A Washington Post report, citing internal documents from 2023 to 2025, details Instagram’s multiyear strategic plan targeting teenagers. The initiative focused on increasing user base and engagement among adolescents.
This push was identified as Instagram’s top internal goal for 2024, surpassing the development of its text-based app, Threads. The company continued the initiative despite dozens of state attorneys general suing Meta over allegations that its platforms harm adolescent mental health.
Instagram set ambitious targets for the strategy. By the end of 2024, the platform aimed to halt a years-long decline in teen users across key markets. The ultimate goal is to make Instagram the world's largest platform for teens by 2027.
To achieve these goals, Instagram planned specific technical improvements. The company intended to improve content ranking to surface trends faster and utilize AI to help creators better engage with fans. This strategy aims to compete more effectively with rivals like TikTok and YouTube.