Instagram introduces “teen mode”

In a bold move towards enhancing online safety for younger users, Instagram has unveiled its new “Teen Mode”. This feature aims to create a more secure and controlled environment for teenage users on the platform.

Instagram states:

“We know parents want to feel confident that their teens can use social media to connect with their friends and explore their interests, without having to worry about unsafe or inappropriate experiences. We understand parents’ concerns, and that’s why we’re reimagining our apps for teens with new Teen Accounts. This new experience is designed to better support parents, and give them peace of mind that their teens are safe with the right protections in place.”

Key Features of Teen Mode

The new Teen Mode introduces six crucial restrictions:

1. Private Accounts by Default: All teen users will have private accounts automatically. Users under 16 will need parental permission to switch to public mode.

2. Stricter Messaging Settings: Teen users can only receive messages from people they follow or are connected with.

3. Enhanced Content Filtering: The most restrictive settings of Instagram’s Sensitive Content Controls will be applied automatically.

4. Interaction Limitations: Only people followed by the teen user can tag or mention them. Hidden Words feature will be activated by default to filter out offensive content.

5. Time Management Reminders: After 60 minutes of daily use, teens will receive notifications encouraging them to take a break.

6. Automatic Sleep Mode: Between 10 p.m. and 7 a.m., notifications will be muted and DMs will receive auto-replies.

Personalised Explore Page

In addition to these protective measures, teen users will have more control over their Explore page content. They can now select topics of interest, shifting the focus from algorithm-based recommendations to user-chosen subjects.

What This Means for Marketers

While these changes primarily affect teen users, they signal a broader shift towards user-controlled content and increased privacy. Marketers should:

– Ensure content is appropriate and engaging for all age groups

– Focus on creating value that encourages users to actively seek out and engage with your brand

– Consider how to adapt strategies for reaching younger audiences within these new constraints

As social media platforms continue to evolve with a focus on user safety and personalisation, staying informed and adaptable will be key to maintaining effective social media strategies.