Meta has recently introduced new protection measures for teenagers on Instagram, which include automatically setting their profiles to private and providing new parental oversight tools. While young people may find ways to circumvent these protections, this decision is nonetheless a step in the right direction and should be applauded.
In addition to securing accounts, Instagram will limit the recommendations teenagers receive from accounts they don't follow, display warnings after an hour of usage, and automatically disable notifications between 10pm and 7am. Teens will also be prompted to select from over 30 "safe" topics, which will then be prioritised on their Explore page and in their reel recommendations.
This long-overdue move echoes safety regulations implemented by other tech giants, such as YouTube Kids, and is a welcome change for Instagram's teenage demographic. However, it's important to note that this move is likely driven by a desire to satisfy regulators and enhance public relations, given the increasing global pressure on the company to address cyberbullying, teen depression, and device addiction.
These restrictions may reduce Instagram's usage among teenagers. However, it's arguable that this demographic has already shifted their focus to TikTok and Snapchat. Therefore, Instagram stands to gain more in terms of brand reputation than it stands to lose from reduced teenage usage. Indeed, TikTok already has a feature called Family Pairing, which gives parents more control over what their children see. Despite this, TikTok is still on the firing line with lawmakers. Snap has similarly made changes so it is harder for adults to add teenagers, but a new lawsuit suggests it hasn’t had much impact…
For those in the marketing industry, these changes underscore the importance of creating high-quality, tailored content and nurturing brand ambassadors. To feature on the new Explore page, content must resonate with the target audience and be deemed ‘safe’. Furthermore, teenagers tend to follow influencers and brand ambassadors more than the brands themselves. Thus, building a strong community is crucial to increase visibility for your products and services.
While these changes may initially appear to pose challenges for marketers, they also present opportunities. By encouraging the creation of more engaging, high-quality content, Instagram is pushing brands to better understand and cater to their audience. This not only benefits the brands but also enhances the overall user experience.
In conclusion, while Instagram's new protection measures for teenagers may be primarily aimed at appeasing regulators and improving public relations, they also have significant implications for marketers. By pushing brands to create better content and build stronger communities, Instagram is fostering a more engaging and safer platform for its users.
