How the New TikTok Screen Time Limit for Minors Affects Brands

TikTok rolled out its plan to limit screen time for users 18 and under to 60 minutes daily – I’ll hold for parental applause. The change comes from the desire to help younger users better manage their time on and off social media due to discourse about the rabbit hole that is TikTok. 

TikTok explained: "In the coming weeks, every account belonging to a user below age 18 will automatically be set to a 60-minute daily screen limit,” adding, “When the 60-minute screen time has been reached, teens will be prompted to enter a passcode in order to continue watching, requiring them to make an active decision to extend that time."

For users 13 years and younger, once they reach a 60-minute screen time limit, their parents or guardians will have to input a passcode through family pairing, allowing them 30 minutes of additional use. This feature will be default for users 18 and younger; however, they can opt out of its use and consume content as they do currently with the encouragement to set a daily time limit that works for them.

Like the Apple iPhone, users who opt out will receive a weekly recap stating how much time they spent on the platform.

What does this mean for the influencer marketing industry? 

This new TikTok screen time limit could impact the engagement rates and reach of campaigns targeted toward teenagers. If the daily screen time limit reduces the amount of screen time that younger users spend on the platform, influencers may have less opportunity to reach and engage this group. 

This provides a ripe opportunity for influencers to immediately create content that resonates with the elusive teenage audience. Brands and creators can capitalize on this by producing punchy, short-form content that hooks their attention and leaves them wanting more. Not only will this result in more engaging and enjoyable content, but it could also lead to an influx of loyal followers and increased brand exposure. 

Additionally, it may be time for brands to consider the power long-form content may have in their content strategies. By doing so, they can capture and hold their audience's attention for more extended periods, ultimately leading to greater brand recognition and loyalty. 

So, seize the moment and craft content that captivates this coveted demographic!

At Fohr, thousands of influencers in this age demographic are available to work with and can help your brand message reach the right audience. Check out our platform to work with some of the best in the business.