Teens as Gold: Social Media's Secret Strategy

Internal documents from social media giants indicate a significant business opportunity in recruiting teenage users. These companies recognized the value of establishing young users on their platforms, as revealed by documents compiled by the Tech Oversight Project and reviewed by The Verge.

Emails and slides from Meta and Google show a clear focus on teens for growth. In late 2016, Mark Zuckerberg prioritized teen growth for Meta, exploring initiatives like a teen ambassador program for Instagram. Google's November 2020 slide titled "Solving Kids is a Massive Opportunity" highlighted the rapid growth of internet users under 13.

These companies also discussed the potential risks and public relations challenges associated with young users. Meta considered how to manage safety concerns for its Lifestage app and whether to delay allowing younger users on Facebook due to scrutiny. Google's "Digital Wellness Overview" deck from 2018 noted concerns about tech addiction and the impact of autoplay on sleep patterns.

While acknowledging awareness of research and anecdotal evidence of underage usage, companies like Snap and TikTok also explored ways to foster positive interactions and manage user engagement. Snap studied user perceptions to identify opportunities for positive interactions, suggesting features like disabling social media during school hours. TikTok recognized the prevalence of compulsive use and aimed to provide tools for users to manage their time effectively.