There’s a lot of uncertainty in the air right now. With Australia moving toward restrictions on social media access for people under 16 and conversations growing about broader platform accountability, many small businesses are wondering what this could mean for their marketing.

While the ban is focused on protecting young people, any shift in how social platforms operate affects how businesses show up, communicate, and reach their audience.

This isn’t a “panic” moment - it’s a turning point. And for small businesses, it’s a chance to look at your marketing mix with fresh eyes.

Here’s what you need to know and how you can adapt calmly and confidently.

1. Your audience habits may change

Even if your business doesn’t target under-16s, platform behaviour tends to ripple.

Fewer young users often means:

• algorithm changes
• shifts in platform priorities
• changes in engagement patterns
• reduced organic reach over time

We’ve seen this before with Facebook’s gradual shift toward older demographics and TikTok’s restrictions in other countries.

The important question to ask now is: Where is your audience spending their time  and is that changing?

2. Social media may become less reliable as your only marketing channel

For years, social media has been the default place to build visibility. But whenever a government, platform, or algorithm makes a major change, businesses feel the impact.

The current shift is a reminder of something marketers have been saying quietly for a while: You should never build your entire business on rented land.

When the digital landscape shifts, the most resilient brands are the ones with real connection, not just followers.

Social platforms can be powerful, but they shouldn’t be your only source of connection. This is a moment to diversify.

3. Email newsletters and owned content will matter more

If social media becomes less predictable, the safest place to communicate with your audience is a platform you actually own.

This includes:

• your website
• your blog
• your email list
• your Google Business profile

These are stable, reliable, algorithm-free spaces where your audience can find you anytime.

For small businesses, even a simple monthly email can make a huge difference.

4. Authentic, low-pressure content will outperform volume

As platforms adjust and users become more selective about where they spend their time, the brands that win won’t be the ones shouting the loudest.

They’ll be the ones:

• showing up authentically
• sharing stories instead of sales pitches
• creating content that genuinely helps
• building trust over time

If fewer people are on certain platforms, every post needs purpose - not pressure.

5. Google Business may become your most important digital asset

If social visibility dips, search visibility becomes even more valuable.

A fully updated Google Business profile can help people find you easily, especially locally.
‍
Consider adding:

• new photos
• accurate hours
• a current description
• recent posts
• Q&A updates

This small step often has a bigger impact than a week of posting on social media.

6. This is an opportunity to build a more resilient marketing strategy

Yes, the social media landscape is shifting, but that’s not new. It has changed every year for the last decade. The difference now is that users, governments, and platforms are all rethinking their role in society.

As a business owner, your real power lies in:

• clarity
• connection
• consistency
• community

No ban or algorithm can take those away.

So what should small businesses do next?

1. Take a breath
2. Review where your audience actually is
3. Strengthen the channels you own
4. Show up with quality instead of quantity
5. And diversify your digital presence going into 2026

Your marketing doesn’t need to be louder, it just needs to be more grounded.

If you’re unsure what this shift means for your business, Brightfolk can help.

We specialise in  marketing strategies that don’t rely on chasing algorithms. Whether you want to adjust your content plan, strengthen your website, or build an email list you can rely on, we’re here to support you.

Let’s make your brand shine - in ways that last.

‍