Brand Strategy: Positioning Meta as an innovative company that the world roots for.

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Case 4:22-md-03047-YGR Document 3028-24 Filed 05/08/26 Page 1 of 6 Exhibit 66 Case 4:22-md-03047-YGR Document 3028-24 Filed 05/08/26 Page 2 of 6 Brand Strategy Positioning Meta as an innovative company that the world roots for. Alex Schultz David Ginsberg Meta CMO & VP Analytics VP, Global Communications & Public Affairs HIGHLY CONFIDENTIAL – ATTORNEYS' EYES ONLY HIGHLY CONFIDENTIAL (COMPETITOR) METATNAG-006-00059669 ΜΕΤΑ3047MDL-022-00059669 Case 4:22-md-03047-YGR Document 3028-24 Filed 05/08/26 Page 3 of 6 The Core Supporting Narratives (CSNs) are eight critical narratives that represent the beliefs and positions we hold as a company. PHASE 2 PHASE 3 PHASE 4 Define Understand Refine Implement the issue & our position what resonates our messaging across disciplines CSNs are eight critical narratives that represent our positions Phased approach Ο Ο Ο Clarity on issue & our position Deep research with key audiences Refine narrative Bring narrative to life across disciplines/channels HIGHLY CONFIDENTIAL – ATTORNEYS' EYES ONLY HIGHLY CONFIDENTIAL (COMPETITOR) METATNAG-006-00059682 ΜΕΤΑ3047MDL-022-00059682 Case 4:22-md-03047-YGR Document 3028-24 Filed 05/08/26 Page 4 of 6 INNOVATION Technology is constantly evolving. At Meta, we believe that the most compelling part of any new technology is the way it can help people connect. GOOD FOR THE WORLD People use Meta's products to help build and strengthen connections. CONTENT At Meta, we believe people should be free to express themselves while also remaining safe on our platforms. We invest in these values so our users throughout the world can connect with family and friends, and build community. WELL-BEING Relationships are essential to our well-being. Meta platforms help people form and maintain relationships, express themselves, and find support if they need it. Coming this year ECONOMIC OPPORTUNITY PRIVACY/ CONTROL POWER BUSINESS MODEL 8 total topics, 4 have research-backed, cross-audience narratives Remainder will be completed this year To illustrate the journey, want to double click on WELL-BEING HIGHLY CONFIDENTIAL – ATTORNEYS' EYES ONLY HIGHLY CONFIDENTIAL (COMPETITOR) METATNAG-006-00059683 ΜΕΤΑ3047MDL-022-00059683 Case 4:22-md-03047-YGR Document 3028-24 Filed 05/08/26 Page 5 of 6 PHASE 1 PHASE 2 Define Understand Refine Implement Minimize negative perception of Meta's impact on well-being • Convince people of the benefits we provide as a place where people can form and maintain relationships Research with consumers & Policy Elites Relationships are essential to our well- being. Meta platforms help people form and maintain relationships, express themselves, and find support if they need it. Comprehensive campaign across disciplines Focused on 2 goals: Ο Ο Minimizing the negative perception of Meta's impact on well-being Make clear the benefits we provide as a place where people can form and maintain relationships Did research to understand what resonates - most surprising learning: Academic/stats messaging NOT persuasive ; most persuasive messaging demonstrated ways our products and services help parents to keep young people safe HIGHLY CONFIDENTIAL - ATTORNEYS' EYES ONLY HIGHLY CONFIDENTIAL (COMPETITOR) METATNAG-006-00059684 ΜΕΤΑ3047MDL-022-00059684 Case 4:22-md-03047-YGR Document 3028-24 Filed 05/08/26 Well-Being Consumer Narrative BELIEF Relationships are essential to our well-being. Meta platforms help people form and maintain relationships, express themselves, and find support if they need it. BENEFIT We want people, especially young people, to connect with others in an environment where they feel safe, and where they leave our apps feeling good about the time they spend on them. EXAMPLES ONGOING WORK We develop new features and tools so people can foster their relationships in a safe, supportive environment. • To help keep young people safe online... To help parents and teens navigate social media together... • To give people ways to manage their time so it's intentional and meaningful... We'll continue working with experts in mental health, psychology and online behavior as we build the tools for young people and their families to have a positive experience online. Here's what that learning looks like when we refine the narrative Each narrative has four components: Ο Ο Ο Ο What we believe as a company The benefit we create Examples - specific product proof points by category/region Commitment to continuing the work HIGHLY CONFIDENTIAL – ATTORNEYS' EYES ONLY HIGHLY CONFIDENTIAL (COMPETITOR) Page 6 of 6 METATNAG-006-00059685 ΜΕΤΑ3047MDL-022-00059685