Instagram recently introduced new regulations aimed at creating a safer environment for teen users. If you’re a parent fighting the epic battle with your teen and their devices, this may be welcome news. There’s no shortage of data on the negative effects of social media on young people’s mental health and well-being and as parents, these platform rule changes are helpful. If you’re a marketer however, this presents some challenges as Gen’s Z and Alpha are mega consumers with spending power.
What are Instagram’s key updates? Here are some of the main changes your teen will see on their Instagram account:
- All accounts for users under the age of 18 will be private accounts by default. This means that only approved followers can see their content and interact with them.
- Teens will only be able to receive messages from people they follow, reducing the risk of unwanted contact.
- Teens will be placed in the most restrictive setting for sensitive content, limiting their exposure to potentially harmful material.
- Parents will have more control over their teens’ accounts, including the ability to approve changes to privacy settings for users under 16.
These measures are designed to provide a safer and more controlled environment for teens on the platform, addressing concerns from parents and regulators alike.
On the flipside, these updates will have a significantly different kind of impact on the marketing and advertising industry.
Influencers for example, may find it much harder to reach this demographic. For brands that rely heavily on influencer marketing, this will require reworking and rethinking marketing and advertising strategies as well as content. Content that might have been acceptable before may now be flagged or restricted, prompting a shift towards more wholesome and age-appropriate content.
Brands will also need to be more diligent in their partnerships, ensuring that influencers they work with are adhering to the regulations. We may see a shift in how brands approach influencer marketing. Rather than focusing solely on reach and engagement, brands may need to prioritize trust and authenticity.
In addition to the Federal Trade Commission (“FTC”) Endorsement Guides and other established laws and regulations related the use of influencers and endorsers, influencers and brands will need to ensure they comply with these new platform regulations, which may involve additional steps to verify the age of their audience and obtain parental consent where necessary.
It’s Never Too Early for Legal.
The new Instagram regs are part of a broader trend towards more regulation and increased scrutiny of social media platforms and influencers and an increased awareness of social media’s impact on young users. The FTC’s Endorsement Guides, the FTC Rule on Consumer Reviews, the Consumer Review Fairness Act and the Children’s Online Privacy Protection Act (COPPA) also play a role in shaping the influencer marketing landscape. New regs present new compliance challenges but also new opportunities for the marketing and advertising industry.