Inside Instagram’s all-out battle to win the nation’s teens – The Morning Sun

By Naomi Nix The Washington Post Two weeks after dozens of state attorneys general sued Meta for allegedly getting adolescents addicted to its platforms and jeopardizing their safety, Instagram head Adam Mosseri posted an internal memo pushing his employees to pursue one overarching goal: bring more teens to Instagram. “As you are building out your 2024 plans, I’m asking that the business teams stay laser focused on 1) teens, particularly in developed markets and 2) Threads, and in that order,” Mosseri wrote in the Nov. 6, 2023, memo. Mosseri’s memo is part of a multiyear plan by Meta, which owns Instagram, to bring more teens onto the photo-sharing app and increase their activity there, according to internal documents written between 2023 and 2025 and viewed by The Washington Post. They show that Instagram staffers considered the mandate to boost teen metrics their top goal last year. It ranked even above efforts to build out Threads, its breakout text-based social media rival to X, formerly known as Twitter. Outwardly, Meta executives projected confidence in the success of its social media apps, presenting statistics year after year depicting overall user growth. But behind the scenes, the internal documents show, Instagram has waged
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