The UK government has confirmed that from 2027, under 16-s will be banned from Snapchat, TikTok, YouTube, Instagram, Facebook and X (WhatsApp is exempt). For brands whose audiences include Gen Alpha – or parents making decisions on their behalf – the implications are significant.
Social analytics data is going to get messier
Data will become thinner with a whole segment of the audience dropping off, which in turn will likely lead to declining impressions and reach figures on socials. Additionally, reading audience insights will require more scrutiny than before – for example, it could be the case that someone over the age of 40 may just be a parent whose child was using their phone.
More investment into owned channels, experiences & partnerships
Brands will diversify their marketing channels – investing in more owned: website, email, app experience, direct messaging via platforms like Whatsapp and investing in experimental marketing like QR-led / IRL brand experiences, OOH placements and partnerships. Building content and brand strategies that do not depend entirely on algorithm feeds will win.
Targeting refresh
Brands will want to start targeting the audiences that still remain accessible – parents and guardians of Gen Alpha which means channels like search (both traditional and AI) will remain crucial for reach.
Trust centric content
Brands whose content openly acknowledges concerns and are conscious of the wider wellbeing implications by earning intention responsibly will secure trust and resonate more with the decision making parents and guardians. Brands that advocate for healthier digital environments and support youth focused well-being initiatives will resonate most.
Rethinking your content strategy for 2027?
The brands navigating this shift most effectively will be the ones with a content strategy that is not dependent on any single channel. If you’d like to discuss your brands current content strategy, get in touch with the team at ROAST.
