Instagram fights against fear of losing its “pipeline”: young users


With the leadership changes, Facebook has gone all out to make Instagram a main attraction for young audiences, four former employees said. It coincided with the realization that Facebook itself, which struggled with data privacy and other scandals, would never be a destination for teens, people said.

Instagram has started to focus on the “teen time” data point, three former employees said. The goal was to increase the time teens spend on the app with features like Instagram Live, a streaming tool, and Instagram TV, where people upload videos that are one hour long.

Instagram has also increased its overall marketing budget. In 2018, it allocated $ 67.2 million for marketing. In 2019, that rose to $ 127.3 million planned, then to $ 186.3 million last year and $ 390 million this year, according to internal documents. Most of the budgets were intended to woo teens, according to the documents. Mr Mosseri approved the budgets, two employees said.

The money was intended for marketing categories such as “establishing Instagram as the go-to place for teens to express themselves” and cultural programs for events like the Super Bowl, according to the documents.

Most of the resulting ads were digital, featuring some of the platform’s top influencers, such as Donté Colley, a Canadian dancer and designer. Marketing, once implemented, also targeted parents of teenagers and people up to 34 years of age.

Even so, Instagram angst grew. A 2019 marketing note noted that although teens rushed in, they showed no interest in Facebook or the Facebook-owned WhatsApp messaging app. The company is expected to focus solely on the use of the photo-sharing site by teens, the note said, adding that “we don’t see any interest between brands.”

When the coronavirus pandemic struck last year, causing people to stay home for safety reasons, ‘time spent among adolescents’ rose to an average of three to four hours a day in the United States , up from one to two hours earlier, said two former employees. . The adults spent 30 minutes to 45 minutes per day on the site.


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