Reel-ing it in: Meta is paying influencers to promote teen accounts

Meta, the social media giant, has been paying influencers to promote its teen safety features in a bid to counter government regulations that would restrict teen use of its platforms. In July 2025, Meta hosted a "screen smart" event in Sydney, Australia, to promote its safety tools to parenting influencers. The event, which was held at a waterfront venue overlooking the Sydney Opera House, featured Instagram-branded tents, a step-and-repeat, custom-tote making station, and snacks.

However, the event's true purpose was to defend Meta's position as it prepared to enforce a new law that would ban children under 16 from using social media platforms. Meta has been recruiting influencers through events and paid advocacy to promote its safety tools for teens. The Tech Transparency Project, a digital advocacy group, found that Meta has been doing this since 2024.

The company offers features such as accounts for users between the ages of 13 and 17, which have more restrictions than regular accounts. Meta's reliance on influencers to fight teen bans suggests that the company recognizes it cannot fight these measures without their help. This strategy highlights Meta's recognition that it cannot fight teen bans without the help of influencers, as the company's brand has become a problem due to its lack of trust among people.