"If we want to win big with teens, we must bring them in as tweens"

"We have definitively established tweens as the highest retention age group in the United States" "To give you a sense of scale, people who joined Facebook at 11 years old have almost 4X the LTR of those who joined as 20 year-olds" "If we want to win big with teens, we must bring them in as tweens" "So what should we do?" 2. "Build for tweens (which may mean building a 'teen' product) above all other age categories, whether kids or late teens" "On Instagram, teen adoption is more rapid year after year. There is no tween or teen problem on Instagram"