Children’s Influencer Marketing

Risks vs rewards in the trend towards influencer marketing. 

With many shifts happening in the digital world, it’s no surprise to see influencer marketing is on the up. In fact, brands are projected to spend $15 billion on influencer marketing during 2022.

But why are brands choosing influencer marketing over traditional methods, and what does this mean when it comes to marketing to children and young people? 

It’s a controversial subject. Ofcom’s 2022 report into media use and attitudes shows that four in ten children aged 3-17 who watched videos online said that they watched content created by influencers on sites such as TikTok and YouTube. 

And with influencers seemingly earning fame and fortune with ease, the ‘kidfluencer’ can be an attractive career choice too – more kids want to be influencers than astronauts, and according to Ofcom three in ten children uploaded their own videos in 2021.

So what does this mean for brands and who is responsible for protecting both the kidfluencer and the children who follow them?

Come and join us in our ‘Influencers perceptions in Children’s Media’ session as we talk to a panel of leading industry experts on all things influencer.