Instagram's privacy portal helps parents get familiar with privacy controls – but how much do parents want to know about what their kids are getting up to on the world’s fastest-growing social network? Would they rather be Insta-ignorant?

This article was really interesting in the way it was positioned, in that parents are clueless about content controls, how to navigate the platform’s privacy settings, and on how to talk about it with their kids.

Kids are becoming increasingly tech-savvy – something we at Hotwire shed some light on last year with our inaugural Generation Alpha report. This year we’re diving right back into this topic, and we’re focusing in on the parents of Generation Alpha – how are they going to keep up with their kids’ speedily-growing tech know-how?

This move from Instagram is a smart one as it suggests the company has recognised the growing sense of panic from parents that they have no idea what their kids are up to online and done something about it. What will be interesting is how parents feel empowered to do something about it – they might read all of this, but then do they have the confidence in their own knowledge to speak to their kids about it? 

Brands need to be on the side of the parents as well as the consumers of tomorrow – the kids – and empower parents to take action. By playing this role, brands will see parents remain loyal, which in turn will trickle down to their kids and keep them coming back for more.

We’ll be unveiling the findings from our latest report – The Parents of Generation Alpha, an investigation into what 8,000 parents across the globe think of their children’s current use of technology, on September 25th, and we’d love for you to join us.

We’ll explore the common trends affecting children aged 4+ when it comes to technology in the home, what parents think will be the impact of these trends in the future and what this means for brands in terms of how to communicate with families. To sign up, click here. We look forward to meeting you.