Life360 hasn’t always been on the good side of teens. The location-tracking app is usually the bane of sneaky teenagers. And yet the 16-year-old brand has reinvented itself with Gen Z by embracing its “ultimate snitch” reputation and focusing on funny tracking stories.
Life360 is used to teens venting about parental surveillance. But in 2020, that anger sparked one 16-year-old to post a TikTok calling on other unhappy teens to leave 1-star, negative reviews about the company in the App Store.
The hate campaign caused Life360’s executives to rethink the company’s social media approach and embrace TikTok to engage with younger users. On social media, the brand acknowledged its reputation but also emphasized younger users “stalking” their friends and parents while touching on some of the app’s safety features, such as crash detection.