Making money out of 'kid-fluencers'
Business Daily
BBC
4.4 • 816 Ratings
🗓️ 12 July 2022
⏱️ 18 minutes
🧾️ Download transcript
Summary
Are you a proud sharent? That is a parent who loves to post about your child online. Some have even turned it into a lucrative business, with incomes boosted by advertising deals and merchandise sales.
Deborah Weitzmann meets Gemma Alster and her daughter Gigi. They tell us about working with brands to make advertising content for social media.
We also find out why brands around the world are cashing in on the kid-fluencer craze with global brand expert Eddie Hammerman. In many countries, a lack of financial and psychological protection for child influencers is a cause for concern. Policy makers tell us how child labour regulations should be brought up to date to reflect the growth in this space.
Presenter/producer: Deborah Weitzmann Image: Gigi; Credit: Gemma Alster
Transcript
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| 0:00.0 | The Bomb unerths a gripping true story of espionage at the core of the British-American atomic research programs. |
| 0:09.8 | Find out more in Season 2 of The Bomb, a podcast from the BBC World Service, available now. |
| 0:20.0 | Welcome to Business Daily. |
| 0:23.7 | Today we are exploring the rise of kid influencers. |
| 0:27.7 | That's right. Welcome to Business Daily here on the BBC. |
| 0:32.2 | But I'm afraid you'll have to settle for me as your presenter. I'm Deborah Weitzman. |
| 0:37.4 | On today's episode, I'll be going behind |
| 0:39.6 | the screens of young social media stars who earn income through sponsored posts and brand partnerships. |
| 0:46.5 | The engagement rate can be through the roof with child influencers as their audience is so invested |
| 0:51.6 | in the person they've chosen to actively follow. |
| 0:54.8 | I'll meet with one mother who gave up her job to create digital content with her toddler at home, |
| 1:00.3 | but is now grappling with privacy concerns. |
| 1:02.9 | Some of these videos have gone viral, they've been viewed millions of times. |
| 1:05.6 | This is actually a little bit scary how many people are seeing her. |
| 1:09.5 | In many countries, a lack of financial and psychological |
| 1:13.2 | protection for children that work in the digital space is taking centre stage. I'll hear from a |
| 1:19.1 | British politician looking to revamp child labour laws. All this to come on today's |
| 1:24.9 | This is there. |
| 1:30.5 | Did you should we go in your room, baby? |
| 1:32.7 | Come on. |
| 1:33.7 | So we've just come into Gigi's nursery. |
| 1:36.1 | There's a cot with all different stuffed animals in it, |
... |
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