Baby you’re a star! The world of kid Influencers

We’re so proud to have some of the most cute, trendy, engaging, awesome but specially, some of the most influential kids to work with in the market like the stylish and edgy Zooey Miyoshi (aka @zooeyinthecity), the incredibly cute and fashion forward Scout Larson (aka @hello.scout) and our most recent addition, the Clements Twins that join our roster of core child rock stars to bring more fun to the #GNBFamily.

You might have heard of the most popular beauty bloggers, foodies or even your favorite pets or animals as Influencers, but what about kid Influencers? Yes, you better believe it! Kid influencers are an important part of the influencer marketing world and they make an impact that is just as effective as their grown-up counterparts!

Pictures courtesy of Zooey Miyoshi (@zooeyinthecity)

“Zooey was almost 3 years old when I started her Instagram. Because I had worked in social media and was surrounded by fashion and style bloggers for so long, I already had a sense of how I wanted to run Zooey’s account. We are really trying to display her style, and within that, promote brands and drive sales.” -Mai Nguyen-Miyoshi (aka @maisassygirl), mother of Zooey Miyoshi

Young and influential, there is no surprise that today we have famous Influencers that are 13 years old, 4 years old or even less (eek, not even born yet?)! But it’s safe to say that babies are taking over Instagram. Why? Content, content, content, honey. Parenting, Co-Parenting, Single Parenting, you name it, there’s someone for it. And why is this type of content important? Because it drives sales to the key buyers: THE PARENTS, HUNNY.

According to Forbes, many brands and marketers are swayed by big celebrity names boasting millions of followers to promote a product or campaign. Case in point: James Harden and his $200 million deal with Adidas. But while there’s definitely a market for that, we’ve noticed a trend recently where marketers are gradually shifting towards procuring micro-influencers for targeted activations for several reasons. These thought leaders with smaller followings (between 10,000 and 100,000 followers) possess an interested, engaged and connected audience, compared to their macro-influencer counterparts. They’re also cost-effective, enabling marketers to activate a host of micro-influencers for the fraction of the cost of a big name.

Bottom line is, the content that these kid Influencers are producing is extremely valuable. They connect with their communities and their fan base feels related to their stories and if not that, they simply see it as aspirational content for their own family.

If you’re a brand that is looking to engage with children, you need content that is kid-friendly and relatable. And not just that, you should also be able to engage with parents and children at the same time. That means that you need to make content for two different target audiences. So to bridge the gap between these two generations, kid influencers are perfect.

Pictures courtesy of Scout Larson (@hello.scout)

According to PwC, the market for digital advertising directed at kids is estimated to reach $1.2 billion — 28% of all ad spend directed toward the demographic — by 2019! So you can see how working with kid influencers and their parents can be really helpful for your marketing campaigns. If children are your target audience, they know what works for that niche. Big brands like Target and Covergirl are already bringing in kid influencers to reach out to younger audiences.

So you might be thinking, why on earth would I follow a toddler on social media? What type of content could they offer me? Of course, the content is 10X more valuable if you are parent. It’s data drive towards what parents are liking these days and how brands react to it.

Major brands around the world are lining up to find the newest kid on the block. Influencer marketing has been around for a while, but now it is opening up its doors for kid Influencers. Today, kid influencers have the power to reach, engage, and connect with other kids as well as their parents. So, kid influencers can rev up any brand’s marketing effort.

According to PwC’s Kids Digital Advertising Report 2017, the under-13 digital media market is showing a 25% year-on-year growth rate. Kids are an important demographic for marketers today, not only because of their impact on their parents’ buying decisions, but also as future adult consumers.

Pictures courtesy of the Clements Twins (@clementstwins)

Who knows? Maybe this is a new angle for that strategy that you’ve been looking for. We would love to collaborate with you and create great action plans (because that’s what we do, take action!) and help you elevate your brand and introduce it to 2019, hello!

You know you want to click that CONTACT US button.  We’re here for it ;)

DOUBLE TAKE: THE MOST BEAUTIFUL TWINS IN THE WORLD

Hailed as The Most Beautiful Twins in the World (Google it!), we are excited to announce that God & Beauty has added the The Clements Twins, Ava Marie and Leah Rose to our family of digital talent: instagram.com/clementstwins

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Ava and Leah are models, actresses, and influencers who started their career at age 7. In just a year and a half, they have gained over 1 million followers on Instagram, have been featured in Harper’s Bazaar, and have worked with such brands as Disney, Mattel, and Target.

We are looking forward to further growing and developing The Clements Twins brand to take their overall digital strategy to the next level.  

G&B will also be representing the digital footprint of the overall Clements Family:

  • Mom, Jaqi: instagram.com/jaqi_m_clements/

  • Dad, Kevin: instagram.com/kevin_r_clements/

  • Brother, Chase: instagram.com/cut2thischase/


Fake it 'til you make it. Or will you?

We want to address a recurring issue that has been going on in social media for ages and why we all should focus on fighting against it. You might think that you could make it BIG with fake influencers and fake campaigns; but keep in mind, a brand’s purpose should always be to be as real as possible. Even when facing the darkest hour, a brand needs to keep it as real as it can in order to connect with users and possible customers.  

Now, before we get down to the nitty gritty, we’d like to stress the importance of working with people. One of the benefits of working with God & Beauty is that we have a real relationship with our Influencers… We're not some platform or a piece of software that doesn't know the people behind the handles. We're constantly checking up on our people and we don’t encourage bad behavior from them just to juice results. Our personal relationship with our Influencers is one of the key pillars in the #GNBFamily strategy that helps combat and weed through a lot of the fakers out there.

Let’s take a look at some numbers. A study done by Wall Street Journal shows that brands like Pampers, Olay, Neiman Marcus and L’Occitane are among the top 10 list of brands with fake followers. The study also found that mid-level influencers (those with 50,000 to 100,000 followers) typically have about 20% fake followers. Some Instagram Influencers may buy likes and comments, some may be part of comment pods where other fake influencers engage with their posts, and the list goes on. When brands are not reaching real consumers who will be interested in their products or they don’t see a return in the money they spend on influencer marketing, it could be because they are caught up in a web of lies and fake followers.

Now, in most cases, it’s not the brand or the Influencer’s intention to be plagued with fake followers. Instagram has created machine learning tools that will help remove inauthentic activity but there are just so many of these fake follower/bot companies coming up everyday and creating accounts that attach themselves to everyday Instagram users, including Influencers, that a simple unknowing login credential share could share your information with other third-party apps.

The one key thing you need to understand, is that Influencer Marketing is a game and it’s not all about numbers; it’s not about how many likes you get in a picture or how many followers you have in your account. It’s about engagement. About how people organically interact with your Influencer and the products/services being showcased in their feeds. Once you understand that the game takes time but the rewards are big, you’re on the right track to revolutionizing your strategy.

The one key thing you need to understand, is that Influencer Marketing is a game and it’s not all about numbers; it’s not about how many likes you get in a picture or how many followers you have in your account. It’s about engagement.

Shane Barker is a digital marketing consultant who specializes in sales funnels, targeted traffic, and website conversions. He came up with five smart tricks to identify fake Instagram followers that could save your campaign and marketing dollars. Take a peek and get your study on:

  1. Look for unusually low engagement rates

  2. Analyze the quality of interactions

  3. Examine their follower profiles

  4. Analyze their follower growth rate

  5. Analyze their audience quality

Fake followers can be bots, or real people who artificially boost their following and engagement by paying for it. Their goal is to create accounts that, on the surface, may be of interest to advertisers, but fundamentally, do not influence many people. People will go through great lengths to collect the pot of gold at the end of the rainbow, and even more if that pot of gold will get them free stuff and a good paycheck without actually having to put on the work, and you as a brand need to keep an eye on the people (not influencers) you trust your brand with.  

So, bottom line is, do your homework! Don’t get mesmerized by the high amount of followers and so called “Influencers” that don’t have any influence at all. One of the first stages of rolling out a successful marketing campaign is choosing the right person to work with. This can be a very time-consuming process, but when done right, it will sow great benefits. So next time you get starstruck high numbers, ring that fake follower alarm and analyze harder.

The good news is that we can talk the talk and walk the walk by backing up what we say with hard data. The greatest thing the #GNBFamily can offer to your campaign and brand is the variety and multiple personalities that are part of our group.  From stylish fashionistas, to kitsch photographers, to world travelers- you name it, we have it. It’s all about knowing your essence and applying it to your strategy to work with the right influencer. At the very end, that’s what we do, influence.

Let us listen to you and your ideas and wow you with a strong Influencer Marketing strategy. Let’s collaborate and celebrate strategies for your brand. See if we have the perfect profile to what you have in mind. Check out our roster and let’s get down to business!