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Facebook targets niche audience with new 'Lifestage' app

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Facebook targets niche audience with new 'Lifestage' app

After taking the likes of Instagram and Whatsapp under its control, Facebook is now venturing into a similar space but aiming at a different audience. It has launched a new social media app- ‘Lifestage’ which is currently available in the US on Apple phones and is available only for those below the age of 21.

Those who are 22 and older can download the app, but they'll only be able to watch videos in their own profile. Designed by 19 year old Facebook Product Manager Michael Sayman, Facebook seems to be targeting a new set of people.

Though privacy is a major concern, the app aims at connecting members in the same school. Students can view each other's profiles once the individual school has registered 20 members or more. The app can be used for sharing photos and also intends to let teens post photos and videos, as well as to express their likes and dislikes, emotions, and friendships.

The app further warns that it cannot guarantee the genuineness of the users. The app has no messaging feature but users can display contact details from other sites such as Snapchat and Instagram.

In a Facebook post Michael Sayman wrote, “Back in 2004, Facebook was all about 'who I am'. I could post my relationship status. I could share what my favourite music was. And it was all about expressing myself, today as Facebook has grown into so much more, we see the opportunity to explore that concept of 'who I am' once again, but for Generation Z in 2016."

The app already resembles Snapchat and this wouldn’t be the first time Facebook would be taking a dig at it. A few weeks back Instagram launched Snapchat’s similar ‘Live Stories’ features, and now ‘Lifestage’ looks quite similar in terms of design and functions.

More and more users are now shifting to Snapchat to share stories and personal events. This is mainly due to its privacy settings. The age group 13-19 years make up just 8 percent of the total Facebook users in the U.S and Lifestage could be an attempt to capture more of the younger market away from the likes of Snapchat.

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