Tweegee: A Lesson in Localization and the Power of Kidfluence

Setting up an internet connection in any household poses one in dogging question for parents: How do we keep this safe for our kids? Luckily, nowadays there are a number of programs, applications and platforms providing solutions – we at PulsoSocial have introduced you to quite a few.  In this case we share with you the history about  Tweegee, the online children’s platform looking to take Latin America by storm and  competes directly with the uruguayan Kidbox.

Based in Israel, Tweegee is a social media site designed specifically for children and pre-teens ages six to 12. It allows kids to interact creatively and safely online with features such as news, file sharing, forums, and gaming. A hybrid between content and technology, Tweegee not only creates content but also manages a community.

From the very start, Tweegee set itself apart in its target market, aiming at non-English locales with low internet penetration. The platform is positioned in a way that it may launch in a specific market and, by partnering with local media partners, develop culturally-sensitive content tailor-made for the locale.

Tweegee has thus far tackled Russia and Turkey. Now, the company has moved on to Latin America, first concentrating on Argentina and Brazil.

When going over Tweegee’s product and description, our interest was piqued at a few of its more unique aspects. We decided to get in touch with Tweegee CEO Shay Bloch and find out a bit more about this emerging kids’ platform.

PS: The Tweegee tutorial was created in 2009. What’s happened since then to get this off the ground?

Since our launch in Tech Crunch in 2009, Tweegee has grown substantially focusing on creating a name for itself. During these years we have invested heavily in the Tweegee platform, establishing ourselves by becoming the number 1 kids’ site in Israel, Russia, and Turkey, and we have recently launched in Brazil and in Argentina. The successful tracks laid out are what had driven our success and opportunities in the rest of the world.

PS: Your business proposal is very focused on the importance of local information and content. What is it the thought process behind that?

This is a very good question. This is part of our success; we aim to create a truly localized platform for kids in each country. In every country that we launch we have a local content team that handles the local content, moderation and live activities both online and offline, giving a true nature of a local website and not just something that has been translated to the local language. We studied each market and understood the importance of social media and culture sensitivity in order to be a true global company with local success.

PS: As opposed to its competitors, Tweegee is entirely free of charge. Where do you expect to generate revenue?

The Tweegee business model and strategy is first to attract an audience and create a real community environment. Once we establish that, we are able to monetize our audience with creative and interactive sponsorships & brand awareness campaigns and activities with global brands… This model strategy is another major differentiation between other kids’ websites who work on a «freemium» model with narrow content offering (focus on one form of content; Virtual worlds, doll building, gaming etc.). This allows us to avoid the «trend effect» as we continue to develop new wide offering of content and activities, and constantly develop a new approach along with the growing community, all under a free environment while maintaining a non-gender biased community.

After establishing a bit about the platform itself, asked the most pressing question for our purposes?  What’s going on now with Argentina and Brazil?

The Tweegee team initially recognized opportunity in these two major Latin American countries as they fit into the company’s general business model: low internet penetration that is on the rise, and an ad-spending market that is growing.

In Argentina, Tweegee has launched Twigis, its first Spanish-language site. Bloch cited Argentina as “a gateway for Tweegee to the LATAM market,” indicating high hopes for the locale. Tweegee has partnered with Argentine media group Vi-da Global, and together, the two will oversee and form part of a local team set up to manage content and moderate marketing and sales. Tweegee’s headquarters will manage technology and development.

Brazil is Tweegee’s latest target, where the company is currently in the process of seeking a local media company as a partner. Once the product launches, the Tweegee team is confident it will take off and grow alongside the Brazilian market.

Tweegee seeks to become the number-one kid’s site in both Brazil and Argentina, as it has in Russia and Turkey before. Bloch succinctly described the appeal of this up-and-coming platform for partners, investors and users alike, “Companies see the kids space as a growing market because they are the adults of tomorrow and have a big ‘kidfluence’ on their parents, the adults of today, and are very eager to take flight in this demographic.”

See Tweegee’s product demo here:

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