The Social Networking Giant Facebook is trying to catch them young by launching a new teen-only app, Lifestage, designed specifically to target high schoolers by allowing them to put their lives on stage.
According to statistics website Statista, only 8% of Facebook’s US users are aged 13–19. With this new app, Facebook is trying to connect to a generation that uses Snapchat to talk and Tinder to date. It was designed by 19-year-old Michael Sayman and looks very similar to Snapchat at first glance.
It is aimed at students aged 13–21. According to Facebook, the youth prefer more visual-led content, and this app enables users to upload more video clips to describe likes, dislikes, dance styles, and other aspects of their character. They can also use templates and emoji to comment on their friends’ posts. Their clips are woven together to serve as public profiles that can be viewed by other Lifestage members. Users can unlock their school or college only when 20 students have signed up. They can find and connect with others from their school or other b schools in ahmedabad based on similar interests. While anyone can download Lifestage, anyone over the age of 22 will only be able to see their own profile.A quick swipe allows a user to block and report people.
This video-centric app, though, has been launched only in the US and is in its initial testing phase as an iOS app, but experts have started showing concerns about the negative impact. The concerns centre on the privacy settings and personal data, as well as a need to make young users aware of what information they are sharing and with whom.But this may bring teenage insecurities and rivalries to a whole new level. Generation Z, which is glued to devices, does not need another app to be socially online but needs to be emotionally connected offline, be physically fit, and enhance their talents and grades in academics.
Lifestage could capture the attention of teens that Facebook fears might slip away to Snapchat. But Facebook has a poor track record with standalone apps; they have shut down Poke, Slingshot, Paper, and Notify. Lifestage has started on the same lines as Facebook in 2004, to keep connected to known circles through new age mediums like videos. It is too early to comment on the future of this app as, as of now, it has not stirred the market in a positive way.
By: Prof. Anumeha Mathur
Ph.D(Pursuing), M.B.A (Marketing)
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