This is not a drill. It’s happening
The UK will be banning under-16s from social media.
The ban will apply to platforms including TikTok, Snapchat, YouTube, Instagram, Facebook and X.
WhatsApp and direct messaging services are not included at this stage.
It’ll come into force in the Spring of 2027
What does this all mean?
Well, the audience is about to get older.
Here’s why this matters for your business.
A lot of what fills social media right now is noise.
Trending dances, viral audio, content built to get views rather than clients.
Much of that is driven by younger audiences and the algorithms that chase them.
When the under-16s leave, a lot of that goes with them.
The average social media user is going to become older.
More home buyers.
More remortgage candidates.
More people who actually need a mortgage adviser.
That’s your audience. And here’s how to make the most of it.
Three things to do now
1. Post more informative content.
People are already using social media like a search engine.
As the audience matures, that behaviour will increase.
Short, clear answers to common mortgage questions are exactly what that audience is looking for. That’s where you win.
2. Re-introduce yourself.
Don’t assume people know what you do or who you help.
Post something that reminds your audience what you’re about, and actively invite your existing clients and contacts to follow your pages.
3. Mention your social media in appointments.
On your very first meeting with a new client, tell them you’re active on social media and invite them to follow you.
A client who follows you stays warm between appointments and remembers you when their friends need a broker.
The noise is coming down.
The right audience is coming in.
Now is the time to show up properly for your ideal clients
Chris