Instagram's 'teen accounts': How can brands adapt to engage teens amid parental concerns?

In a bid to reassure parents about their teen's safety on Instagram, Meta has launched “teen accounts” for Instagram users aged under 16 in Hong Kong, Taiwan and the broader Asia Pacific region, limiting who can contact teens and the content they see.

“We recognise parents are concerned that their teens might see mature or inappropriate content online, which is why we have stricter rules around the kinds of content teens see on our apps,” Meta said in a statement seen by MARKETING-INTERACTIVE.

Guided by parents, the new experience for teens includes default private profiles, strict messaging controls, and sensitive content filters. For example, automatic built-in protections limit exposure to sensitive topics, such as content showing fights or promoting cosmetic procedures, in places such as Explore and Reel.

Furthermore, Meta will remove content that breaks these rules and will avoid recommending potentially sensitive content, such as sexually suggestive content or content discussions about suicide and self-harm. Teens under 16 will need a parent’s permission to change any of these settings to be less strict.

Don't miss: Instagram expands teen accounts to HK, TW and APAC

Instagram's teen account restrictions signal another shift in how brands engage with younger audiences and rethink their outreach strategies, according to industry players MARKETING-INTERACTIVE spoke to. As teen online safety takes centre stage, brands may move away from relying on broad, algorithm-driven reach and focus more on building deeper, trust-based relationships by considering teens' developmental stage, according to Shufen Goh, principal and co-founder, R3, a MediaSense Company.  

She added: 

Marketing to teens isn’t just about promoting products; it requires understanding how the content they consume affects their mental health, self-esteem, and overall development.

In fact, adolescence is a key period for exploring and solidifying one's identity, with significant influences from peer relationships and societal expectations. Understanding teens' unique life stages allows brands to use data-driven insights to create strategies that integrate into their social media ecosystems and daily lives, according to Goh. Brands can build credibility by navigating heightened security features responsibly and considering teens' needs. 

“Such an approach fosters lasting connections, enabling brands to evolve from mere advertisers to positive players in the digital experiences of teens," she added. 

Moreover, social media’s influence is a double-edged sword. It fosters connection and creativity but also exposes teens to bullying, unrealistic beauty standards, and harmful trends.

A Dove Self-Esteem Project report found that half of the girls aged 10 to 17 say toxic beauty advice on social media leads to low self-esteem, and 90% follow at least one account that makes them feel less beautiful.

While the influencer and content creator economy offers opportunities for learning and social engagement, it also presents challenges related to consumer behaviour, mental health, and the dissemination of unrealistic ideals, particularly impacting younger audiences, according to Leela Nair, managing director APAC, Ebiquity. Therefore, influencer strategies and content creators may face increased regulations to ensure ethical content practices. 

Nair added:

This underscores the need for advertisers to be highly selective, responsible and ensure strong controls around the quality of the influencers they are associated with.

Adding to the conversation, Florence Kong, founder and managing director, We Glow Hong Kong, said in sectors such as cosmetics and fitness, where content moderation may pose challenges, marketers must adopt empowering and inclusive narratives that support teen self-expression while aligning with Meta’s guidelines.

"Parental oversight tools that limit screen time further push brands to prioritise quality and meaningful, trust-based interactions over sheer volume," she added. 

As feeds and interactions are now heavily curated, Kong said brands can no longer rely on traditional high-visibility ads, organic reach, or unsolicited direct mail (DM) campaigns. Instead, they should secure genuine engagement through trusted influencers and invest in creative, tailored formats.

How can brands engage younger audiences while addressing parents' concerns?

Parents today struggle to help the next generation develop a healthy relationship with digital technology. According to a YouGov report, 65% of people globally believe that parents should restrict their children's social media use.

To effectively engage younger audiences while addressing parents' concerns, brands must go beyond one-size-fits-all marketing strategies and focus on understanding the complexities of teen behaviour and preferences, according to R3's Goh. That said, marketers should recognise that while teens may gravitate towards viral trends or influencer-endorsed products, true engagement comes from prioritising their wellbeing.

She added:

A comprehensive understanding of the evolving digital landscape, paired with the expertise to navigate it responsibly, will enable brands to thrive as regulations and digital safety features continue to evolve.

On the other hand, We Glow's Kong suggested that brands should adopt a dual-layered strategy. First, they should harness the “social rewilding” trend by creating off-platform experiences—such as pop-up events, AR filters linked to physical locations, or real-world activations—that foster genuine, tactile connections.

"This approach meets teens’ desire for immersive experiences while addressing parents’ concerns about excessive screen time," she said. 

Second, integrity and transparency are key. With growing parental anxiety over data privacy and content risks, brands need to emphasise ethical practices, showcase clear data-usage policies, and avoid exploitative algorithms.

"By developing campaigns that both entertain and educate—such as content on digital wellness and responsible social media use—and collaborating with digital literacy advocates, brands can build trust. This balanced approach reassures parents while engaging younger audiences in safe, meaningful ways," she added. 

In a broader context, Ebiquity's Nair said advertisers should remain cautious and steer clear of hard-sell tactics that might alienate parents, as this is not a recent phenomenon; brands have long understood the need to provide interesting content for teenagers while addressing parental concerns.

According to a report by IAS titled “The rise of responsible media”, nearly 83% of parents say social media platforms can be detrimental without proper controls in place. Around 77% of parents say publishers should be concerned about the wellbeing of their audience, while 72% of parents also hold brands accountable saying that they have a moral imperative to advertise responsibly.

Nair said:

As with advertising to all audiences, marketers understand the balance for effective but responsible advertising.

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