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By Stuart Hood
Beginning today, Australia will enforce a landmark regulation: major social platforms must take reasonable steps to prevent anyone under 16 from holding an account.
Instagram, TikTok, YouTube, Snapchat, X, Twitch, Reddit and others will begin removing underage accounts.
For creators, this isn’t just a compliance update, it’s a fundamental shift in how they think about audience, engagement and responsibility.
This change will reshape the influencer economy overnight. Under-16s can still view public content without logging in, but they can’t like, comment, subscribe or post. That means measurable engagement from younger teens will drop sharply, and community features will fragment. For many creators, this feels like a loss. But it’s also an opportunity to lead with smarter, safer strategies.
1. Compliance can spark creativity
The eSafety Commissioner’s guidance is clear: platforms face penalties for non-compliance, not creators.
Still, creators must avoid practices that encourage minors to create accounts or bypass restrictions. That means no giveaways requiring sign-ups, no calls-to-action aimed at under-16s, and a rethink of user-generated content moderation.
Treat this as a creative constraint, not a threat. With more viewers consuming content logged out, thumbnails, captions and storytelling need to work harder. Your content should stand alone without relying on algorithmic personalisation or engagement loops.
2. Know thy audience
If a significant slice of your community was under 16, pivot now. Build editorial calendars for 16-24 and 25-34 cohorts while keeping content values-aligned.
Lean into themes with universal appeal such as skills, creativity, wellness and career insights, and use formats that reward intentional viewing rather than endless scrolling.
This isn’t about abandoning youth culture; it’s about future-proofing your brand voice for an audience that can engage fully and legally.
3. Under 16s are logged out, not logged off
Under-16s can still browse platforms without accounts. That means discoverability will depend less on algorithmic feeds and more on search and shareability.
Optimise titles, descriptions and thumbnails for human search. Keep videos self-contained, with clear arcs and value upfront. Think of your content as “algorithm-optional”.
4. Build account-agnostic communities
Don’t rely solely on social logins. Diversify your touchpoints: newsletters, SMS lists (with consent), event sign-ups and owned websites.
Offer age-neutral entry points like downloadable guides or public livestreams with moderated chat. If you manage Discords or private groups, update house rules and age checks immediately.
5. Watch the platform list and resist the temptation to chase teens elsewhere
The ban applies to Instagram, TikTok, YouTube, Snapchat, X, Twitch, Reddit, Threads and Kick.
Apps like WhatsApp, Discord, and Roblox are currently exempt, but that could change.
Don’t follow minors into less-regulated spaces. Keep your content standards consistent and prioritise brand safety.
6. Prepare your operations
Audit your content archives. If you’ve collaborated with under-16 creators, ensure you’ve downloaded assets and communicated next steps.
Some posts may disappear as accounts are deactivated. Update reporting dashboards to track logged-in vs logged-out engagement from today onward.
The bigger picture
This isn’t just a compliance moment – it’s a cultural reset. The debate will continue over whether this improves safety or simply reroutes teen behaviour. But as creators and marketers, we have a choice: resist change or lead responsibly.
Success will belong to those who design content and communities that thrive without relying on under-16 accounts.
The creators who pivot now, toward search-friendly storytelling, account-agnostic engagement, and scam-aware messaging, will set the standard for ethical influence in Australia and beyond.
Stuart Hood is the executive director of social and content at HAVAS Red.
Read more: How lo-fi storytelling is re-humanising social media
