Meta & Children's Online SafetyIG US: Q3 Creative Assets
Presentation · 11 pp
"Goal Drive consideration (& ultimately preference) for IG among teens in service of long term teen MAU growth" "Target Audience Teens(13-17), US)"
Documents
Meta's internal documents produced during litigation.
488 records · How documents are sourced
84 records · Meta's internal records
1excerpt
Chat: imagine going out in public and telling people we rank their kid's facebook by what makes them consume the most content IDs lol
Messages & email · 8 pp
████: "They should audit every surface team's goal across the company, think about whether we would be comfortable telling the world that we are optimizing for x for their kid, and when the answer is no, come up with a defensible alternative." [Redacted…
1excerpt
Email: Q4 Pre-Earnings Ads Sentiment and Supply Update
Messages & email · 5 pp
████: "In 2024, the organic IG Reels watch time budget will increase from -6.4% to -7.8% to account for the impact of Reels ad load increases on Reels consumption. The impact of Reels ads on engagement is typically immediate on Reels organic watch time, …
1excerpt
IG Brand in App Insights
Presentation · 15 pp
"Over the course of 2024, our work will ladder to the following four outcomes… Drive acquisition of teens" "For both existing and new products, we will evaluate their potential for teen resonance as well as the ways that they unlock user value." "Acquiring n…
1excerpt
Feed Ranking HPM
Research & report · 5 pp
"Entire Feed Ranking has a great half. Connected Ranking side, we exceeded our global cap-15 session goal and VPV goal. Blending/IFR joint-holdout also exceeds both global and teen cap-15 session goals. This is nearly mission impossible, when we set up goals i…
1excerpt
Unlocking new networks through school communities
Presentation · 31 pp
"Objective - Unlock the ability for high school and college students to discover and connect with people from school (Phase 01) and provide a safe space to be authentic and build community with schoolmates (Phase 02), to give teens a new reason to join/find m…
1excerpt
Chat: it's literally just mathematically optimizing for vpvs and sessions for teens as with everyone else
Messages & email · 11 pp
████: "Are the compliance people reading the same litigation and legislation that I am?" ████: "I am asking the same question" ████: does ████ realize how the core algo is set up? Like it's literally just mathematically optimizing for…
1excerpt
Chat: We literally are optimizing teen feeds for engagement.
Messages & email · 3 pp
████: "I feel like i'm reading totally different litigation and legislation than our org leaders… We literally are optimizing teen feeds for engagement. We can change that, but none of the YIPs actually address this core issue." ████: "[D]o we do …
1excerpt
Email: Instagram update 9/11/23
Messages & email · 3 pp
"It's important to remember how crucial teenagers are to Instagram. They are early adopters, tend to have a fair amount of free time, and actively explore their identity… That's why it's so important that we stabilize Instagram teen DAP in countries where the …
1excerpt
IG Feed Relevance Working Group
Research & report · 2 pp
"We want to share a summary of learnings and suggestions for next half in this post... Given sampled teen and overall data, we verified that (1) more teen data leads to consistent teen NE wins and wins for overall NE in most cases; (2) teen data is more effici…
1excerpt
Controlling the Narrative
Presentation · 48 pp
"Our competitors in social connection are leveraging school integrations as a way to keep in touch with their community. Can we take this a step further and use school networks as a lever for acquisition?" "How can we position Instagram as integral to navigat…
1excerpt
Think about how many engineers we throw at two points of IG teen growth
Messages & email · 2 pp
Chris Cox: "Think about how many engineers we throw at two points of IG teen growth" Adam Mosseri: "Glad you brought that up"
1excerpt
Chat: TL;DR is that it's important to acquire them early on
Messages & email · 5 pp
████: "As I understand parental gatekeeping is much larger for 13yo - should we focus more on 14-17? Do we have data that shows that if 13yo don't start using IG - it is much harder to get them excited to join IG at 14+?" ████: "████ has a s…
2excerpts
Adam Mosseri Performance Reviews 2023
Research & report · 21 pp
"Prioritization. I think this has improved meaningfully in the past 12-24 months. Adam has been extremely clear about our focus on teens. This, combined with a more concise set of topline metrics, and more consistency in our stated product priorities, means th…
6excerpts
Adam Mosseri 2022 H2
Research & report · 5 pp
"My primary goal was to ensure the app remains culturally relevant as measurement by sessions, time, and sharing, particularly with teens. Overall this went well. Reels have driven time to all time highs at ~41.9m per DAU globally and ~37.4m in the US. Session…
1excerpt
Company Milestones
Presentation · 19 pp
"Stabilize teens MAU in the US and globally" "40 minutes per DAU * 1.5B DAU"
1excerpt
Introducing IG Marketing Insights
Presentation · 65 pp
"Teen needs are a function of biological development… Social media apps can fill these evergreen teen jobs" "Instagram has an existential crisis with Teens who are turning to other platforms. Retaining teens is key to the long term health of our business and …
1excerpt
Email: Teen Well-being Communities 11/8 check-in
Messages & email · 4 pp
"Past research on problematic use on Facebook, as well as prior academic research suggests the existence of a U-shaped curve, where people with a moderate number of sessions report the lowest rate of problematic use. As session count increases, more and more p…
3excerpts
IG Growth Onboarding - [Redacted]
Research & report · 10 pp
"Our overall growth in the US has plateaued and we've recently seen concerning decline in US Teen growth, especially with early teens, indicating an existential threat for not just IG but the company overall. The Growth team's top goal this half is to reverse …
1excerpt
Winning Negative Social Comparison at Instagram
Research & report · 9 pp
"A lot of NSC has been attributed to celebrities and influencers, and we've currently been looking at controls and ranking to solve this." "However, it's not an influencer problem, it's a culture problem. Those influencers might be responding to Instagram's c…
2excerpts
Youth Landscape and opportunities for IG
Presentation · 9 pp
"Touchpoints Leveraging IG: Help Kids Build Up to Social with Adjusted IG Features" "Content Relevant to Youth: Onboard brands such as Barbie, Paw's Control, BabyBus, and Toca Boca onto IG Tweens (most tween appropriate brands are not currently on IG). Invest…
1excerpt
Chat: if/where tweens message and if IGY should consider beyond Direct
Messages & email · 3 pp
████: "Hey folks do we have data or research you can point to around early teens (or tweens) trends on messaging and competition? Specifically * how early teens use ig direct (or other messaging systems) - any analysis on content/JTBD there? * how twee…
1excerpt
Chat: super high risk, last time it was launched #killchallenge went viral
Messages & email · 3 pp
"hey do you have context on hashtag challenges?… super high risk, last time it was launched #killchallenge went viral. recipe for e.g. tide pod challenge disaster"
2excerpts
How much topics people see are linked to appearance comparison on IG
Research & report · 10 pp
"Some topics are likely to make viewers, especially teen girls, feel worse about their bodies: Fashion and beauty (especially makeup, skincare, hair removal, nail art); Relationships (which includes dating, romance, sex, and intimacy); Western pop stars who em…
1excerpt
Sources: published internal records, unsealed discovery exhibits and court filings in MDL 3047 and related litigation. An allegation in a filing is not an independently verified fact.