[Instagram Teens HPM]: "Our EMEA team led by ████ is aggressively addressing questions about the age of consent for social media in European member states, after a regulation was passed last year requiring teens <16 to get parental consent to use internet services. The regulation does allow each member state to choose an age 13 or above, so we'll use 2017 to lobby policymakers to choose 13."
[Instagram Teens HPM, Research]:
• "The FB teens... team have conducted a high-level survey (n=~2300) with guardians/parents of under 13s to understand their device and app usage. Some high-level takeaways include:"
◦ "As age increases (5-12 year olds), so does the self-reported proportion of U13 year olds with FB and IG accounts (~5-30%)"
◦ "Teens want to start connecting with friends around the age of 7 years old"
◦ "5-10 year olds tend to have tablets. They start to get phones around 10 years old. A preference for a phone starts at age 7"
• "We have sourced a world-class teens researcher to drive teens research at Instagram and across the company - moving to onsite ASAP"
[Instagram Teens HPM, Marketing]:
• "We conducted pre-teen and teen insight research in preparation for the US, DE and IT campaigns. We are working with an innovative teen research vendor, based in the UK, to lead this project."
◦ "Goals: to determine tween/teen (a) perception of IG (b) the role of Stories (c) how Stories can expand use of IG for in-between moments."
◦ "Target: non-users and users w/in 11-24yo segment (13+ for user research), skewed towards 11-18yo."
[Instagram Teens HPM, Partnerships]:
• "Live Launch in UK FR DE BR JP"
◦ "We whitelisted 30 top teen and teen-focused partners for access to Live shortly in advance of it rolling out in their markets including @kefera, @sulivangwed, @melinasophie and @ldshadowlady. Partners and their teen fans were very excited about the product."
• "Musical.ly star Baby Ariel (5.8M on IG) visited Instagram LA to learn about growing her account and give product feedback"
• "The partnerships team hosted 2 teen/emerging talent workshops this week."
◦ "Instalunch – 27 teen/tween talent with under 500k followers to on-board them on Stories and Live and to gather feedback."
◦ "All Star Roundtable – Brought in 10 top teen and emerging talent (500k-3MM followers) to do a deep dive"
Susan Li: "Jenni – could I check in quick on how we are doing on Q1 progress toward our IG MAP and time spent goals?"
Jenni Romanek: "Hey Susan, We've been crushing it on user growth, so we revised upwards our H1 MAP goal to 762M (from 745M). We're currently at 697M / -0.2% behind target, so roughly right on track. Our time spent goal for the half is 28.4 mins; we're currently at 26.9 mins, or +1.0% ahead of target. We saw a nice benefit there recently from bumping iterations (e.g. improvements to how we surface unread content from previous sessions)."
Susan Li: "Thanks Jenni! Btw – was there also a U.S. teens goal (something like +700K DAP) and how are you guys doing toward that? I would love to get coffee and catch up soon. It may be a little bit since I am due to have a baby in about 3 days."
Jenni Romanek: "OMG! Congrats! Please holler when you're back, would love to catch up then! US Teens Goal: 12.1M; we're currently at 11.5M, or -2.2% behind target. Let me know if you want more details about this."
Kevin Systrom:
• "Skin smoothing: We've nearly completed our skin smoothing technology. We're now combining skin smoothing with our face filter designs to make sure we have the optimum level of smoothing."
• "Face effects: We continue to work with the FB AML team to find the best way to amplify facial features like the eyes to achieve subtle beautifying effects."
Mark Zuckerberg: "This is all very impressive. The focus on beautification is a key insight. Are we building these features in a way that they can be used in all our cameras, or are they just specific to IG?"
Kevin Systrom: "We're building skin smoothing and face transforms in-house at IG but everything is being contributed back to the core camera SDK and will be available for all teams to use!"
Mark Zuckerberg: "Great"
[Instagram HPM, Engagement, Time Spent (minutes/DAP)]:
• Current: "26.9"
• Goal: "28"
• vs. Forecast: "0.30%"
[Instagram HPM, Engagement, Time Spent, y/y growth]:
• Current: "22.3%"
• Goal: "+15%"
• vs. Forecast: "1.7%"
[Instagram HPM, Growth teens lockdown]: "In order to accelerate the work we are doing to reach our US Teens DAP goal of 12.1M by the end of the half, we are executing on a set of 10 teen growth initiatives during the month of April. These projects will be the growth team's highest priority."
Kevin Systrom (to Mark Zuckerberg): "I wanted to give you some context on our Integrity-focused headcount request that will come with the rest of the integrity asks. There are two initiatives we need to staff up: comments integrity (8 eng HC) and business integrity (5 eng HC)... I wanted to make sure you understood that they're both critical areas for safety on IG and we're doing our best to solve them."
Mark Zuckerberg: "Thanks for the heads up. These both seem like important initiatives and I'm glad you're focused on them. Here's what I'll do: I mentioned in small group a few weeks ago that of the ~50 unallocated engineers, I'm going to allocate ~25 to integrity initiatives, ~12 to video and ~12 to groups / communities. Since I had not been tracking that IG had additional integrity needs, I asked the PAC, feed integrity and ads integrity teams to propose how to allocate the ~25 people. I'll now make sure we include IG in this mix. I should call out though that we're facing more extreme issues on FB right now with the murder, bad activity in private groups, etc. So I do view funding that as more urgent in the near term. I may also shift some of the video and groups headcount to integrity initiatives to make sure they're funded. This is just meant to say that I probably can't get you 13 engineers in the near term, even though I'm supportive of these projects and agree we should allocate more to them as more engineers become available."
Kevin Systrom to ████: "I don't think Mark understands the urgency of working on integrity related issues at IG."
[Site Integrity: Key issues to resource, Executive Summary]: "There are 4 key areas that we believe will benefit from more intense integrity work."
• "Comments: Prime area where bullying occurs for regular accounts, women and teens particularly impacted. In a recent study, 46% of those surveyed reported experiencing bullying/harassment on IG; 50% reported receiving unwanted or offensive comments. Teens delete twice the % of comments from unconnected commenters than connected commenters. Top Accounts also impacted."
• "Abuse and harm in Live: Every week: 55M+ Live broadcasts, with 65K videos reviewed based on user and automated reporting. Weekly, 1.5K videos are removed from Top Live and 300 are deleted from the platform. On average, we escalate 3 Live videos a week to our internal LERT team which then contacts local law enforcement authorities because users are in imminent danger from issues ranging from self harm to child exploitation. Post-Live launch will make this even more of a vulnerability."
• "Suggestive sexual content: 40% of nudity photo reports are on suggestive content (e.g. cleavage, bent over, etc.) and X% of WAP see these content. 'Edge' stories will exacerbate the problem if there is no down-ranking algorithm in place for suggestive content. In addition, 12% of WAP see violating nudity content as defined by us but 22% reported seeing violating content from user research. This underscores the fact that what IG defines as violating nudity is different than what a global, diverse community considers to be objectionable."
• "Hashtag abuse: Hashtags are used to congregate abuse because of their ease of discoverability. We have some detection systems for spam and nudity, but not for other abuses such as self-harm and bullying. Ex: recently, 'death group' hashtags in Russia encouraged teenagers to commit suicide. We don't have a systematic way to discover or monitor these hashtags except for manually restricting the hashtag to 'Top-Post Only'."
[Redacted 1]: "But your understanding is that there is other research related to young mothers?"
[Redacted 2]: "Yes, I looked at one list of research topics and saw one about young mothers and their emotional state"
[Redacted 2]: "Also wondering about asking my apparently morally bankrupt colleagues if they are aware of any more [research on behavioral targeting of young mothers]"
[Redacted 1]: "You should"
[Redacted 2]: "████ who is cited in the article has three children - I talked him through his kid being bullied - what was he thinking?"
[Redacted 1]: "Do you think statement is strong enough?"
[Redacted 2]: "yes"
[Redacted 2]: "i think it's a slippery slope here"
[Redacted 1]: "How?"
[Redacted 2]: "because there is some level of [behavioral] targeting"
[Redacted 2]: "+ we don't know what other research is out there yet"
[Redacted 2]: "I'm just looking back through the ANZ FYI group at Lara's posts that use the word emotion"
[Redacted 2]: "she and Jorn proudly landed this coverage: http://www.bandt.com.au/technology/facebook-and-tns-research"
[Redacted 2]: "it's because of her posts to the group that i had a bad feeling in my stomach about what was happening"
Mark Zuckerberg, circulating the draft for feedback: "How about this? I can put a teen photo in there if we think it's funny. Do we have a good one already?"
Mark Zuckerberg: "Good morning everyone! Today we're going to talk about teens and pre-teens -- because one day we'll run out of big problems to work on, but today is not that day."
"To connect the rest of the world, there are three big groups we need to work on connecting: people not on the internet, people in China, and young people who aren't allowed on Facebook or don't use us."
"Teens and pre-teens are both a big opportunity and a big challenge for us. While most teens use our apps, it's definitely one of our weaker demographics. There are a few things going on here which we'll get into, but one important dynamic is that the we're weaker in younger teens like 13 and 14 year olds, and by the time they get to college and go out into the world, they're mostly all using our services."
"Historically, we have never allowed people under the age of 13 on our services because doing so entails a lot of specific compliance work and because younger kids need different services that are more protective and tailored to them."
"When kids first got their devices at 11 or 12, we didn't think it made sense to build a whole separate product because 11 and 12 year olds aren't so different from 13 or 14 year olds, and we thought if we built a much more restrictive product, they wouldn't want to use it."
"But today, kids are getting their first devices at 7, 8 or 9. These kids are young enough that they need a different service. Right now they have good entertainment and games, but no great communication services where they can safely communicate with their parents, family and a few friends their parents can control. This kind of product will play to our strengths since our brand and product are based on safe, real identity and connections. If we can do this, we'll lay the foundation to connect a lot more people in a safe way."
████: "oh good, we're going after <13 year olds now?"
████: "zuck has been talking about that for a while"
████: "yeah it was gross the last time he mentioned it"
████: "im ok with hiring people, but targetting 11 year olds feels like tobacco companies a couple decades ago (and today)"
████: "like we're seriously saying 'we have to hook them young' here"
████: "well, to be fair, a lot of other services trying to compete with facebook explicitly target under-13's and create plausible deniability for knowing their age"
████: "yep, doesn't make it any better"
████: "won't we get sued due to COPPA or whatever?"
████: "explicitly called out"
████: "as being a challenge for regulatory reasons related to age verification and parental consent"
████: "that intern program is not a bad idea at all. theres a big diffference between trying to bring other demographics into good jobs vs trying to get a billion 11 year olds sharing selfies"
████: "can't wait to see the leaks on this one"
████: "i wish we had someone who could say 'bombarding women with a message on how to become pretty multiple times per day is bad for their mental health'"
████: "not good for the company though"
████: "But it's good for our financial health. That's proven over a century."
████: "Showing car ads is bad for the earth."
████: "'making these messages about how to become pretty look like they're supported from your friends is even worse'"
████: "Allowing republicans to show ads is bad for liberals"
████: "Lots of things would be different if the majority of the company gave a shit about their values and not just here to get those stacks bruh"
████: "yep"
████: "Aye"
████: "Indeed"
████: "The conclusion of such an investigation may be to shut the site down"
Body image & eating disordersFiltersLive StreamingDirect Messaging+1
"Our goal for the summit was to give product team members access to a diverse range of teen partners in order for them to hear direct product feedback."
"We had 6 panels (27 top accounts) of tweens, teens, empowering youth, beauty, meme'ers/comedians and superstar 10 million+ accounts including BabyAriel (6.6m), Logan Paul (10.8m), KingBach (13.4m), AmandaCerny (15m), ShayMitchell (16.7m) and Victoria Justice (12.5m)."
"A few key themes were most prominent throughout the day:"
• "Feed, Growth and Engagement: Talent continues to be confused and fearful of 'the algorithm', and have limited understanding about how to grow followers and engagement"
• "Stories: Face filters are viewed as the key differentiator to keep them using Snapchat – in particular very large talent is eager for a simple beauty filter to help them be more comfortable to put their face on camera"
• "Live: is extremely popular, especially amongst the youngest talent, but competition is strong from apps that allow talent to monetize their live content"
• "Video: There are mixed opinions from talent on the 'ideal' length of video on Instagram, but they are interested in bringing more content onto IG from other platforms as they view it as the home for their audience"
• "Direct/Comments: Teen talent is eager to find more ways to engage their fans, but direct and comments don't work very well for very large accounts"
"This is a summary of the age affinity data ask from messenger which we discussed yesterday. The ask is to assist with resolving the escalation."
"The specific business need is to provide additional age related information to allow us to build and validate high quality age models in key countries outside of the US (where the birthday post related information proved sufficient). We have a list of 11 hi-pri countries (BR, MX, FR, DE, Poland, ID, IN, TH, EG, NG, KR) which we want to focus on in order to give us global coverage."
"We conducted initial explorations on the messenger sampled data set and found that there was a significant amount of age related information. We would like to get permission to extract and review age related historic messenger data. The extraction will be performed algorithmically. However, it is also necessary to review messages as a quality check to ensure that the algorithm is extracting accurate age information (ie Happy 16th birthday) of sufficient quality to allow the building and validation of the age affinity model."
"The policy team has summarized the following risks:"
"The most significant risk, if this leaks, is that we will face significant policy pressure to use techniques like this, even if imperfect, to enforce age restrictions on Facebook & Messenger. If the pressure got high enough, which is possible, we might have to pro-actively try to identify and then remove everyone under 13 from Facebook & Messenger. (Starting in May next year this will be under 16 in many parts of the EU)."
"People and policy makers are particularly concerned about Messenger content because of the perception that these are 1:1 communications that they don't expect to be 'read' by Facebook. From the policy point of view, in-product experiences (Messenger Suggestions) and safety/anti-terrorism efforts are the easiest uses to explain and defend. Research like this project, especially research into teens creates policy risk as regulators might decide that this was one step too far and then try to significantly limit the research we can do. This project creates increased risk above the usual Messenger research we do for 3 reasons:"
"(1) The 2 main privacy protections we rely on to defend doing research on Messenger content is that (1) it's only done on a small random sample (we currently use a 3% sample) and (2) we take steps to de-identify the content before any human review. The proposed analysis pushes on both of those protections because it requires both the full Messenger corpus and pairing the content with profile photos for human reviewers."
"(2) It's about teens who are especially sensitive in relation to Facebook right now."
"(3) And (3) because a marketing insights deck with research into teens emotions was leaked in Australia and the launch of Messenger Suggestions in Spain, we are in a period where we are more likely than usual to have to answer broad questions about what research we do on minors and on Messenger."
"While we have had extensive discussion with a number of people in messenger policy/legal/eng/analytics teams, I do not believe that it has yet been escalated to David Marcus and that would be an obvious next step for you to help with."
[LOWLIGHTS]: "We have not turned around US Teen DAP. In fact, we learned that the trend is even worse per person (vs. per account)."
[Our Strategy]:
"1. Reverse the US teen decline"
"2. Maximize visual sharing across formats"
"3. Grow time spent through interests"
"4. Aim for 1B MAP"
"5. Deliver $4.1B in 2017"
[Reverse the US Teen Decline, US Teen DAP]:
• H1 Projection: "11.4M accounts"
• H1 Goal: "12.1M accounts"
• H2 Goal: "11.7M people (flat Y/Y)"
[H2 Goal]: "5 min PER INSTAGRAM DAP (FROM 4.4 MIN)"
[Feedback & Asks From Engagement Leads]:
• "Invest in US Teens: US Teen DAP is the most important goal for IG this half. Explore is uniquely positioned to help, through video products and sourcing / ranking."
• "Don't feel pressured to build for everyone: On that note, we are too big to build products that work for everyone, everywhere. We won't advance if we try to, so we must build for a cohort (teens) and define alternative 'fallbacks' for others."
[3 Things to Remember for H2]:
• "Video: Let's re-invent Explore as the home for video on IG"
• "New Users: Let's finally fix their experience once and for all"
• "Teens: Let's always build and prioritize with them in mind"
"Have we made people addicted to Facebook?"
"The flow is fairly aggressive as we try to stop people from leaving Facebook. We list some of your friends to remind you that they will no longer be able to contact you through the site and more importantly, we require the user to choose a reason for why they're leaving. For my analysis this summer, we focused on two specific categories: people who said they spent too much time on Facebook and those who selected that their leave was temporary and that they planned to return (since many of these people listed similar reasons for deactivating their accounts). This subset provided a good signal for people who could be addicted, who ultimately leave Facebook as a solution. In a given week, approximately 5.9 million people leave Facebook for just these two reasons alone so clearly we have work to do here if we want to improve the Facebook experience so they do not feel compelled to deactivate their accounts."
"At a minimum threshold of 1%, that would be ~15k people we could call addicted, but if we loosen the threshold to 0.2%, that's nearly 200k people."
"we can be very aggressive with our notifications to create a habit."
[Immediate Focus Areas]:
"2. Up-level the priority of broad branding work for Youth. I am not a marketer, but I can help tell the story/be an advocate of why we need to invest more in branding."
"a. Rationale: Starting at the top of our company, there has been the belief that 'We haven't had to do a huge amount of marketing outside the product.' (Mark @ last week's Q&A.) And that the product will grow naturally once you connect people. My thesis is that this has led to a systematic underinvestment in branding, especially for teens in the Western world."
[Longer-term Focus Areas (things on my mind but I might not have capacity to work on)]:
"1. In the US, the 19-22 age group is weakening on FB Core App (and by extension FB Messenger, because Messenger's fate is largely tied to FB Core App). 19-22 has historically been our strongest group. That group will weaken in the US and other Snapchat strong countries. We should take action sooner than later—it's hard and expensive to reverse death spirals."
"3. Youth Prioritization Framework. I've worked on this in fits and starts. One attempt was the time spent equations. As Luc mentioned yesterday, once we pick all the 'low hanging fruit,' this will become more important."
"4. High School Communities. Super excited that ████ is working on this. Glad we picked up the ball. Not yet sure how I can help but will keep on radar."
"5. Location Location Location. How can we get teens to share their location with us so we can leverage that data for awesome product experiences and also analytics around high schools?"
[Snapchat is a Multi-Generational Challenge]: "Based on this framing, I advocate for:"
"i. Greater product focus for the 19-22 year-old demographic in Snapchat strong countries"
"ii. Increased study and use of youth-oriented branding to capture youth when they receive their 1st smartphone"
[Primary thesis]: "We need to make instagram an 'urgent app' again for US teens"
[Secondary thesis]: "Teen girls are more important, therefore build with them in mind"
• "The boys will go where the girls are."
[A tertiary thesis]: "Teens are not vapid and our wellness efforts are important for brand affinity"
• "'Wellness' - self care, mental health - is the 'cause' that these kids care about. So we should continue to push here and better leverage the channels that reach them, specifically their stars, to make IG feel like a place that is safe, 'gets it,' and is an ally in addressing the problems that their generation wants to champion and address."
[Give profile more stalk-worthy mechanics (Stalking)]: "There is NO PLACE for teens to break-up on the internet! There's NO PLACE on the internet to tell the world who your BFF is! There is no place for 'pull-based' drama and stalking! And, a lot of teens are private, so unless you follow the boy you have a crush on, you can't stalk him and lovingly stare at his photos before bed."
"Thomas and I believe that if we give teens the mechanics for making their profile more communicative and tweak-able and therefore more stalk-able, then it will create more urgency in the app for teens to check out each others profiles and see what has been recently tweaked."
[Be present all the time (multi-tasking)]: "Why? Simply put, we need to 'push' [teens] more. They have several apps running at all times and those apps talk to them all the time. We are probably the least proactive app in terms of trying to garner their attention."
"To answer the biggest fork in the road — Will it be sufficient to simply make FB or IG COPPA compliant for tweens? No, I don't think so. I think making these apps COPPA compliant is absolutely necessary, but simply opening them up without making product changes will not be a stopgap for our teen problem. The good news is though that no other social media app totally feels right yet either. Tweens are open to something new, and we can win with them. It looks to me right now that moving forward with product changes to our existing apps would be the best solution, but we need more research to understand whether we can move forward with existing brands or not."
"The good news for us is that the real driver for tween engagement on social media is entertainment, not communication."
"So you have everything in one place, I am listing upcoming research again here:"
"1) Inflection points (approx age 9/10): As tweens move from tablets to phones, which apps/app categories do they only keep on their tablet, which apps do they keep and reinstall when they get their phones, and which apps/features they aspire to have when they have their own phones."
"a. Objective: Determine graduation strategy for Talk."
"b. Methods: Diary study; in-person in-context research; interviews; survey"
"2) Current phone and social (media) usage (approx age 10-13): How are tweens currently using social apps on their phones? What is a high point/low point for them about social apps? What offline behaviors currently do not offer a good digital solution?"
"a. Objective: Identify patterns of behavior, experiences, and needs."
"b. Objective: Identify white space for social app for this age group."
"c. Methods: Survey; usage data (=in-app actions via Onavo-facilitated panel); in-person interviews; diary study"
"3) Understand opportunities for our existing product experiences (approx age 10-13): Which changes to product experiences would need to be made to make FB appropriate for tweens?"
"a. Objective: Guide product experiences for how COPPA compliant FB could serve tweens well"
"b. Objective: Identify parents' needs for kids' FB experiences"
"c. Methods: in-person participatory design activities; parent: child dyads; focus groups with parents; survey; (coordinating with market research re: brand)"
"Use of Facebook that interferes with regular life, or amounts of Facebook use that exceed a person's desires/intent may indicate an addiction."
"Between 1-10% of college students likely exhibit a serious degree of Facebook addiction, while an inclusive total of ~20-30% exhibit problematic symptoms."
"People who are addicted to Facebook are more likely to be lonely, have lower well-being, have difficulties managing their emotions, and spend more time on (and be at greater risk of addiction to) other kinds of technology as well."
[Are X% of people truly addicted to Facebook?]: "We don't know, but possibly not. Facebook isn't addicting in the same way as drugs/alcohol (which create a chemical dependency in the brain), but it could be addicting in ways similar to gambling or other compulsive behavior. But even on that basis, the rate of true addiction may be a bit lower than the estimates suggest... What these results do show is that a substantial fraction of people, perhaps 30% of college students, exhibit many of the symptoms of addiction / compulsion."
[Are algorithms to blame?]: "Research hasn't addressed this. If algorithms favor content or functionality that encourages people to spend more time on Facebook, then it's possible that this will by its nature tap into addictive mechanisms. The result could be to make addictive/compulsive usage more severe and more widespread. But none of the above studies have examined this in any way."
████: "hey all, the Instagram teen's team is currently doing some data analysis around local for teens. Specifically we are interested to study teen penetration and engagement on school level in US. So our question on our end is, let's say we have location collection enabled (via geoAPI) and we know someone is a teen. Is it possible for us to infer which high school they go to from geoAPI, purely for analysis purposes, so it's fine if the data is anonymous"
████: "you can map the location to a polygon if there as an entity for the school with a polygon associated to it"
████: "this is just tech feasability commentary i dont know what the privacy implications here would be on person-to-place"
████: "Just clarification: so there is capability for us to match a location to school then so long as that school is an entity matched to the polygon?"
████: "you also have to run the analysis during school hours haha"
████: "otherwise then location will update out of school"
████: "Wait you mean the data is real time and not stored for offline purposes?"
████: "yup"
████: "Do we not store the location of teens throughout the day across multiple days?"
████: "nope, we get one location and then we delete it"
████: "when we get a new one"
████: "Oh 😕 so basically if they open the app somewhere that is not the school most recently, then this changes"
████: "I.e. When they're at home or on weekends"
████: "yeah..."
████: "Is the reasoning for this because of privacy concerns?"
████: "yup, + storage costs + battery drain"
████: "Also they have to actually open the app AT school for us to hope to get the school location"
████: "Do we hope to eventually be at a place where we might machine learn a teens 'important' locations?"
"However, there are five areas you should be aware of and I could use your help addressing:"
"5 Instagram PAC is far behind FB PAC and we could become a major liability for FB Inc."
"Instagram is now over 850M monthly users, and with that size comes the responsibility to ensure our community is safe. Also, we're launching more new products at a faster rate than ever, each of which require additional work to prevent abuse and reduce exposure for FB inc. We're continuing to see an increase in high intensity abuse and an increase in regulatory requirements, including GDPR."
"However, the PAC team is only 22 engineers. We aren't staffed to both integrate with FB and do IG specific work to stay ahead of all potential PAC related issues. To solve this, we are working with FB Integrity leads to (1) staff more IG-specific PAC engineers to focus on measurement/labeling, top account security, and tooling and (2) to staff IG-dedicated engineers on the FB/PAC team to support the x-FB Integrity Framework. In 2018, we will staff up this team significantly, though we are starting from far behind."
████: "I'm coming at this from the lens of, 'If we wanted to get out a product launch or other content push on IG that would reach the most global (or US) everyday teens in the most compelling ways, who are the top ~100 partners who would reach the biggest footprint of everyday teens.'"
"Another way of saying this is: 'Let's say we had a launch coming up in a month and wanted it to land with everyday teens in the biggest way possible with partners from across verticals and markets, what would our dream list of launch partners be?' (Ignoring constraints we've had from marketing, etc, before on the go-to-market approach)"
Justin Antony: "Yes sounds good, we would have the same end result(launch with the most impactful talent) only slight difference would be I am want to filter for only real teen partners (12-18) within emerging vertical only."
"Glad you want this too because ████ can probably work on the same pull of data but then we can filter manually for our BOB needs."
████: "Sure, makes sense! We have this type of data already available, and I've used it for a couple of launches with ████. The vertical mapping that we finished earlier this year was a key component for being able to cut by more detail than just country, so now we could get as granular as who the teen-related partners are for music in France. Please see attached for the full data set, which we can cut as needed."
"Justin, I think that our project around reach and other metrics will help quantify the right partners to an even greater extent!"
[Attachments]: "All verified - teen following and categories 10.10.17.xlsx"
Sources include internal documents, public filings and press reports. “Alleged by plaintiffs” denotes the plaintiffs’ characterization, not Meta’s own words. Source labels identify provenance, not a finding of fact.
Meta & Children's Online Safety