"In documents recently uncovered by The New York Times, Facebook demonstrated why losing the attention of younger teen users was one of the biggest threats facing the business. "If we lose the teen foothold in the US we lose the pipeline," reads the internal memo from last October. It seems Facebook had hoped Instagram would engage early high school users (aged 13-15) in a bid to replenish Facebook's aging user base."
"But the company was aware of the threats to its business long-term from the likes of TikTok and Snap. This all comes as the backdrop of Facebook whistle-blower Frances Haugen's explosive testimony to Congress in the US, in which she claimed that Facebook had continued to try and keep kids hooked on Instagram while knowing that the app caused issues around body comparison among teenage girls. Not only that, but Facebook has recently shelved controversial plans for an Instagram-for-kids app,"
Documents uncovered by The New York Times show losing younger teen attention was one of Facebook's biggest business threats. An internal memo warned, "If we lose the teen foothold in the US we lose the pipeline." Facebook aimed to use Instagram to engage early high school users (aged 13–15) to replenish its aging user base. Competition from TikTok and Snapchat eroded Instagram's standing with teens. Frances Haugen testified that Facebook knowingly pursued tactics to keep kids hooked on Instagram despite harms from body comparison among teenage girls. Facebook shelved an Instagram-for-kids plan after outcry. Piper Sandler reports teens prefer Snapchat (35%) and TikTok (30%) over Instagram (22%), while Facebook spent roughly $390m targeting early high school users.
Read at The Drum
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