Instagram Struggles With Fears of Losing Its ‘Pipeline’: Young Users

The New York Times (NYT) (10/16/2021)
  • 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.