It's an impossible problem. Either mom and dad are on Facebook or the kids are. That's why the kids always go to the newest thing: Snapchat and now Tictoc.
Even Tiktok is getting long in the tooth, 4 years old in the International market. I would expect the next hot new thing will launch soon.
Damn, if I needed proof I'm getting old...
My (outside) impression is this is what PayPal did with Venmo. Venmo wasn't functionally superior, just "not your parent's money app".
We see the pattern in retail clothing. Parent companies recycle smaller brands through a multi-year trend cycle and raise up new brands when the last one gets too old.