Instagram Teen Accounts
Instagram Teenager-Konten
What the introduction of Instagram Teen Accounts means for companies
Instagram has made a significant change with the introduction of Teen Accounts, which will reshape the way teenagers interact on the platform. These will also be launched in the EU at the end of 2024. This innovation, which is specifically aimed at protecting teenagers, brings both opportunities and challenges for companies that want to address their target groups on Instagram. But what does this mean in concrete terms for companies and what impact does this have on marketing
New target group approach: age-appropriate content is crucial
With Instagram Teen accounts, the content displayed to younger users is severely restricted. Young people under the age of 16 need the consent of their parents to adjust the specified protective measures. For companies, this means that they need to plan their content more carefully and ensure that it is appropriate for the age groups. Sensitive content or content that is inappropriate for teenagers will be filtered more strictly and cannot be displayed as usual.
Companies that want to appeal to young audiences need to create age-appropriate content that complies with the guidelines. The challenge is to produce attractive content that appeals to both teenagers and parents in order to gain the trust of both groups.
Restricted interactions and private accounts
Another element of Instagram Teen Accounts is the restriction of interactions. Teens are set to private accounts by default, and only people they actively follow can contact them. For companies, this can mean that direct access to teenagers is made more difficult.
Brands need to be more creative to capture the interest of young people and get them to follow the company profile. Organic reach and engagement play an important role here, as paid advertising could potentially be less effective with young people due to the new protection measures.
Content strategy: Youth-oriented content is a must
The new rules for Instagram Teen Accounts also restrict access to sensitive content that is not suitable for teenagers. Topics such as cosmetic procedures or potentially offensive content will automatically no longer be shown to teens. Companies operating in these areas will have to rethink their content strategy in order to continue reaching young target groups.
Content that inspires, entertains or informs is in demand. The focus should be on youth-friendly content that arouses positive emotions and invites interaction.
Less usage time: more competition for attention
One of the new functions of Teen Accounts is the automatic limit on usage time. After 60 minutes on Instagram, teens receive a notification asking them to leave the app. In addition, notifications are muted during bedtime (between 10 p.m. and 7 a.m.).
For companies, this means that the time in which teens interact with content is limited. This increases the competitive pressure for teenagers’ attention as there is less time available to use the app. Companies must therefore create particularly engaging and captivating content in order to be noticed in the limited time window.
Parents gain more control - and trust
With the introduction of parental controls, parents can determine how much time their children are allowed to spend on Instagram and monitor who they interact with. It is therefore becoming more important for companies to position themselves as a safe and trustworthy brand. Brands that make a positive impression on parents have a better chance of gaining the trust of the whole family.
Companies that offer family-friendly products or services in particular could benefit from these changes. Transparency, a sense of responsibility and ethical marketing practices will be decisive in convincing parents and strengthening trust in the brand.
Shift to other platforms like TikTok?
The new restrictions could lead to companies that rely heavily on interaction with teenagers switching to other platforms such as TikTok. TikTok currently offers less stringent protections for teen users and is particularly popular with younger audiences anyway. Brands that rely on viral content and spontaneous trends could achieve greater reach on TikTok as there are fewer restrictions for teenagers.
In recent years, TikTok has established itself as a dynamic platform for creative and youthful content. Companies could establish a stronger presence here in order to stay in touch with teenagers.
Conclusion: adaptable marketing is required
The introduction of Instagram Teen Accounts presents companies with new challenges, but also opportunities. While companies need to adapt their marketing strategies to meet the new guidelines, Instagram remains a valuable platform for building brand awareness and customer loyalty.
The changes could lead to brands having to focus more on age-appropriate and safe content, while at the same time gaining the trust of parents. At the same time, there could be a shift towards platforms such as TikTok, which are even less regulated for young people and offer greater creative freedom.
Ultimately, it is crucial for companies to remain flexible and adapt their marketing strategies to the changing realities of the social media world. Responsible marketing and consideration of the needs of young people and their parents will determine success.
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Feel free to contact us if you need support in adapting your social media strategy! We’ll help you make the most of the new opportunities and gain the trust of teenagers and parents at the same time.