Report – The Influencer’s New Clothes?

Posted on: Thursday 05 July 2018 3:43pm by Sian Reed


  • Engagement is much more important than numbers: fans who engage with the content an influencer puts out are valued more highly than the most followers a channel/account might have.
  • The power of word-of-mouth should never be underestimated.
  • When looking at which influencer to use for your brand, ensure they fit the brand and actually are fans of the product/service!


The world of influencer marketing is a minefield. This session took a look at the ever-changing landscape of ‘kidfluencers’ and how you can use these macro-influencers as part of your marketing and branding.

Host Maddie Moate, YouTuber and CBeebies presenter of Do You Know? kicked off proceedings by introducing the panellists and asking them about their roles and take on using influencers in marketing.

Sarah Baines, VP of Marketing, Networks and Distribution at NBC Universal Dreamworks, shared her experience of working with German singer, Jamie-Lee Kriewitz. In order to promote new show ‘Spirit Riding Away’, the team decided to work with Jaime-Lee. She was the perfect fit and was building her following after an appearance on The Voice.

Laura Edwards, co-founder of Viral Talent, a kidfluencer marketing agency, delved into the world of working with kidfluencers and what they can do for your brand. Laura worked with Lego on their launch of the Friends Heart Squad, in which the agency and brand chose five influencers to work with. This included meet and greets in shopping centres and a full online campaign. The main issue for Laura is making sure that regulations are adhered to, such as acquiring performance licences and breaks.

Giles Harris, founder and MD of Come Round, focuses on consumer marketing and using old-fashioned word of mouth to promote brands. By holding consumer parties in their own houses via brand ambassadors and influencers, they are able to get a feel for the product and share their reviews with the brand directly.

Paul Nunn, CCO at Super Awesome, emphasised the importance of research and due diligence when it comes to working with influencers. Kidfluencers get older – their opinions change and the age of their audience may also change with different content. Through Popjam, a safe social media space for kids to use, Paul has been able to allow kids to share content online in a safe environment.

The Kidfluencer marketing is not always cheap; some can charge up to £50,000 to work with a brand on a vlog! Knowing your market and who will buy your product/service will mean you will pick the right kidfluencer for you. However, it’s vital to see how they will add value to the brand and what kind of connection and relationship you can make.


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Sian Reed

About the author

Sian Reed

Sheffield Hallam University, Student

Sian Reed, 25, is currently nearing the end of her Masters degree at Sheffield Hallam University where she is studying sports journalism. Sian has been blogging and writing freelance for a number of years now. Her interests include sport, dance, musical theatre and writing! Read more