How does influencer marketing target kids?
For a good few years now, Millennial has been the word on the lips of many marketers but brands may soon have to shift their focus to a younger, more diverse audience that is growing at a rapid pace, Generation Z and Alpha. Born with smartphones, tablets, and technology at their fingertips, these young consumers are the ones to watch. Generation Z, a group of consumers that were born from 1996 onwards and Generation Alpha, born from 2010 onwards. So this blog covers how big brands use influencer marketing to target kids?
“They are adult consumers of the future.”
Here are some interesting statistics about Gen Z.
Technology has always been front and center for these two generations. With 73% of Generation Z having access to subscription video on demand services and over 90% of them owning a smartphone, this younger generation is unlike any other.
According to a recent study, children between the ages of 5 and 15 now spend at least 15 hours online every week, which is 1 hour and 18 minutes more than they used to but how are they spending their time online exactly?
Surprisingly, social media is not at the top of that list. 73% of children between 5 and 15 use YouTube more than any other online platform. Some even indicated that they would rather watch videos and shows on YouTube than watch TV.
It is predicted members of these generations will make up 40% of all consumers, which means that brands really need to start paying attention to what makes them tick.
So what do marketers need to know about them?
- They do not respond to traditional marketing
This generation does not respond to advertising in the same way that older generations do. The use of ad blockers is almost a given, which means that marketers need to think of more creative, impactful ways to not only reach this audience but grab their attention too.
- They are all for the community.
Their peers are important to them and they care about what others have to say. All of their most important conversations happen online and they’re much more likely to respond to brands that are more humanized.
- Optimized contents are their thing.
These young online users are used to having to sift through mountains of online content all the time, so while it might seem that this generation has a really short attention span, they’ve really just learned how to assess and recognize the content they really want to consume in a short amount of time.
Brands already collaborate with Kid Bloggers to Sell Toys and Clothes
“Toys R” – Toy Box reality show campaign
Brands and marketers are stepping into a partnership with these kid influencers and their parents, and even the more as the holiday shopping season picks up. The big brands in particular – Walmart, Amazon, Target, and eBay – are competing for a greater share of the toy market recently vacated by “Toys R”, which closed down more than 800 stores in June of 2018.
It’s worth noting that while “Toys R” was responsible for a hefty 12 percent of all toy sales in the US before its demise, the toy sales industry has been slowing in recent years. Toy manufacturers are losing market share to mobile games – which now account for 20 percent of the $187 global toy and games market.
Even if you didn’t necessarily buy all your toys there, making the trip to “Toys R” stores with the kids was a holiday tradition in the US.
However, for small toy companies, it can be difficult to get on the shelves of megastores. Influencer marketing provides a way for small toy companies to insert their brand in front of potential customers just as the year’s shopping season gets underway.
To actualize its goal, “Toys R” first partnered with ABC and Mattel to support reality television show called The Toy Box. In this TV series, passionate toy inventors presented their unique ideas to a panel of judges made up of kids. They leveraged young social media star @katieryan430 with 1.9MM followers who was the perfect social media influencer to deliver the brand’s message. They created a humorous series of posts and video contents covering kids having fun and playing with toys.
At the end of the competition, the winning toy was produced by Mattel and sold exclusively at “Toys R”. To promote this partnership, they tasked WHOSAY to design a social campaign that resonated with the “kids know best” creative of TheToy Box.
As a result, her native posts generated over 22.5M impressions and 2.2M engagements (including paid). Viewer sentiment was surprisingly positive with 85% of the comments reflecting enthusiasm for the content. Her original content boosted media metrics with nearly 3.8M impressions and almost 1M engagements.
“Target” – Kid clothes campaign
Back in 2017, Target launched a children’s clothing line designed, modeled, and promoted by a class of kids. The 10 kids worked together to design a collection for children aged 4-16 years old, all displaying their own individual styles.
The kid influencers ranged from 7-year-old photographer Hawkeye Huey to Dance Moms star Kendall Vertes, each with their own unique styles and designs is woven into the 100 piece collection.
“Target” used this same tactic again in later seasons of their “Art Class” line as well as inviting kids to come in and assess their other clothing lines each season. Each campaign features a new batch of kidfluence
“Walmart” – New website
Walmart introduced a completely new website so that it looks more like a traditional lifestyle blog than an e-commerce site.
Smartly, Walmart is using well-known kid influencers as a way to better position itself to grab a greater share of the toy market, and equally as important, grab a greater share of consumer attention.
Top-Rated by Kids features filmed experiences and unscripted (though not unedited) reviews from Walmart’s cast of kid influencers about the toys currently lining the shelves of Walmart stores and those trending – the ones you can only get on Walmart.com. Products featured on the left and the kid influencer reviews accessible on the right. The review is filtered by kids and age level.
But, of course, Walmart and Target aren’t the only brands partnering with kid influencers. eBay has recently begun to launch a new advertising offensive featuring a range of influences across a wide range of niches and backgrounds. One of the more surprising choices they made was working with British Dad Blogger and his son –LadBaby. The two of them have appeared in a number of TV commercials, promoting the family-oriented side to eBay.
Gulnar Ismayil
July 1, 2019