Boosting teen engagement for a major messaging app

In a crowded digital landscape, standing out with younger users is no easy feat. A major messaging app recognized the need to broaden its appeal to teens by understanding their unique behaviors and preferences. Magid was engaged to conduct a deep dive into teen app usage, focusing on identifying the key drivers and barriers that influence their choice of messaging platforms.

The initial engagement involved conducting online focus groups across the U.S. to capture valuable insights from a diverse group of teens. These insights were quickly analyzed to inform design decisions, resulting in actionable feedback that would resonate with the target audience. Due to the success of this research, the client extended the engagement into a 6-month ongoing panel. This allowed for continuous refinement of the app’s onboarding experience, features, and brand messaging, ensuring they met the evolving needs of teens.

Magid’s research led to several key changes: a more approachable and intuitive design, rebranded app store pages with teen-friendly language, and the introduction of a safety center addressing teen concerns. These enhancements helped the app better connect with its teen audience, leading to increased engagement and adoption.