Baby you’re a star! The world of kid Influencers
We’re so proud to have some of the most cute, trendy, engaging, awesome but specially, some of the most influential kids to work with in the market like the stylish and edgy Zooey Miyoshi (aka @zooeyinthecity), the incredibly cute and fashion forward Scout Larson (aka @hello.scout) and our most recent addition, the Clements Twins that join our roster of core child rock stars to bring more fun to the #GNBFamily.
You might have heard of the most popular beauty bloggers, foodies or even your favorite pets or animals as Influencers, but what about kid Influencers? Yes, you better believe it! Kid influencers are an important part of the influencer marketing world and they make an impact that is just as effective as their grown-up counterparts!
Pictures courtesy of Zooey Miyoshi (@zooeyinthecity)
“Zooey was almost 3 years old when I started her Instagram. Because I had worked in social media and was surrounded by fashion and style bloggers for so long, I already had a sense of how I wanted to run Zooey’s account. We are really trying to display her style, and within that, promote brands and drive sales.” -Mai Nguyen-Miyoshi (aka @maisassygirl), mother of Zooey Miyoshi
Young and influential, there is no surprise that today we have famous Influencers that are 13 years old, 4 years old or even less (eek, not even born yet?)! But it’s safe to say that babies are taking over Instagram. Why? Content, content, content, honey. Parenting, Co-Parenting, Single Parenting, you name it, there’s someone for it. And why is this type of content important? Because it drives sales to the key buyers: THE PARENTS, HUNNY.
According to Forbes, many brands and marketers are swayed by big celebrity names boasting millions of followers to promote a product or campaign. Case in point: James Harden and his $200 million deal with Adidas. But while there’s definitely a market for that, we’ve noticed a trend recently where marketers are gradually shifting towards procuring micro-influencers for targeted activations for several reasons. These thought leaders with smaller followings (between 10,000 and 100,000 followers) possess an interested, engaged and connected audience, compared to their macro-influencer counterparts. They’re also cost-effective, enabling marketers to activate a host of micro-influencers for the fraction of the cost of a big name.
Bottom line is, the content that these kid Influencers are producing is extremely valuable. They connect with their communities and their fan base feels related to their stories and if not that, they simply see it as aspirational content for their own family.
If you’re a brand that is looking to engage with children, you need content that is kid-friendly and relatable. And not just that, you should also be able to engage with parents and children at the same time. That means that you need to make content for two different target audiences. So to bridge the gap between these two generations, kid influencers are perfect.
Pictures courtesy of Scout Larson (@hello.scout)
According to PwC, the market for digital advertising directed at kids is estimated to reach $1.2 billion — 28% of all ad spend directed toward the demographic — by 2019! So you can see how working with kid influencers and their parents can be really helpful for your marketing campaigns. If children are your target audience, they know what works for that niche. Big brands like Target and Covergirl are already bringing in kid influencers to reach out to younger audiences.
So you might be thinking, why on earth would I follow a toddler on social media? What type of content could they offer me? Of course, the content is 10X more valuable if you are parent. It’s data drive towards what parents are liking these days and how brands react to it.
Major brands around the world are lining up to find the newest kid on the block. Influencer marketing has been around for a while, but now it is opening up its doors for kid Influencers. Today, kid influencers have the power to reach, engage, and connect with other kids as well as their parents. So, kid influencers can rev up any brand’s marketing effort.
According to PwC’s Kids Digital Advertising Report 2017, the under-13 digital media market is showing a 25% year-on-year growth rate. Kids are an important demographic for marketers today, not only because of their impact on their parents’ buying decisions, but also as future adult consumers.
Pictures courtesy of the Clements Twins (@clementstwins)
Who knows? Maybe this is a new angle for that strategy that you’ve been looking for. We would love to collaborate with you and create great action plans (because that’s what we do, take action!) and help you elevate your brand and introduce it to 2019, hello!
You know you want to click that CONTACT US button. We’re here for it 😉