Influence marketing on the rise for brands wishing to engage with young children and their families. On YouTube, Instagram, Facebook and Twitter are home to a vast array of Content creators that reach millions of children under the age of 13. And many brands take it one step further, adding influential teenagers, or “kidfluencers,” in their marketing strategies—just look at the band-aid, covergirl and goals. It’s all about relatability.
In fact, the youngest member to the most highly paid in the world in Forbes magazine’s list of stars YouTube for 2017 last year of about $ 11 million, and he’s still in elementary school. His channel, Ryan ToysReview, boasts more than 10 million subscribers.
According to Child report, PwC digital advertising in 2017, is currently under-13 market digital media reaches 25% year-on-year growth. Children are an important audience for marketers not only because of their influence on decision-making on the purchase of their parents, as well as future adult consumers.
Engaging, without pushing it
The opportunity is clearly there for brands, but many struggle to properly interact with this particular audience of young children and their families. When it comes to child(fluencer)s, the rules of the game change.
Over the past two years, many companies have come under fire for using influencer marketing to target children. For this young audience, influence marketing comes with several obstacles that brands must consider (and perfect) in order to do it ethically.
So how do brands do it right without pushing too far?
Absolute security and transparency
When it comes to creating content for children, it is important for parents to feel confident that what they see is a child-friendly and genuine. Security and transparency should be key words for brands exploring this arena.
This means that Content creators should be clear with their audiences, if the video is any paid promotion (#spoon #ad). As a brand, recognizing the risks of non-compliance with the rules of the Federal Trade Commission is your responsibility. And communication that your ambassadors should be a key part of your cooperation.
YouTube gives users the ability to create and share their own content. Because of this, you can never be sure that one User account believes the child is going to meet the standard of the parent utility.
With the authors of the Content, however, it is often examined and approved by the Agency and, therefore, can give parents peace of mind knowing that their child looks suitable.
Transparency of laws and regulations help to facilitate parental work in the management of security in the Internet.
If you want to do in the 13 audience, the understanding of parents is very important. This means that not only are you creating content for kids, You also create this for parents—for two different target audiences, each with their own content platforms and consumer behavior.
While the use of social media encompasses both parent and child generations, how they use it differs.
Studies have shown that children start on the Internet at the age of two years and to spend a significant amount of time watching Internet media in place of the typical television—we’re talking cartoons, educational shows and unboxing videos, mostly on YouTube. This activity increases with age.
On the contrary, YouTube Analytics show that the parent age group (35 and 55)-a fast-paced segment of the audience, beauty, lifestyle, vlogs and travel is the most popular. Moreover, 62 percent of mothers today use social media sites several times a day, with Facebook and Instagram at the top of the charts. With the growth of “mom” and “lifestyle” blogs, it is clear that these women are looking for information about parenting in particular.
Although children can find unboxing videos on YouTube to be the greatest thing since Nutella, it’s real, human comments that will resonate with parents. Thus, brands consider content that speaks to the audience on the right platforms.
Understanding what children know what children want
Brands need to move away from what they think they already know and accept the idea that children get other children. This is where kidfluencer comes. Brands need to work closely with the young talents that they bring on Board and their parents to make sure that sponsored content reaches its maximum effectiveness and validity. Nothing else goes when it comes to attracting the target audience of children.
A great way for brands to attract kidfluencer and their parents guardian in the brainstorming process. Ask them what they like about your product and what they think their audience wants to watch. This is a video unboxing? Or, perhaps, a vlog that demonstrates how they use it in the context of their daily lives?
Influencers know their audience better than you do, no matter how young they are. Listen to their input, and who knows: maybe you can invent an entirely new product idea together, or the opportunity for them to jointly create a product with you. Be open to their input, and you may be pleasantly surprised.
Built on the conscience
Finally, brands must get it right from the beginning when working with young influencers. Building long-term relationships and leads to higher quality content and a high level of interaction with young consumers.
Why? Because the creators believe that they are part of your brand and reliable item. It also boils down to the fact that they are children, and giving your family the space and time to create quality content will pay off in the long run. Short-term transactional campaigns appear more commercial and lose their authenticity.
There’s definitely a wrong way to go about working with individuals influencing the market of digital children. The most important thing is to maintain the safety and well-being at the forefront of our minds. However, it is important that we give this high potential audience voice in the contemporary consumer landscape. Creativity, openness, positivity and desire to share their voices for brands. Carefully use it.
Emily Tabor, co-founder and marketing Director of influence marketing Agency IMA.