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Snapchat is making a play for parents with new ad
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Snapchat shared its first television ad in company history this past weekend, and it seems to target one demographic specifically: parents. - photo by Herb Scribner
Snapchat launched its first TV ad campaign this past weekend, and it's targeting one specific demographic: parents.

The ad billed Snapchat as its own special camera with augmented-reality capabilities. The ad, which aired Saturday during the NCAA Final Four games, explains that Snapchat can be used for all events in life.

The ad depicts people taking snaps of everyday events, with the final seconds saying anyone can use the app.

Its a camera for talking because a Snap says more than a text, the ads copy reads, according to AdWeek. So, yeah, Snapchat is a camera where how you feel matters more than how you look.

Snapchats ad seems to be targeted at parents and older Americans, who havent yet fully embraced the app. A 2018 report from the Pew Research Center indicated that 7 percent of people 50 and older use Snapchat, compared with 78 percent of those who were 18 to 24.

The direction of the ad makes sense as an appeal to an over-25 demographic that spends most of its (time) on networks like Facebook, Instagram, and Twitter, according to Mashable. Snapchat is trying to position itself as an alternative social platform that also lets you apply (computer-generated) dog makeup to anyone's face.

However, as The Verges Megan Farokhmanesh wrote, Snapchats ad is a step away from what made the app appealing when it was first released.

She wrote, by framing itself as another milquetoast social app designed for flaunting idyllic vacations and family reunions, the ad completely ignores what makes Snapchat appealing in the first place. Those highly curated shots are already going up on Instagram Stories. Snapchat is the place where you trade dumb jokes with your friends, non-essential thoughts, or show off the trashy nights you dont want preserved past a five-second timer.

What does this mean for teens? Its long been reported that teen Facebook users left the app to avoid their parents, who were making up the bulk of Facebook users in more recent years. The same could be in line for Snapchat.

Snapchat has already been under fire in recent weeks after multiple celebrities tweeted against the app, causing its market value to fall. In February, Kylie Jenner tweeted that the apps most recent update was so sad that she doesnt open Snapchat anymore.

In March, Rihanna spoke out against the app for allowing an ad that asked if app users would rather punch Chris Brown or slap Rihanna, a reference to the two stars violent relationship history. Rihanna later spoke out against the app.

Now Snapchat, I know you already know you aint my fav app out there, Rihanna wrote. But Im just trying to figure out what the point was with this mess! Id love to call it ignorance, but I know you aint that dumb! Rihanna said in an Instagram post.

Now long after, model Chrissy Teigen tweeted that she was done with Snapchat as well, especially after the Rihanna poll, according to Variety.

The update, the constant complaints of people not being able to find me, plus the Rihanna poll no bueno, Teigen wrote.
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How to avoid 'sharenting' and other paparazzi parenting habits
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A recent study revealed parents often spend up to two hours staging a single photo of his or her child to post online. - photo by Amy Iverson
Before having kids, some people just dont appreciate their friends baby posts. But after having a child of their own, three fourths of new parents jump right on the parental social media bandwagon. If you have become a member of this group, there are some rules to follow for posting responsibly.

Much of a parents worry is how to teach their children to use social media responsibly. We talk with our kids about privacy, oversharing, and setting restrictions on their devices to keep them safe. But parents themselves need to look in the digital mirror once in a while. Before having children, it doesnt take as much effort to think about what to post online. Its up to us to decide what we share about our own lives. But once you become a parent, there are many questions to think about regarding what is appropriate to post about your kids on social media.

In a recent survey, kids clothing subscription company Mac and Mia surveyed 2000 new parents to find out how they are documenting their kids lives on social media, and what concerns they may have.

First of all, people without children seem to feel a bit differently about the onslaught of baby pictures online than those who are parents. 18 percent of people say before they had kids, they were annoyed by their friends baby posts. But after having children of their own, 73 percent admit they post progress pictures of their little ones every single month.

Not only are new parents letting the world know each time their baby is a month older, but they are posting about their kids every few days or so. Men and women report they post 6-7 times per month about their baby.

And while 70 percent of new parents say the benefit of using social media is how easy it is to help family and friends feel involved, there are some downsides. Here are a few tips to avoid the pitfall of becoming paparazzi parents.

Dont miss the moment

In the Mac and Mia survey, some parents admitted to spending up to two hours to get the perfect shot of their baby. That seems a little extreme. New and old parents alike should be careful about spending so much time taking pictures and videos that they dont enjoy the moment. Years ago, I decided to never live an experience through my phone. A study by Linda Henkel, a psychology professor at Fairfield University in Connecticut, found that when people took pictures of objects in an art museum, they didnt remember the objects as well as if they simply observed them.

This photo-taking impairment effect can happen to parents as well. If we are so consumed by getting the perfect photo, we can miss out on the moment all together, and our memory of it will suffer.

Dont forget about privacy

60 percent of couples say they have discussed rules and boundaries for posting their babys photos, according to the Mac and Mia survey. Even so, men are 34 percent more likely to publish baby posts on public accounts. If parents are concerned about their childrens privacy, keeping photos off of public accounts is a given.

In the Washington Post, Stacey Steinberg, a legal skills professor at the University of Florida, and Bahareh Keith, a Portland pediatrician, wrote that sharing too much information about kids online puts them at risk. They write that all that sharenting can make it easier for data thieves to target out kids for identity theft. Check that your privacy settings are where they should be and never share identifying information like full names and birth dates.

Dont be paparazzi parents

36 percent of parents say they take issue when their childs photo is posted online by someone else. Responsible social media users will always ask permission before posting a photo of another child. But parents should also think about whether their own children will take issue with their own posted photos a few years down the road.

When parents are constantly snapping pictures and throwing them on social media, it can be easy to forget to pause and make sure the post is appropriate. I always use the billboard example with my kids. I ask them to picture whatever they are posting going up on a billboard in our neighborhood. If they are okay with that, then their post is probably fine. Parents should ask themselves this same question when posting about their children. But they should also ask themselves if their child would be OK with this post on a billboard in 15 years. If it would cause embarrassment or humiliation, it might be best to keep it private.

Once children reach an appropriate age, parents should include them in the process of deciding what pictures are OK to post. Researchers at the University of Michigan surveyed 10- to 17-year-olds and found children believe their parents should ask permission more than parents think they should. The kids in the survey said sharing happy family moments, or accomplishments in sports, school and hobbies is fine. But when the post is negative (like when a child is disciplined) or embarrassing (think naked baby pictures or messy hair), kids say to keep it off social media.
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