As of yesterday, the Australian digital landscape has undergone a fundamental shift. A landmark regulation now requires major social platforms, including Instagram, TikTok, YouTube, Snapchat, and X, to take reasonable steps to prevent anyone under 16 from creating or having an account.
For marketers and creators, this is more than just a compliance update; it is an immediate reshaping of the influencer economy.
While platforms face the penalties for non-compliance, the responsibility falls on us to adapt our strategies to a changing environment.
Here is how Gould Marketing recommends navigating this “cultural reset”.
1. The Rise of the “Logged Out” Viewer
The most immediate change is a drop in measurable engagement. While under-16s are banned from holding accounts, they are not prohibited from the internet; they can still view public content without logging in. However, because they cannot like, comment, or subscribe, metrics from younger demographics will decline sharply.
This presents a creative constraint that should drive innovation. Your content must now work harder to capture attention without relying on algorithmic personalisation or engagement loops.
- Action Item: Ensure your storytelling, thumbnails, and captions are compelling enough to stand alone. Treat your content as “algorithm-optional,” focusing on clear narrative arcs and delivering value upfront.
2. Shift from Algorithm to Search
With a significant portion of the audience unable to log in, discoverability will depend less on the specific “For You” feed and more on searchability and sharing.
- Action Item: Optimise titles and descriptions for human search rather than algorithmic triggers. If you have previously relied heavily on a community under 16, pivot your editorial calendars to target 16–24 and 25–34 cohorts, focusing on universal themes like career insights, skills, and wellness.
3. Build Account-Agnostic Communities
Reliance on social logins is now a vulnerability. To future-proof your brand, you must diversify your touchpoints beyond the major platforms.
- Action Item: Move your audience toward owned media. Invest in newsletters, SMS lists (with consent), and event sign-ups. Offer age-neutral entry points, such as downloadable guides or public livestreams that do not require an account to view.
4. Operational Hygiene and Brand Safety
Now is the time to audit your operations. If you have collaborated with creators under 16 in the past, ensure you have downloaded the necessary assets, as some posts may disappear when accounts are deactivated.
- Action Item: Update your reporting dashboards to track “logged-in” versus “logged-out” engagement. Furthermore, resist the temptation to chase younger audiences into less-regulated spaces. While apps like Discord, WhatsApp, and Roblox are currently exempt, moving minors to these platforms poses brand safety risks.
The Bottom Line
This regulation is an opportunity to lead with smarter, safer strategies. Success will belong to the brands and creators who design content that thrives without relying on under-16 accounts.
By pivoting toward search-friendly storytelling and scam-aware messaging, we can set a new standard for ethical influence.
An Analogy for the Road: Think of the new social media landscape like a retail store changing its membership policy. Previously, everyone could enter, try on clothes, and chat with the staff (engagement). Now, those under 16 can still walk past the window and look at the displays (view content), but they can’t come inside to buy or leave a review (like/comment). As marketers, we must stop relying on the in-store chatter and start dressing the window displays so effectively that people stop to look, regardless of whether they have a membership card.
Stay Ahead with Gould Marketing
We stay on top of the latest social media trends so you don’t have to. Whether you’re building your brand, growing your audience, or crafting a content strategy that converts, Gould Marketing can help you navigate the ever-changing social landscape with confidence.
📩 Get in touch today to discover how we can help your business make the most of every scroll, click, and connection.