Just two weeks after multiple US states launched a major lawsuit against Meta, alleging its platforms like Instagram harm children's mental health through addictive features, the social media giant's leadership initiated a covert, aggressive campaign. The goal was singular: to reclaim its teenage user base. Internal company documents from 2023 to 2025, accessed by The Washington Post, lay bare this strategic pivot.
"Laser Focus" on Teens: A Direct Order from the Top
In a clear directive dated November 6, 2023, Instagram's head, Adam Mosseri, instructed his teams to make teenagers their paramount priority. In an internal memo, Mosseri stated that business teams must stay "laser focused" on 1) teens and 2) Threads, "and in that order." This command kicked off what the documents describe as an "aggressive, multiyear campaign" designed to stop and reverse a persistent decline in younger users across developed markets.
The internal ambition was staggering: Instagram aimed to become the world's largest platform for teenagers by the year 2027. This objective was not left to chance but was backed by a detailed, multi-point action plan.
Inside Instagram's Multi-Pronged Strategy for Teen Domination
To achieve its 2027 target, Instagram executives deployed several key tactics. A primary method involved tweaking the platform's core algorithm. The plan was to adjust the code to help new teenage users more easily find and connect with their real-world friends and acquaintances upon joining.
Secondly, the company turned to influencer marketing. Leadership reportedly directed staff to artificially boost the visibility and reach of "teen-friendly" creators on the platform, ensuring content that resonates with youth gets preferential treatment.
The third pillar involved a shift in paid advertising. Instagram decided to invest in marketing campaigns that emphasized the app's role in fostering social connection, potentially to counter narratives of isolation and addiction.
Perhaps most strikingly, Meta went to unusual lengths to keep its employees immersed in teen culture. The company installed a "living museum" in its offices, featuring exhibits with photos of classic teen hangouts like shopping malls and fast-food joints. Some displays even included instructions for staff on how to take trendy, "teen-style" selfies.
Meta's Response: Safety Efforts and Parental Concerns
When questioned about the campaign, a Meta spokesperson, Ryan Daniels, did not deny the initiatives but framed them alongside the company's safety work. He stated these efforts did not stand "in contrast to our well-documented safety efforts."
Daniels pointed to features like Teen Accounts, which were inspired by 13+ movie ratings, acknowledging that such protections sometimes led to lower teen usage. "We’ve released features... despite the fact this resulted in lower teen usage — because it’s the right thing to do for teens and parents," he said.
In a 2024 interview, Mosseri himself told "Good Morning America" that the company had decided parents should be its "North Star." "They’ve been clear on what they are most concerned about and we’re trying to proactively address those concerns," Mosseri added, highlighting an attempt to balance growth with parental oversight.
The revelation of this internal strategy creates a complex picture. It shows a tech giant simultaneously facing legal action for allegedly harming youth while executing a meticulous plan to make its platform more indispensable to that very demographic. The outcome of this push, and its tension with promised safety measures, will likely define Instagram's relationship with its youngest users for years to come.
