In the US, 29% of children aged 8-12 have stated they want to be a vlogger when they grow up vs. just 11% wanting to be an Astronaut. This shift reflects the rising influence of social media, as usage among children aged 5-7 has increased from 30% to 38% between 2023 and 2024. 

The sky is no longer the limit, and as social media captivates a growing number of young minds, it's essential to embrace their ambitions while prioritizing the importance of safeguarding children online.

The growing presence of young influencers has sparked important discussions about ethics, safety, and regulations. To dive deeper into this conversation, we hosted a webinar titled "Should Kids Be Influencers?". 

Our CEO Jennifer Quigley-Jones hosted Rupa Shah, an Influencer Marketing Regulation Specialist, Rohan Kana, Senior Marketing Executive at Pearson, and family influencers Richard and Lewis (Two Dads in London) who shared their experiences with working with children in the digital age, the current regulations that apply, and how the Influencer Marketing industry can better accommodate the next generation of online creators. 

Why Should Brands Work with Young Influencers?

We have worked on multiple campaigns with Pearson to educate students about Pearson’s study materials. From his experience, Rohan has seen that young influencers engage with audiences in a way that older creators often can't. Especially for Pearson, a brand with products designed for young people, working with young influencers is essential for authenticity. For instance, the GCSE journey content resonates best when it’s from someone experiencing it in real time.

We also know that by 2025, Gen Alpha will be the largest generation, and since 57% of them spend over three hours a day on digital devices, they're exposed to a lot of influencer content. Therefore partnering with creators that fall into the Gen Alpha category is the most natural way to connect with this emerging consumer demographic. 

A Safe and Positive Experience

Incorporating young influencers into campaigns comes with challenges. Richard and Lewis, who include their children in their content, shared their perspectives on safeguarding their kids’ well-being. They have a clause in their contracts that states there is no guarantee their kids will feature in their branded content, emphasizing that the process needs to be fun and pressure-free. Rohan added that brands should always respect the fact that young influencers should prioritize school, social life, and family before any content commitments. At Digital Voices, we account for longer and more flexible timelines to ensure we’re promoting a positive experience for both the brand and the young creator.

Platform Safety and Regulations

A major concern when working with child influencers is platform safety. Richard and Lewis highlighted that it can be unsettling when people recognize their children in public, reinforcing the importance of keeping personal information private. They avoid sharing their kids’ names online and explain to their children that while fans may seem friendly, they remain strangers.

Despite parents putting boundaries in place that work for their families, platform algorithms mean you can’t always control who ends up viewing and engaging with your content. When boosting content in paid media, we ensure that content featuring a minor is not targeted toward young audiences, and comments are turned off for child protection. 

Platforms are considering the safety of minors too. This week, Instagram announced changes to improve safety for users under 18. They are rolling out updates including making accounts for minors private by default, limiting notifications during nighttime hours, and enhancing parental oversight. Teens under 16 now need parental permission to disable these features. 

Richard and Lewis pointed out that platforms like TikTok should play an educational role. For instance, having TikTok representatives speak in schools about platform safety could resonate with young users in ways that traditional education methods may not.

Are Regulations Keeping Up?

Although conversations surrounding children's safety online continue to spark debate, Rupa emphasized that regulations around child influencers remain underdeveloped. While there are guidelines on advertising to children, there’s a lack of clarity on rules for working with child influencers. The CAP code which governs advertising practices was initially actioned by the ASA in 1962, and has seen very few updates since its launch to reflect the rise of social media influencers. This gap leaves many parents and brands navigating murky waters.

In the US, the Coogan Act provides a financial safeguard for child performers, requiring that 15% of a child’s earnings be placed into a trust. But beyond financial security, the panel stressed that regulations should also address concerns like anonymity, mental health, and working hours.

What’s Next for the Industry?

The webinar panel had a clear consensus: more needs to be done to protect young creators and offer guidance to the brands partnering with them. Schools can play a crucial role in educating children about the realities of social media, while platforms and brands must collaborate closely to create safer online environments for young influencers.

Thoughtful planning, flexibility, and a focus on safety will enable brands to form meaningful partnerships with young influencers while shaping a more responsible and sustainable industry. For marketers, balancing creativity with responsibility is key to creating an environment where young creators can thrive without compromising their well-being.

Brand Dos:

• Prioritize the safety, well-being, and privacy of young influencers by working closely with parents or guardians and ensuring adherence to legal policies. Working with an agency with a Child Protection Officer and Child Safety policy will simplify this process for you. 
• When working with a family channel that features their children, be respectful of their personal boundaries. If their contract includes a clause that means their children aren’t guaranteed to feature in branded content, this should always be respected.
• Be open to putting restrictions on paid boosted content that features minors. Consider turning off or restricting comments, or having a statement prepared to share if negative comments appear on the video. 

Brand Don’ts:

• Don’t be rigid with creator briefs. This will promote authenticity and take the pressure off of the young people creating content for your brand, as excessive demands could lead to burnout.  
• Avoid being strict with timelines where minors are concerned. Understand that quick campaign turn arounds may not always be possible when working with creators under the age of 18 as school, social commitments, and family life should be the priority. 

To learn more about partnering with young influencers, reach out to us at hello@digitalvoices.com.