"Recommendations: Alter discovery surfaces to show more content from categories that tweens are most interested in."

"TL;DR How might we help tweens discover, curate, and go deep on their interests on IG? - While the majority of impressions are on connected content, young teens enjoy consuming Reels as a source of entertainment more than other age cohorts. - Tweens say they enjoy content that fall under the funny/comedy, gaming, music, animals/pets, and pranks categories, and unsurprisingly also tend to interact with those categories most too. How might we help tweens play, create, and collaborate on IG? - Tweens have preconceived barriers to using Instagram that rest mainly on the social pressure the platform presents. - Despite lower rates of broadcast sharing, young teens mimic older teens in their usage of private direct production. - They also use playful creation tools, like stickers, to express themselves more than adults. How might we help tweens feel like their close friends/family are nearby? - It starts with helping them find their close friends on our platform. Young teens rely on Suggested Users and Organic means to find their close friends. - Once they're connected, we then have to make sure they're maintaining those relationships on our platform. Direct stands out as a place for this as young teens spend far more time in Direct. - Not only are young teens using Direct a lot, they're also using it to keep up with close friends, with 86% of DMs received being from close friends." "Recommendations Alter discovery surfaces to show more content from categories that tweens are most interested in. - Tweens say they enjoy content that fall under the funny/comedy, gaming, music, animals/pets, and pranks categories, and unsurprisingly also tend to interact with those categories most too. Create lightweight, ephemeral sharing tools that lower the barrier and preconceived concerns to broadcast sharing. - Despite lower rates of broadcast sharing, young teens mimic older teens in their usage of private direct production. - They also use playful creation tools, like stickers, to express themselves more than adults. Lean into Direct as a form of connection and relationship building for tweens. - Not only are young teens using Direct a lot, they're also using it to keep up with close friends, with 66% of DMs received being from close friends."