Robert Chen: "We must onboard people into Facebook/Messenger as early as possible (tweens ideally) before they become attached to alternative social apps"

"We must onboard people into Facebook/Messenger as early as possible (tweens ideally) before they become attached to alternative social apps such as Snapchat, Instagram, and iMessage" "Why we know this: i. Teens who join Snapchat don't leave Snapchat after they grow up ii. We expect the same for Instagram iii. Your number #1 social app captures a vast majority of your time" "What we need to do to help us achieve this: Large numbers of tweens and teens, even in the US, still join and continue to use Facebook. Understanding why this is the case will help us replicate these conditions for more tweens/teens" "Long Term Retention – Santosh and I wrapped up the first phase of the LTR work. Takeaways: Tweens (approximate age 10-12) are special. People who join Facebook as tweens have the highest long term retention out of all age groups. ▪ THEREFORE, we should focus more on tweens In a recent confirmation year, 2016, the higher the population penetration by year of birth, the lower the long term retention. ▪ THEREFORE, it is less straightforward that lifetime value increases as teen population penetration increases" "Plans • Teens ◦ Teen Decline Process - Partnering with ████ ████, who is leading the analysis ◦ Long term retention - Exploring new data set with ████ ◦ Value of Teens - On hold because there isn't an urgent need. Additionally, long term retention findings call into question one of the assumptions • U13U13Under-13Users below the minimum age of 13 set by Meta's terms of service and by COPPA. "U13" denotes both the age cohort and the underage accounts Meta's own documents discuss detecting, removing, or building products for.Full entry ↗ ◦ Age-Up - Building a decision tree to agree on our assumptions and opportunities for the kids/tweens/teens strategy (████ leading) ◦ Tween Media/Apps – Brainstorming sources to find media/content most-watched and apps most used by tweens (████ leading)"