With the purchasing power of Canadian parents in the hundreds of millions–even billions of dollars–arena, kid-friendly video content is not to be overlooked. And yet, it so often is. Businesses often disregard appealing to children directly because their wallets are empty, but this is a mistake. Building brand recognition with kids, and creating video content that appeals to them can pay off now and in the future. Here we look at why creating kid-friendly video content and marketing is important to your business.
UNDERSTAND THAT KIDS INFLUENCE WHAT PARENTS BUY, TOO.
Whether it’s Mom and Dad trying to be cool or simply please their brood, one thing is for sure—kids have influence, baby. This is true not only of what their parents buy for them, but also what their parents buy for themselves. Consider this: a consumer report from hrc retail advisory recently published some fascinating, though not entirely surprising, findings. Among them, they found more than 75% of children aged 10 to 17 are the driving force in households and have influence on their parents’ purchases. In the clothing and footwear categories alone, more than 75% of parents admitted their children influence their buying decisions. So when you see Dad sporting those new All Stars, you’d be right in assuming he wasn’t on his own in making the decision.
The days of appealing only to adults or only to kids is out-dated. While today’s parents’ may hold the credit card, smart content can earn you the loyalty of not one but two generations of future customers.
KIDS USE THE INTERNET. LIKE, A LOT.
If you want to appeal to kids, you need to know where to find them. According to a recent article published by e-marketer, more than half of Canadian kids aged 11 & younger use the Internet. They also estimate that approximately 1.7 million children under the age of 12 watch digital video. Much of this is on YouTube; particularly after Google’s recent launch of their YouTube Kids app. Available in Canada since November 2015, this app approves family-friendly ads, which omits food and beverage advertisement. It also means more kids than ever are viewing content, as parents feel safer about allowing them to surf freely.
Kids love video content, but it’s up to you to decide how much time you have to invest in making it. Whether it’s building a YouTube channel or a blog that features videos, there is any number of ways to reach out to this demographic online.
YOU WIN KIDS BY APPEALING TO THEIR FRIENDS
The same report from e-marketer suggests that for kids, friends and bloggers are more influential than anyone else. Across the board, friends were most likely to influence kids’ buying decisions, as well as that of Millennials. Both bloggers and You Tubers were viewed as being more important and influential that the generation’s most famous artists, singers, and even athletes.
Becoming (or hiring) a blogger or vlogger for your brand is within reach of most businesses and can be a boon for engaging with kids. With social media playing such a big role in purchasing decisions, you can assert a lot of influence on younger people just by being present and engaging. When you consider that 50% of kids spend time on social media while they shop, there are a lot of opportunities for creative marketing campaigns.
CANADIAN MILLENNIALS OUTPERFORM AMERICANS
Apparently Canada is where it’s at. While there is still much talk of a trembling economy and sinking Loonie, Canadians are doing eh-okay. A recent article from The Atlantic asserts that Canadian millennials are faring far better than their American counterparts. According to a report from TD Bank, Canadians between 25 and 35 are “wealthier, more likely to be employed, and more likely to own a home…” That also makes them more likely to be having children, and able to make purchases when they do.
CURIOUS TO LEARN MORE?
Give us a call. We’ve spent a lot of time crafting creative video content for kid-friendly businesses, and we’d love to help you as well.