When Australia introduced a social media ban for users under 16, it shocked TikTok’s creator community. With over 8.6 million active TikTok users in the country, many of whom were previously in this younger age group, creators faced a huge shift in their audience demographics. But rather than seeing this as a setback, many Aussie creators are adapting and, dare we say, thriving, in this new world. Let’s explore how they’re doing it.
Who’s Taking The Real Hit With The Under-16 Social Media Ban
Australia’s decision to restrict social media users under 16 is a first-of-its-kind policy designed to protect younger audiences. For TikTok creators, this meant losing a chunk of their most engaged users, accounting for 17% of TikTok’s user base in Australia. The ripple effect of this policy has been massive, with creators in niches like trending dances and meme culture experiencing engagement declines of up to 12%.
However, the challenge isn’t isolated to individual creators. Brands and advertisers who rely on TikTok’s younger audience to drive their viral campaigns are now reevaluating their strategies, big time. While some have pivoted to focus on more mature audiences, others face the task of rebuilding their content strategies from scratch. The new reality also means businesses targeting young consumers must navigate trickier regulations, leading to a shift in how TikTok is monetized in Australia.
Despite these challenges, the ban has pushed creators and brands to explore untapped opportunities, especially within more niche demographics of a more mature age that are still highly engaged on the platform. Does it mean it’s time to shine for Baby Boomers once again?
Shifting Strategies: How Aussie Creators Are Thriving
If you would think that teenagers aren’t your audience – think again. Perhaps it wouldn’t be the first buying persona for a tanning cream or work environment-related parodies – but believe us, they’re there scrolling. And in most instances – buying. However, these two examples below show how creators can shift their focus on content that resonates more with the product itself through a more mature audience while keeping their unique brand identity.
The Inspired Unemployed
The comedic duo has built a massive following through creative relatable and viral skits that are ageless and timeless: meet Jack Steele and Matt Ford, known as “The Inspired Unemployed”, who have become cultural icons on TikTok by creating content from parodies to corporate life mockumentaries on Aussie stereotypes. Their unique take on daily struggles combined with their ability to tap into universally funny themes – has resulted in over 3 million followers.
Beyond that, they successfully managed their income streams by partnering up with brands such as Fendi and The Iconic, proving that niche, relatable humor, and mainstream apparel work even in a restricted demographic environment.
Bondi Sands
Bondi Sands, the globally recognized Australian skincare tanning brand has navigated shifting TikTok audiences like true experts. With a campaign focusing on older skincare enthusiasts, the brand has embraced educational content on “how-to” videos on achieving the perfect tan or winter skincare routines, Their viral campaign about their Hydra UV Protect product gained over 1.5 million views, driven by their focus on interactive content. For example, they launched a campaign asking users to share their “before and after” skincare routines, sparking a wave of UCG. In this way, Bondi Sands ensures the users remain engaged with their brand.
How To Get People Talking in a Restricted World of Social Media
Navigating TikTok’s post-ban environment requires creators to rethink their approach to engagement—and there’s plenty of room for innovation. With over 80% of TikTok users globally falling into the 18-34 age range, Australian creators now have a unique chance to craft content for a mature audience hungry for authenticity and relevance. Here are four strategies that can help creators thrive:
Storytelling That Sticks
Move away from relying on fleeting trends and focus on building narratives that resonate. Adult audiences value depth, whether it’s a journey, transformation, or insightful commentary.
Trend Hacking for the Mature Crowd
However, trends are still vital, like little boosters in a well-oiled strategy machine. However, creators must customize them to tap into older demographics. For example, trending audios to share life hacks, career advice, or lifestyle tips align with mature audience interests. But the key here is personalization – find your new audience and find what they like and what their paint points are.
Interactive Campaigns
Engage viewers directly with challenges, polls, or live Q&A sessions. Participation builds community, especially when users feel listened to and responded to. The Bondi Sands campaign was a great example.
Buy TikTok Views: A Smarter Approach to Growth
Views are the lifeblood of TikTok. They determine a video’s visibility, drive organic engagement, and ultimately lead to follower growth. With a reduced teen audience, gaining traction among older users requires consistent visibility.
One way creators and small businesses are navigating this is by partnering with trusted marketing agencies like PopularityBazaar, which specializes in enhancing online visibility. By choosing to buy real TikTok views, you can give your content the head start it needs to catch the attention of the almighty TikTok algorithms. These views help spark initial engagement, increasing your chances of landing on the For You Page and attracting a wider, more authentic audience.
This strategy does wonders paired with organic efforts, creating a balanced approach that builds trust and credibility while helping creators stay competitive in a constantly shifting landscape. The focus isn’t just on numbers; it’s about setting the stage for long-term growth and meaningful connections.
Dr. Megan Le Masurier, an Australian social media researcher, says “The under-16 ban forces creators to rethink their content strategies, but it also opens up exciting opportunities to target a more mature audience who craves meaningful and authentic connections.” This only highlights the transformative potential of this shift—it’s not just about overcoming a hurdle but about thriving in a new, more dynamic ocean of social media – and paid social media promotion is proving itself to be the anchor.
New Beginnings for Aussie Creators
Australia’s under-16 social media ban might have shaken things up, but it’s also sparked creativity and innovation. This shift has pushed creators to think smarter, make bolder moves, and connect with a more mature, engaged audience. It’s no longer just about going viral—it’s about building meaningful connections and adapting to what audiences value most.
With tools like storytelling, trend hacking, and interactive content, Aussie creators are proving that growth is still within reach. Pair these strategies with a boost from platforms like PopularityBazaar, and the opportunities become limitless. The TikTok landscape may have changed, but the ability to succeed is stronger than ever.
