gen youtubers leaving - The Empire Family document their life online
A Perth family of social media influencers, known as the “Empire Family,” has decided to relocate from Cottesloe to London in response to Australia’s impending social media ban. The move aims to allow their 14-year-old daughter, Charli, to maintain her substantial online presence across platforms like YouTube, TikTok, and Instagram, while also exploring new opportunities.
Beck and Bec Lea, the parents behind the Empire Family, have expressed their understanding of the ban’s protective intentions but see their relocation as a practical step to continue their online endeavors. Their son, Prezley, aged 17, also contributes to the family’s digital content, which includes wholesome activities such as make-up trials, skits, and toy lightsaber reviews.
The Impending Social Media Ban
From December 10, Australia will enforce a world-first ban prohibiting children under 16 from having accounts on major social media platforms, including Instagram, TikTok, and YouTube. The ban aims to mitigate the negative impact of social media on children’s mental health. However, it has sparked controversy due to concerns about potential workarounds and the restriction of positive social media experiences for isolated or disabled youth.
Additionally, the age-verification measures required to enforce the ban have raised privacy concerns. Despite most platforms setting a minimum age of 13, research indicates that 84% of children aged 8 to 12 have used social media, with 40% having their own accounts.
Influencer Exodus: A Growing Trend?
The Lea family’s decision to move follows similar actions by other influencer families in Australia. Earlier this year, two Queensland-based families relocated, citing better opportunities for content creators abroad. Brent and Molly Orwell, who document their travels around Australia, moved due to high living costs and limited entrepreneurial opportunities in Australia. Kat Clark, another influencer with nearly eight million YouTube followers, relocated to the US to capitalize on monetization options unavailable in Australia.
These moves highlight a growing trend among Australian influencers seeking to expand their reach and income potential in more favorable international markets.
Expert Insights on the Move
Catherine Archer, a social media and strategic communication researcher at Edith Cowan University, commented on the Empire Family’s relocation. She noted that while the move provides new content opportunities, it is unlikely to become a widespread trend due to logistical challenges. Archer emphasized that the decision makes business sense for families with significant income from their children’s online activities.
“Certainly YouTube is probably the most popular platform for children under 13 and between the ages of 13 and 16… so it does make good business sense,” Archer explained.
Archer also highlighted the difficulty for Australian content creators to gain large followings due to the country’s smaller population. She suggested that most under-16 influencers might opt to have their parents manage their content rather than relocate.
Looking Ahead
The Empire Family’s move to London represents a significant shift in their digital journey, offering them a fresh narrative and new opportunities for growth. As Australia navigates the complexities of implementing its social media ban, the family’s decision underscores the broader challenges and considerations facing influencers in the digital age.
While the ban aims to protect young users, it also raises questions about the balance between safeguarding mental health and enabling creative expression. As more families and influencers weigh their options, the impact of Australia’s policy on the global influencer landscape remains to be seen.
