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

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In September 2018, Kevin Systrom and Mike Krieger, Instagram’s founders, left Facebook after clashing with Mr. Zuckerberg. Mr. Mosseri, a longtime Facebook executive, was appointed to helm Instagram.With the leadership changes, Facebook went all out to turn Instagram into a main attraction for young audiences, four former employees said. That coincided with the realization that Facebook itself, which was grappling with data privacy and other scandals, would never be a teen destination, the people said.Instagram began concentrating on the “teen time spent” data point, three former employees said. The goal was to drive up the amount of time that teenagers were on the app with features including Instagram Live, a broadcasting tool, and Instagram TV, where people upload videos that run as long as an hour.Instagram also increased its global marketing budget. In 2018, it allocated $67.2 million to marketing. In 2019, that increased to a planned $12 …

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