Instagram全力争夺美国青少年用户纪实

环球市场播报2025-12-26

作者：娜奥米・尼克斯　　数十名州总检察长起诉元宇宙平台公司（Meta），指控其旗下平台涉嫌诱导青少年成瘾并危害其安全。两周后，Instagram（Instagram）负责人亚当・莫塞里发布一份内部备忘录，向员工下达核心任务：吸引更多青少年用户入驻Instagram。　　莫塞里在 2023 年 11 月 6 日的备忘录中写道：‘在制定 2024 年工作计划时，我要求业务团队重点聚焦两大核心任务...

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href=https://finance.sina.com.cn/stock/usstock/c/2025-12-26/doc-inhecrxc7947328.shtml><strong>环球市场播报</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>作者：娜奥米・尼克斯\n　　数十名州总检察长起诉元宇宙平台公司（Meta），指控其旗下平台涉嫌诱导青少年成瘾并危害其安全。两周后，Instagram（Instagram）负责人亚当・莫塞里发布一份内部备忘录，向员工下达核心任务：吸引更多青少年用户入驻Instagram。\n\n　　莫塞里在 2023 年 11 月 6 日的备忘录中写道：‘在制定 2024 年工作计划时，我要求业务团队重点聚焦两大核心任务...</p>\n\n<a href=\"https://finance.sina.com.cn/stock/usstock/c/2025-12-26/doc-inhecrxc7947328.shtml\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","isBrief":false,"type":0,"news_type":1,"symbol":"LU0444971666.USD","symbol_name":"天利全球科技基金","start_time":0,"source_url":"https://finance.sina.com.cn/stock/usstock/c/2025-12-26/doc-inhecrxc7947328.shtml","article_id":"2594296899","we_media_id":null,"thumbnails":[],"rights":null,"url":"https://stock-news.laohu8.com/highlight/detail?id=2594296899","pubTimestamp":1766750520,"columns":[],"sourceInfo":{"source_id":"sina","name":"sina"},"weMediaInfo":null,"summary":"　　数十名州总检察长起诉元宇宙平台公司，指控其旗下平台涉嫌诱导青少年成瘾并危害其安全。两周后，Instagram负责人亚当莫塞里发布一份内部备忘录，向员工下达核心任务：吸引更多青少年用户入驻Instagram。但内部文件揭示，Instagram正发起一场激烈的‘青少年用户争夺战’，试图挽回被竞争对手抢走的青少年群体。　　即便如此，Meta 仍对外宣称Instagram是适合青少年且家长可信赖的安全应用。","collect":0,"end_time":0,"defaultTopTitle":"sina.com.cn","property":[],"viewcount":null,"language":"zh","relate_stocks":{"LU0444971666.USD":"天利全球科技基金","SG9999018865.SGD":"United 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Global Income A (div) SGD","LU0823421333.USD":"BNP PARIBAS DISRUPTIVE TECHNOLOGY \"C\" (USD) ACC","IE00B19Z8X17.USD":"FTGF CLEARBRIDGE US LARGE CAP GROWTH  \"AG\" (USD) ACC","LU0823421416.USD":"BNP PARIBAS DISRUPTIVE TECHNOLOGY \"C\" (USD) INC","IE0003U64NQ7.SGD":"PIMCO BALANCED INCOME AND GROWTH \"M\" (SGDHDG) ACC","LU0943347566.SGD":"安联收益及增长平衡基金AM H2-SGD","LU2720916845.USD":"BGF GLOBAL UNCONSTRAINED EQUITY \"A2\" (USD) ACC","LU2247934214.USD":"FIDELITY FUNDS SUSTAINABLE FUTURE CONNECTIVITY \"A\" (USD) ACC","LU0210536198.USD":"JPM US GROWTH \"A\" ACC","IE000KEQY171.SGD":"PIMCO BALANCED INCOME AND GROWTH \"M\" (SGDHDG) INC","LU2896262040.SGD":"JPM US GROWTH FUND \"A\" (SGD) ACC","IE00B7SZLL34.SGD":"Legg Mason ClearBridge - Value A Acc SGD-H","LU1732800096.USD":"摩根大通环球收益基金A (irc)","LU1571399168.USD":"ALLSPRING GLOBAL LONG/SHORT EQUITY \"IP\" (USD) ACC","SG9999014898.SGD":"United Global Quality Growth Fund Dis SGD","LU2487616109.SGD":"JPM AMERICA EQUITY \"A\" (SGD) ACC"},"translate_title":"Instagram Competes for U.S. Teenage User Record","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"META":1.96},"content_text":"作者：娜奥米・尼克斯\n　　数十名州总检察长起诉元宇宙平台公司（Meta），指控其旗下平台涉嫌诱导青少年成瘾并危害其安全。两周后，Instagram（Instagram）负责人亚当・莫塞里发布一份内部备忘录，向员工下达核心任务：吸引更多青少年用户入驻Instagram。\n\n　　莫塞里在 2023 年 11 月 6 日的备忘录中写道：‘在制定 2024 年工作计划时，我要求业务团队重点聚焦两大核心任务，按优先级排序如下：一是吸引青少年用户，尤其发力发达市场；二是推广 Threads 应用。’\n　　《华盛顿邮报》获取的 2023-2025 年内部文件显示，这份备忘录是 Meta 为提升Instagram青少年用户规模与活跃度而推进的多年战略的一环。文件表明，Instagram员工将提升青少年用户相关数据指标视为 2023 年的首要任务，其优先级甚至高于旗下新兴文本社交应用 Threads 的推广工作 —— 该应用是 Meta 对标 X 平台（原推特）的核心产品。\n　　Meta 高管对外始终对旗下社交应用的发展态势信心满满，连年公布的用户整体增长数据看似亮眼。但内部文件揭示，Instagram正发起一场激烈的‘青少年用户争夺战’，试图挽回被竞争对手抢走的青少年群体。公司通过内部专项行动、营销推广及产品功能迭代等一系列举措，全力提升应用对年轻用户的吸引力。文件显示，截至 2023 年底，Meta 为Instagram设定了宏大目标：2024 年底前遏制发达市场（含北美、欧洲核心地区）青少年用户数连年下滑的趋势，并于 2027 年前成为全球最大青少年社交平台。\n　　吸引青少年用户的多元举措\n　　为推动青少年用户增长，Instagram从内外多维度布局策略。Meta 在公司办公室打造了所谓的‘动态体验馆’，帮助员工深入了解目标青少年群体的生活方式。展品照片显示，馆内不仅陈列着青少年热门聚集地（如快餐店、购物中心）的图片，还附有拍摄搞怪青少年风格自拍的教程。文件还显示，公司要求员工重点扶持受青少年喜爱的网红博主，优化算法以方便新注册青少年用户快速找到熟人，同时投放付费广告，突出应用帮助青少年结交朋友的核心价值。\n　　就在公司全力争取青少年用户忠诚度之际，针对 Meta 旗下社交应用（尤其是Instagram）危害青少年的诉讼也在不断增加。早在 2021 年，《华尔街曰报》的一篇报道曝光了 Meta 内部研究数据，指出Instagram加剧了部分少女的身材焦虑问题，此后 Meta 便持续受到外界审视。2023 年，美国 41 个州及哥伦比亚特区联合起诉 Meta，指控其为牟利滥用青少年用户 —— 比如通过功能调整延长青少年使用时长，却以损害其身心健康为代价，此举涉嫌违反消费者保护法。\n　　为回应外界质疑，Meta 推出一系列安全保护措施，包括限制面向青少年的内容范围、强化家长监管功能等。公司还推出使用时长提醒工具，当青少年长时间刷视频时，系统会提示其休息；同时，禁止陌生人向Instagram及脸书（Facebook）上的青少年用户发送私信。不过，这些举措并未打消部分批评者对平台潜在危害的担忧。\n　　市场分析机构 eMarketer 首席分析师马克斯・威伦斯称：‘Instagram曾一度既广受欢迎，又自带潮流魅力。但如今，那段风光岁月已然终结，取而代之的是外界的密集审视 —— 人们普遍担忧这款应用或许对青少年成长弊大于利。’\n　　Meta 未否认争夺青少年用户的相关举措细节，但公司发言人瑞安・丹尼尔斯在声明中表示，这些举措‘与公司公开的青少年安全保护工作并不冲突’。他指出：‘我们推出了青少年账户等功能，并参考 13 + 电影分级标准对其进行优化，尽管这一调整导致青少年用户活跃度有所下降。’战略文件显示，Meta 计划优化内容推荐机制，加快优质创作者内容的传播速度；同时借助人工智能技术，帮助创作者在评论区和私信中更好地与粉丝互动。\n　　文件还提到：‘若我们能让核心增长手段达到与竞争对手（如优兔、抖音国际版）相当的效果，就能有效缓解青少年用户流失问题。’Meta 的内部研究（部分已提交国会）为这些战略制定提供了依据。\n　　2023 年 6 月的一项研究指出，Z 世代与阿尔法世代青少年不太愿意向广泛的社交圈分享个人生活。研究称，尽管人们会向不同人群展现不同的自我，但社交平台将各类社交圈‘整合’在一起，这种情况让青少年抗拒分享压力。该研究还发现，青少年认为分享欲过强的人‘令人尴尬’‘行事鲁莽’或‘爱慕虚荣’。\n\n　　2023 年 12 月，研究人员将未注册Instagram的青少年分为四类：‘社交拓展型’青少年乐于结识泛泛之交，热衷于音乐、体育、校园八卦等主流话题；‘私密社交型’虽同样关注主流话题，但社交圈较小；‘亚文化探索型’受小众爱好驱动，包括角色扮演等非传统兴趣；‘虚拟爱好型’则多独处或仅与一两位好友相处，喜欢昆虫研究、世界观构建类游戏、飞行模拟器等小众领域。\n　　研究人员认为，‘社交拓展型’和‘私密社交型’青少年是最易争取的群体 —— 这两类人群占美国未注册Instagram青少年总数的 55%。\n　　到 2024 年 6 月，公司目标完成进度依旧滞后。当月另一份战略文件显示，仅有 20% 未使用Instagram的青少年有注册意愿，且不少青少年仍将这款应用与‘追求完美的压力’关联在一起。\n　　同月，Instagram管理层推出下半年新计划，进一步拓展年初制定的战略。员工们集思广益，构思能吸引青少年的新功能，例如让用户在更多场景下给好友留言，‘让刷短视频（Reels）如同线下聚会般轻松’；同时计划开发‘好友地图’新功能，帮助青少年扩大社交动态的分享范围。\n　　2024 年年中的战略文件显示，公司设定了更为宏大的长期目标：2026 年前，让美国及全球青少年在使用偏好上更倾向于Instagram而非抖音国际版；2027 年前，将Instagram打造为‘全球最大青少年社交平台’。\n　　然而，文件显示，2025 年的青少年用户数量较 2024 年仍有下降。今年春季，公司表示将开始追踪年轻成年用户数据，以‘评估 2026 年战略重心转向年轻成年群体的可行性’。\n　　即便如此，Meta 仍对外宣称Instagram是适合青少年且家长可信赖的安全应用。2025 年 10 月，莫塞里做客《今日秀》，介绍公司为青少年账户引入 PG - 13 电影分级标准的举措。当被问及Instagram是否将用户活跃度置于安全之上时，莫塞里为公司做法辩护道：‘我们的责任是最大化积极体验，同时最小化负面影响。’\n\n\n海量资讯、精准解读，尽在新浪财经APP\n\n责任编辑：郭明煜","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":0,"need_auth":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; +claudebot@anthropic.com)","isDev":false,"isTTM":false,"tenantId":"TBCN","deviceId":"web-server-community-laohu8-v3","version":"4.36.2","shortVersion":"4.36.2","platform":"web","vendor":"web","appName":"laohu8","isIOS":false,"isAndroid":false,"isTiger":false,"isTHS":false,"isWeiXin":false,"isWeiXinMini":false,"isWeiBo":false,"isQQ":false,"isBaiduSwan":false,"isBaiduBox":false,"isDingTalk":false,"isToutiao":false,"isOnePlus":false,"isHuaWei":false,"isXiaomi":false,"isXiaomiWebView":false,"isOppo":false,"isVivo":false,"isSamsung":false,"isMobile":false},"href":"/m/news/2594296899","isCrawlerRequest":true}