Kidfluencers marketing in India

Kidfluencers marketing in India

The phrase "Age is just a number" has been taken very seriously if we talk about today's marketing industry. From playing jingles for promoting products to making kids dressed as adults for the same we have come a long way, almost all the big brands have used this tactic to market their product whether it is Flipcart, johnsons, and johnsons and many more to give the emotional edge in marketing, kids have always been the topmost priority for these companies. With increasing craze for influencer marketing brands is starting to stick with young talent to promote youth-oriented products. Marketers have approached the young social media influencers so-called "Kidfluencers" to market their products. Clothes food fashion leads to a long and broad list of these products.

But the shocking reality is that these kids are very well versed in what they are doing. Whether it's about having an immense following on Instagram or a huge no. of subscribers on Youtube. A five-year-old chef making mango icecream has more views than many youtube videos, Nihal Rajagopalan has 2 million+ views on his youtube videos or a barely 4-year-old Anantya Anand vlogger who has 2.5 million followers. The main question that arises looking at these talented kids s do they know what they are doing? According to a KPMG study last year, User Generated Content (UGC) occupies the second largest share in India's online video consumption, after comedy shows leading to a clear picture that how much these tiny souls are influencing the outer world.

The main reason these "kidfluencers" have an advantage over brands is that children are likeable and relatable. Their innocence can give an upper hand to marketers unlike adults, they often provide an easy way out to reach customers and influence their generation at the same time. Their young audience can influence their parents to buy a similar product quite adequately and since these children have the immense following, they are easily trusted for that brand. Along with this by using kidfluencers brands attract customer with much longer lifetime value than any other marketing channel and these customers stay with the brand for a much longer period.

With such immense following there are certain things that can be very important to consider while working with kids as influencers, the family-friendly content; as both children and parents need to be taken into consideration while developing marketing campaigns. Takes time; the time these kids have to keep up with their regular life is almost negligible taking aside the fun part out of their lives making them miss many major things that are necessary for their childhood and at last unpredictability of the internet; what seems gold today might seem just a metal tomorrow, i.e. the popularity is the very temporary thing sometimes and for children, it can be a really difficult thing to understand.

Apparently, influencer marketing is developing very swiftly and so does it's another bench kidfluencers. Not considering age just a number but carving up the talented kids is what kidfluencers are all about these children's talent not only helps them to pop up their geniuses but also gives them lots of confidence. The way things are put up in front of them highly affects how much good or bad these things can be for them. Not forcing them into this industry but helping them out to work on can be great for them in the future. Talking from the other side perspective these influencers have already proved how talented they are by making big brands to work on this concept Instagram, Youtube is perfect examples that how much these small human beings can make the whole marketing industry change. The best example of this is the growth of Kidfluencer marketing during lockdown where kids following in lakhs influenced or promoted so much of brands through social media.

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