FACEBOOK ANNOTATIONThe names of two employees who presented thisresearch have been redacted from this slide.
Our internal research is part of our effort to ensure thatour platform is having the most positive impact possible.
We invest in this research to proactively identify where
we can improve and better support users who experience
hard life moments— which is why the reporting often
focuses on potential areas to improve from a user
experience perspective.
The results are based on the subjective perceptions of
the research participants. The methodology is not fit toprovide statistical estimates for the correlation between
Instagram and mental health or evaluate causal claims
between social media and health/well-being.

REDACTED

This deck was shared internally in October of 2019.

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1

FACEBOOK ANNOTATION
Although framed as a response, this research is Instagram being
proactive on these issues. One of the objectives here is to informproduct teams. The research was an exploratory effort to hear fromteen users to understand how they think about "mental health" andhow they talk about it. The description in this report isperception-based, and did not involve a clinical assessment, and did
not use clinical criterion.
The overarching goal was to help product and policy teams generate
ideas on how to build products and messages that can support
teens who might be having difficult experiences.
The scientific and academic research on the effects of social media
on teen mental health is in its early stages and developing, and there
is no consensus about the causal relationship between social media
and effects on mental health. This research was not intended to (anddoes not) evaluate causal claims between Instagram and health or
wellbeing. Some conclusions in this report are a combination ofinferences from researcher observations in qualitative sessions;conceptual thinking; and/or impressions and hypotheses fromongoing research. The quantitative data referenced in the study
were not scoped to evaluate these statements.
Research that is preliminary, exploratory, or for prioritization
research often does not produce detailed methodologicalsummaries, or fully identify the sources of conclusions, statements,
or proposed discussion points.

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2

FACEBOOK ANNOTATION
Participants for the qualitative studies wererecruited based on certain eligibility criteria whichmeans the results are not generalizable to all
Instagram teen users. When reporting on qualitative
research results, some conclusions/statements may
be researcher speculation versus what was actuallyreported by participants.
The also survey relied on a non-random, sub-sampleof accounts for which up-to-date email addresses
were available and is not representative of thebroader Instagram teen user community.
The survey only includes Instagram users, so it’s
impossible to know if there is a difference between
Instagram using teens and non-Instagram using
teens from these data.
The research methods employed in this report are
not appropriate for studying causality.

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3

FACEBOOK ANNOTATIONThis is a summary of findings later in the deck, and there are further
annotations on the specific slides in the deck.
Some of these findings are based on the survey and some on thequalitative studies. This is important because these studies weredone on different populations and have different levels ofgeneralizability. Moreover, all results are based entirely on theperceptions of participants and are not designed to evaluate causal
claims between Instagram and health/well-being.
At Facebook and Instagram, such research reports are often shared
live in "read-outs" with teams where there is shorthand, sharedunderstandings, and the opportunity to discuss. Such readouts often
focus on potential areas of improvement from a user experience
perspective and discuss implications (including limitations of thestudy and conclusions) with others.
Instead of providing definitive conclusions, summary slides like thisare often used to organize discussions and help teams prioritize andask questions.
Each of these points refer to a heading in one of the parts of the deck
below (one section was hidden from sharing in the readout).
Note that in Point 2, the one in five statistic is for the United
Kingdom and not the U.S. Point 3 is based on self-reports whereby
those who are unsatisfied with their lives are more likely to believe IG
has a negative effect on their mental health. This is consistent withexternal research that suggests users of social media perceive it aspositive or negative conditional on what else is going on in their lives.

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4

FACEBOOK ANNOTATION“Mental health” should not be mistaken for a clinical,
formal or academic definition.

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5

FACEBOOK ANNOTATION
In line with the study's purpose, the survey asked
how respondents would define “mental health”, andgave them a checklist of options. Neither the
checklist of options nor the teens’ responses wereintended to reflect a clinical definition of mental
health, a diagnosis of a mental health condition, ora grounding in academic and scientific literature.
The word-cloud on the left visualizes responses bysize and shading. The figure shows that mostpeople responding to the survey wrote the word
"feel" when asked to define mental health.
The percentages on the figure in the right pane
outline how many teen survey takers selected oneof the items from the checklist.
The pyramid graphic is not meant to imply ahierarchy, either theoretically or empirically.

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6

FACEBOOK ANNOTATIONThis is a further breakdown of the pyramid from theprior slide.
The survey was designed so that about one-half of the
respondents would answer this question. This graphcounts the proportion of teen survey takers that would
consider certain experiences to be "related to mental
health". It is based upon self-reports about what teensfeel about mental health and is not — and does not
purport to be — a clinical definition of mental health.
This figure is generated using survey weights, but does
not display confidence intervals or other indications ofsampling uncertainty. Based on the combination ofqualitative insights along with the survey and theabsence of a detailed discussion of non-response
adjustments, this is an inductive task; not intended toprovide representative estimates generalizable to thebroader Instagram teen user base.

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7

FACEBOOK ANNOTATION
These images comes from only six of the participants andare illustrative only. Participants were asked to makerepresentations of both mental wellness and unwellness.

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8

FACEBOOK ANNOTATIONThe reported feelings were generated by a close ended
question in the survey that provided respondents options
to select from. The distributions and options related tothe question appear in following slide for the total
sample. Relative frequencies were not reported bygender.

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9

FACEBOOK ANNOTATIONThe results from this slide are based on a predefined listof words; survey takers were allowed to select as many asthey wanted.

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10

FACEBOOK ANNOTATIONThis is a duplicate of Slide 9, but adds researcher
observations from qualitative sessions.

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11

FACEBOOK ANNOTATIONThis statement is based on the perceptions of participantsin the survey and did not involve a clinical assessment or
clinical criteria. Because only Instagram users weresurveyed, this research cannot speak to whether those
who took the survey report feeling more or fewer mental
health issues than teens who do not use Instagram.

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12

FACEBOOK ANNOTATION
These figures represent the percent of individuals who took thesurvey in the demographic descriptors based on answers to threequestions. Each bar provides the proportion for the respondents in
the US and UK, using different colors, then breaks out the
proportions by gender. Each question has a five point scale andreports proportions selecting the two most positive options (bolded
below). The differences are larger in the UK than in the US.
1. First set of columns on the left:
During the last month, how satisfied were you with your life?
o Extremely satisfied
o Very satisfied
o Somewhat satisfiedo A little satisfied
o Not at all satisfied
2. Set of columns in the middle
During the last month, how good have you felt?
o Extremely goodo Very goodo Somewhat goodo A little goodo Not good at all
3. Columns on the rightDuring the last month, how bad have you felt?
o Extremely bado Very bado Slightly bado A little bado Not bad at all

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13

FACEBOOK ANNOTATIONThis reports the proportions of people surveyed that selected
some group of options from a "select all that apply" survey
question (set out in full below). The question asks about
general feelings and does not focus on social media or on
Instagram. The pyramid implies a hierarchy that is not present
in the survey or structure of the data and is merely conceptualin nature.
In the past month, have you felt or experienced any of
the following?
Please select all that apply.
❏

Feeling down, sad, or depressed❏

Feeling alone or lonely❏

Feeling like you wanted to hurt yourself❏

Feeling like you wanted to kill yourself❏

Feeling like you’re not good enough❏Feeling like you’re not attractive❏

Feeling like you have to create the perfect image❏

Feeling like you have to be happy❏

Feeling uncomfortable being honest about youremotions or feelings❏

Feeling like you don’t have enough money to buy thethings you think will make you fit in❏Feeling like you don’t have enough friends❏

Feeling like your friends aren’t really your friends❏

None of these

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14

FACEBOOK ANNOTATION
For people who answered that they had experienced oneof these issues, they were also asked "did any of themstart on Instagram."
However, the calculation in this slide should not be usedas estimates of average experience among teen users.
The graph excludes any respondents who had
experienced issues but said none of them started on
Instagram, which alone inflates the estimates byapproximately 2x. It excludes any respondents whoreported not having any issues within the past 30 days,
further inflating the estimates.
For example, only about 1% (or 16 respondents) of theentire group of teens who took the survey — not 6% in
the US and 13% in the UK as shown in this slide — said
they had suicidal thoughts that they felt started on
Instagram. Of course, even one person who feels thisstarted on Instagram is one too many. That is why wehave invested so heavily in support, resources andinterventions for people using our services.
This research framework leaves very few responses tocalculate estimates, and the data from this survey is too
sparse to provide population estimates.

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15

FACEBOOK ANNOTATIONThis slide does not plot the data, but provides a roughapproximation of which cell the survey respondents think
each thing that was asked about falls in. This is common
when providing teams and others context for discussion.
Exact point estimates can be very difficult to produce;rough estimates can be useful in helping teams prioritize
and start working on solutions along with other data,
context, and inputs.

ORIGINAL RESEARCH

16

FACEBOOK ANNOTATION
The title’s focus on "mental health" should not be
mistaken for a clinical, formal, or academic definition.
The results in this slide combines two different survey
questions together, and calculates average proportions
for the two most positive responses in a five point scale.
The lack of statistical difference might be an indicatorthat these survey questions are vague and imprecise, andmay be similar to asking how important each of these areto the survey respondent. The causal language in theslide is imprecise; the results are based entirely on theperceptions of those who responded to the survey rather
than a formal test of the relationships.
The inverse of the estimates on this graph are notnegative impact, but includes no impact. The
self-reported perceived impact of classmates is very
close to self-reports of Instagram. Because this research
was designed to be exploratory; it did not compare otheraspects with similar distributions.

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17

FACEBOOK ANNOTATIONThis slide has the same limitations and considerations as
slide 17. In this case, it divides the sample into two groups:(1) those who report being "satisfied" with life (blue line)and (2) those who report being "unsatisfied" with life (redline) based upon the following self-perception question:
During the last month, how satisfied were you withyour life.
o Extremely satisfied
o Very satisfied
o Somewhat satisfiedo A little satisfied
o Not at all satisfied
The results in this slide combines two different survey
questions together (“the way you feel about yourself” and“your mental health”), and calculates average proportions
for the two most positive responses in a five point scale.
The lack of statistical difference might be an indicator that
this survey questions are vague and imprecise, and may besimilar to asking how important each of these are to thesurvey respondent.
ORIGINAL RESEARCHThis research was not intended to (and does not) evaluatecausal claims between Instagram and health or well-being.

18

FACEBOOK ANNOTATION
The word "effect" here is inappropriately used. The
study was not designed to identify the "effect" of
Instagram on well-being in a causal sense, but israther perception-based by asking those who took
the survey to self-report.

ORIGINAL RESEARCH

19

FACEBOOK ANNOTATIONThis slide draws inferences from qualitative interviewsof a small group of teens recruited based on certain
eligibility criteria. The conclusions should not be read tobe representative of teens who use Instagram or teensin general.

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20

FACEBOOK ANNOTATIONThis research was not intended to (and does not)evaluate causal claims between Instagram and healthor well-being.
Although this headline emphasizes certain negative
reported effects, it could have been written to note thepositive or neutral effect of Instagram on users: users
reported perceptions that Instagram made them feelbetter about themselves (or no different) at higher
rates than feeling worse about themselves.

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21

FACEBOOK ANNOTATION
The graph reports the percent of survey takers who
selected "somewhat" or "much better" to theperceptual question of how each type of experience
with Instagram affected how the respondent feels
about themselves or their mental health.
These estimates do not take into account frequencyof experiences and may suffer from response
substitution bias whereby perceptions of effects may
be replaced by mere preferences.
This research was not intended to (and does not)evaluate causal claims between Instagram and healthor well-being.

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22

FACEBOOK ANNOTATION
The takeaways on this slide are based on the qualitativeinterviews of a small group of teen participants and notfrom the larger sample survey.
This research was not intended to (and does not) evaluatecausal claims between Instagram and health or well-being.

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23

FACEBOOK ANNOTATIONThe conclusions represented on this slide are based on
discussions with 40 individuals who reported having
negative experiences (see comment to slide 3). The
slide was not intended to be representative of theexperience of all teens, but was designed to help
Instagram teams brainstorm and develop new ideas
for helping people who are struggling; the study was
designed to understand their feelings and perspective.
This research was not intended to (and does not)evaluate causal claims between Instagram and healthor well-being.

ORIGINAL RESEARCH

24

FACEBOOK ANNOTATION
The headline should be clarified to be: “Teens who havelower life satisfaction more likely to say Instagram makes
their mental health or the way they feel about themselves
worse than teens who are satisfied with their lives.”
The bullet points on the left were not evaluated or tested in
the survey. These should be taken either as hypotheses thatneed tested and validated or summaries of interviews withpeople who were recruited because they had badexperiences (see comment on slide 3 regarding backgroundon the qualitative study). They should not be interpreted asapplying to all teens or all Instagram users.
The quantitative results in this slide was generated similarly
to slide 18. While this slide focuses on Instagram, slide 18
shows that teens who are struggling have different
experiences in all aspects of their life, not just social media.
The "effect" here is based on a self-reported perceptions.
Teens who are not satisfied may be more likely to believe IG
has a negative effect.
This research was not intended to (and does not) evaluatecausal claims between Instagram and health or well-being.
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25

FACEBOOK ANNOTATIONThis slide combines multiple survey questions, similar
to slide 18. This analysis may help to understand whichparts of Instagram certain users think may be more
helpful or less helpful. It could be that those unsatisfied
with their life that might say a lot of things have anegative effect on them.
This research was not intended to (and does not)evaluate causal claims between Instagram and healthor well-being.

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26

FACEBOOK ANNOTATION
Data on this slide come from qualitative data and should beconsidered as hypotheses or reports of a few individuals
and should not be viewed as generalizable to the broader
teen Instagram population. Notably, in the UK, the major
suggestion for improving experiences on Instagram isbased on the behavior of people not on Instagram. Note:external research suggests that bullying more commonlyoccurs in-person than online among teens (see CDC, “DataSummary and Trends Report 2009-2019” (n.d.), p 40.;
NCES 2019; UK Crime Survey of England and Wales).
This research was not intended to (and does not) evaluatecausal claims between Instagram and health or well-being.

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27

FACEBOOK ANNOTATIONThis entire section is based off of a small set of
personal interviews and is not generalizable to the
Instagram user population.
Throughout, the deck uses the term "harm" —evaluating harm really isn't the purpose of the study.
This research was not intended to (and does not)evaluate causal claims between Instagram and healthor well-being.

ORIGINAL RESEARCH

28

FACEBOOK ANNOTATION
Throughout, the deck uses the term "harm" — evaluatingharm really isn't the purpose of the study. Whenreporting on qualitative research results, someconclusion and statements may be researcher
speculation versus what was actually reported byparticipants.

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29

FACEBOOK ANNOTATIONThe conclusions of the slide on the negative feedback loop
are sourced as summary of the interviews and focus groups
and should be considered hypotheses and not
generalizations of the broader IG teen population; thefeedback loop relies on establishing reinforcing causal
relationships between these processes that is not possible
from these methods.
This research was not intended to (and does not) evaluatecausal claims between Instagram and health or well-being.
It is worth noting that Facebook has publicly made researchavailable on social comparisons in our research site(https://research.fb.com/?s=social+comparison). A morenuanced background on the academic literature related tosocial comparison can be found in the publication by Burke,
Cheng and de Gant (again publicly available),https://research.fb.com/publications/social-comparison-an
d-facebook-feedback-positivity-and-opportunities-for-com
parison/. Among other things, they note that social
comparison can be positive or negative.
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30

FACEBOOK ANNOTATIONThis slide mixes conclusions from both the qualitative research andthe quantitative survey, which makes interpretation more difficult.
The headline is not entirely accurate — the survey question uses
vague language that may have been interpreted hypothetically by
respondents, instead of based on concrete experience. The headline
references "social comparison", but the source data uses only two
measures and does not include possibly positive comparisons(inspirational or aspirational social comparisons). A more accurate
headline for the figure might say that many teens in the US and the
UK feel bad when they have feelings that they are judged on
Instagram or feel like their life isn't as good as the lives of others.
None of the bullets on the left appear to be questions that the survey
can answer. Some include causal language (not supported by thestudies), others include terms like "addiction" which have clinicaldefinitions that were not used in the survey (and unlikely to havebeen used in the focus groups).
Note that the question in the graph included a “Haven't experienced
it on Instagram” response option that WAS NOT used in thecalculation of the results. This omission from the denominatorinflates these estimates.
Frequency is summarized in slide 39 and 42.
This research was not intended to (and does not) evaluate causal
claims between Instagram and health or well-being.

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31

FACEBOOK ANNOTATION
These conclusions come from the focus groups of
40 individuals. The conclusions are unsurprising for two
reasons. First, the explicit recruitment criteria does focus on
recruiting people with negative experiences, not a population
representative sample (see slide 3 for more context). Second,the discussion guide included an explicit probe for negative
consequences of social comparisons (excerpt below):
Negative role of social media:

So, can you tell me some of the.ways that social media canplay a negative role in the life of someone with mental healthstruggles?
How might social media make someone’s mental healthworse? In what ways?
The link between social comparison and body image cannot
be generalized based on the qualitative studies. While theslide shouldn't be mistaken as providing a summary of thegeneral experience, the slide can be very useful for teamdiscussion and can provoke fruitful discussions during"read-outs" of the presentation where various teams candiscuss these experiences and brainstorm ways of
conducting additional research or product development.

ORIGINAL RESEARCHThis research was not intended to (and does not) evaluatecausal claims between Instagram and health or well-being.

32

FACEBOOK ANNOTATIONThis is a continuation from the previous slide; see thatslide for more context. The survey does not ask questions
about the process of social pressure (slide 34 includes the"social pressure" survey questions).
The slide is couched in generalizable language about"teens." Based on the focus group recruitment, however,this is not a generalizable conclusion. A better headline
would focus on the fact that we interviewed teens who
expressed that they worry about body image, feel sad
comparing themselves to others, don't feel good about
themselves, or feel pressured to look a certain way,describe how social pressure affects their experience.
The cycle pictured does not reflect a scientific test of aprocess or a psychologically validated cycle, but is the way
these teens reported their experience in the focus groups.

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33

FACEBOOK ANNOTATIONThis slide is a parallel to slide 31 and continues analysis of the survey
question. As with that slide, this slide mixes quantitative andqualitative research. This slide is fairly accurate in terms of the data,
but the data shows a slightly more nuanced perception. A moredetailed description of the results might be something like this:
1.
2.
3.

A majority of teens report feeling bad when they feel like they
have to look a certain way (67% and 75%).
A majority of teens report feeling bad when they feel like they
have to do certain things (58% and 65%).
A minority of teens report feeling bad in the US when they feellike they have to buy certain things (38%); about half of teens in
the UK feel bad when they feel like they have to buy things.

The survey does ask for self-reported perceptions of whether
experiencing these feelings on Instagram makes people feel bad,but it does not ask (or make claims) about frequency of such
experiences. The question in the graph also included a “Haven't
experienced it on Instagram” response option that WAS NOT used in
the calculation of the results. This omission from the denominatorinflates these estimates.
Note that the title of the graph is inaccurate as the proportions are
not those who only chose “very bad” as the answer to the questions.
These results are based on self-reported perceptions only.
This research was not intended to (and does not) evaluate causal
claims between Instagram and health or well-being.

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34

FACEBOOK ANNOTATIONThe slide is best interpreted as reporting theexperience of focus groups that specifically recruitedteens who experienced certain negative feelings. The
discussion guide also included specific probes to get at
this information. This can be an important way ofgetting information to help particular groups of users
and understand their own perceptions of theirexperiences, but should not be treated as providing ageneralizable experience or providing causal evidence.
Slides like this, while not generalizable, can provoke
fruitful discussions during "read-outs" of thepresentation where various teams can discuss theseexperiences and brainstorm ways of conducting
additional research or product development.
This parallels analysis outlined in slide 32.

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35

FACEBOOK ANNOTATIONThis slide is examining bullying and friendship drama
generally and not specifically on Instagram.

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36

FACEBOOK ANNOTATIONThis is a continuation of a series of analyses; like slides 31
and 34. The bullets are derived from focus groups heldwith teens who have experienced bullying and are notgeneralizable to a broader Instagram teen audience.
Without an understanding of the frequency that people
experience these events, it's hard to quantify the harm(i.e., these things make me feel bad, too, but they don't
happen to me that often), even more so because it isunclear whether those who reported not experiencing
bullying on Instagram are included in the question. These
results are based on self-reported perceptions only.
Note that the question in the graph included a “Haven't
experienced it on Instagram” response option that WAS NOT usedin the calculation of the results. This omission from thedenominator inflates these estimates.

This research was not intended to (and does not)evaluate causal claims between Instagram and healthor well-being.

ORIGINAL RESEARCH

37

FACEBOOK ANNOTATIONAs throughout, "mental health" is not formally or
academically the topic of this slide or section; instead, it
is a shorthand that is based on the way teens think of
their own "mental health."

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38

FACEBOOK ANNOTATIONThis is a straightforward report of the survey data; thesurvey question is reported at the bottom of the page;the language of the survey has some minor differencesfrom the labels. A few things to note for interpretation:(1) the survey does not evaluate the frequency of theseexperiences relative to other content; (2) the survey does
not identify the context they were seen in; (3) the survey
does ask a follow-up question for those who said they'dseen this content; which is discussed in slide 41. Based on
the sampling procedure and lack of confidence intervals,
these figures should not be taken as population
estimates of teens on Instagram.

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39

FACEBOOK ANNOTATIONThis is a cross of two survey questions. Other slides employing the same
approach use bar charts (e.g. slide 18), instead. Each phrase around thecircle are asked about in a select all that apply question (the same question
from the previous slide, slide 39). The red line and blue line represent twogroups that are split from the following survey question (it is unclear what
the precise division is):During the last month, how satisfied were you with your life.
o Extremely satisfied
o Very satisfied
o Somewhat satisfiedo A little satisfied
o Not at all satisfied
The intersection of the straight grey line and the colored line indicate theproportion who said that they saw a post about something. For example:●

About 50% of users who are "not satisfied” with their life also reported
seeing posts about "someone feeling like they have to create theperfect image" (just the grey line just to the right of the very bottom),because that is where the red line and grey line intersect.

●

About 25% of users who are "satisfied" with their life also also
reported seeing posts about "someone feeling like they have to create
the perfect image" because that is where the blue line and the greyline intersect.

Because this study is self-reported perception based, content diets
reported here reflect what the user remembers and not necessarily what
they actually were exposed to on Instagram. Whether there is arelationship between content and life satisfaction or its direction of
influence cannot be sufficiently tested or parsed from the self-reports.
This research was not intended to (and does not) evaluate causal claims
between Instagram and health or well-being.

ORIGINAL RESEARCH

40

FACEBOOK ANNOTATION
There is an error on the slide: The estimates for "wanted
to hurt themselves" and "wanted to kill themselves"
should be flipped.
This survey question, and these percentages were only
asked if individuals also answered that they had seensomething on Instagram. It did not ask about or
reference specific instances, but relied instead on vague
recall from memory (i.e. “these posts” is the term used in
the survey question).
This research was not intended to (and does not)evaluate causal claims between Instagram and health orwell-being.

ORIGINAL RESEARCH

41

FACEBOOK ANNOTATIONThis slide does not plot the data, but provides a roughapproximation of which cell the survey respondents think
each thing that was asked about falls in. This is common
when providing teams and others context for discussion.
Exact point estimates can be very difficult to produce;rough estimates can be useful in helping teams prioritize
and start working on solutions along with other data,
context, and inputs.

ORIGINAL RESEARCH

42

FACEBOOK ANNOTATION
No context to add.

ORIGINAL RESEARCH

43

FACEBOOK ANNOTATION
As with many other slides, this slide presents results forboth the qualitative focus groups and quantitative survey
together. The responses to this survey question areconditional on respondents indicating they have felt or
experienced any of these items in the past month,making none of the results representative of Instagram
teen users more generally. It is noted that the sample
sizes vary but specific sizes are not identified, making the
precision of each estimate uncertain. In the case of low-n
responses.
Despite caveats of representativeness andgeneralizability, the quantitative survey and thequalitative interviews seem to lead toward the sameconclusion - that some teens (especially someexperiencing difficult issues) feel like they don't haveenough support in their lives.

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44

FACEBOOK ANNOTATIONThis slide reports the survey question in the footer alongwith the options; this was a select-all-that-apply
question, and the slide reports the proportion selecting
each option.

ORIGINAL RESEARCH

45

FACEBOOK ANNOTATION
These insights are from the qualitative studies. Parents
were not interviewed in those studies, so this is about
teen's perceptions of their parents.

ORIGINAL RESEARCH

46

FACEBOOK ANNOTATION
No context to add.

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47

FACEBOOK ANNOTATION
As with many other slides, this mixes results of thequantitative and qualitative studies. The proportions are
not necessarily generalizable, but do provide animportant signal for the product teams on things users
may want to use. Sometimes there is a real difference inthe things people say they would like to use and what
they actually end up using, but it is important to try to
get that signal.
Importantly, the discussion on the left about "addiction"
is how teens are describing their experience. In reality,
research in this space is still forming, and there is not agood consensus or definition of "social media addiction".
A more accurate headline is "Roughly a third of teenswant help controlling the time they spend on the app"
This slide only shows data for 2 of 11 options that teens
were presented with. It is unclear how time control tools
rank amongst the other 9 options (some of this iscovered on the next slide, but not contextualized here).

ORIGINAL RESEARCH

48

FACEBOOK ANNOTATIONThis part of the study was ignored by the Wall Street
Journal, but points to the fact that we use this type of
research to help inform how we build products. For
example, we’ve since offered a feature to control how
much sensitive content you may see in Explore andpeople can opt-out of some potentially triggering
advertising topics.

ORIGINAL RESEARCH

49

FACEBOOK ANNOTATIONThe slide mixes conclusions of qualitative andquantitative data; while it is not entirely clear what is
driving the quantitative and qualitative results from theslide, slides 27 and 36-37 do suggest this may be related
to these respondents' desire to address concerns aboutbullying (which the deck throughout reports is a bigger
concern in the UK sample). Those slides containadditional information and context specific to bullyingthat may also provide useful context for this one.

ORIGINAL RESEARCH

50

FACEBOOK ANNOTATION
No context to add.

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51

FACEBOOK ANNOTATIONThis is based on self-reported interest and is notnecessarily reflective of actual future behavior if such a
page was built.

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52

FACEBOOK ANNOTATIONThis slide mixes results from the quantitative andqualitative research.
The question appearing in the footer was asked as afollow up to an earlier question in the survey (individuals
selecting the bold answers below saw this follow-up;
proportions are reported in the blue scales on theprevious slide and represent roughly 3/4 of the
respondents in the US and UK):
If Instagram had a page around feeling good about
yourself, how likely would you be to look at it?
o Extremely likely
o Very likely
o Somewhat likelyo A little likely
o Not likely at all
This follow-up asks what sorts of authors survey
respondents would be interested in hearing content fromon these pages.

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FACEBOOK ANNOTATION
As with slide 53, this is a continuation of the exploration
around pages with positive messages.
This survey question was only asked if individuals
previously answered that they were “Extremely likely,”“Very likely,” or “Somewhat likely” to look at a page from
Instagram about feeling good about yourself.
The headline should be clarified that these percentages
only apply to teens who are at least somewhat likely tovisit this type of page.

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No context to add.

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FACEBOOK ANNOTATIONThis is based on responses to the survey, the full
distribution of responses is not reported, so rankings
are approximate.

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FACEBOOK ANNOTATIONThis is a summary of results that allows for quick scanning; green cells are usually"high"; yellow are usually "medium"; and red are usually "low". This graphic does notprovide the relative distance between the ratings.This table suggests there is a fairamount of perceived positive impact that Instagram is having or could have. Severalof the statements do well across many of the categories.
The preferred category is different from the others. For most preferred,
respondents need to pick one and only one of the statements. For the othercategories, it's a rating on a 5 point scale.
Each column represents an answer to a survey question as described below.
Preferred
Which statement do you prefer the most? [all 7 options provided; respondent
answers 1]
Fit with IG
How well does this statement fit with your perception of Instagram? [each option
presented one at a time]o Extremely wello Very wello Somewhat wello Not very wello Not well at all
Realistic / Believable / Appealing
Presented in a matrix; asking
How well does each of the following describe this statement?
"Is realistic""Is believable""Is appealing"
Response options for each are identical:
o Extremely wello Very wello Somewhat wello Not very wello Not well at all
This is a standard way of providing discussion points for prioritization, especiallywhen using data techniques that are not intended to provide precise estimates.

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Here, the labels cut off so you cannot see what
specifically is referenced differently by the green anddark blue bars. See slide 57 for context and fulldefinitions.

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FACEBOOK ANNOTATION
Here, the labels cut off so you cannot see what
specifically is referenced differently by the green anddark blue bars. See slide 57 for context and fulldefinitions.

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59

FACEBOOK ANNOTATION
Here, the labels cut off so you cannot see what
specifically is referenced differently by the green anddark blue bars. See slide 57 for context and fulldefinitions.

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60

FACEBOOK ANNOTATION
Here, the labels cut off so you cannot see what
specifically is referenced differently by the green anddark blue bars. See slide 57 for context and fulldefinitions.

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61

FACEBOOK ANNOTATION
Here, the labels cut off so you cannot see what
specifically is referenced differently by the green anddark blue bars. See slide 57 for context and fulldefinitions.

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FACEBOOK ANNOTATION
Users were randomly presented one of the statements
and were able to highlight the words red, green, or leave
the same. This visualizes the average results for each of
the approximately 380 respondents who saw eachstatement (each survey-taker only saw one of thestatements for this task). Green words were liked more
often on average; red words were disliked more often on
average; and non-highlighted words had no preference.

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FACEBOOK ANNOTATION
The graphic does not show the full distribution of responses.
Each statement was shown to each user, and they were asked to
identify which part of Instagram matched the statement; users
could select more than one aspect of Instagram. It’s not clear if
the most chosen option is what’s shown in the block colors.
Which tools on Instagram match the statement [STATEMENT]?
❏ Private account❏ Mute❏ Close Friends❏ Reporting❏ Restrict❏ Your activity❏ Blocking❏ The Explore page
❏ Direct messages (DMs)❏ Stories
This highlights the fact that Instagram is more than one thing. In
fact, this highlights some of the nuances related to studying theassociation of "Instagram" with things like "well-being." Weprovide a lot of options, a lot of choices, and people use them inunique and creative ways. Because "Instagram" isn't one thing, it
requires careful study and multiple data points to understandwhat we can and should invest in. We rely on multiple studies andinputs to make these decisions.

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The pictures of several employees have been redacted
from this slide.

REDACTEDREDACTEDREDACTEDREDACTEDREDACTEDREDACTEDREDACTEDREDACTEDREDACTEDREDACTEDREDACTEDREDACTEDREDACTEDREDACTEDREDACTEDREDACTEDORIGINAL RESEARCH

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FACEBOOK ANNOTATIONAs the overarching goal of this internal research was tohelp product and policy teams generate ideas on how tobuild products and messages that can support teens who
might be having difficult experiences, there is space forfollow-up ideas and next steps.

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