Instagram's New Restrictions: A Step in the Right Direction?
By Maureen Mwendwa
Over the last decade, increasing evidence has identified the potential negative impact of social media on teenagers. According to Yale Medicine, teens aged 12-15 who spend more than three hours a day on social media are twice as likely to experience negative mental health outcomes, including symptoms of depression and anxiety.
However, it's not all bad. Social media can benefit some teens by providing a positive community and connection with others who share identities, abilities, and interests. It can provide access to important information and create a space for self-expression. The ability to form and maintain friendships online and develop social connections are among the positive effects of social media use for teens.
"The issues we face now with social media are similar to those we faced when television came out," notes Linda Mayes, MD, Yale Child Study Center chair. She adds that social media has pros and cons, similar to television.
So, how do we filter out the parts that may be detrimental?
Instagram's recent decision to implement stricter privacy settings for all teen users with Its Built-In Protection for teens marks a significant step towards protecting these young people from the potential dangers of social media. By defaulting to private accounts, limiting messaging options, and restricting sensitive content, Instagram has taken proactive measures to create a safer online environment for its younger users.
While some argue that these restrictions limit the platform's functionality, it is essential to prioritize the well-being of young users. The ability to control who can view and interact with their content empowers teens to maintain a sense of privacy and security online.
Implementing time limits and sleep modes also helps to promote healthy digital habits and prevent excessive screen time.
Implications for Brands
Instagram's new restrictions raise questions about the balance between privacy, user safety, and business impact. As Gilbert Manirakiza, CEO of The Newmark Group, puts it: "While child safety and mental health should be a priority for global tech companies like Meta, they must also address local contexts, languages, and practices. Without this, local content risks being unfairly labeled unsafe due to inadequate localization in algorithms."
Advantages of the new restrictions
Increased Trust and Safety
The new restrictions can enhance Instagram's perception as a safer platform for young users, potentially attracting more parents and guardians to the platform.
Improved Brand Image
Associating with a platform that prioritizes the well-being of young users can positively impact a brand's reputation.
Reduced Risk of Negative Publicity
The restrictions can help mitigate the risk of brands being associated with inappropriate or offensive material by limiting exposure to harmful content.
Focusing on quality content and reducing reliance on algorithms may lead to more meaningful engagement with teen audiences.
Alignment with Societal Values
Many consumers, especially parents, appreciate brands that prioritize the safety and well-being of young people.
Disadvantages
Reduced Reach
The restrictions may limit organic reach for brands targeting teenagers, making it more challenging to connect with users. Studies have shown that organic reach on social media platforms has been decreasing over time, and these new restrictions could exacerbate this trend.
Increased Reliance on Paid Advertising
To compensate for reduced organic reach, brands may need to increase their investment in paid advertising. This could lead to higher advertising costs and require careful budgeting and targeting to maximize ROI.
Potential for User Frustration
Some teen users may find the restrictions frustrating or limiting, which could negatively impact their perception of brands associated with the platform.
Adapting Content Strategies
Marketers may need to adjust their content strategies to align with the new restrictions and focus on creating high-quality, engaging content that resonates with a more discerning audience. This could involve producing more original content, experimenting with different formats, and leveraging user-generated content.
Here are some key strategies for brands to consider:
Authenticity
Create content that is genuine, relatable, and aligns with the interests of your target audience.
Value
Offer value to your audience by providing informative, entertaining, or inspiring content.
Engagement
Encourage interaction through Instagram questions and contests.
Community Building
Create a space for users to easily connect and engage with each other to foster a sense of community around your brand.
While the new restrictions may have some drawbacks, the potential benefits of privacy, safety, and mental health outweigh the disadvantages. With this, digital marketers must create high-quality, engaging content that resonates with teens and encourages them to actively seek out their clients' brands. Newmark Digital continues helping brands monitor the impact of these changes and making adjustments as needed to ensure that, as a community, we are effectively protecting young users while providing a positive online experience.