How will the KOL economy evolve with teen restrictions on social platforms?

Advertisers may need to shift their budget to collaborating with influencers whose audiences align with the younger demographic, with the latest teen restrictions launched by social platforms such as TikTok and Instagram. 

Don't miss: TikTok unveils new 'wind down' tool for teens amid expanded family features

Most recently, TikTok has expanded its family features aimed to enhance teen safety, promote digital wellbeing, and provide parents with greater peace of mind. One new feature includes "Time away". "Time away" gives parents a way to block their teens from being on the platform during times that they can control. Parents can also set a recurring schedule to best suit their family life. If plans change, teens can request extra time, but parents make the final decision. 

Don't miss: Instagram expands teen accounts to HK, TW and APAC

Meanwhile, teenagers under 16 in Hong Kong, Taiwan and the broader APAC region will now be placed into "teen accounts" on Instagram, the most restrictive setting of Meta’s sensitive content control, with built-in limits on who can contact them and the content they see. Under the setting, they are allowed to receive messages only from people they follow or are already connected with. 

According to a statement seen by MARKETING-INTERACTIVE, Meta said that the expansion of this new experience is designed to better address parents’ biggest concerns, including who their teens are talking to online, the content they’re seeing and whether their time is being well spent. The built-in protections aim to support parents and give them peace of mind, ensuring that their teens are safe with the right protections in place. 

In fact, influencer marketing has been increasingly popular for brands to engage with younger generations, with 15% of Gen Z users interacting with influencers on social media overall, while over a quarter (27%) engage with influencers on TikTok, according to data from Sprout Social's 2024 Influencer Marketing Report.

A clear sign of content maturity 

As advertising targeting restrictions make it harder to reach teenagers, collaborating with KOLs who resonate with this demographic can be a valuable strategy, according to Jeffrey Hau, co-founder and director, PRIZM Group, in a conversation with MARKETING-INTERACTIVE. “However, when it comes to teen-specific KOLs, we must consider whether these channels are commercially ready to partner with brands.”  

“Are they under mature management? Are brands prepared to adapt to a relatively lower level of control over messaging and PR risks compared to more established influencer demographics?”

As the demand for KOLs catering to teenagers grows, there may be increased competition among KOLs to secure partnerships with brands looking to target this demographic, said Joyce Li, group account director, Narrow Door. “This could potentially drive up the cost of collaborations with popular teen-aligned KOLs.” 

With these features in place, a clear sign of content maturity will be seen, KOLs might produce more mature content that aligns with the interests and values of older viewers, said Bastian Wong, founder and CEO, Flare Communications Group. 

KOLs may increasingly focus on content that appeals to adult audiences, leading to a demographic shift in influencer marketing strategy, she added. “KOLs might need to shift their focus toward building a more sustainable, long-term audience base rather than relying solely on viral trends.   

“In a more regulated environment, KOLs will likely emphasise authenticity and trustworthiness to maintain and grow their audiences, putting more focus in building authentic relationships with them.” 

How will the KOL economy evolve? 

With more advertisers shifting their focus to KOL partnerships, KOLs will need to ensure their content complies with the new policies, which may lead to a shift in the type of content they produce, said Wong.  

As a result, there may be an increase in content that is considered safe and appropriate, potentially leading to less edgy or controversial material, she added. “There could be a rise in content that is considered safe for all ages, attracting both younger and older viewers. Influencers may find innovative ways to engage younger audiences indirectly, such as through family-friendly content.” 

Furthermore, KOLs may need to adjust their target audience to reach older demographics or audiences not affected by the restrictions, said Narrow Door’s Li. “This could lead to a diversification of content and engagement strategies to cater to different age groups.” 

With changes in the platform algorithms and restrictions on teen access, KOLs may place a greater emphasis on engagement metrics such as likes, comments, shares, and views to demonstrate their influence and value to brands and followers, she added. 

On the other hand, PRIZM Group’s Hau believed the market would become increasingly ambiguous. “Unless platforms implement robust age verification measures, we have to question how accurate teenagers are in reporting their real ages. Additionally, how confident can we be that teenagers are engaging with the KOLs we expect them to? The figures we gather from these platforms may not accurately reflect reality, complicating our ability to make informed decisions.” 

Join us this coming 17 June for #Content360 Hong Kong, an insightful one-day event centered around responsible AI, creativity VS influencers, Xiaohongshu and more. Let's dive into the art of curating content with creativity, critical thinking and confidence!

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