Australia Bans Social Media for Kids: What Does It Mean for Marketers?

A game-changer for social media

In a groundbreaking move, Australia has introduced a ban preventing underage children from accessing social media platforms. This policy aims to protect younger users, but has sent ripples through industries that rely on these platforms to connect with younger audiences. From the education sector to consumer goods, marketers are now grappling with how to adapt — let’s talk about it.

The education sector: Navigating new challenges

For the education sector, the impact is profound. Universities and institutions often rely on platforms like Instagram and TikTok to attract undergraduates. With the ban in place, reaching these students will require a strategic pivot. Here’s how you might pivot your approach:

• Targeting older demographics: Universities may need to shift their focus to older students, such as postgraduates or mature-age learners, who are unaffected by the ban.
• Parental engagement: Campaigns may increasingly target parents, positioning higher education as a family decision rather than an individual choice.
• Real-world campaigns: From career fairs to community events, offline touchpoints will play a more significant role in outreach efforts.

Beyond education: A broader industry impact

The ban’s impact extends beyond education, affecting industries like gaming, entertainment, and fashion.

Brands that previously relied on younger audiences are now rethinking their strategies:

• Gaming and tech: Platforms like Discord or Twitch, which cater to older audiences, may see increased focus.
• Entertainment: Brands may explore alternative storytelling platforms, such as YouTube or interactive apps designed for parental approval.
• Fashion and retail: Direct-to-consumer brands may lean on influencers in older demographics or pivot to community-driven campaigns.

What are the unique opportunities for marketers?

While the ban presents challenges, it also opens doors for innovative approaches. Here’s how marketers can seize the moment:

Alternative platforms:

• Explore platforms with age-appropriate content and built-in compliance, such as YouTube Kids or family-focused apps.
• Experiment with newer, niche platforms to diversify reach.

Community-Based Marketing:

• Partner with schools, local organisations, or youth clubs to build awareness at a grassroots level.
• Create campaigns that involve entire communities, fostering a sense of collective impact.

Family-Centric Campaigns:

• Shift focus to parents as gatekeepers. Highlight value propositions that resonate with family priorities.
• Use storytelling to connect emotionally with families, showing how your brand fits into their lives.

Educational Collaborations:

• Collaborate with educators or schools to create branded content that aligns with learning objectives.
• Develop resources or sponsorships that benefit students and showcase brand values.

The path forward

Australia’s underage social media ban may reshape the digital advertising landscape, but it’s also a call for creativity. By embracing alternative strategies, fostering community connections, and focusing on ethical engagement, marketers can make magic when they adapt — the key is to stay flexible and forward-thinking in the face of change.