The market to influencer, and all the marketing based on that figure, for a long time I have been stopping being something new. No longer it is the future. Influencers has come to remain and or is a part of communications industry and marketing, a tool to which companies and advertisers can resort as whom a radio wedge sends, contract a page in a newspaper or campaigns of Ads in social networks. And no longer there is distinction in the age rank: the children influencers are more and more frequent.
Although the phenomenon to influencer mainly took with Young profiles adults and delayed adolescents, the figure has been extending its phantom to give capacity to a greater demographic phantom. Any person has potential to become prescriber of brands in her small scope or niche, independently her sociological characteristics. But, when we spoke of juniors, there is an enormous public to whom to go.
The juniors influencers with which many companies do not know if to work they are not the adolescents. The advertisers doubt in resorting to influencers of 12, 14 neither 16 years, that publish their contents independently and individual, but the market so is still not saturated of markedly infantile content nor prescribers.
The children influencers raise a series of considerations that many advertisers cannot ignore. For that reason, from ComunicAlicante we want to put the center in those infantile realities of marketing with influencers that there is to consider before taking a campaign with them.
They are only the face. It is evident, but he agrees to emphasize it. The children who appear in the profiles are only the visible part. The parents exert as managers, filters and accountants of the activity in social networks and any possible collaboration or entrance.
Do the platforms allow it? In Spain, safe in the case of specifically infantile platforms, it is not legally allowed to be in social networks until the 14 years. For that reason, many parents not only fall in exposing to their children in the networks, but also that to do supposes it an irregularity to which, until now, the own social networks have made contingency not covered by law.
Management of the pressure. They are young. Although their parents manage the profiles, although they dose the collaborations, continue being young. Many adults have even had problems to face up emotionally to the pressure and the fame, reason why for those profiles that prevail he can be complicated to manage. The collaborations require a commitment that could turns altered and to play against the investment of the brands.
Empty legal? The collaborations with children influencers receive them the parents. He is not legal to work below the 16 years of age in Spain. A 1985 law allows, of exceptional way, to minors of that age to participate exceptionally in spectacles public, but that norm, thought at the time for minors who participate in series or films, could not be applied to profiles of social networks. Like the regulations already have established the bases so that the activity to influencer is legislated tributarily, this other niche could also be subject to changes.
These, and other many still volatile factors and something unpredictable, have a great importance in this industry and the profession of influencers. Because, although the smaller prescribers in social networks are a still irrelevant percentage on the total, a recent study of Adecco showed this profession as the fourth favorite one by the children facing its future, only behind classic stars: soccer player, police and professor.