We know we need to constantly re-win this segment as there is a new group of 13-year-olds every year

"Youth and Teens are critically important to Instagram. While Instagram has strong market-fit with Teens, we know we need to constantly "re-win" this segment as there's a new group of 13-year-olds every year and the competition over their Social Media engagement has never been more fierce. We have an opportunity to responsibly introduce young people to Instagram. To that end, we're building a new pillar within Instagram focused on Youth. Our goal is to ensure that Instagram continues to have a strong fit with teens by offering as much of Instagram's value to tweens as possible. ** Tweens are teen-aspirational - they want access to the same Instagram that teens get. Parents want a safe space for Tweens to grow and experiment free from any potential harm, e.g. online bullying. Our product will build at the intersection by providing access to Instagram for tween by requiring parental content, transparency and controls."