What’s your take on the rise of Influencer campaigns with kids?
For the past few years, Influencer marketing has been a dominating force in the world of online marketing. It’s been used to build brand awareness, affinity, reputation and depending on how you use Influencers, it can also help to earn links for your brand.
Influencer marketing budgets are on the rise and a study by Linqia stated that marketers on an average spend anywhere from $25,000 to $100,000 per campaign.
Interestingly, Instagram has been a universal favorite platform in 2018 for Influencer marketing.
92% of marketers in the Linqia study chose Instagram as the most important social platform to execute influencer campaigns.
While the above stats make Instagram a marketers’ favourite, it’s being increasingly used by baby Influencers who are taking the social network by storm with their cuteness and wit!
And brands are leaving no stone unturned to engage with these babies
Brands are engaging with the kids to drive their brand messaging and campaigns.
Baby Chanco, a 12 month old Japanese baby whose incredible hair has made her a global Instagram star, is NOW working for Pantene!!
Baby Chanco became famous after her mom started posting pictures of her when she was just four months old. Today she has close to 400K Insta followers! An year old into this world and this baby is already an ‘Influencer.’ Oh, baby!
The theme of the Pantene Japan campaign, ‘My Hair Moves Me Forward’ , (#HairWeGo) is about feeling free and confident without caring about what others think.
Yoshiaki Okura, P&G Japan hair care associate brand director was quoted in the media stating that “Chanco’s personality and special character matched their image for women they want to support. With her decidedly unique look, Baby Chanco fit the campaign’s theme, he said.”
Pantene engaged with a baby Influencer that had a perfect combination of ‘Reach’ , ‘Relevance’ and ‘Resonance.’
A true influencer influences. Their audience is excited to interact with them and their posts because they have a real connection and what better than the babies?
Can Influencers get more authentic and real than them?
The Stauffer twins, Emma and Mila, are amongst Instagram’s biggest kid stars. Their follower count grew from about 150,000 followers in early 2017 to 4.1 million by the end of 2018. At a mere age of four, they have already done advertising work for Amazon, Disney, Nest, Dollar Rental Car, Macy’s and Walmart, among other companies.
These kids are probably making more money than you, aren’t they?
Another pair of twins who are just 2-year-old, Taytum and Oakley, have 2.4 million followers on Instagram and command five-figure sums for a single branded photo!
According to media sources, they’ve been in national commercials, a feature film, and had a repeat role on the soap opera ‘Days of Our Lives.’ Which makes me say it again, oh baby!
…and then there are times when we wait for baby Influencers to come out and rock the world of Influencer marketing!
If you haven’t guessed it yet, I’m talking about Khloé Kardashian’s ‘baby shower’ that was sponsored by Amazon to promote Amazon Baby Registry.
But have you ever wondered what it means to have a kid as an Influencer?
On the outside it might look like any Influencer campaign. It’s the parents who are managing their kids’ Instagram account and in many cases, it might just be a full-time job for them to do so and manage photo shoots or close collaborations with various brands.
It’s a win-win situation for everyone who is in the campaign.
The kids, who are having fun. The parents, who are earning and perhaps saving for their child. The brand, that’s getting all the attention from the relevant audience. There’s nothing really to lose in the process, it seems.
Though it makes me wonder if such an act will get these kids hooked on social media at a really young age or make them even more competitive as they grow up. It can possibly have a downside to experiencing happiness in real life as opposed to instant gratification through likes and comments that they are growing up with.
On the other hand, this could be a very good way for the parents to spend maximum time with their kids while earning a living.
What’s your take on the rise of Influencer campaigns with kids?
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