54 . 12. 2021 , Pavel Kotov
Facebook-owned platform Instagram, according to the New York Times, citing internal documents and anonymous sources, is concerned about the threat of loss teenage audience. In this regard, it was decided to allocate a significant part of the marketing budget for advertising the service specifically among teenagers.
Source: cnet.com
Since . connection with a youthful audience – this year its size is $ 390 million, the newspaper claims. The service promotion policy includes both direct appeals to teenagers and communication with their parents. The question, apparently, really cannot be delayed: in this segment, Instagram is actively squeezed by such powerful competitors as TikTok and Snapchat.
Facebook and Instagram have come under close public scrutiny and political structures after the former Facebook employee Frances Haugen submitted documents for publication, according to which the leadership of the social network was aware of the potential harm of Instagram to the psyche of teenagers. We are talking about depression and anxiety. Hagen testified before the US Congress, claiming that Facebook products “harm children, fuel division and weaken our democracy” .
Source: cnet.com
Facebook stated that the purpose and results of the study regarding Instagram have been misinterpreted. And in support of her position, she presented the results of another study, according to which Instagram, on the contrary, is useful for teenagers – the social network “helps them to cope with unpleasant problems typical for adolescents. age “. Regarding the New York Times material, a Facebook spokesman also said that things are not so dramatic. The service does not direct the entire marketing budget to attract teenagers, although it considers this audience to be one of the important communities, since it is the young audience that identifies and sets trends.
In September it was suspended work on the Instagram Kids project – its target audience was children up to 17 who are not allowed access to the Instagram website. The company insisted that the application had to differ from the adult version, including the absence of ads and parental control functions. Instagram CEO Adam Mosseri said he still thinks the Instagram Kids project is necessary because kids still use web services and just lie about their age when necessary.
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