About 80% of children in Russia are registered on social networks, this is 20% more than the same indicator in Europe. It is on the Internet that children receive information about trends in music and style, entertainment and new brand collections.
Parents do not have time to follow children’s trends, so the child himself formulates his preferences. Realizing what product he wants, he goes to mom and dad with a ready-made proposal and a question about the budget.
Advertising of children’s products has moved to a new format – direct promotion: if earlier it was targeted at parents, now it is targeted at children. But where to advertise for children, which option is most effective, what influences children’s perception of the product, and what marketing mechanics work? Elena Sidorkina, mobile advertising expert at Data Driven Agency E-Promo, talks about this.
Find a common language and sprinkle with interactive: how to promote baby products on social networksDaria Myznikova
Why do children need social networks
Gadgets form clip thinking in children. The brightness and speed of the picture change determines whether the child will like the video (including advertising). To help children learn facts faster, animated videos often include songs with simple melodies and straightforward rhymes. The guys are starting to reproduce such patterns in their short videos, which are posted on the TikTok or Likee platforms. These applications are similar in functionality: they allow users to edit and post a short video in a few tens of seconds.
Children read user habits from their parents, so they often register on “adult” social networks. Users aged 10-15 spend on Facebook, VKontakte or Instagram about three hours a day.
VKontakte remains one of the most popular platforms: here schoolchildren communicate with friends, follow the news agenda, subscribe to groups of various media.
Instagram for teens is a platform where you can express your thoughts to a wide audience, share photos from your life and comment on your friends’ posts.
Schoolchildren perceive Facebook rather as a “social network for adults” benchmark for developmentforming beliefs and principles.
We are seeing a gradual outflow of children and teenagers from social networks to new services and messengers – this age group has new needs, new approaches to content consumption. Children do not wantso that parents can observe and comment on their activities on “adult” social networks, so they are looking for other platforms.
On TikTok, the feed adjusts for each user so as to show videos that are potentially interesting to him. There, teens are unlikely to be shown videos about cooking, psychology or gardening. Rather, it will be creative and humorous content.
How to advertise to a children’s audience
Advertisers often run ad campaigns on “adult” social networks for children. For example, brands are promoting sweets, snacks, clothing collections, board games, breakfast cereals, movie premieres on VKontakte, Instagram and TikTok, with an emphasis on the children’s audience.
Sponsored posts on social networks
In our experience, posts with interactive elements evoke the greatest response – “Collect your name in chocolate language”, “Solve a math problem”, “Guess the name of the movie by emoji”. Children like to interact with content, independently influence it, think, decide, show their knowledge and skills. Posts with bright pictures and simple tasks engage the child well in interacting with the brand.
Simple call-to-actions like “like”, “subscribe to our community” don’t work. We observe that the ER score of such publications is much lower compared to those where the child is required to take action and involvement in the process. For example, posts with engaging topics on Instagram receive 10x more engagement – their engagement rate was 0.55 versus 0.05 for regular posts without engaging mechanics or with a standard CTA.
It is important to separate the audiences for which the ad is being created. Children do not want to know anything about the usefulness, calorie content or the presence of wheat germ in foods. It is important for them that it is beautiful, popular with peers and tasty. If you “confuse” audiences and messages, you may not capture a single segment of users.
We had an interesting case – we promoted a children’s product, a cookie of a popular brand, but to a parent audience: we talked about the beneficial properties, composition, vitamins. With the help of targeted advertising, mothers were attracted to the brand community on VKontakte. We set up the interests “Children’s clothes and footwear”, “Children’s parents”, “Children’s health”, but did not set an age limit. Therefore, the audience of the advertisement also included children who actively began to subscribe to the group – this product was familiar and interesting to them.
There was a serious risk of leaving children with a negative impression of the brand, because the presentation of information was aimed at adults, we focused on their values. I had to set up age filters so that each audience received the information that was intended specifically for them.
Children perceive video advertising well – the notorious clip thinking here plays into the hands of advertisers. For campaigns on traditional platforms (such as Youtube, Instagram or VKontakte), full-fledged, high-quality videos are most often created, with full production: a clear plot, staging, editing, voice acting.
But for short video services, such videos are not suitable. And it’s not even that TikTok, Likee and their Russian analogue “Clips” “VKontakte” require a vertical video format.
The advertiser will have to take into account the way in which information is consumed by the younger generation. They like lightweight content that is not overloaded with meaning, quick change of images, simple plots. For example, in order for an FMCG brand to attract the attention of a young audience on TikTok, it is useful to choose the appropriate slang in the video. Instead of the standard “Buy” call, CTAs such as “Try me!”, “Do you want it like me?”, “Go here!” Can be used. These calls to action can increase the VTR of a video by 20%.
Services of short videos offer all the necessary tools in order to quickly shoot and edit a video, add visual effects. Ads on these platforms should not stand out from the endless row of clips that the user flips through. The more organically a brand is able to fit into the context with a challenge, competition or a suitable video, the more chances it will have to grab the audience’s attention.
For example, sketches are very popular on Likee, and dance videos are very popular on TikTok. If you are a trend specialist and have learned all the trendy dances on TikTok, you can try running your campaign there.
Parsing, hashtags or budget: what to look for when choosing a siteThe advertising platforms mentioned above differ greatly in their capabilities.
VKontakte is actively developing options for business, so widgets, chats, automated communications – bots and mailings work well there. To work with a children’s audience, gamification capabilities come in handy – you can add game mechanics using built-in tools or external services.
VKontakte is suitable both for campaigns that are based on interaction with friends, and for attracting a new audience, thanks to the wide possibilities for parsing the audience according to various criteria. The advantage of the Facebook ad account is the ability to post the same creatives simultaneously on Instagram.
TikTok and Likee are younger platforms, their advertising accounts are not yet well developed. But there are more options for free hosting. Due to the fact that hashtags are very popular on platforms, you can reach a mass audience, focusing on current trends and filming videos on time at the request of the audience. It is important to remember that trends live on TikTok for an average of one and a half to two weeks.
Talking about numbers – TikTok increased from 55 million users to 700 million in just the last two years (for comparison, Instagram has gradually collected 1.4 billion over 10 years). The Clips platform also has a great development potential – in the first month of operation it collected 3 billion views from 44 million people. That is why advertising on services such as TikTok and Clips, which are gaining popularity among the younger generation, is suitable for brands whose goal is to attract a young and modern audience.
Advertising of children’s products: instructions
- Children are very receptive to advertising, but at the same time they are quite demanding. You need to speak to them in their language. If an advertiser doesn’t know what emoji are or is not ready to “downgrade” to built-in video effects in a short video service, their campaign has little chance of success on TikTok or Likee.
- It is important to determine in advance which audience the ad is targeting. The child and the parents have different values. Status, fashion, relevance are important for children. For parents – comfort, durability, usefulness.
- Creatives for children should be interactive. They should be carried away by the product, associate it with a pleasant feeling of the achieved result, useful interaction. Posts with assignments, quizzes, contests in social networks, challenges in short video services – these formats are great for children.
- Sales should not always be the goal of a campaign; sometimes it is more important to generate deferred demand. The teenager will remember the brand, grow up and buy the product he likes in 2-3 years. Until that moment, he will be a loyal brand ambassador.
Cover photo: Unsplash
Source: Rusbase by rb.ru.
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