Content area
Full text
We thank the support of Bárbara Cabello Jiménez, PhD student at the Complutense University of Madrid (UCM)
Abstract
Introduction: This article analyses the practices of kid influencers on YouTube and the presence of brands in the videos they generate. Methods: This is an exploratory study based on content analysis performed on a sample of videos collected from the five most-viewed and most-subscribed YouTube channels starring Spanish children in January 2018. To be precise, we selected the five most-viewed videos from each of the selected channels (a total of 25 videos and 400'). The analysis of the engagement strategies is based on the models developed by McRoberts et al. while the analysis of brand presence is based on the model of Smith et al. Results: There is a common typology in the contents, a semi-professional management style and the simultaneous omnipresence of brands. Conclusions: Recommendations are made for the regulation and management of the communication practices of kid influencers on YouTube to ensure they are developed in a secure, positive, fun and responsible environment.
Keywords
Children; Influencers; YouTube; Brands; User-Generated Content; Collaborative Culture.
Contents
1.Introduction. 1.1. Engagement strategies on YouTube channels. The model of McRoberts et al. 1.2. Brand presence on YouTube channels managed by kids. Analytical model of Smith et al. 2. Methods. 3 Results. 3.1. Analysis of brand content. 4. Discussion and conclusions 5. References.
Translation by CA Martínez-Arcos
(PhD in Communication, University of London)
1.Introduction
The growing consumption of online content by children generates social concern, research interest in the academic field as well as interest in the brands that target them. Education on the proper use of digital audiovisual media and the development of a critical attitude allows children to manage their digital profiles in a competent and safe manner (Celot and Tornero, 2009; Carlsson 2010; Frau-Meigs and Torrent, 2009; Lankshear and Knobel, 2008; Marta-Lazo and Gabelles, 2016). Similarly, research on the spontaneous practices of children on the Internet and the analysis of the influence mechanisms that are triggered, and their consequences, allows brands to implement a responsible communication.
YouTube stands as the main video-sharing platform: it has over one billion users, which amounts to almost one-third of the Internet, is localised in 88 countries and can be accessed in 76...