From family vlogs to study videos, child influencers captivate audiences, impact buying decisions, and are fast becoming a key part of brand marketing strategies.
90% of kids aged 7-12 are now on social media which raises crucial questions about the ethics, responsibilities, and regulations surrounding the involvement of minors in the Creator Economy.
The influence of young creators
Children have always had an impact on family purchasing decisions, but today, their influence has expanded beyond the household. Young influencers, often referred to as "kidfluencers," can amass millions of followers, driving trends in toys, fashion, gaming, and even tech products. For brands, this represents a unique opportunity to engage with a highly responsive and impressionable audience.
Recent studies show that over 70% of Gen Alpha children influence their parents' purchasing decisions. Brands that want to connect with this demographic must understand that along with marketing to parents, children themselves are powerful consumers too.
The ethical landscape
However, the growing presence of children in the influencer space raises ethical and legal issues. How can brands and parents ensure the well-being of young creators while capitalizing on their popularity?
Governments are already responding. Laws such as the California Child Actor’s Bill (Coogan’s Law) ensure that a percentage of child influencers' earnings are set aside for their future, protecting them from financial exploitation. In the UK, the Advertising Standards Authority (ASA) has placed specific regulations on advertising to children, ensuring transparency and honesty in sponsored content.
Other considerations include providing extra time for content where applicable and understanding their schooling and commitment schedules.
Future-proofing your brand
Even if your brand isn’t currently working with child influencers, understanding the rules, trends, and ethical considerations around this emerging consumer market is crucial for future success. As Gen Alpha grows, their purchasing power will only increase. If your brand doesn’t adapt its approach to marketing, you could miss out on reaching a demographic that will soon dominate the commerce space.
Research suggests that by 2030, Gen Alpha will account for over $500 billion in global consumer spending. Your current target audience may millennials or Gen Z, but the consumers of the future have never known life without smartphones, social media, or influencers, so it’s time to start considering them now.
Looking ahead, it’s essential for your brand to stay informed on the latest regulations and ethical practices surrounding young influencers. Brands that approach this space responsibly will not only win over today’s young consumers but also build trust for the long term.
Join the conversation
We’re hosting a webinar that dives deeper into this important topic: "Should Kids Be Influencers?". Hosted by our CEO, the panel of marketing regulation specialists, brand marketers, and family influencers will speak openly about their experiences working with young people in the Influencer Marketing space, and sharing their opinions on whether kids should be influencers…
🗓️ Date: 17th September
🕒 Time: 3pm BST
➡️ Sign up here for free: https://us06web.zoom.us/webinar/register/3717241672775/WN__Olle4TkS7KotpexkQQNBg
