For almost a decade, Facebook has fretted over an existential problem: it is failing to attract young users in the US.
Internal documents show that the number of US Facebook users under 30 is in decline and that Instagram, which has been phenomenally popular since being bought by Facebook in 2012 for $1bn, appears to be reaching the limits of its growth among younger users in key markets, raising serious questions about the company’s future.
Now, one of the company’s solutions to its growth challenges — encouraging users to open multiple accounts — is causing technical, reputational and legal headaches.