PopJam, a social content hub tailored for under-13s, has had its app downloaded over 1 million times, meaning more than 30 per cent of the UK’s 8 to 12 year-old smartphone owners have the app on their device.
Additionally, PopJam-owner SuperAwesome claims users are spending over 45 minutes a day engaging with content on the network that contains channels on behalf of both creators and brands on the platform, with Nintendo, Penguin and the Disney Channel among the brands accessing the network.
Dylan Collins, SuperAwesome CEO, told The Drum his outfit’s purpose was to create content that was appropriate for under-13s (or “centennials”) with features such as a daily curfew which limits activities out of specified hours, etc.
The platform is now home to official channels from YouTube creators including AmyLee33 (one of the UK's top children's storytellers), Wizard Keen, Sqaishey Quack and Beckii Cruel, with content subject to human moderation.
SuperAwesome then segments these audiences into “kid-safe buckets” that provides brands and content owners a “safe-social option” to have an ongoing conversation with said audiences, with Collins additionally stating that it is soon to launch in North America.
Paul Nunn, SuperAwesome’s chief commercial officer, said: “PopJam has become a phenomenal platform for kids to safely engage with brands and stars in a creative, conversational way. Reaching the 1 million user milestone is a testament to the growing appeal of PopJam and the fantastic brands and content creators it attracts.”
The delicate interplay between brands and youth audiences requires delicate moderation given restrictions on marketing to kids, this was demonstrated recently when mobile advertising outfit InMobi was deemed to have illegally collected location data on hundreds of millions of users, and was fined almost $1m.
“InMobi tracked the locations of hundreds of millions of consumers, including children, without their consent, in many cases totally ignoring consumers’ express privacy preferences,” said Jessica Rich, director of the FTC’s Bureau of Consumer Protection.
“This settlement ensures that InMobi will honor consumers’ privacy choices in the future, and will be held accountable for keeping their privacy promises.”