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Facebook Considered A Kids Social Network Once Before. But Parents Hated The Idea. – Forbes



For almost a decade, Facebook has sought to defend itself against Snapchat and, more recently, TikTok, two platforms that’ve drawn away young audiences.

AFP via Getty Images

Around 2017, Facebook convened a group of executives to work on a top priority: a product targeted at preteens and children. Part of these discussions, which haven’t previously been reported, centered on whether they should build a Facebook-branded social network for kids with features resembling the namesake app’s algorithmic News Feed. Creating something like this felt essential. Even then, Snapchat had gained significant ground on Facebook, siphoning away young users. (Facebook and Instagram, technically, catered only to ages 13 and up.)

These discussions reached high up the food chain, going as far as Chris Cox, the chief product officer. For further study, Facebook convened research groups of parents to gauge whether they’d let their children use something like that. The reports returned a definite conclusion: Parents weren’t interested at all, uneager to let their kids loose in a digital arena as expansive as Facebook. Facebook shelved the plans, weighed down by further concerns the kids-focused social network would present a plump target for media criticism.

“The reason they didn’t build it was not because they didn’t want to but out of concerns for how it would be received,” says a person familiar with these discussions.


The research did show parents would be open to a messaging app for kids. With that mind, Facebook developed Messenger Kids, a text- and video-messaging tool full of parental controls over access. It launched in December 2017 and pointedly left off Facebook from the app’s branding to emphasize the new product was not at all a social network. (“We built Messenger Kids only after talking to parents and kids, as well as online safety and child development experts for nearly a year,” says a Facebook spokesperson. “They said there was a need for a communications app that lets kids connect with their friends and family while giving parents control over the experience.”)

Facebook’s desire to build things for children landed it in front of Congress on Thursday as Senators on the consumer protection subcommittee expressed concerns about whether Facebook could keep kids safe with such a product. The hearing was prompted by a Wall Street Journal story last month that revealed 2020 research by Instagram into the network’s negative effects on teen health. Facebook has since released some of those studies in an effort to discredit them, criticizing their sample sizes and initial conclusions, among other things. In reality, the research made public largely buttresses the Journal’s reporting, showing, for example, that around 15% of teen boys said Instagram worsens anxiety and sleep issues and some 20% of all teens in one Instagram study said it made them feel worse about themselves. Despite all the data, Facebook as recently as last month was at work on a children’s version of Instagram.

Facebook has “attempted to deceive the public and us in Congress about what it knows, and it has weaponized childhood vulnerabilities against children themselves,” said Sen. Richard Blumenthal, of Connecticut, the committee’s Democratic chairman. “It’s chosen growth over children’s mental health and well-being, greed over preventing the suffering of children.”

But Thursday’s hearing only dwelt on Facebook’s recent efforts to create Instagram Kids. As the 2017 conversations that led to Messenger Kids show, the intention to build a social network for children goes back farther than the company has previously acknowledged and speaks to a profound and long-held wish within Facebook to construct something to attract users at a young age and help funnel them to Facebook or Instagram. They also make clear that Facebook is willing to ignore years of research—showing a lack of interest in the product and the danger of creating one—in order to reach its goal of a social network for kids. 


“Younger children are just not ready for the interpersonal challenges of social media. It leads to excessive screen time, the danger of cyber bullying and all sorts of privacy concerns.They’re just not developmentally ready to be submitted to the belly of the beast,” says Josh Golin, executive director of Campaign for a Commercial-Free Childhood, a Boston-based nonprofit that opposes allowing children to use sophisticated tech like social media. “Facebook is all about growth and beating the competition. And they’re using kids as pawns in that.”

What led Facebook down this path was significant internal anxiety about Snapchat. The competitor app launched in 2013, and unlike Facebook, Snapchat enjoyed popularity among children and teens, successfully drawing away attention from Facebook’s apps. Facebook would partly blunt Snapchat’s expansion by copying its Stories function and adding it to Instagram. To further distance itself from Snapchat, Facebook needed something more. It needed its own children-focused product.

Those talks about what it should build were “not necessarily rooted in filling a fundamental consumer need but rather filling a need of Facebook’s,” says that person involved in the discussions. Specifically: a need to beat back Snapchat.

In the end, Facebook opted to construct the Messenger Kids app because it would offer safety features a true social network couldn’t if it wanted to be successful, say two people familiar with its launch. Facebook executives thought of it as a “walled garden,” those people say, hoping something like that would be easier to market to parents than a social network. (A prosperous social network, by contrast, would’ve needed to be more like an open field, a place users could explore freely with few restrictions.) Some of Messenger Kids’ safety measures included requiring parents to link their children’s Messenger Kids accounts to their Facebook profiles, letting them easily monitor any activity and making it so only parents could add people for their children to talk on the app.


Yet even the truncated version of Facebook’s plans proved problematic. Two years after it launched, Facebook admitted that a complicated design flaw in the app allowed children to meet strangers in group chat. It only admitted to the error when two Democratic senators—Blumenthal and Massachusetts’ Ed Markey—pressed the company for details about the app. In a response, Facebook closed the loophole and vowed to “meet and exceed the high standards of parents and families,” Kevin Martin, Facebook’s vice president of U.S. public policy, wrote in a 2019 letter to Congress that the company later published online.

Undeterred in its ambitions, Facebook would circle back to the idea for a kid’s school network less than two years later, opting next to attach the project to the then less beaten down Instagram brand. Last March, Buzzfeed revealed initial plans for Instagram for Kids, publishing an internal memo sent by Vishal Shah, then Instagram’s head of product, that deemed the project “a priority for Instagram.”

Those plans have again gone awry. Facing the criticism around the released Instagram research into teen mental health, Facebook has paused work on Instagram Kids—for now.

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5 apps for scheduling Instagram posts on iPhone and Android





Alright, we get it. You’re an Instagram Nostradamus.

You know exactly what you want to post and when you’re gonna want to post it. Maybe there’s a meme or comment you want to make that you know will be totally relevant for a future moment or event. Or it could be that you’re an influencer and you want to make sure you keep a steady stream of content coming, so you want to schedule posts for times when you know you won’t be active (or won’t have internet access).

You’ll be happy to know there are apps that are specialized for just such situations. So listen up, InstaNostradamuses…Instagrostra…Instadam…Insta…uh…you guys (we’ll workshop it. No we won’t. We’ll probably just abandon that effort completely. You’re welcome) — these are the Instagram-post-scheduling apps for you.

While all of the iPhone apps below are free to download, they all have some in-app purchases.

1. Planoly


We’ll start with “official partner” of Instagram, itself, Planoly — an Instaplanner that uses a grid to let you plan, schedule, and publish posts (as well as Reels) on Instagram. The app also lets you see post metrics and analytics so you can make sure your post didn’t flop.

Planoly is available for iOS on the Apple App Store and the Google Play store for Android.


2. Buffer

BufferCredit: buffer / app store

Buffer is another Instagram post scheduler that helps you plan your posts and analyze feedback once they’re published. Use a calendar view to drag and drop posts into days/time slots for easy scheduling.

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Buffer is available for iOS on the Apple App Store and the Google Play store for Android.

3. Preview

PreviewCredit: preview / app store

Preview offers typical post-scheduling tools and analytics along with a few helpful extras. Get caption ideas, recommendations for hashtags, and more.

Preview is available for iOS on the Apple App Store and the Google Play store for Android.

4. Content Office

Content OfficeCredit: content office / app store

An Instagram post scheduler with a visual boost, Content Office allows users to plan and schedule Instagram posts while learning “marketing and visual guides to grow your brand on Instagram.” Like aesthetics and using visuals to create cohesive themes? Maybe this is the Instaplanner for you.


Content Office is available for iOS on the Apple App Store.

5. Plann

PlannCredit: plann / apple store

You’ll never guess what “Plann” lets you do…

Aside from scheduling posts, get content ideas and recommendations, as well as strategy tips to ensure you’re maximizing your Instagram engagement. Ever wonder when the best time to post something is? Plann can offer you some help with that.

Plann is available for iOS on the Apple App Store and the Google Play store for Android.

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Social networking websites launch features to encourage users to get boosters





Facebook Instagram and TikTok are launching new features to encourage people to get their coronavirus booster jabs.

From Friday, users will be able to update their profiles with frames or stickers to show that they have had their top-up jab or aim to when they become eligible.

It follows on from people previously being able to show they have had their first and second jabs on certain social networking websites and apps.

TikTok also held a “grab a jab” event in London earlier this year.

I urge everyone who is eligible – don’t delay, get your vaccine or top up jab today to protect yourself and your loved ones

More than 16 million booster vaccines have now been given across the UK.

People who are aged 40 and above and received their second dose of their vaccine at least six months ago are currently eligible to have their booster.

A new campaign advert is also being launched on Friday, which shows how Covid-19 can build up in enclosed spaces and how to prevent that from happening.

Vaccines minister Maggie Throup said:  “Getting your booster is one of the most important things you can do to protect yourself and your family this winter.

“It is fantastic to see some of the biggest household names further back the phenomenal vaccine rollout, allowing their users to proudly display that they have played their part in helping us build a wall of defence across the country.

“I urge everyone who is eligible – don’t delay, get your vaccine or top-up jab today to protect yourself and your loved ones.”

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How many hashtags should you use to get the most ‘Likes’ on Instagram?





Hashtags are a key feature of Instagram posts. In fact, they have become an essential means of ensuring more ‘Likes’ on social media – so long as you choose them wisely.

But how many hashtags should you use to maximise your popularity on the social network? The answer might surprise you.

It’s a question that many Instagram users ask themselves: what’s the right number of hashtags to add to a post? To find out, the Later platform analysed 18 million Instagram posts, excluding videos, Reels and Stories.

Interestingly, Later’s results differ from Instagram’s own recommendations. According to Later’s analysis, using more hashtags helps get better results in terms of “reach”, or the percentage of users exposed to the post. By using 20 hashtags, Later observed an optimal average reach rate of just under 36%. Using 30 hashtags gets the next-best reach rate. With five hashtags, reach hits just under 24%.

And while a post’s reach is important, engagement is even more so. From “Likes” and comments to shares and follows – on average, 30 hashtags appears to result in better engagement rates: “When it comes to average engagement rate, using 30 Instagram hashtags per feed post results in the most likes and comments,” says Later’s research.

Yet, at the end of September 2021, Instagram advised its creators to use between three and five hashtags for their posts, while warning them against using too many. The social network advised that using 10 to 20 hashtags per post “will not help you get additional distribution”.

For Later, there could be other reasons behind Instagram’s recommendations: “As Instagram continues to expand their discoverability and SEO tools, it makes sense that they want users to experiment with fewer, more relevant hashtags – this could help them accurately categorise and recommend your posts in suggested content streams, like the Instagram Reels feed or the updated hashtag search tabs,” the website explains. – AFP Relaxnews

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