"Even as Meta Platforms faced sweeping lawsuits from state attorneys general accusing the company of harming children, Instagram's top executive urged employees to keep one priority above all else: recruiting more teenagers. In a Nov. 6, 2023 internal memo, Instagram chief Adam Mosseri told staff to stay "laser focused" on teens, particularly in developed markets, placing that goal above work on Threads, Meta's text-based app launched earlier that year."
"The documents outline a multiyear effort to reverse slippage among teen users, especially in North America and Europe, where engagement had been declining. By late 2023, the company set targets to halt the decline by the end of 2024 and make Instagram the world's largest platform for teens by 2027, according to the report. Internally, the strategy leaned on product changes and marketing aimed at making Instagram feel more social and more relevant to teens."
Internal directives at Instagram prioritized recruiting teenagers, especially in developed markets, above other projects such as Threads. Leadership set goals to halt teen engagement declines by the end of 2024 and to make Instagram the largest global teen platform by 2027. The strategy combined product changes, algorithm adjustments to help teens find friends, promotion of teen-friendly influencers, and paid campaigns targeting young users. Offices featured immersive displays of teen culture and guidance on trending selfies to align employee perspective. These growth efforts ran concurrently with escalating legal and political scrutiny and lawsuits alleging addictive features and risks to children and teens.
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