CULTURE MOMENT: The first ever U.S. law protecting child influencers and social media stars has passed in the state of Illinois. The law ensures that minors are paid for appearing in videos posted on monetizable social platforms, such as TikTok and YouTube —?and requires parents who post videos of their kids to set aside earnings in a trust. If kids aren’t properly compensated, they’ll have the power to sue.?
- Proposed by a teen, this law showcases the legal interests and political power of Zs. It was a letter from 16-year-old Shreya Nallamothu —?outlining concerns she had over family vlog content she encountered online —?that spurred legislative action. As Zs (and Alphas) come of age, expect these gens to spark political change that reflects current culture.
- This is the first serious legislation for a multibillion dollar industry. Advertisers spent nearly $3 billion marketing to kids in 2021, according to Robinhood Snacks —?and that’s expected to grow. YouTube, TikTok, and Instagram, among others, have become powerful marketing platforms as kid’s entertainment has shifted from Saturday morning cartoons to social media.?
- Protections for kid-fluencers are set to expand. Other states, including California, Washington, and New York, have made moves to expand the rights of child influencers. Meanwhile, France has already expanded its child-entertainer laws to include influencers. Expect this to become a hot topic in the coming year.?
WHAT IT MEANS FOR BRANDS:
- When it comes to entertainment and branded content, “oversharenting” is out. The long-simmering debate over parents sharing every detail of their kids lives online —?and whether or not minors can consent to taking part in content creation —?has reached a tipping point. While popular YouTuber Ryan’s World won’t soon lose millions of followers, more families may opt for alternatives that centers adults (think Ms. Rachel) as concerns over parental exploitation rise.?
- Digital privacy —?at least for minors — is gaining traction. Gen Zs had their sonogram images shared on social media, and their first steps (and wobbles) broadcast to friends, family, and even strangers. Now, we’re seeing Zs take a protective stand for digital privacy for future generations. Zs are well aware of both the power and pitfalls of digital influence, and they’re behind this grassroots movement to protect kid-fluencers’ rights.
- Family content creators are here to stay. While we expect more sensitivity around child influencers, there’s another member of the household that’s just starting to get social media screen time: dads. Fueled by the pandemic and TikTok, “dadfluencers” are surging as Millennial men gain millions of followers for their honest depictions of modern fatherhood. As The New York Times recently pointed out, dadfluencers now encompass a wide range of experiences, from “girl dads” and “boy dads” to gay dads, single dads, and dads with blended families, among others.?
- Kid-fluencing just got potentially more lucrative —?and aspirational. The new Illinois law requires parents to put aside their kids' earnings just for them. With increased protections, tweens might see content creation as an even more desirable side hustle. According to our recent ALMANAC study on Generation Alpha, kids already aspire to tech-y careers. Brands across verticals should reflect the future as Alphas see it: YouTubers, video game designers, and Twitch streamers are the new doctors, lawyers, and teachers.
For more on the changing role of tech in kids' lives, check out our article, Raised by YouTube.
