends Nowhere Friends Nowhere Friends Nowhere Nowhere Nowhere Friends Nowhere Nowhere Nowhere Nowhere Nowhere Friends Nowhere Uncomfortable being honest Friends Nowhere Like you don't have enough money Nowhere Nowhere Create the perfect image Like you have to be happy Like you don't have enough friends Nowhere Nowhere Friends aren't really your friends Nowhere Nowhere Q: When you have felt [ITEM], where did you go for help? Sample size varies. Most teens think friends and parents should help them with the challenges they face Who should help teens with mental health US Friends Parents 792% UK 778% Counselor/professionals Teachers/school professionals 71% 71% 57% 65% Siblings Famous people 59% 52% 30% 39% 24% Social media companies Someone else 39% 8% 8% 2% None of the above 2% 0% 25% 50% 75% 100% Q: Who should help teens deal with the challenges they face? Please select all that apply US n = 1296, UK n = 1308 Most teens think friends and parents should help them with the challenges they face Who should help teens with mental health Friends Parents Counselor/professionals Teachers/school professionals Siblings Famous people Social media companies Someone else 30% 39% 24% 39% US 82% 79% UK 77% 78% 71% 71% 57% 65% 59% 52% 8% 8% 2% None of the above 2% 0% 25% 50% 75% 100% Q: Who should help teens deal with the challenges they face? Please select all that apply US n1296, UK - 1308 Kids say parents don't know how to help, but they want to help from their parents. There is a definitive opportunity to educate parents on mental health issues today At the same time, parents can't understand and don't know how to help • Today's parents came of age in a time before smartphones and social media, but social media has fundamentally changed the landscape of adolescence. • Social media amplifies many of the age-old challenges of being a teenager. • The always-on nature of social media means that teens' social lives have infiltrated into every part of life without a break. • Sharing more parts of life means more points of comparison. "Talking to your family doesn't help because they can't understand and don't get what you need. How are you going to tell the people who literally gave you life that you don't want it anymore?" UK Female - There is an opportunity for Instagram to help teens with the issues they face Things Instagram should do to help Recommend positive accounts Prioritize Feed to see things that make me feel good Help follow balance of accounts Inspiration Encourage people to get off the app when they've spent too much time on it Remind people to take a break from social media Time spent Connect people to support resources/help lines Work with meditation apps •Remind to unfollow accounts not interested in Help make account be just for Close Friends Punish people for bad behavior Help & resources Graph management • Encourage people to be Encourage kindness nice 0% 25% 51% 51% 47% 52% 45% 44% 46% 43% 50% 61% : US UK 62% Q: Now you're going to see some things that Instagram could do to help teens. Please select your top 3 for what Instagram should do. US 1290, UK n = 1308 75% 100% Product suggestions: Personal and custom Teens want help controlling the time they spend on the app • Teens talk about the amount of time they spend on Instagram as one of the "worst" aspects of their relationship to the app. Time spent tools 100% • They have an addicts' narrative about their use -- can make them feel good, feel bad. They wish they could spend less time caring about it, but they can't help themselves. it 75% 50% • Teens recognize the amount of time they spend online isn't good for them but at the same time know they lack the willpower to control the time spent themselves 31% 32% 31% 25% 29% 0% Remind... to take a break Encourage get off the app Q: Now you're going to see some things that Instagram could do to help teens. Please select your top 3 for what Instagram should do. US n = 1296: UK n = 1308 US UK Teens in both markets want Instagram to enhance their control of both Feed and Explore • Teens want to maintain their independence and find things that work for them • Beyond tools and functions that exist to protect them, teens want active control and personalization of their online experiences • Curate Feed to show positive accounts Enhance control on Instagram Recommend positive accounts/influencers Help prioritize Feed Remind people to unfollow accounts US 37% UK 38% 33% 32% 23% 25% • Control Explore, with the ability to choose 9% Help make accounts be for close friends 12% different themes which are more attuned to their well-being 9% Help follow a balance of positive/negative 8% • Filter Feed and Explore based on their mood • Opt out of advertising categories that are personally triggering, such as skinny teas and lollipops or waist-trainers Q: Now you're going to see some things that Instagram could do to help teens. Please select your top 3 for what Instagram should do. USn=1296: UK n = 1308 Teens in the UK, especially, wanted Instagram to punish bad actors • Teens are aware that multiple accounts allow more free expression than a main account • At the same time, teens create new accounts to get around consequences (e.g., being Blocked) from Instagram Punish bad behavior 100% 75% US UK • Teens in the UK suggested a individuals only be allowed to have one account 50% • Some went so far as to recommend the account be verified by a passport 25% 27% 18% 0% • Similarly, teens wanted accounts using the same email address to be linked, so that Blocking one blocked all of them and that "strikes" for bad behavior accumulated across all accounts Punish people more for their bad behavior Q: Now you're going to see some things that Instagram could do to help teens. Please select your top 3 for what Instagram should do. US n = 1296: UK n = 1308 Outreach suggestions: Make it easier to talk About 3 in 4 teens, and half of girls, would be likely to look at a page around feeling good about yourself Likely to look at mental health page 100% Not likely at all 8% 8% 12% 16% B 15% 25%B A little likely 12% 12% 13% 13% Somewhat likely 14% 75% Very likely 26% 14% 26% 27% 31% 26% Extremely likely 50% 25% 27% 24% 25% 30% A A 20% 19% 25% 25% 20% 27% A 22% 17% 25% A 0% Total US Boys US Girls (A) Total (B) UK Boys UK Girls (A) (B) Q: If Instagram had a page around feeling good about yourself, how like would you be to look at it? US n 1296; UK n = 1308 Teens want to hear from people like them to be their voice and make them feel less alone • Helping adults and trusted advisors learn how to support teens and young people is an important step. • Teens want to hear from ordinary teens and counselors to make them feel less alone. Influencers and YouTubers were once "regular" teens but have become out of reach and are perceived as being inauthentic and sponsored. Ordinary teens Influencers Celebrities "It would be great to have something deeper, like a documentary with real people and real stories in real settings...like this one. Just getting people together to speak about Instagram. That would help" UK Female ~75% ~60% Counselors/therapists ~50% ~40% ~40% ~50% ~20% Success stories Companies Q: Who should the information come from? Please select all that apply US n = 988; UK n = 965 On average, teens say that about 25% of the content should be practical tips for those in need Content for mental health page US Practical tips or actions for someone in need 26.03 26.58 UK 17.61 Daily inspirational content 16.62 16.14 Raising awarenss of the effect of social media 17.25 15.35 Assurances that you're not alone 15.84 14.67 Short exercises/games that help relax mind 13.93 Stories of survival 10.19 9.78 Q: What portion of the content should be... Numbers are mean scores for each item US n-988; UK n = 965 0 10 20 30 Based on qualitative feedback, we tested seven statements • I can seek support on Instagram by following positive accounts that make me feel better or inspire me • Instagram can help me connect to or communicate with close friends when I'm feeling down • Instagram can make me laugh when I'm feeling down • Instagram can help me connect to or communicate with people when I'm feeling down • Instagram can help me escape or distract me from reality when I'm feeling down • Instagram cares about people's Mental Health and is working to support it • Instagram is a place where I can get support and encouragement Most preferred Fit with Instagram Positive accounts, connect to close friends, and make me laugh were the most resonate territories Dimension Top positioning territory/territories • Instagram can help me connect to or communicate with people when I'm feeling down • Instagram can help me escape or distract me from reality when I'm feeling down • I can seek support on Instagram by following positive accounts that make me feel better or inspire me • Instagram can help me connect to or communicate with close friends when I'm feeling down • Instagram can make me laugh when I'm feeling down Is realistic • I can seek support on Instagram by following positive accounts that make me feel better or inspire me • Instagram can help me connect to or communicate with close friends when I'm feeling down • Instagram can make me laugh when I'm feeling down Is believable • I can seek support on Instagram by following positive accounts that make me feel better or inspire me • Instagram can help me connect to or communicate with close friends when I'm feeling down • Instagram can make me laugh when I'm feeling down Is appealing • Instagram is a place where I can get support and encouragement Positive accounts, connect to close friends, and make me laugh were the most resonate territories I can seek support on Instagram by following positive accounts that make me feel better or inspire me Instagram can help me connect to or communicate with close friends when I'm feeling down Instagram can make me laugh when I'm feeling down Instagram can help me connect to or communicate with people when I'm feeling down Instagram can help me escape or distract me from reality when I'm feeling down Instagram cares about people's Mental Health and is working to support it Instagram is a place where I can get support and encouragement Preferred Fit with IG Realistic Believable Appealing Make me laugh is the most preferred in both markets Most preferred 100% 75% 50% 30% 23% 30% 25% 19% 18% 1112% 13% 8% 9%7% 8% 8% 5% 0% Q: Which statement do you prefer the most? US n 1296; UK n = 1308 US UK Seek support by following positive Connect to or communicate with Make me laugh Connect to or communicate with Escape or distract me from reality Cares about people's Mental Health Place where I can get support and Make me laugh and communicate with close friends have the best fit with Instagram Fit with Instagram 100% 75% 54% 51% 4646% 50% 41% 3739% 39% 35% 30% 29% 28% 24% 21% 25% 0% US Q: How well does this statement fit with your perception of Instagram? US - 1296; UK n = 1308 UK Seek support by following positive Connect to or communicate with Make me laugh Connect to or communicate with Escape or distract me from reality Cares about people's Mental Health Place where I can get support and Make me laugh and communicate with close friends are the most realistic Is realistic 100% 75% 46% 50% 42% 35% 3637% 34% 26-26% 24% 21% 25% 18% 161.716% 0% US Q: How well does each of the following describe this statement? -- Is realistic US n = 1296: UK n = 1308 UK Seek support by following positive Connect to or communicate with Make me laugh Connect to or communicate with Escape or distract me from reality Cares about people's Mental Health Place where I can get support and Positive accounts (in the US), communicate with close friends, and make me laugh are the most believable Is believable 100% 75% 20% 18% 18% Seek support by following positive Connect to or communicate with Make me laugh Connect to or communicate with Escape or distract me from reality Cares about people's Mental Health Place where I can get support and 444445% 46% 50% 3738% 39% 29% 25% 23% 22% 25% 0% US Q: How well does this statement fit with your perception of Instagram? -- Is believable US n = 1296; UK n = 1308 UK Positive account is the most appealing in the US, and cares about mental health in the UK Is appealing 100% 75% 50% 25% 0% 56% 54% 48 50% 50% 46% 45% 43% 50% 4747% 4240% 37% US Q: How well does this statement fit with your perception of Instagram? -- Is appealing US n = 1296; UK n = 1308 UK Seek support by following positive Connect to or communicate with Make me laugh Connect to or communicate with Escape or distract me from reality Cares about people's Mental Health Place where I can get support and Teens respond best to positive language and uplifting actions • I can seek support on Instagram by following positive accounts that make me feel better or inspire me • Instagram can help me connect to or communicate with close friends when I'm feeling down • Instagram can make me laugh when I'm feeling down • Instagram can help me connect to or communicate with people when I'm feeling down • Instagram can help me escape or distract me from reality when I'm feeling down • Instagram cares about people's Mental Health and is working to support it • Instagram is a place where I can get support and encouragement Q: How do you feel about each of the following words? Please click on each word you like then highlight it green. Highlight words you dislike in red. Words highlighted are one standard deviation above/below the average score of (% like - % dislike) Explore best matches positive accounts, laugh, and escape; DMs with communication. I can seek support on Instagram by following positive accounts that make me feel better or inspire me Instagram can help me connect to or communicate with close friends when I'm feeling down Instagram can make me laugh when I'm feeling down Instagram can help me connect to or communicate with people when I'm feeling down Instagram can help me escape or distract me from reality when I'm feeling down Instagram cares about people's Mental Health and is working to support it Instagram is a place where I can get support and encouragement Q: Which tools on Instagram match this statement? US n = 1296; UK n = 1308 US Explore UK Explore Direct messages (DMs) Direct messages (DMs) Explore Explore Direct messages (DMS) Direct messages (DMs) Explore Blocking Explore Blocking Close Friends Direct messages (DMs) April 12, 2019. is with and 3 others. We recently wrapped foundational research on overall teen well-being in order to inform outreach teams on how we might communicate to teens about well-being issues that affect them. The results are from qualitative research conducted in the US and France and an online survey conducted in five markets (US, UK, Germany, France, and Japan). TL;DR • "Well-being" is not in the teen lexicon. However, teens who use Instagram at least monthly report being generally satisfied with their lives. • Teen-age Instagram users report experiencing benefits of social media more often than drawbacks. The top benefit is connecting with friends, while the largest drawback is the pressure to look perfect. • The positive and negative effects of Instagram on teens' well-being are interconnected. Inspiration, connection, and entertainment are heavily associated with Instagram; however, they can simultaneously contribute to and detract from teens' overall well-being. • Teens are receptive to communication about well-being from Instagram, but communications need to center on the connection with friends to resonate. Seen by