- Internal documents reveal that Facebook executives lamenting Instagram’s waning popularity among American teens.
- While Instagram remains widely popular (1.3B users), a recent survey found that its the 3rd ranked favorite app among teens (22%), below Snapchat (35%) and Tiktok (30%).
- Teens prefer Snapchat and Tiktok features focused on sharing fun content with friends instead of Instagram’s “performative culture”.
- Viewing teens as the “key pipeline” to sustained future relevance, Instagram’s annual marketing budget ($390M) has been primarily allocated to targeting teens via digital ads.
Instagram Struggles With Fears of Losing Its ‘Pipeline’: Young Users
(10/16/2021)
