The world of social media is about to undergo some serious changes – and we’ve put together a new report to help you prepare.
The Future of Social looks at how proposed restrictions on under-16 access to social platforms could reshape the way brands reach young audiences, what the wider implications could be, and what marketers should do about it.
Key findings:
- UK children already spend an average of 3 hours 49 minutes online each day, with teens spending significant time on YouTube, TikTok, Instagram and Snapchat.
- The proposed restrictions won’t remove young people from online culture, but they will make direct access to under-16 audiences harder to reach and measure.
- The biggest risk for marketers isn’t paid advertising restrictions – it’s the potential loss of organic discovery, creator influence, peer sharing and youth audience data.
- Evidence from Australia, where similar measures are already in place, shows that while access can be reduced, many young users find ways to keep engaging online.
The report also sets out five practical steps brands can take now, from building earlier brand recall to investing in first-party data.
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