Instagram is an incredibly popular social media app for teens — in fact,
But the app can be a tricky platform for teens since it inherently fosters social comparison. In fact, Meta reports
Additionally, teens who are unsatisfied with their
Fortunately, Instagram’s team aims to change that, in part with a new nudge feature. Let’s dive into what this new feature does, and what it could mean for marketers.
How Instagram’s New Nudge Feature Works
Research has found social media digital nudges can help people become more reflective of their social media usage, potentially decrease their time on the apps, and make their overall experience more pleasant.
One study found
Instagram’s new nudge feature for teens aims to leverage this powerful research by making it more difficult for teens to dive too deeply into certain potentially unhealthy topics — like teen girls consistently comparing themselves to the same three influencers.
If a teen spends too long on Instagram’s Explore page perusing posts with a particular theme, the platform will display a notification with suggestions for other types of posts. This works in two ways:
- Helps teens discover new topics beyond their current interests
- Encourages teens to pause and assess whether they want to continue looking at the type of content they’re currently seeking out
Instagram has taken other steps to encourage positive teen behavior when it comes to their platform, including the launch of another feature,
The nudge feature is a positive step in the right direction for reducing the time teens spend perusing unhelpful content, and reminding teens to stay mindful of what they consume on the app.
It’s important to note, the feature works no matter what type of content teens are scrolling. As Instagram spokesperson Liza Crenshaw
If you’re a content creator or marketer whose target audience includes teens, then this could impact how much time teens spend on your posts — but the more you aim to create healthy, uplifting content for teens, the more likely teens are to mindfully return to your content.
Consider, for instance,
There are plenty of influencers, non-profits, and brands that create inspiring, positive, helpful content, and these are the brands that will be best-suited for these digital nudges. Dosomething.org, for instance, has an
Instagram aims to support young creators in this venture by
More likely than not, your business won’t be too impacted by this new feature. The nudge feature will focus on reminding teens to look elsewhere when they’ve spent exuberant amounts of time on one type of content. It’s a healthy step towards reducing the time some teens might spend on appearance-based content.
Ultimately, if your brand focuses on creating positive, diverse content for your audience, then you shouldn’t be too affected by the nudge feature.
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