If you thought that in the world of social networks you had already seen it, you are very wrong. In recent years we have witnessed the evolution of the influencer market, the emergence of new formats, the transformation of completely anonymous people into great celebrities with an authentic legion of followers and new opinion markers such as the famous universe of «pet influencers ». Now it’s time for children and teenagers. For decades, are powerful assets for brands as a way to influence purchases, so it was only a matter of time that they ended up becoming a claim within the universe of social networks. They are called “kidinfluencers”.
A new figure that we are starting to see on Facebook, Intsagram and Twitter and that brands use to create content that connects with children under 13 because they are that age. Which is not strange if we think that the online content market for children of this age group has experienced a growth of 25% each year in recent times. And it is not strange that one of the stars that is currently earning more on YouTube is an elementary student. This girl started creating videos with reviews about toys and, in this way, she became famous among the little ones in a short time, achieving an income of 11 million dollars a year.
Companies know this and are also aware that children are the ones who can best know what their target audience is looking for, since they belong precisely to this group.
A COMPLETELY DISTINCT SCENARIO
The point is that campaigns with kidinfluencers have completely different rules and brands must be much more scrupulous with what they do. And not only because of the type of audience they are targeting, but also because of the platform used. You can not force the message or that the content is too publicity. It is important to be clear and transparent, since slightly confusing rules is not something that is admitted in the world of children. It must be made very clear that it is about advertising and the relationship between brands and kidinfluencers must be very transparent. And, of course, it is the parents who have the last word.
A LAND MARKED BY POLLEMIC
The point is that the world of kidinfluencers has a much more controversial face than that of adult influencers. Debates related to legality and ethics are beginning to open. In the same way that in the traditional media it has been necessary to adapt to repeal the laws regarding the rights of children, the same will have to happen in social networks. And is that companies should not and cannot be trapped in such a swampy land like this.
In fact, there have already been sentences of parents who have lost custody of their children for this reason and closure of channels of jokes to children. Obviously, no brand should be splashed by these types of issues. But in addition, in recent times there has also been a lot of debate about whether turning children into youtubers is the best thing in terms of education and exposure of the public image.