Marketing with Kid Influencers: Benefits and Best Practices

The era of kid influencers is rapidly expanding, with their burgeoning social media presence capturing the attention of millions worldwide. Armed with the ability to captivate a broad and enthusiastic audience, these young personalities wield a significant influence. Consequently, businesses are increasingly recognizing the strategic value of collaborating with these young influencers to effectively showcase and endorse their products and services.

But what is a kid influencer exactly, and what should you keep in mind if you collaborate with one?

In the following article, we will explore everything you need to know about marketing with kid influencers. We will also address ethical considerations for campaigns involving young influencers so that you can navigate this evolving landscape responsibly and effectively. Finally, we will share 8 examples of top kid influencers to watch to give you an idea of how these young stars are shaping the future of marketing. 

What Are Kid Influencers?

Kid influencers are children and teenagers, typically between the ages of 4 and 14, who have gained a substantial online following on social media platforms like YouTube, Instagram, and TikTok. They create and share content such as dance videos, comedy sketches, photos, and blogs that showcase their daily lives, hobbies, or specific product endorsements. 

Some of the most popular kid influencers in the world have millions of followers on social media. For example, ten-year-old Everleigh Rose has close to 5 million subscribers on Instagram and, at the age of 15, Hayley Leblanc has over 1.53 million followers on YouTube. This just goes to show the significant impact and reach that these young influencers can have in the digital sphere.

Ultimately, kid influencers have the ability to captivate younger audiences with their authenticity, relatability, and engaging personalities, making them powerful assets for brands seeking to reach a younger demographic through influencer marketing. However, the use of child influencers also raises concerns about ethics, privacy, and the commercialization of childhood. More on these concerns and how you can address them shortly. But first, let’s take a look at some of the specific benefits of working with a kid influencer.

Benefits of Collaborating with Kid Influencers

Kid influencers possess the unique ability to engage their peers in ways that traditional advertising often cannot match. From fostering authentic connections to increasing brand visibility and establishing trust, kid influencers can significantly amplify a brand's social media presence and inject fresh, innovative perspectives into their marketing strategies. Let’s explore the benefits of marketing with kid influencers in a bit more detail to help you understand the impact of these influencers on social media.

Authentic Connections with Younger Audiences

Kid influencers have a natural ability to form genuine connections with their peers. Their content often reflects their real-life experiences, interests, and challenges, making them relatable to other children. For example, when Ryan Kaji from "Ryan's World" reviews toys, his excitement and honest opinions resonate deeply with his young audience. This kind of authentic engagement is invaluable for brands, as it fosters a genuine connection between the product and the consumer. Ultimately, kid influencers bridge the gap between traditional marketing and the consumer’s everyday life, making advertisements feel less intrusive and more like friendly recommendations.

Increased Brand Visibility

Collaborating with popular kid influencers can dramatically boost a brand’s visibility. When these influencers share content featuring a product, their large and engaged follower base takes notice. A prime example is the collaboration between Toys AndMe and the popular social media influencer Tiana Wilson. This partnership led to millions of views and a significant increase in brand awareness among the target demographic. Ultimately, the expansive reach of kid influencers allows brands to penetrate markets that might be difficult to access through conventional advertising methods, ensuring that their message reaches a broader, more engaged audience.

Establishing Trust and Credibility

Children tend to trust the recommendations of their peers more than those from traditional advertisements. This peer-to-peer trust can be harnessed by partnering with credible kid influencers. For instance, when JoJo Siwa, a popular teen influencer, endorses a product, her followers, who trust her judgment and authenticity, are more likely to consider purchasing it. This trust translates into higher  credibility for the brand, as the endorsement from a trusted figure can significantly influence consumer behavior and purchasing decisions. These partnerships can create a strong bond between the brand and its young consumers, built on a foundation of trust and reliability.

Amplified Social Media Presence

Kid influencers can play a pivotal role in boosting a brand’s online presence. Take the example of EvanTubeHD, a kid influencer with millions of subscribers on YouTube. When brands collaborate with Evan, they benefit from the massive exposure his channel provides. This leads to increased follower counts, likes, shares, and overall engagement on the brand’s social media platforms. Additionally, working with niche kid influencers allows brands to target specific and relevant audiences, further enhancing their social media strategy and engagement levels.

Innovation and Fresh Perspectives

Finally, kid influencers often bring innovative ideas and fresh perspectives that can inspire new product developments and marketing strategies. Their unfiltered creativity and unique viewpoints can help brands stay relevant and appealing to their target audience. For instance, LEGO has frequently collaborated with various kid influencers to gather feedback and ideas for new sets. The insights provided by these young influencers are invaluable, offering perspectives that adults might not consider. These fresh ideas help brands innovate and maintain a competitive edge in the market.

Best Practices for Marketing with Kid Influencers

Overall, marketing with kid influencers can be a great way to reach a large and engaged audience, build trust and credibility, and connect with a younger audience. However, it is important to follow a number of essential best practices to ensure that your campaigns are successful as well as ethical, responsible, and sustainable in the long term.

This includes:

• Ensuring compliance with legal regulations. Brands must meticulously adhere to the legal regulations surrounding child labor and advertising to avoid any legal repercussions. Understanding and complying with COPPA (Children's Online Privacy Protection Act) is crucial to ensure ethical marketing practices.
• Prioritizing the safety, well-being, and mental health of kid influencers. This includes establishing age-appropriate working hours, providing access to education, and offering support systems for both the child and their family.
• Maintaining transparent and authentic partnerships. Transparency is essential to uphold trust and credibility. Clearly disclosing any paid collaborations or sponsorships ensures ethical marketing practices and prevents any potential backlash from the audience.
• Empowering creativity and expression. Encouraging creative freedom and expression allows kid influencers to stay authentic and relatable to their audience. Brands should avoid overly scripted content and instead foster an environment that allows the child's personality to shine through.

• Educating and promoting positive messaging. Leveraging the influence of kids should go beyond commercial gain. Brands should use this platform to educate and promote positive messages, such as sustainability, diversity, and inclusivity, to shape a responsible and socially conscious generation.
• Providing regular communication and monitoring. Establishing open communication channels with both the child and their guardian is crucial. Regular monitoring of content ensures that the messaging aligns with the brand's values and the well-being of the child.
• Focusing on long-term relationship building. Fostering long-term relationships with kid influencers and their families can lead to sustained brand loyalty and advocacy.
• Choosing the best type of campaign for your product. Brands often find success with campaigns that promote educational products, toys, games, and family-friendly entertainment.

Ethical Considerations and Responsible Marketing

While marketing with kid influencers offers an array of benefits, it also demands a heightened sense of responsibility from brands and marketers. Striking a balance between business goals and ethical considerations is paramount to ensure that the innocence and vulnerability of children are not exploited for commercial gains. Furthermore, promoting a healthy and balanced childhood should always remain a top priority, safeguarding the emotional and psychological well-being of these young influencers.

Legislative Changes

This growing awareness is reflected in recent legislative changes. For instance, in recent years, Illinois has enacted pioneering legislation aimed at safeguarding the financial interests of kid influencers. This law mandates that a portion of a child's earnings be securely set aside in a trust fund, providing a protective measure against potential exploitation within the influencer industry. This progressive step addresses concerns related to the exploitation and legal rights of kid influencers and underscores a growing recognition of the need to establish regulations that safeguard the well-being and future of kid influencers. 

Not only that, but other states are also beginning to follow suit. Missouri, along with Ohio, California, and Arizona, is considering similar laws to protect the financial and personal rights of kid influencers. These potential laws aim to ensure that children receive a fair share of the earnings generated from their participation in monetized content and have legal recourse if their rights are violated​. Latam is considerding similar laws to protect kid influencers. The focus is on ensuring their well-being and preventing exploitation.

In Europe, France has enacted a similar law that regulates the working hours and earnings of kid influencers under the age of 16. As with Illinois, the law, passed in 2020, mandates that a portion of the earnings from content featuring minors must be set aside in a trust until they reach adulthood.  

In essence, marketing with kid influencers demands a conscientious approach that upholds integrity and ensures the holistic development of these young individuals. By adhering to ethical guidelines and advocating for the well-being of kid influencers, businesses can forge meaningful partnerships that not only drive success but also cultivate a culture of responsibility and empathy within the world of influencer marketing.

TOP Kid Influencers to Watch

As kid influencers continue to gain popularity, a new generation of young content creators is making waves across various social media platforms. These influencers are not only gaining massive followings but also capturing the attention of brands looking to connect with younger audiences in innovative and authentic ways. Here are some of the top kid influencers to watch in 2024.

Ryan Kaji – @ryansworld

Ryan Kaji, known from "Ryan's World," has taken YouTube by storm with his toy unboxing videos. His channel attracts millions of viewers weekly, and major brands like Target and Walmart have eagerly collaborated with him, making him a prominent figure in the kid influencer space.

Anastasia Radzinskaya – @likenastya

Anastasia Radzinskaya, also known as Nastya, creates content that includes children’s songs, educational entertainment, unboxings, and roleplays. She has been recognized as one of the highest-paid YouTubers, illustrating the substantial influence she wields within the digital world.

Everleigh Rose – @everleigh

Everleigh Rose gained fame with her fashionable Instagram posts and engaging YouTube content. Her dance routines, vlogs, and toy unboxings have garnered millions of followers, making her a significant kid influencer in the children's fashion and entertainment niches.

Ava and Alexis McClure – @mccluretwins

The McClure twins, Ava and Alexis, became viral sensations with their relatable and heartwarming videos about twin life. Their collaborations with brands like Levi Strauss, Converse, and Nike underscore their influence in the fashion and lifestyle sectors.

Mila and Emma Stauffer – @kcstauffer

Mila and Emma Stauffer rose to fame with their viral Instagram videos featuring their sassy comments and stylish outfits. With millions of followers across TikTok, Instagram, and YouTube, they have been featured in numerous magazines, including Vogue.

Claire Crosby – @clairecrosby

Claire Crosby, known for her incredible singing talent, stars on "The Crosbys" YouTube channel. Her Disney song covers and family vlogs have captivated millions of viewers, earning her appearances on television shows and collaborations with major entertainment companies.

Ethan Gamer – @ethangamer

Ethan Gamer’s channel is a hit among young gamers, focusing on Minecraft playthroughs and Roblox content. His entertaining and informative videos have made him a popular figure in the gaming community.

Kids Diana Show – @kidsdianashow

Diana from "Kids Diana Show" creates content featuring toy play, adventures, and educational videos. With over 80 million subscribers, her channel has become a leading destination for young viewers and has launched a successful line of branded merchandise.