[Redacted]: "Tweens are open to something new, and we can win with them"

"To answer the biggest fork in the road — Will it be sufficient to simply make FB or IG COPPA compliant for tweens? No, I don't think so. I think making these apps COPPA compliant is absolutely necessary, but simply opening them up without making product changes will not be a stopgap for our teen problem. The good news is though that no other social media app totally feels right yet either. Tweens are open to something new, and we can win with them. It looks to me right now that moving forward with product changes to our existing apps would be the best solution, but we need more research to understand whether we can move forward with existing brands or not." "The good news for us is that the real driver for tween engagement on social media is entertainment, not communication." "So you have everything in one place, I am listing upcoming research again here:" "1) Inflection points (approx age 9/10): As tweens move from tablets to phones, which apps/app categories do they only keep on their tablet, which apps do they keep and reinstall when they get their phones, and which apps/features they aspire to have when they have their own phones." "a. Objective: Determine graduation strategy for Talk." "b. Methods: Diary study; in-person in-context research; interviews; survey" "2) Current phone and social (media) usage (approx age 10-13): How are tweens currently using social apps on their phones? What is a high point/low point for them about social apps? What offline behaviors currently do not offer a good digital solution?" "a. Objective: Identify patterns of behavior, experiences, and needs." "b. Objective: Identify white space for social app for this age group." "c. Methods: Survey; usage data (=in-app actions via Onavo-facilitated panel); in-person interviews; diary study" "3) Understand opportunities for our existing product experiences (approx age 10-13): Which changes to product experiences would need to be made to make FB appropriate for tweens?" "a. Objective: Guide product experiences for how COPPA compliant FB could serve tweens well" "b. Objective: Identify parents' needs for kids' FB experiences" "c. Methods: in-person participatory design activities; parent: child dyads; focus groups with parents; survey; (coordinating with market research re: brand)"