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Instagram wants to provide young users with more protection series of updates, including disabling teens in private accounts and restricting the advertising targeting options for younger audiences – which could have a huge impact on digital marketers.
First, with standard accounts for standard accounts – as explained by Instagram:
“Wherever we can, we want to prevent young people from hearing from adults they do not know, or who they do not want to hear. We believe that private accounts are the best way to prevent this from happening. From this week, everyone under the age of 16 (or under 18 in some countries) will be brought into a private account when joining Instagram. ‘
As you may remember, Instagram again in March new restrictions implemented on adults who want sends messages to users under 18 who do not follow. This new update is also expanding, with new accounts created by young users, which will be set to private in the first instance.
“With private accounts, people can control who sees or responds to their content. If you have a private account, people should follow you to see your posts, stories and roles. People also cannot comment on your content in those places and they will not see your content at all in places like Explore or hashtags. ‘
Of course, users will still be able to change their accounts to ‘Public’, so this is not a restriction, but Instagram says that during the test it was found that more young users prefer to stay in private mode when they are in deficiencies remained at the institution, as opposed to the option between public and private.
This is an important consideration for Instagram, which is very popular among younger audiences, and which faces various challenges in police interactions with underage users. But at the same time, the change could also limit exposure to the content in the app, with private accounts having much less interaction, and with young users also posting regularly to TikTok, which is more focused on displaying postings to a wider range of users . by engaging more engagement, Instagram could lose traction as the platform for young people.
Could it limit Instagram’s appeal, and become a growth concern for the app? Obviously, Instagram leans rather towards safety, which is the best way to go, but it can have a greater impact on engagement.
In this context, it is also noteworthy that TikTok has been implemented virtually the same policy in January, with accounts for users younger than 15 standard as private. It can ignore any significant impacts from a content reach and engagement perspective.
In addition, Instagram is also implementing a new process aimed at limiting the exposure of content posted by young users to those who have previously exhibited predatory behavior in the app.
“We have developed new technology that enables us to find accounts that show potentially suspicious behavior and to prevent those accounts from communicating with young people’s accounts. By ‘potentially suspicious behavior’ we mean accounts belonging to recently blocked adults or reported by a young person, for example. ‘
Thus, if an older user investigated such an incident, Instagram’s systems would limit their exposure to content by not showing them more posts from young people’s accounts in Explore, Reels, or ‘Accounts Suggested For You’. They will also not be able to follow young people’s accounts or see comments from young people on others’ posts.
The new system will be implemented in the US, Australia, France, the UK and Japan from today, with further expansion coming soon.
And finally, Instagram – and, in fact, Facebook wider – is also implementing new restrictions on the advertising targeting options available to audiences under the age of 18.
“From a few weeks, our advertisers will only allow advertisers to target people under 18 (or older in certain countries) based on their age, gender, and location. This means that previously available targeting options, such as those based on interests or their activity on other programs and websites, will no longer be available to advertisers. These changes will apply worldwide to Instagram, Facebook and Messenger. ‘
This is a big change – this means that if you are looking for younger audiences, you will not be able to use interests, such as sports they are engaged in, or their entertainment preferences, nor can your own activity measures in the app used to maximize ad performance among these user groups.
Instagram says that advocates for juveniles have advised that young people may not be well equipped to make purchasing decisions based on this type of target, and therefore want to limit the options. Which will have a huge impact on any brand that wants to reach young consumers in Facebook’s apps.
Realistically, this probably means that brands that want to target young consumers would rather turn to TikTok and Snapchat – but then Facebook has probably also noticed that such businesses are already focusing in this way, which makes it less important in this regard.
As such, it looks like a positive step, which could also paint Facebook in a better light when it comes to protecting younger users over its own profit margins. But without knowing the economic economy, it is difficult to know how much a sacrifice or risk it can pose to the company.
“When young people turn 18, we’ll let them know about target options that advertisers can now use to reach them and the tools we offer to control their advertising experience. If you’re a business that wants more information, visit our Help Center. “
This could cause a significant shift in advertising spending for some brands, with media buyers now having to change their approach, which they have already worked on in light of Apple’s ATT update. Then again, maybe more younger audiences opt for in-app tracking anyway, and Facebook is simply moving in line with this shift – and again turning it into a PR winner, even though it was already largely in place.
Either way, this is a major shift and it will force many people to update their digital outreach process.
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