Meet Anaya Kandhal, the 4-year-old Indian sensation outperforming MrBeast on YouTube. But this isn't just about cute videos. As an influencer marketing agency owner who's managed 100+ campaigns, I see a goldmine that most brands are overlooking.
Parents aren't just seeking entertainment; they're using these channels as digital babysitters and educational tools. This creates a unique opportunity for brands to provide value to both children and parents.
D2C brands are missing out. Here's how to tap in:
1. Create engaging, educational content
2 . Focus on parent-approved themes
3. Remember: "Sell content, not products."
5 of the top 7 most subscribed YouTube channels are kids' content and even kids' channels are outperforming religious content in engagement.
One key factor driving the success of kids' content is the blend of education and entertainment - often called "edutainment."
Successful channels like Cocomelon and Little Baby Bum aren't just entertaining; they're teaching fundamental skills:
- Language development through nursery rhymes and songs
- Basic math concepts via counting videos
- Social skills through stories about sharing and friendship
By creating value-driven, educational content, you're not just selling products – you're becoming a trusted part of a family's daily routine.
What's one way your brand could create valuable content for young audiences?
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This post was originally shared by Neha K Puri on Linkedin.