Internal documents reveal Instagram is struggling to win back teens. Obtained by The Washington Post, the documents show that since 2023, the platform has aimed to be the world’s largest teen platform by 2027. But young users see multiple problems with the platform: teens can’t find their friends on the app (60% didn’t add anyone on day one), content trailed TikTok trends by a week or two, and it still carries “pressure to be perfect” baggage. Meta’s response included algorithm tweaks, marketing pivots emphasizing friendship, and in-office “living museums” featuring photos of teen hangouts and breakdowns of typical teen schedules across different countries. But still, since late 2023, total daily teen users in developed markets dropped 3.9% and monthly actives have fallen 8.4% year-over-year. Meta is now tracking young adult (18-24) engagement and evaluating whether to shift its strategic priority in 2026. (Washington Post)
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