DFS2021 presentation by Laura Edwards

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Children & Family Social Media Influencers LAURA EDWARDS Co-founder & Director Of The Viral Group


How does it work? Often starts as a passion and hobby Influencers grow an audience organically; followers feel a sense of connection and trust This creates a ready-made consumer group Our agency represents influencers, manage brand partnerships, licensing etc. Provide a strong support system to help influencers navigate the industry Negotiate meaningful brand partnerships that create new and exciting opportunities


How does it work? Organic content = Content produced solely by an influencer, not in relation to any brand partnership.

Sponsored content = Content produced by an

influencer in collaboration with a brand. Said brand would have some influence as to what the content entails. This is a paid partnership.

#AD #Affiliate/AF #SP


Kids Safety Years of experience in dealing with children in the influencer space Fully COPPA Compliant ASA Guidelines Cannot target kids based on cookies or online behaviours etc. Age restrictions aim to prevent children from obtaining social media accounts Kids creator accounts are owned and managed by parents


Creating opportunities Ruby interviews Justin Timberblake and Anna Kendrick in L.A. Ethan interviews Han Solo, Star Wars, in Chicago

Coco lands role in West End show, BIG the Musical Movie Premiere s

Meet & Greets

Launch on Amazon Prime

Nickelodeon Slime Fest

And more‌


Tekkerz Kid 1.64 million YouTube subscribers 584,000 Instagram Followers

BBC Sport Campaign Lorenzo interviewed Marcus Rashford

Nike Campaign Lorenzo met and played with Cristiano Ronaldo

Lovell Soccer Campaign Lorenzo interviewed John Cena


Tiana Over 17 million YouTube subscribers 346,000 Instagram Followers Licensing deal with ASDA

Totally Tiana DVD in collaboration with SONY

Hearts by Tiana Pop-up store Crowds of over 20,000 kids and parents attended


Brand partnerships


Benefits Currently online is an extension of their offline face to face interactions which helps their mental health and belonging A child can build knowledge and skills to learn how to avoid online risks Boosting self esteem and confidence Exploring and expressing creativity, photos and videos If used correctly, great way to share interests with friends and play games Use to follow exercises


Risks Being exposed to inappropriate content and images, aggressive, violence, sexual Sharing of personal information Cyberbullying Data capture / identity theft Posture due to lack of exercise Become Nocturnal Communication skills Voice activation – Alexa


What can we learn? This is new media; we must adapt More children aspire to become YouTubers

13 in

6-17 year olds aspire to be a YouTuber

Children’s consumption of media is different to previous generations Parents need to be monitoring their children’s activities online Social platforms have a duty to keep users safe online

Source 1: MediaKix Source 2: Ofcom Children and parents: Media use and attitudes report 2019

YouTube remains favourite among kids. 5 to 15 year olds prefer YouTube to TV channels.


Thank you! LAURA EDWARDS e: laura@viraltalent.co.uk


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