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September 29, 2021 12:02 am

Facebook's Effort To Attract Preteens Goes Beyond Instagram Kids, Documents Show

An anonymous reader quotes a report from The Wall Street Journal: Facebook has come under increasing fire in recent days for its effect on young users and its efforts to create products for them. Inside the company, teams of employees have for years been laying plans to attract preteens that go beyond what is publicly known, spurred by fear that Facebook could lose a new generation of users critical to its future. Internal Facebook documents reviewed by The Wall Street Journal show the company formed a team to study preteens, set a three-year goal to create more products for them and commissioned strategy papers about the long-term business opportunities presented by these potential users. In one presentation, it contemplated whether there might be a way to engage children during play dates. "Why do we care about tweens?" said one document from 2020. "They are a valuable but untapped audience." The Facebook documents show that competition from rivals, in particular Snap Inc.'s Snapchat and TikTok, is a motivating factor behind its work. [...] Over the past five years, Facebook has made what it called "big bets" on designing products that would appeal to preteens across its services, according to a document from earlier this year. In more than a dozen studies over that period, the documents show, Facebook has tried to understand which products might resonate with children and "tweens" (ages 10 through 12), how these young people view competitors' apps and what concerns their parents. "With the ubiquity of tablets and phones, kids are getting on the internet as young as six years old. We can't ignore this and we have a responsibility to figure it out," said a 2018 document labeled confidential. "Imagine a Facebook experience designed for youth." Earlier this year, a senior researcher at Facebook presented to colleagues a new approach to how the company should think about designing products for children. It provided a blueprint for how to introduce the company's products to younger children. Rather than offer just two types of products -- those for users 13 and older, and a messenger app for kids -- Facebook should tailor its features to six age brackets, said a slide titled "where we've been, and where we're going." The age brackets included: adults, late teens ages 16 to maturity, teens ages 13 to 15, tweens ages 10 to 12, children ages 5 to 9 and young kids ages zero to four. [...] "Our ultimate goal is messaging primacy with U.S. tweens, which may also lead to winning with teens," one of the documents said. Yesterday, Facebook paused its plans to develop a version of Instagram for kids under 13 after facing pressure from lawmakers.

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