Regulation may disrupt the growing kidfluencer industry.

Regulation may disrupt the growing kidfluencer industry.

The Rise of Child Social Media Influencers in America

Introduction

In the vast world of social media, a new generation of child influencers is making waves and changing the landscape of kids’ entertainment in America. Led by young sensations like Ryan Kaji of “Ryan’s World” and “Like Nastya,” these pint-sized personalities have not only captured the attention of millions of viewers but have also become multi-millionaires in the process. This article explores the rise of child social media influencers, their impact on the industry, and the challenges they face.

From toy unboxings to stardom

It all started innocently enough. Ryan Kaji, at the tender age of three, picked out a Lego train from a store because he liked it. Little did he know that this simple act would catapult him and his family into the realm of fame and fortune. His mother, Loann, recorded and uploaded the video of him playing with the toy on their new YouTube channel, “Ryan ToysReview.” Fast forward eight years, and Ryan’s channel, now called “Ryan’s World,” boasts a staggering 35 million subscribers, making him one of YouTube’s reigning stars. Alongside him is nine-year-old “Like Nastya,” who boasts a subscriber count of 106 million. In 2021 alone, Ryan and Like Nastya earned a staggering $27 million and $28 million respectively, according to Forbes.

The allure of child influencers

Parents have welcomed child influencers into their children’s lives, with a survey by the Pew Research Center highlighting that 81% of American parents of three to four-year-olds allowed their children to watch YouTube. Social media platforms like YouTube offer a source of entertainment and education for kids. More importantly, they provide an opportunity for children to connect with relatable personalities. Kid creators like Ryan and Like Nastya engage their young viewers by playing make-believe, showcasing new toys, and even providing tutorials on various topics. In doing so, they become role models, friends, and sources of inspiration for millions of children worldwide.

Business opportunities and the shifting landscape

The popularity of child influencers has not gone unnoticed by brands and advertisers. Advertising on children’s content can be highly profitable due to the potential to reach young and impressionable audiences. Ad revenue from videos and brand partnerships can generate significant earning opportunities for both the child influencers and their families. Companies like pocket.watch, an entertainment studio that works with top kid creators, help child influencers like Ryan navigate the business world by brokering partnerships with brands such as Nintendo and Mattel. These partnerships extend beyond YouTube and spill over into television channels, streaming services, and the sale of branded merchandise, creating a global market worth hundreds of millions of dollars.

The rise of mini-influencers

Child influencers are not always born out of the blue. Many emerge from families of influencers, inheriting large followings before they can even walk. The LaBrants, a family based in Tennessee, document their lives online and have accumulated millions of followers across their social media accounts. Their children also possess substantial followings, with their youngest, aged one and four, already boasting 1.4 million followers on a joint Instagram profile. Other mini-influencers are following suit, becoming brand ambassadors and collaborating with talent agencies traditionally associated with actors. This evolution reflects the changing nature of advertising, with influencer marketing projected to reach a staggering $21.1 billion in 2021, up from $1.7 billion in 2016 (according to Influencer Marketing Hub).

• Fentanyl spreads opioid crisis to US cities
• Greece’s tourist economy threatened by wildfires.
• Ukraine’s missile cemetery.

Challenges and regulatory concerns

While child influencers and their families have embraced the opportunities and financial rewards that come with their newfound fame, regulatory concerns have emerged. Watchdogs have accused creators of not clearly labeling sponsored content in toy videos, raising questions about transparency. In 2019, America’s Federal Trade Commission (FTC) cracked down on targeted advertisements shown on YouTube videos directed at kids due to concerns about the illegal collection of data from underage users. As a result, content targeted towards children must now be appropriately labeled. Furthermore, the FTC is reviewing research that suggests current advertising disclosures do not effectively reach children, potentially leading to stricter regulations in the future.

The evolving industry and protecting child influencers

The ever-changing nature of social media and rising competition have made it increasingly difficult for new stars to emerge. The business of child influencers has faced criticism, with some arguing that it exploits young talents without sufficient protection. Unlike child actors, child influencers do not have the same legal safeguards to protect their earnings. However, change may be on the horizon. Illinois recently became the first state to pass legislation to safeguard the privacy and earnings of child influencers, setting a precedent for other states to follow.

The future of child influencers

As child influencers grow up, their interests and content often evolve. Ryan Kaji’s parents have emphasized that their son’s well-being comes first, stating that they don’t force him to film when he doesn’t feel like it. The Kaji family has pivoted into educational content and cartoons, expanding their production company to include several channels. Other child influencers are attempting to transition from toy-based content on YouTube to lifestyle content on platforms like TikTok and Instagram. However, this transition is not without its challenges, as they face the uphill task of retaining their existing audience, who may have followed them for specific types of content. Inevitably, some child influencers may eventually tire of the media world and return to a more traditional reality. Nevertheless, the allure of fame, fortune, and pushing boundaries will continue to draw aspiring stars and their supportive parents towards the stage.

In the ever-evolving realm of social media, child influencers have undeniably made their mark, captivating young audiences and shaping the future of kids’ entertainment. However, with regulatory concerns and the need to balance the welfare of young talents with their commercial success, the industry must adapt to ensure a thriving and responsible ecosystem for child influencers. As we witness the rise, transformation, and challenges faced by child influencers, one thing remains certain — the allure of youth, creativity, and family-driven storytelling will continue to inspire and engage audiences for years to come.