As the countdown begins for the new social media restrictions targeting users under 16, nine.com.au reached out to young content creators to gauge their reactions to the anticipated changes.
Many view the forthcoming ban as a “double-edged sword,” with some expressing concerns about the potential impact on their engagement, audience reach, and ultimately, their income, due to the exclusion of younger viewers.
Among those affected is Queensland-based creator Mackenzie McIntyre, known for her relatable observational content that has captivated a massive following.
McIntyre boasts over 27 million views on YouTube and more than 400,000 followers on TikTok. However, these impressive figures could face a significant decline when the restrictions come into force on December 10.
What are your thoughts on this upcoming social media ban? Share your opinions with us at joseph.sahyoun@nine.com.au.
“This situation might also lead to a risky environment, as younger users could be exposed to more mature content due to the higher age bracket,” McIntyre observed.
Social media influencer agencies have been preparing for months in the lead-up to the new laws.
“Under-16s often drive trends and virality, though their direct purchasing power is limited,” said Head of Brand and Partnerships at Sticki and DataSauce, Rachael Webb.
”Over the last few months, our focus has been on education, helping brands understand that this legislation represents a delay in when young audiences can legally participate, rather than the disappearance of youth influence online.”
“The key challenge for creators is understanding how this will affect their analytics. With Influencer marketing now highly data-driven, engagement metrics may fluctuate as under-16 accounts are removed or restricted.”
Webb is urging creators to be proactive and use the new laws as a way to test new approaches and formats to see what works as the social media landscape continues to evolve rapidly.
“Test new angles of content, explore what resonates with your other audience segments, and experiment with new creative styles.”
“It’s rare for a creator’s audience to be made up entirely of under-16s, but many will see shifts in their community makeup.”
